Miriam Eisenmenger in her office.  (Photo: Maison Moderne/Guy Wolff)

Miriam Eisenmenger in her office.  (Photo: Maison Moderne/Guy Wolff)

Miriam Eisenmenger arrived in Luxembourg in 2003 and is Head of Marketing & Communication at Losch Luxembourg. In her daily work, Miriam combines her two passions: cars and communication. As a marketing and communication professional, Miriam is also very involved in associations, notably as a member of CENARP, President of ALMAC for 4 years and Board Member of the Conseil de la Publicité du Luxembourg.

In December 2023, Maison Moderne will celebrate its 30th anniversary. What were you doing in December 1993?

First of all, congratulations on your birthday! 30 years of Maison Moderne - a remarkable success story. I remember December 1993 very well. I spent the year in South Africa as an exchange student. It was a period that had a big impact on me and I still learn from it today. At that time, South Africa was preparing for the first free elections in April of the following year. The end of apartheid was launched and Nelson Mandela was awarded the Nobel Peace Prize. For me personally, he is a very inspiring personality. A man of principles, true to his words, who has been committed to peace, justice and reconciliation all his life. His motto: "A winner is a dreamer, that never gives up".

Which Maison Moderne article, magazine cover or event has stood out for you and why?

Most recently, the Leo Awards, organised in partnership with RTL and Markcom, after a two-year break from Covid, and this time in a new format! Personally, I thought it was very successful, hats off to you! A nice get-together of the sector, where we could finally exchange again with creatives and media professionals. What are the current trends, the new faces and especially the marketing ideas? Unfortunately, there has been no room for this in the last two years, but the need is there, and it's great that such events can take place again.

Are you more of a digital or a print media consumer? 

Definitely both - the job requires it. Of course, I consume more digital media on a daily basis, but I have to say that I also enjoy going back to print when I have the time (rather in the weekend). Print has the unique ability to evoke emotions through the senses. Touching a book or newspaper, hearing the sound of the pages and feeling it is still different from a digital medium. I think print media still has its place, but I couldn’t live without real-time digital news.

What does your office look like and what does it say about you?

I'm probably one of the few women who have model cars in her office. We have some very nice products in our portfolio! My most beautiful model is a customised 911 Speedster, which I received a few years ago from the Porsche Group on the occasion of its anniversary and as a member of the Porsche PR Network.

In addition to the main working tools such as my computer, a digital monitor, etc., I also have a few decorative items such as flowers. After all, I spend most of my time in the office and I am still a woman (laughs).

Miriam Eisenmenger's office.  (Photo: Maison Moderne/Guy Wolff)

Miriam Eisenmenger's office.  (Photo: Maison Moderne/Guy Wolff)

It’s al about morning routines. What are your habits and rituals at work?

The first thing I do in the morning is to join my team with a cup of coffee. The closeness and exchange with my colleagues is very important to me. A little debriefing in the morning about yesterday's event, the feedback from the factory, what is planned for the day, where the problems are... In my company there is no need to wait for the next meeting. Many things can be solved quickly. Team spirit is very important in our company.

And in the evening, which project currently keeps you awake at night?

Fortunately, I have a very good sleep... I would rather say what I dream about at night. Because the slogan "Driving Dreams" never leaves me. At the moment I'm dreaming about a customer event that I hope will be successful next year for our 75th anniversary.

Which best practice have you learned recently that you would like to share with our readers and your colleagues?

Continuous development and adaptation to the environment is not fundamentally new for marketers. However, in a post-pandemic world, it is now all about entering a new era being stronger, taking advantage of the changes and not being afraid of the new opportunities. Video marketing, data analysis, social media, virtual events, the metaverse, influencer marketing - it all means more work, but in the end it's worth it. Let's be honest, is it fundamentally new? Content is still king! In my opinion, the marketing messages haven't changed in 2022, only the choice of media is new! What has proven to work: quality before quantity, staying authentic and repeating messages over and over again. Today, we simply have more possibilities to implement them digitally and we should not be afraid to do so. Storytelling is more trendy than ever.

A CEO sensitive to communication and marketing is crucial. How would you rate your CEO on his vision of the strategic role of your department?

Since the restructuring of the last few years, marketing has also undergone changes at our company. We have created a central marketing department, we have been able to strengthen the team with new skills such as social media, online sales and CRM, and we have set up an autonomous marketing for Losch. None of this would have been possible if our management had not recognised the importance of marketing in the business strategy. I am very grateful for this and fortunately I have a lot of trust from our Board of Management and the wider management. We have close communication between all departments, because marketing is everybody's business. But on the other hand, I am often on the front line, like many marketers, when it comes to measurability and marketing. The automotive sector is very sales and numbers driven. Some image campaigns and long-term sponsorships are more difficult to represent in KPIs, so it helps if the CEO has some affinity with marketing.

Share three of your favourite campaigns with us!

was submitted to the Leo Awards and was deservedly nominated for gold. A charming, locally produced and truly impressive journey through time. A campaign that proves that not only the 'big boys' in Luxembourg with high advertising budgets can win awards. This ad will certainly remain in the memory of Luxembourgers for a long time.

I also like the Enovos advertising campaigns very much. The signature is always the same, they stay true to their line. Great campaigns that evoke emotion and have a beautiful visual language. proved this once again.

My latest favourite is our

With its national teams, the FLF shows courage, innovative strength and determination to succeed. These values also apply to our Volkswagen brand. However, Volkswagen Luxembourg's partnership with the FLF is not only focused on the team of national coach Luc Holtz. The partnership also aims to develop initiatives for the entire football ecosystem.

A collaboration based on a common set of values: commitment, proximity, passion and the shared belief that team spirit can turn mountains upside down.

When you become editor-in-chief, who do you put on the cover of the next Paperjam or Delano?

There are often famous faces on the covers of your two editions. Politicians, high-ranking businessmen. I would like to see unknown faces, like the heroes of our daily lives. People who have achieved great things through their actions, who have become role models for others, but who have not yet found a stage. People like you and me, who simply act selflessly to do good, without thinking about the consequences. I think that such stories are to be found on every street corner and that such people are not recognised enough. They are also worthy success stories and I would be happy to have more extraordinary stories like this. So, let’s go Paperjam 😉