"In 1992 I was very lucky to work at Chiat/Day - the legendary ad agency that made Apple famous with just one tv-spot: "1984". I was sliding the agency reel into the recorder, not knowing that the following five minutes would change my life. Blown away by the spots of the most creative agency of the decade, [voted by Advertising Age] I understood that life is not about having a job to make a living. Living is having a great job!"

"Why am I creative in one organization and not in others?!" A question that lead Robert Gerlach around the world and after two years of R&D to IQudo. He founded the academy for creative intelligence 2006 in Stuttgart, Germany.

Having studied industrial engineering Robert started his career in New York 1992 at the advertising agency Kirshenbaum & Bond. Being attracted by the creative department, he designed his first art work for brands like Pittsburgh Brewing Company and Revlon. Robert finally got captured by advertising at Chiat/Day. The most creative agency of the decade (according to Advertising Age) designed brands like Nike, Honda or Apple. It is there where he finally felt in love with something that is commonly called work. For 15 years he spent his days creating at ad agencies in Paris, CLM/BBDO, Hamburg Springer & Jacoby and for his own clients like Bundeszentrale für gesundheitliche Aufklärung [Anti-smoking commercials]. Together with two Taiwanese designers he developed his first men's collection "112style" in Barcelona which was sold in shops in Germany and Spain next to brands like: Prada, Gucci, Kenzo and Hugo.

In 2003 the Lufthansa crossed his plans. A round-the-world ticket lead him from Rio de Janeiro to the Dalai Lama in Dharamsala. The peak experience of the one-year journey was a 40-days retreat at a Buddhist monastery in Northern Thailand.

"Why am I creative in one company and not in others?!" The question had always haunted him. He wrote his thesis about "intercultural motivation of employees" which was recognized as the best paper of the semester. In 2009 he gave lectures on Corporate Creativity at the Grande École de Communication et Marketing Sup de Pub in Paris. Nowadays he helps companies with the IQudo 8 principles of innovative cultures to develop an innovative culture.

Robert is a member of the German Speakers Association and speaks 5 1/2 languages: German, English, French, Brazilian Portuguese, Spanish and Swabian (southern German dialect).