Best of the Best: „German Brand Award“ 2017 for Lamy

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“In 1966, Lamy brought the LAMY 2000 onto the market and set the starting point for an impressively large piece of brand work, which has now lasted over five centuries,” Andrej Kupetz, the managing director of the Design Council and a jury member of the German Brand Award, explained the decision. “Thanks to the model brand leadership, Lamy has matured purposefully into one of the cosmopolitan brands of global relevance and is therefore best equipped for the emergence of a new era.”

In addition, the process of digitalisation proved to be an essential part of the decision. The accompanying changes represent a real challenge for a stationery manufacturer like Lamy. A challenge that the company has, however, recognised as an opportunity: “If everyday communication is increasingly taking place digitally, writing by hand takes on new relevance,” explains Beate Oblau, Head of Marketing at Lamy. “It is and remains to be one of the most personal forms of expression, as distinctive as a fingerprint. Lamy’s vision is to keep the pleasure of the individual quality of writing by hand alive – with stationery that matches the particular lifestyle and underlines the personality of its respective user.”

As such, Lamy began its anniversary year in 2016 (“50 years of Lamy design”) internationally with the claim “not just a pen”. Linked to the message: a Lamy is more than “just” a writing instrument. It can be a creative tool, with which we develop ideas and bring them to paper, a companion, which assists its user in important situations over many years to come, or a design object, which is appreciated because of its special design. Therefore, “not just a pen” also incorporates the sum of qualities that distinguish Lamy and make it unique: the manufacturing in Germany, the clear styling, the high level of functionality and the excellent workmanship.

The anniversary campaign – which included alongside an international advertising campaign, among others the travelling exhibition “thinking tools” in cooperation with the illustrator Christoph Niemann, an anniversary event at the Heidelberg Castle and extensive social media activities – was communicatively conceived and implemented by the Meiré und Meiré agency. “The LAMY brand has made a strong development – from a designer stationery manufacturer to a global lifestyle brand,” said Creative Director Mike Meiré. Head of Strategy Marc Meiré added: “Being honoured with the German Brand Award is a sign for us that this development is not only reaching the end user, but also being appreciated and recognised in specialist circles.”

About the German Brand Award
With the German Brand Award, the Design Council and the German Brand Institute honour successful brands, consistent brand leadership and sustained brand communication. An independent jury made up of brand experts from various fields decides who receives the award. Initiated by the Design Council, the German Brand Award strives to promote the competitiveness of German companies. The German Brand Institute, which was founded to strengthen activities in the field of brand leadership, is commissioned with the implementation of the competition. Brand fairs & events, brand apps, brand games, brand campaign, brand offer and brand service.

C. Josef Lamy GmbH
D-69111 Heidelberg
Germany

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About Lamy
The LAMY brand stands for high-quality designer writing instruments defined by their timeless modern aesthetics and perfect functionality. Its success story began over 50 years ago with the LAMY 2000: in 1966, the model established the clear and unmistakeable design which still defines the style of all the brand’s products today – the Lamy design. As an independent family business, Lamy has been associated with Heidelberg since it was first founded in 1930 and therefore guarantees consistent high quality, “Made in Germany”. With an annual production of over 8 million writing instruments and turnover of more than 110 million euros in 2016, Lamy today is not only the market leader in Germany but has developed to become an internationally sought-after brand. The company continues to set trends, not just through its annual special editions and has inspired writing enthusiasts around the world with its innovative colours and surface finishes. In this way, Lamy continues to reinvent itself and proves that a writing instrument is more than just an everyday object: it is a genuine lifestyle accessory which expresses the pleasures of writing by hand and highlights the individuality of the owner.

Press contact: Myriam Bohr – Phone: +49 6221-843 102 – myriam.bohr@lamy.de