Claus A. Happy

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Claus A. Froh, 2014

Claus A. Froh (born March 10, 1936 in Mannheim ) is a German author and designer .

Life

Claus A. Froh trained as a book printer in Mannheim . In the 1950s he met some of the top advertising people in the young Federal Republic (Hans W. Brose, Günter Bläse, Hermann Bruder, Hubert Strauf and others) as lecturers at the State Business School in Mannheim, who complained about the lack of young talent in advertising. This spurred his career aspiration, he became a manufacturer (Clar advertising agency & Energie Verlag, Heidelberg, Großdruckerei Maul & Co, Nuremberg), advertising assistant (Verlag Nürnberger Nachrichten) and from 1960 to 1965 copywriter and contact group leader (Hermann Geiling Werbegesellschaft, Stuttgart).

Influenced by David Ogilvy , Claus A. Froh started his own business in 1965. He worked as a creative consultant for advertising agencies and as a communication consultant, copywriter and designer for internationally operating companies, for decades he created and maintained successful premium brands such as SieMatic fitted kitchens, Gaggenau built-in kitchen appliances, bulthaup kitchen systems, Lorenzini men's shirts, Aida Barni Cashmere knitwear and Mey & Edlich textile sales . In professional circles, Claus A. Froh became known for his brand management with unconventional strategies and purist-minimalist campaigns, far removed from the mainstream.

In the “luxury ranking of the top 30 German brands”, which has been compiled every two years for the magazine Wirtschaftswoche since 2005, brands that have been cultivated by Froh for decades are regularly at the top. In 2013, after A. Lange & Söhne, Glashütte, Porsche and Burmester, bulthaup took 5th, Gaggenau 6th and SieMatic 12th place. The German Luxury Brand Index is based on a survey of 163 industry experts. The criteria are the relative price gap to mainstream brand providers, absolute price levels and brand attractiveness.

Froh's advertising work is recognized in the DDC Yearbook 2009 Gute Gestaltung / Good Design 09 and documented in the volumes from 1966 to 2006 in the Advertising Yearbook (Econ-Verlag). He was a member of the ICTA, International Center for the Typographic Arts (Aaron Burns, Kurt Weidemann ). In 2008 he became an honorary member of the German Designer Club in recognition of his life's work .

Poetry

Claus A. Froh's "Lyrisches Ich" also deals with his work and life experiences and a recognizable distanced relationship to the media world. In 2000, a selection of his poems was published for the first time in the anthology of poetry “up to the gentle assertion of darkness” (Schweikert Verlag). In 2001 Gert Westphal spoke seven Froh texts from this anthology on sound carrier. For further publications see under publications.

Publications

Non-fiction

  • Advertising Yearbook. Econ Verlag, advertising campaign documentation, 1966 to 2006.
  • Cashmere - precious fibers, classy fashion. Edition Annapurna, Prato 1986.
  • Arnica-Verena Langenmaier: The color of things - coloring, a task of design. Bangert Verlag Munich, 1994, ISBN 3-925560-71-8 .
  • Dieter Müller's New Kitchen / A Master Chef's Favorite Private Recipes. Foreword: Claus A. Froh, Edition Gaggenau, 1993.
  • MEMO The calendar book , in four languages. Edition Domberger, included in the Moma Shop Collection of the Museum of Modern Art, New York in 1985, at Manufactum in 2000. (Design by Claus A. Froh & Manfred Jordan)
  • The architecture of the kitchen. Foreword: Claus A. Froh, architecture and photo design: Rolf Heide. Photography: Rudolf Schmutz. bulthaup edition, Aich, 2000.
  • Rolf Heide - Approaching RH Designer Monographs 6, Verlag form, 2002.
  • Kurt Weidemann: Where the letter leads the word. Views on writing and typography. Cantz, Ostfildern 2006, ISBN 3-89322-521-8 . (P. 149/151 Claus A. Froh)
  • The artist's third hand. Catalog raisonné by Edition Domberger, 2009.
  • Good design Good Design 09th DDC yearbook, Birkhäuser, 2009.
  • Metamorphoses of advertising: from advertising to neuromarketing - and back? DDC Design Library - History, 2012.
  • Artist friends - The most beautiful pages of the Domberg guest books and other documents. 1948-2013. Edition Domberger, Filderstadt 2013, ISBN 978-3-00-043534-8 .

Fiction

  • Until the gentle assertion of darkness. Poetry anthology, Verlag Schweikert, Heilbronn 2000, ISBN 3-933696-04-6 .
  • Poetry - The Shin & Claus Froh. CD, recording of an event at the Jazz Club Cave, Heilbronn (2003), ArtOfTime Studios LC 10779.
  • Dense lines. Poems from four decades by Claus A. Froh, read by Gerd Andresen, CD (2007), ArtOfTime Studios LC 10779.
  • Negligent estate. Poems from four decades, Edition Domberger, Filderstadt 2011, ISBN 978-3-00-035259-1 .

Web links

Individual evidence

  1. ↑ Claus A. Froh Or what does a creative consultant actually do? ( Memento from September 23, 2015 in the Internet Archive ) (PDF; 43 kB), Vita on the DDC website.
  2. ↑ The 30 German Top Luxury Brands 2013 Ranking by Wirtschaftswoche in cooperation with Biesalski & Company and Brand Networks, issue 3/14. Retrieved January 24, 2014.
  3. ^ German Designer Club: Honorary Members ( Memento from August 11, 2016 in the Internet Archive ), accessed on February 10, 2014.
personal data
SURNAME Glad, Claus A.
BRIEF DESCRIPTION German author and designer
DATE OF BIRTH March 10, 1936
PLACE OF BIRTH Mannheim