People know me as the founder of two very successful, multiple-Award-winning advertising agencies - and as one of Germany's foremost experts on Marketing and Strategic Branding. My work is based on classic economic science, insights from Neuropsychology and Motivational Psychology, and includes a focus on decision research, Word-of-mouth, Viral and Social Marketing.

    I use my knowledge
    - as a brand consultant to the Fortune 500
      (P&G, Eli Lilly, Sanofi Aventis, Nestlé, Toyota...)
    - as a brand/project manager to SMEs & large family companies
      (Viessmann, Underberg, Alpina...)
    - to advise Start-Ups, artists, authors and musicians

    My campaigns have won one Golden Effie, two Effie finalist spots, several entries into the JDW (Jahrbuch der Werbung), a bevy of minor prizes, and are regularly quoted in books and ad magazines.

    My main goal is to create ROI-positive “Growth Brands" with maximum impact, a clear story, an efficient touchpoint journey for consumers, and built-in evangelism. To achieve that, I analyze product features, USPs, competitive landscape and target group insights… and then set up campaigns that leverage strengths and eliminate weaknesses. I find “new users”, “new uses” and make brands relevant in people’s everyday lives - thus creating desire, loyalty/fandom and ultimately market share. This is true for anything from chewing gum to OTC pharmaceuticals.

    Specialties: Building relevance for brands, Strategic positioning, creating contagious Brand Stories, using techniques from Viral Marketing, Social Marketing, Neuromarketing.


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    Founder & Chief Consultant – Present
    Consulting on Brand Management, Branding, Advertising and Word-of-Mouth strategies. Clients include Lilly Germany, Toyota (Launch Auris), Adam Opel AG (Signum, Meriva, Astra), Underberg AG, Ritter Sport Chocolates, Viessmann… and large ad networks such as Publicis and McCann Erickson.

    I try to answer the questions: What will make consumers truly aspire to and enjoy owning a product? What will make them proud of it, talk about it, recommend it and/or increase consumption of it? How do you recruit fans and evangelists and increase not only loyalty, but build real excitement about your brand?

    The brands I have managed in the last 12 years have optimized their customer touchpoint journeys, improved their advertising, product development, consumer empowerment, service policies, distribution channels, pricing, and packaging to tell a consistent, ROI-positive brand narrative.

    All consulting and project set-up is based on the latest neuropsychological and sociological research.
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    Cocomore AG

    Head of Strategy & Touchpoint Planning – Present
    Responsible for

    --> consulting all clients on optimal multi-channel/multi-touchpoint branding strategies, especially tie ins between advertising, social media and eCRM / sCRM.

    --> turning insights about client's target groups into touchpoint strategies, starting with actual products and packing and ending in "gimmicks" like Facebook Apps or client's call center messaging.

    Clients include Procter & Gamble ("for me" Women's Portal/Magazine, Ariel, Wella, Braun, Olay), Nestlé (Dolce Gusto Europe, Schöller), Otto Group, Rabo Bank and several others.
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    elbkind GmbH

    Co-Founder, Chief Strategist and Scientific Advisor – Feb 2012
    Founder of an agency with now close to 50 employees, responsible for Management, Client Consulting and Client Branding Strategies.

    Responsible for all "Connected Branding" aspects of client's campaigns, as well as the scientific foundations of advertising and media strategies.

    Involved with winning 1 Golden Effie for client Ritter Sport (Relaunch of their Olympia brand), 3 entries into the JDW Jahrbuch der Werbung (including Newcomer Agency of the Year) and several smaller honors (including "Marketing Bell" of Marketing Club Hamburg etc.).

    Also, developing viral campaigns and/or seeding strategies for international clients like Diesel Jeans ("XXX SFW" video), Samsung (Omnia "Unpacking" videos), or Skype ("Laughter Chain"). Countless Paid Workshops about the topics „Neuromarketing“ and „Viral Marketing“ at companies like Glaxo Smith Kline, GMX, Miami Ad School and Karwendel. Lectures at Universities, including Heidelberg, Münster, Stuttgart, Pforzheim...) and Press Interviews (u.a. W&V, Horizont, ADZine, Werbeblogger sowie TV-Interview “heute Journal”).

    Making sure that viral measures are based on the best available psychology ("What is contagious?"), yet congruent with existing Brand Images and Brand Dimensions. Developing "symphony strategies" to combine Buzz, Internet Video, classic PR, widgets, social media, classic advertising channels (!) and other platforms for maximum long-term impact.

    Sold my own stake in the agency to the other founders in 2012.
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    DSG Consulting

    Chief Strategic Officer – Jul 2008
    Developed some of Germany’s most well-known and effective viral campaigns and/or seeding strategies for clients like Hornbach ("Ron Hammer"), OBI ("Hammer Juggler”), Masterfoods (Pedigree Pal "That Dog is stealing!" campaign), Microsoft (MSN Search "surprise"), or K-Fee (“Awake" video, featured on Jay Leno).

