Since the beginning of the digital age, media, and communication platforms have been experiencing almost unlimited exponential growth. The development is characterized by truly transformative dynamics and so rapid that advertisers struggle to keep up with the high complexity of the environment. Additionally, they face great difficulties when trying to keep pace by developing the necessary skills and capabilities of their marketing organisations accordingly. It requires great efforts to avoid being permanently left behind by markets, media, and user preferences and to retain and engage increasingly critical and disloyal consumers. Access to increasingly detailed data on target audiences leads to hyper-targeting and a marketing portfolio that is difficult to manage. As a result, corporate leaders in many companies have realised that they need to redefine and reposition the brand, marketing, and marketing organisation to meet the challenges of dynamics and complexity. The impression of being overwhelmed and inadequate should give way to proactive anticipation and exploitation of opportunities. Marketing organisations must avoid unprofitable actionism due to fear of missing out.

The Center for Resilient Marketing provides practical guidance which dynamic capabilities your company should hold available to create the ideal nutrient medium for a resilient, adaptive, and agile marketing organisation. It elaborates on the usage of relevant levers to successfully transform a classic marketing organisation into a future-oriented and highly resilient one. With the help of many practical models, examples, and best practices, companies and employees will be enabled to analyse the capability gaps and opportunities in their own companies. The Center for Resilient Marketing thus supplies the tools to deal successfully with the dynamics and complexity of marketing.

 

Head

Ruben Mosblech
Director of the Center for Resilient Marketing at SGMI Management Institute St. Gallen

Ruben Mosblech studied Business Administration at the universities of Cologne and Salamanca. Since 1998 he has built up his expertise in the areas of Marketing, Sales and Strategy in consumer goods companies such as Procter & Gamble and L’Oréal, in retail at OBI, in market research at Symphony IRi and consulting at BBDO Consulting, Interbrand, and PwC. He has gathered rich practical experience both at the national and international level in all disciplines of brand, communication, marketing and sales activities: from the definition of defining brand elements and value propositions for brand strategies via brand architecture and product portfolio strategies to the concept, production and implementation of campaigns from TV to in-store communication in both B2B and B2C. Working in market research as well as strategy and marketing consulting he has acquired additional analytical and conceptual skills. Furthermore, he is experienced in building up small business units, start-ups and own companies. Ruben Mosblech concentrates on a variety of topics such as

  • Resilient Marketing
  • Brand Strategy
  • Marketing and Communication Strategy
  • Market Research
  • People and Ressource Management
  • Future of Marketing

Dennis Wedderkop
Co-Director of the Center for Resilient Marketing at SGMI Management Institute St. Gallen

Dennis Wedderkop studied Media Management at the Technical University of Ilmenau. In parallel to his studies, he founded a digital agency and built it up to over 100 employees. For more than 15 years, Dennis Wedderkop has worked as an interim CMO and strategy consultant with large advertising companies such as Vodafone, Nestlé, and BMW, as well as for start-ups. He has been awarded the German Media Prize and the German Prize for Online Communication for his work. As a seminar leader, keynote speaker, and workshop facilitator, he has shared his many years of knowledge and practical experience with numerous organisations and companies, including the World Economic Forum, Horasis, and MicroStrategy, on topics such as:

  • Resilient Marketing
  • Building Marketing Organisations
  • Digital Marketing
  • Marketing Strategy
  • Content Strategy
  • Future of Marketing

Head

Ruben Mosblech

Director of the Center for Resilient Marketing at SGMI Management Institute St. Gallen

Dennis Wedderkop

Co-Director of the Center for Resilient Marketing at SGMI Management Institute St. Gallen

Further information

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