Profile - Dirk Mischendahl: Innovative thinking proves the key to survival in tough times

Let me take you on Dirk Mischendahl's route to the top: Born in Germany and raised in Australia, Mr Mischendahl seemed set for a career working in his father's auto parts shop, until a passion for Gestalt therapy brought him to Yorkshire.

Over the years, he's worked as a driver on a tour bus for a tribute band, picked up a psychology degree, organised parties for the likes of John Travolta and helped to establish one of Britain's most prestigious art prizes.

He's now masterminding a plan that should allow more people to enjoy the vast expanses of Harewood House, and create dozens of jobs into the bargain.

He founded communications agency Logistik in 1996 with a team of four, based in a tiny office in what used to be the Leeds Town and Country Club.

It has grown to become one of the best known firms in its sector. Logistik, now based in a former mill, delivers "the complete design and communications package", providing everything from digital services to brand marketing.

Logistik's links with Harewood House should help the stately home to attract more visitors. The Harewood House Trust recently entered into a partnership with Logistik, and Mr Mischendahl wants to build on the house's status as "the jewel in Yorkshire's crown".

He plans to work with Harewood to develop the "cultural offering" and make it particularly attractive to families with children.

He said: "We've got to find a balance. We don't want to turn it (Harewood) into a theme park, but we do want people to believe that they are part of that space."

But how did Mr Mischendahl arrive in Yorkshire? His journey has included some entertaining detours.

Born in 1968, in the German town of Villabeck, the young Dirk moved with his parents, Heinz and Elizabeth, to Sydney, Australia, in 1974. After leaving school at 15, Mr Mischendahl worked in his father's auto business, until he decided to seek his fortune in Britain in 1989. Initially, he worked in the hotel and catering industry, and finally settled in Yorkshire when he won a place at Leeds University to study psychology.

After founding Logistik, he used his networking skills to secure headline-grabbing work. He has always had an affinity with showbusiness. He once managed a 1970s' tribute band, driving them to gigs at night, while holding down a number of day jobs.

Logistik was responsible for providing the premiere and after-show party for the film, Be Cool, where the guest list included John Travolta.

That was during the heady days of the mid-noughties. We're living in straitened times, and Logistik, in common with all companies in its sector, has felt the pinch.

Mr Mischendahl said: "There's a huge pressure on the business at the moment. The number one thing is that all of our clients want more for less. They all want to make sure that they get the biggest bang for their buck."

A fan of Gestalt therapy – which means "letting it all hang out" – he believes young people need guidance, although it might not always be there at the right time.

"We have many avenues into the youth market,'' he said. "We have a great relationship with both universities here, which allows us to get access to young people and their ideas. We've got incubator-style environments where we can bring focus groups.

"People need relevant mentoring. They need to be mentored by people who are 'in the world' as opposed to standing on the outside and saying, 'This is what I did, son, when I was a kid'."

The last two years have provided a stern test for Mr Mischendahl, but he believes innovative companies will keep endure. He added: "We started the business in a recession, but it was never as tough as it is now. Now we have got to get people to focus on what's important. People need strong leadership and reassurance, particularly in a service business like ours, that things will be okay."

Mr Mischendahl said Logistik survived the recession "by the skin of our teeth".

He added: "We took some very big hits in the last 18 months. We lost just short of 1m on our reserves. We posted 07/08 losses of 396,000. The good news is that we acted on that. We were honest with people and the teams really buckled down.

"They all saw what was going on and supported it. The net result in 08/09 saw us posting results of just over 200,000 consolidated profit. Turnover was around 12.5m and 13m. We have 100 staff and before the recession we had 140-odd people. The toughest thing I

ever had to do was to make people redundant, but we had no choice."

Thankfully, 2010 has started strongly, with signs that confidence is gradually returning.

Mr Mischendahl said: "In quarter one and quarter two, we have seen good results – we have seen turnover up by about eight to 10 per cent. Profitability is slightly down as a result of people squeezing the margin."

Recent successes have included projects with the Royal Mail and Marks & Spencer. For M&S, Logistik delivered an internal conference for 650 people at the Royal Horticultural Halls in Westminster.

Clients want plenty of evidence that their cash has been

well-spent. An optimist at heart, Mr Mischendahl likes to confront problems and think creatively.

Which brings us to the Northern Art Prize, an event that is helping to halt the "brain-drain" of artistic talent from Yorkshire.

It was founded by Mr Mischendahl, with support from Leeds conceptual artist Pippa Hale, and Leeds Council's art director, Catherine Blanshard, in 2007.

Mr Mischendahl believes the 16,500 prize – and the supporting exhibition at Leeds Art Gallery – will prove to be his greatest legacy.

"From a 'zero' start, there were 111,000 visitors this year,'' he said. "It's helped to attract bigger shows to the gallery. When I'm 80, I'll be able to say, 'I helped to start that'."

One of Mr Mischendahl's great passions is "sustainable event management" – in other words, ensuring conferences and outdoor gatherings don't harm the environment.

He added: "As time moves on, like health and safety officers, we will have sustainability officers. There will be a penalty for not being sustainable.

"I also want to look at lifestyle and well-being for one- to five-year-olds.

"There's a huge gap in the market. We could get them into an informal education programme. Sustainability is all about community."

Despite the looming public spending cuts and talks of a double-dip recession, Mr Mischendahl is confident that Logistik can keep growing.

"Great businesses need great people. Right now is a tricky space in time. Innovation comes through times like this.

"The fantastic thing about recession is that it brings out new ideas. I don't hide behind things. I very much try to hit them front on."

The CV – Dirk Mischendahl

Title: Managing director of Logistik

Date of Birth: July 26, 1968.

Education: BSC degree in Psychology from Leeds University

Favourite film: Madagascar

Last book read: Allan Leighton biography

Favourite holiday destination: Davos – skiing

Car driven: BMW 7 Series.