    Ensured that viral measures were based on the best available psychology ("What is contagious?"), put on the best seeding grounds ("Where are the mavens?") and congruent with existing brand images and dimensions.

    All campaigns reached at least 150.000 people, most of them got millions of views and K-Fee and OBI reached more than 10 million people without the use of traditional media. CPMs were less than $10 (sometimes below $1), while delivering impression quality comparable to $100 CPM campaigns.
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    Phenomedia USA, inc.

    CEO – Jul 2002
    Merged my previously established company conv[inc]e, which had been purchased by Phenomedia AG, with the newly founded Phenomedia USA. Phenomedia USA produced and marketed advertising games small enough to travel "virally" and be sent from friend to friend, as well as monetizing those games through sponsorships from advertisers. Pioneered the genre in the US and established cooperation with major advertising clients.

    As CEO of the company, directed such areas as strategic cooperations, marketing, business development, and human resources.

    In the course of the business, established strategic relationships with many S&P 500 companies and international clients (i.e. General Mills, Software AG, Deutsche Bank and many more).

    Managed 10 internal und 25 external staff in the US, as well as project teams at the German mother firm. Developed the „recommend function“ of „Moorhuhn 2“, that enabled players to send the game to friends. Phenomedia USA introduced a new workflow and reduced project turnaround times of alle international Phenomedia subsidiaries by over 10%.

    Phenomedia USA operated cashflow-positive and significantly increased the stock market valuation of the mother company after 14 months.
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    Founder & CEO – Apr 2002
    Founded agency for ‘Product and Brand Placement’ within computer games - a complete innovation at the time, which has today grown into a multi-billion-dollar industry.

    Acquired strategic cooperation contracts with companies like Levi Strauss, 3DO, Interplay and Maxis while managing a permanent staff of 7 international experts via the Internet. Acquired international cooperation with Phenomedia AG, Germany’s biggest interactive entertainment provider at the time, and reduced their sales and distribution costs in the US by 15%. Eventually marketed all Phenomedia games in the US and acquired sponsors for them.

    Due to the successful cooperation, Phenomedia AG offered to buy me out for stock options and the CEO position at the newly created Phenomedia USA (see Phenomedia USA, inc.)

    Ubi dubium, ibi libertas.


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    Stanford University

    Guest Listener Psychology
    Focus on Neuropsychology, Research on Decision Making and Word-of-Mouth-Effects.

    Sponsored by German-American Chamber of Commerce.

    Activities: Attended Guest Listener Program (with a focus on Neuropsychology, Decision Making and Word-of-Mouth-Effects) at Stanford through sponsorship by the German-American Chamber of Commerce (GACC).

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    Fachhochschule Pforzheim - Hochschule für Gestaltung, Technik und Wirtschaft

    Master Advertising & Consumer Psychology
    Graduated as "Best of Semester".
    Nominated for German Student Rotary Innovation Prize for Master Thesis "Software Sponsoring - Product Placement in Computer Games"

    Activities: Free Advertising and Sociology projects (i.e. "Cinema Project" with TBWA Frankfurt), Student Consulting Group, Student Ad Agency "Werbeliebe"



    Social Media

    Digital Marketing


    Social Media Marketing


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    Daniel Hoffmann
    Director Social Media & Mobile bei Cocomore AG

    Markus is a brilliant touchpoint strategist with a marketing-psychologic background. These aspects combined with his passion for Social Media & new technologies makes him a perfect sparring partner for developing exciting new ideas for all kinds of business objectives.
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    Miguel Oliveira
    VP of Business Development at WildTangent

    Markus proved to be a great partner to work with during our stint as co-founders of Phenomedia USA. His vision about "viral concepts" started out early in 1999, way ahead of curve. Ever since I’ve know Markus, he’s been very focused on basing business models on social consumer connections and their product recommendations. Markus has always had a keen understanding of what people talk about and how they recommend products to each other. He’s got a knack for integrating Neuropsychology and Economics into his scientific approach to solving marketing challenges. His motto could very well be “Never go with standard solutions”, as he always tries to create a true "Business Breakthrough" for his consulting clients. I’d recommend Markus any time.
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    Joan Mansbach
    Principal at Influence

    While I have known Markus Roder for a short time, it is easy to see his scientific insights related to his work as a consumer psychologist approach a new level of thinking far beyond traditional marketing. His client base of prestige consumer brands and global advertising agencies validate his extensive credentials in providing critical product and service related information that impacts purchasing decisions. Markus’ advanced knowledge of this behavioral science enables companies to describe, influence and explain consumer responses. He is extremely helpful to his clients, sharing best practices and enabling them to adapt and improve their marketing campaigns and strategies to reach the consumer more effectively. Working with Markus is tantamount to having a window into the buying psyche of your customer with the ability to convert that information into sales.


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    Darmstadt, Germany