International Festival of Brand Experience
04 | Der Neustart 18-01-2022

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André Sorge

Managing Director Sales
Philip Morris GmbH

14:00 – 14:30 | Playground Stage
Creative destruction – a tobacco company without cigarettes: can it work?

‘Our goal is to sell no more cigarettes one day,’ explained André Sorge, Managing Director, Sales at Philip Morris Germany. In his presentation, Sorge will explain how it came to this change of course, as well as the challenges accompanying such a comprehensive change process.

Profile
André Sorge is Managing Director Sales at Philip Morris GmbH. Within the Group he has held numerous responsible positions in Germany and abroad, including Director of Marketing for Germany and the Benelux Union. He is currently working intensively with his team to create the largest transformation in Philip Morris’s history and its implementation in Germany: The company wants to be more than a leading cigarette company and pursues the vision of a smoke-free future. Since June 2016, the tobacco company has also wanted to replace conventional cigarettes with risk-reduced products compared to cigarettes in Germany. Together with his team and the newly created sales structure at Philip Morris, André Sorge, Managing Director Sales, now wants to bring about a lasting change in the behaviour of adult cigarette smokers in Germany in order to bring Germany closer to a smoke-free future.