By Seb Joseph

Lidl has promoted advertising and marketing director for the UK Arnd Pickhardt to oversee the brand in its heartland in Germany.

He will take on the role of marketing and advertising director for Aldi in Germany, an expansion of his previous remit.

The move is emblematic of Pickhardt’s increasing influence on a brand that has become more rounded over the last 18 months, in line with its increasing market share. Indeed, Lidl has taken a fun and lighthearted tone to marketing its quality credentials, while doing much to dispel the perception it had among some shoppers for being a ‘stack ’em high, Read full story ›

Source: The Drum