Theresa Haala-Hirt joined KPM Berlin twelve years ago as an intern. Today, as Head of Communications, she passes on her enthusiasm for the brand and its history - supported by a strong team of women. An article from WEISS Magazine No. 5...

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.

Knows 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 head of marketing, Theresa Haala-Hirt knows pretty much all of the employees. She has been a reliable constant in the KPM Berlin cosmos for twelve years: "Just recently, our Managing Director told me that this is a third of my life," she says. The 36-year-old came to the Königliche Porzellan-Manufaktur by chance. During her business studies, she was looking for a practical job and the mother of a friend arranged an interview with the Head of Marketing. Theresa Haala-Hirt got the job as an intern. As a Berliner, Haala-Hirt knew the brand from hearsay. And passion

"After a colleague gave me a tour of the manufactory for several hours in the first week, I felt speechless for three days - I was so impressed by this honest 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 - took up a permanent position at KPM Berlin. When her line manager left the manufactory a few months later, the former intern in the marketing department was suddenly left to her own devices: "It was very cold water I was jumping into. But you learn quickly that way," she recalls. The marketing department at KPM has grown steadily over the past few years. Almost all of the ten members of the team are women: apart from one intern, one dual student - and the boss. "He grew up with two sisters and is very good at dealing with the female predominance," 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 started at KPM Berlin, not only has the marketing team become more professional, but so has the work. Many new things have developed: Haala-Hirt has been in charge of and helped shape the customer magazine WEISS (from which this article is taken) from the very first issue. She was able to initiate exciting collaborations with external artists for the new KPM+ brand. Painters, draughtsmen, industrial or product designers play with the heritage of KPM Berlin. There are virtually no guidelines. The aim is to bring new facets and influences from outside into the manufactory. "Sometimes it's difficult to break out of the familiar. You need someone with a different way of thinking in order to develop further."

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 - former owner of the Royal Porcelain Manufactory. For her, it sums up what the traditional company KPM Berlin has to achieve today: combining old craftsmanship with new creativity. "We have over 250 years of history, which we carry around with us with pride and respect." Many stories about the manufactory and its work still need to be told - historical items from the archive, but also about the craft. She sees herself less as the keeper of the secrets of the great porcelain manufactory and more as a translator. "KPM has moved forward since 1763 - never backwards," she says. "We don't necessarily have to move with trends, but with the spirit of the times and (social) change." This also includes a well-designed online presence and collaboration with social media influencers. For a few years now, young people with smartphones have often been seen at press events in the time-honored rooms of the manufactory. An unusual mix that works. "We have built up a colorful network of young people who have come to know and quickly fall in love with KPM." Just like Theresa Haala-Hirt herself, when she was given a tour of the manufactory for the first time twelve years ago.

Text: Sandra Winkler

Pictures: Gene Glover