Theo Breidenbach

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Theodor Breidenbach (born August 13, 1928 in Cologne ; † July 7, 2019 in Düsseldorf ) was a German advertising specialist and long-standing creative director of the Düsseldorf advertising agency Gray .

After the Second World War , Theo Breidenbach trained at an insurance company, worked in the catering trade and finally attended an advertising school. In 1955 he started working as a copywriter for the Werbe-Gramm agency in Düsseldorf, the predecessor of Gray . In 1965 he became creative director and managing director of the agency. He remained chairman until 1996 , until 2008 he still held shares in the network agency, which was taken over by the British WPP holding company in 2005 .

The Breidenbach and Roland pottery created in 1958 HB male (Bruno) was in West Germany of the post-war period one of the best known advertising figures. Breidenbach had the idea of ​​a character who struggled with the pitfalls of everyday life and with whom everyone could identify; Potter was her draftsman. Breidenbach was also in charge of other campaigns, including for the car manufacturer BMW (“From driving pleasure”), the candy “ nimm2 ” and the juice drink “ high C ”.

Breidenbach died in 2019 at the age of 90 and was buried in the Düsseldorf North Cemetery.

Publications

  • Targeting: positioning brands successfully. Marketing without wastage . Metropolitan, Düsseldorf / Regensburg 1998, ISBN 978-3-89623-131-4 .
  • Goal-oriented marketing: building and positioning brands unmistakably / . Metropolitan, Düsseldorf / Berlin 2000, ISBN 978-3-89623-216-8 .

Individual evidence

  1. ↑ a b memorial page of Theo Breidenbach. In: trauer.rp-online.de. July 13, 2019, accessed July 18, 2019 .
  2. ↑ a b The HB male - advertising figure of the economic miracle. In: Contemporary historical research. Retrieved July 18, 2019 .
  3. ↑ Ex-Gray-Chairman Theo Breidenbach: The inventor of the HB male is dead. In: horizont.net. July 17, 2019, accessed July 18, 2019 .
  4. ^ Theo Breidenbach: Inventor of the HB male is dead. In: Spiegel Online . July 18, 2019, accessed July 18, 2019 .


personal data
SURNAME Breidenbach, Theo
ALTERNATIVE NAMES Breidenbach, Theodor (full name)
BRIEF DESCRIPTION German advertising specialist
DATE OF BIRTH August 13, 1928
PLACE OF BIRTH Cologne
DATE OF DEATH 7th July 2019
Place of death Dusseldorf