My name is Melani Rollwage. I'm a trend consultant and strategic planner, based in Hamburg, Germany. I like black dogs, white space and well-thought-out strategies that skip your brand beyond future. My aim is to develop new and successful brands, products and services for tomorrow's consumers — merging trend research and consumer insight analysis with all aspects of brand planning. I can't always find my keys, but I can help you find fresh ideas for your product development, for branding and communication planning. I’m available for freelance-work and collaborations.
Head of Planning I Innovation | Freelancer
Born 16th September 1977
Graduated from Hamburg University with an MA in Italian Literature, Arts and Media Studies (German Grade 1.9)
February 2005 – July 2006
TBWA\ Sturm und Drang – Junior Trend Strategist
Sturm und Drang is a qualitative research boutique helping customers to develop innovations and visions for brands with a focus on consumer and market trends. While working for TBWA\ Sturm und Drang, which at that time was an independent unit within the international TBWA network, I was responsible for different trend-based brand consulting tasks, mainly for the cosmetics and F&B industry. In addition to identifying trends and consumer insights using a wide range of qualitative trend research tools (including expert and trendsetter interviews, focus groups, ethnographic research and shadowing tours), as part of the innovation team my main focus was on brand phenomenon analysis and semiometric profiles.
August 2006 – June 2008
&Equity – Strategic Planner
&Equity is a consultancy for strategic brand planning. In my position as a strategic planner and project leader my focus was on developing strategic communication scenarios for name-brand companies from the consumer goods industry as well as media and service companies – both on a national and international level. By employing unique qualitative and quantitative research approaches (APIA®/CAPO®) I headed communication and brand strategy projects for a variety of business sectors (i.e. beauty/homecare, food/beverages, design, retail and media clients), developing strategic recommendations and client communication concepts.
July 2008 – December 2010
Trendbüro Consultancy for Social Change – Senior Trend Consultant
Trendbüro is an internationally operating consultancy for social change. At Trendbüro I was the responsible team leader for the lifestyle and retail division. I managed wide-ranging trend research projects for national and international clients in the consumer goods, service and media industry. Working in a larger team of five people, my projects ranged from forecasts and trend concepts to the development of product or communication concepts and all the way to strategic internal brand consultancy projects. In my position as senior consultant I reported directly to the management and the company founder Professor Peter Wippermann.
Nominated for COR award “Living and Design”
Among all awards for journalists, the COR award is the only one that promotes high-quality journalism related to living and design topics. It appreciates outstanding contributions that impart knowledge, reveal facts and answer vital questions. Within the scope of this award I was nominated for my design and trend study that I developed for stilwerk.
February 2010 – April 2010
SelectNY.Hamburg – Senior Strategic Planner
SelectNY is a global, owner-managed agency network with offices in Hamburg, Berlin, Geneva, Koblenz, London, New York and Paris. At SelectNY.Hamburg I worked on strategic brand and communication planning tasks for leading international FMCG companies from the cosmetics and fashion industry. In addition to brand purpose and equity development I was closely involved in the creative development and strategic evolution of all new product campaigns and those related to the umbrella brand, developing the brand communication strategy.
May 2010 – present
Freelance Strategy and Trend Consultant
working for a variety of different clients and agencies.
I am a strategy and trend specialist. With several years of experience as a strategic planner and trend consultant working for international clients (leading FMCG and retail companies) I am an expert in trend-based brand consulting and strategic consumer research. My key areas of expertise are trend forecasting, creative concept development and strategic consulting. My methodological emphasis is on qualitative and quantitative consumer and trend research as well as strategic brand management. I have a distinct expertise in the fields of lifestyle, fashion & beauty, design & retail and food & beverages. I am well-experienced in managing project design stages, international research, strategy elaboration and presentation.