"Together, we're moving the ' KPM Berlin ' forward!"

In a good mood, Theresa Haala-Hirt leads the visitor into her office on the historic grounds of KPM in Berlin. As she passes by, she calls out to a colleague: "Congratulations!" She found out this morning that he is getting married. An individual gift is traditionally organized by the KPM family for this occasion. Haala-Hirt explains that KPM recently had an URBINO tea pot personalized for a colleague from the online department.

She knows the “ KPM Berlin ” like the back of her hand: Theresa Haala-Hirt explains the work processes in the kiln hall

As head of the communications department and deputy marketing director, Theresa Haala-Hirt knows just about every employee. For twelve years, she has been a reliable constant in the world of the Royal Porcelain Manufactory ( KPM Berlin): “Just recently, our managing director pointed out to me that this amounts to a third of my life,” she says. Yet the 36-year-old actually ended up at the Royal Porcelain Manufactory more by chance than anything else. While studying business administration, she was looking for a company to do an internship at, and a friend’s mother arranged an interview with the head of marketing. Theresa Haala-Hirt got the job as an intern. As a native of Berlin, Haala-Hirt knew the brand by reputation. And passion

Her passion for cultural heritage and porcelain developed quickly: “After a colleague gave me a tour of the factory for several hours during my first week, I was speechless for three days—that’s how impressed I was by this genuine and authentic product and the many stories there are to tell about it.” She came and she stayed: After completing her studies, Theresa Haala-Hirt—at the age of 26—immediately began a permanent position at the KPM Berlin . When her supervisor left the manufactory a few months later, the former intern in the marketing department suddenly found herself on her own: “It was like jumping into very cold water. But that’s how you learn quickly,” she recalls. In recent years, the marketing department at KPM has grown steadily. The ten-person team consists almost entirely of women—except for one intern, one dual-track student, and the boss. “He grew up with two sisters and knows exactly how to handle the female majority,” Haala-Hirt explains with a laugh.

In addition to the strategic planning and design of communication campaigns for traditional and new products, editions and collaborations, Haala-Hirt is also responsible for communication and press relations. Using various channels and formats - from classic press releases to creative launch events - she and her team put their passion, experience and heart and soul into ensuring that KPM enthusiasts and the KPM community are kept up to date on all the manufactory's special features and news.

The great thing about KPM is that we manufacture our own products - on site in Berlin.

Why is the team mainly made up of women? She suspects it could have something to do with the empathy that is needed there. You have to approach the editorial offices of newspapers and magazines and maintain contacts, which requires interpersonal sensitivity that is said to be more common among women. The best example for Haala-Hirt: KPM Managing Director Martina Hacker. "She has a pleasant, reserved manner and asks questions if she has the feeling that something is wrong."

Has good people at her side: Theresa Haala-Hirt between Julia Hell (Head of Art Department), Julia Möbes (Communications Manager), Nina Jäckel (Social Media Manager), Charleen Albrecht (Head of Digital Experience)

Haala-Hirt also pays attention to the atmosphere in the team: "It is important to me that we move the company forward together. I don't believe in an elbow mentality." She shares her office with five colleagues. Direct communication and short working distances are important to her: "The great thing about KPM is that, as a manufactory, we produce everything ourselves - on site in Berlin." There are completely different opportunities to get involved: "If I have an idea for a product, for example, I go straight to the person who could implement it."

Since Haala-Hirt joined the KPM Berlin , not only has the marketing team grown, but the work has also become more professional. Many new initiatives have emerged: Haala-Hirt has overseen and helped shape the customer magazine WEISS (from which this article is taken) since its very first issue. For the new KPM+ brand, she was able to initiate exciting collaborations with external artists. Painters, illustrators, industrial designers, and product designers engage with the legacy of the “ KPM Berlin.” There are virtually no restrictions. The goal is to bring new perspectives and external influences into the manufactory. “Sometimes it’s hard to break out of familiar patterns. You need someone with a different way of thinking to help you evolve.”

Founding spirit: A colorful portrait of Frederick the Great hangs in her office

Behind Theresa Haala-Hirt’s desk hangs a pop-art version of a portrait of “ Frederick the Great”—the former owner of the Royal Porcelain Manufactory. For her, it sums up what the long-established company KPM Berlin must achieve today: combining traditional craftsmanship with new creativity. “We have a history spanning over 250 years, which we carry with us with pride and respect.” Many stories about the manufactory and its work still await telling—historical accounts from the archives, but also stories about the craft itself. In this regard, she sees herself less as a guardian of the great porcelain manufactory’s secrets and more as a translator. “Since 1763, KPM has forged its own path—never looking back,” she says. “We don’t necessarily have to follow trends, but we do have to keep pace with the spirit of the times and (societal) change.” This also includes a well-designed online presence and collaboration with social media influencers. As a result, for the past few years, young people with smartphones have been a more frequent sight at press events in the manufactory’s time-honored rooms. It’s an unusual mix—but one that works. “We’ve built a diverse network of young people who have gotten to know KPM—and quickly come to love it.” Just like Theresa Haala-Hirt herself, when she was given her first tour of the factory twelve years ago.

Text: Sandra Winkler

Images: Gene Glover