27 Oct, 2020
Why T-Mobile is Magenta in Austria
Brigitte Bojkowszky, Ph.D.

Magenta – A Branding Success Story

Tune in and join me in my conversation with Andreas Bierwirth, CEO Magenta Austria. He talks about merging T-Mobile with UPC Austria, the rationale behind creating the brand Magenta and, ultimately, how Magenta is adding value as a leading telecom company in Austria! 

He provides us with a good overview of the competitive landscape and its challenges between mobile network operators (MNO) and mobile virtual network operators (MVNO) such as HOT.

He shares with us what it means to take on a brand legacy, how to create a winning culture and he reveals to us his magic moments of successfully leading strong brands. Moreover, he shares his perspective on leadership, especially, leading during COVID and the challenges and chances in the telecom sector. 

By comparing the telecom sector with the airline industry he gives our talk a special twist.

Andreas Bierwirth is originally from Germany where he did his doctorate in Business Administration. With a strong passion for the airline industry he took off as a managing director at Germanwings, then transferred to its parent company Lufthansa as Vice President Marketing, and once more and ultimately transferred to one of the daughter companies Austrian Airlines, where he landed as a member of the board of directors. In 2012 he became CEO Austria of one of the global leading telecommunication brands, T-Mobile Austria.


Thekla Klingemann (MSc WU, CEMS MIM)

"I took the 'Global Branding' course with Ms. Bojkowszky in the winter semester 2019 as part of my master’s degree. Ms. Bojkowszky has an incredible high passion for branding and knows how to explain complex issues in a simple and understandable manner. Her lecture was always interesting, with a high practical relevance and...

Mafalda Luz (BSc)

"I had the pleasure to be Dr. Brigitte Bojkowszky's student during my exchange semester in Vienna. It was, by far, one of the most well-taught class I had, where I felt I have truly learned something for life. Dr Bojkowszky is an excellent professor, extremely professional and very kind to her students. Her classes were always...

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