Students in the Marketing Management class gained first hand insights into the job of a brand manager. In an interactive workshop with Katharina Steiner, senior brand manager at Purina PetCare, students sketched a communication campaign for Purina. The goal was to promote the brand’s commitment to pet adoption. Follow-up discussions revolved around the questions: How can global assets successfully be adapted to a local market? Why does a pet food brand need a social purpose in the first place? Many hanks to Katharina for sharing her insights and expertise with our students!