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

Having studied industrial engineering he 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. He finally got captured by advertising at Chiat/Day, the agency who launched the Apple Macintosh. It is there where he finally fell in love with something that is commonly called work. For 15 years he spent his days creating at ad agencies in Paris, CLM/BBDO and Hamburg Springer & Jacoby, for his own clients and together with two Taiwanese designers in Barcelona. In 1999 he developed his first men's collection which was introduced in shops in Germany and Spain next to brands like: Prada, Gucci, Kenzo, Hugo and Dsquared2.

In 2003 the Star Alliance crossed his plans. An around-the-world ticket lead him from Rio de Janeiro to the Dalai Lama in North India. The peak experience of the one-year journey was a stay at a Buddhist monastery in North Thailand. For 40 days he did nothing and he called it the most intensive experience in his life.

"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. Today he holds lectures on Corporate Creativity at the Grande École de Communication et Marketing Sup de Pub in Paris and helps companies with the IQudo 8 principles of innovative cultures to develop an inspiring atmosphere.

Robert Gerlach is a member of the German Speakers Association. He speaks five languages: German, English, French, Brazilian Portuguese and Spanish.

Art Directors Club Deutschland, 2004
New York Festivals, 2001
Deutscher Designer Club, 2000
The Globals, New York, 1999