Mr. Lorenz joined BI – Frankfurt in 2008. Prior to BI, he worked in the healthcare industry as a corporate and entrepreneurial marketing and sales professional. Mr. Lorenz’s career includes over 20 years on the client side, including 14 years at Schering AG, now Bayer AG, managing brands like Noctamid®, Dopergin® and Ultravist®, and 4 years with Guerbet GmbH working on brands like Dotarem® and Xenetix®. He worked for Meyra GmbH and most recently at Otto Bock US as a regional director for the Americas. At Brand Institute, he has led over 400 naming projects mainly in the healthcare sector for large, midsized and startup companies. Select experience from his portfolio of brand naming projects includes names like Victoza, Saxenda, Kyleena and Comirnaty, as well as dozens of recommended INNs. Notable consumer/B2B brand naming projects include clients like BMW/MINI, Beiersdorf and the European Central Bank.
