Steinway & Sons promotes two execs to prez
Steinway Musical Instruments Inc. made two changes to its executive management team in its Steinway & Sons subsidiary, according to Forbes
Thomas Kurrer takes the leadership position from current president Bruce Stevens, who is retiring after 22 years at the company. Kurrer joined Steinway in 1989 as managing director in Germany and is currently the Long Island City, N.Y.-based company’s head of overseas operations.
Additionally, Ron Losby, managing director of Steinway UK and director of European retail operations, has been promoted to president of Steinway & Sons Americas. Losby joined Steinway & Sons in 1987 as district sales manager. In 1998 he was named managing director of Steinway UK and in 2005 he was promoted to his most recent position.
Both executive shifts are effective Jan. 1, 2008. Losby reports to Kurrer and will relocate to the company’s New York headquarters; Kurrer will remain in Germany.
Through its Steinway & Sons and Conn-Selmer divisions, Steinway Musical Instruments manufactures and markets a wide range of musical instruments used for both orchestral and band performance, including saxophones, pianos, trumpets, French horns, trombones and more.
Steinway Musical Instruments
spokesperson Julie Theriault told WinmoEdge that when Losby arrives, he will have oversight of the company’s entire operations in North and South America, including manufacturing, sales and marketing, customer service and finance.
She said that the company’s advertising and marketing is split between the United States and Europe and since the company has no in-house creative staff, it works with various agencies for project assignments.
According to Theriault, Steinway markets through a wide range of strategies including trade shows, print and online advertising, direct mail and its sales team. She said that any changes Losby would make to the company’s current strategy have not been arranged yet.
According to The List database, Boston-based Wallwork Curry McKenna has handled Steinway’s print advertising since 1990. Beverly, Mass.-based Rattler Advertising & Marketing has also handled some creative duties.
According to Nielsen Monitor-Plus, the company spent about $1.4 million on media in 2006. About $800,000 was spent on local newspaper ads, about $500,000 on national newspaper ads and about $90,000 on spot radio ads.
Now is the time to start formulating ideas for Steinway as Losby makes his way across the pond. The company has plenty of brand equity behind it, so agencies should create campaigns that present Steinway as the leader in its category. If your agency has online marketing experience, also consider approaching with cutting-edge Web strategies.