Head of Communications & Media Planning, Volkswagen AG
A winning approach: PROVOKE – SUPPORT – CREATE
Oliver’s approach to overseeing the €1.5 billion media business for the Volkswagen brand is centred around asking provocative questions that address the challenges of the business, while ensuring the necessary support exists to create environments for creative and innovative thinking.
With global responsibility for all VW brand communications activity across traditional, online, mobile, social, search, programmatic and developing communication channels, Oliver is charged with the development of activations that add meaningful value along the consumer-brand journey across 80+ markets.
He provides thought leadership and oversees the development and implementation of a holistic consumer connections approach across all marketing partners to drive cost effective, meaningful creativity and innovation. Central to this is the development and implementation of global measurement, analytics and reporting tools across all channels.
An industry veteran of 28 years, Oliver has spent his career working with U.S. and global marketers both in the US and abroad to collaboratively develop integrated 361-degree consumer connections plans driving their business locally, regionally and globally.
Having joined VW in 2013, his previous experience comes across multiple categories, including; automotive with GM US Cars and DaimlerChrysler; beverages with The Coca-Cola Co.; packages goods with Gillette, J&J and L’Oreal; retail with IKEA and ACE as well as entertainment with Sony: Music, Movies, Electronics & Corporate. This broad experience has given him the ability to transfer best practices from across categories and cultures; especially in the areas of consumer insights, connection planning, multi-national activations and critically, implementation.
Oliver started his career working on the agency side, with media roles at Young & Rubicam New York, Ogilvy & Mather, Universal McCann Germany, McCann Erickson/Fortune Promoseven Bahrain, working his way up to Managing Director and Strategic Planner roles at Universal McCann Austria in 1997. He became Global Media Director for DaimlerChrysler Media Alliance out of Dusseldorf in 2000 managing the $600mm media planning & buying activities across 60 markets. Senior roles at Universal McCann NY, Horizon Media and finally OMD East (NY) as Managing Director followed until 2012.
Oliver speaks English and German and lives in Braunschweig just outside of VW HQ in Wolfsburg.