PERSONAL FACTS

Birthday: April 07, 1974
Place of Birth: Darmstadt, Hessen, Germany
Place of Residence: Berlin, Germany
Nationality: German
Family Status: Married

JOBS

since 02/2013: self-employed as

• independent business CONSULTANT for BRAND STRATEGY, SUSTAINABILITY and ORG DESIGN

• AUTHOR of the books BEYOND DIGITAL, NACHHALTIGKEIT ALS MARKEN-PURPOSE and THE ANTI-GREENWASHING BOOK, 

• inventor of the RELEVANCE METHODOLOGY (www.relevanzmethode.de) 

• Founder and CEO of teamdecoder, a team optimization solution (www.teamdecoder.com) 

• LEGO® SERIOUS PLAY® facilitator

since 04/2023: StartUp Mentor at PHINEO Impact Program

07/2022-07/2023: Interim CMO at Re:Company, “Reusable Packaging for the Circular Economy”

10/2019-12/2021: Co-Founder of BRIGHT - sustainability: consultancy / conference / classroom 

07/2018-06/2019: CO-CREATOR and director marketing of a new sustainable food brand (objective: CIRCULAR ECONOMY)  in cooperation with HOCHLAND, purpose marketing, test driven marketing

04/2017-07/2019: strategic planning für GOOGLE (BtoB, Pixel, Search, Youtube), EBAY and consultant for innovative agency operating model at EXIT, Berlin 

10/2017-02/2018: Strategic support for Omnicom in the global Mercedes-Benz intelligence hub pitch in cooperation with BBDO, Annalect, Rapp & Sparks&Honey (team setup, management and collaboration + insight generation and localization)

05/2013-08/2013: SAATCHI & SAATCHI BERLIN, Managing Director for the Berlin office (20 staff).

04/2011-03/2013: FULLSIX GROUP, GENERAL MANAGER FullSIX Group Germany, Paris/Berlin (FIAT, P&G, Danone, EnBW, CocaCola, Coty, Viacom)

03/2010-03/2011: MCCANN WORLDGROUP, CHIEF DIGITAL OFFICER at MCCANN and CHIEF STRATEGY OFFICER (planning, channel, SEO, data) MRM Paris (Nespresso, Kraft Foods, L´Oréal, Mastercard, DYMO etc.)

09/2006-03/2010: RAZORFISH

09/2009-02/2010: Directeur Associé / Client Partner at DUKE/RAZORFISH, Paris (Levi´s Europe, Microsoft)

04/2008-08/2009: Business Unit Director, Member of the Board heading 1 of 3 units (40 staff) at NEUE DIGITALE/RAZORFISH, Frankfurt (adidas, Microsoft, SEAT, Daimler)

09/2006-03/2008: Group Account Director (for fashion, sports, media and fmcg brands) at NEUE DIGITALE GmbH, an Avenue A | Razorfish Company, Frankfurt (adidas, Gruner+Jahr, Coca Cola, Daimler, etc.)

2005/2006: SINNGEMAESS/ORANGE HIVE, Interim Account and Strategy Management (Mars, Commerzbank, SCA)

2005/2006: ARMANDO TESTA, Interim Head of Frankfurt Office (Lancia, DeLonghi, Lavazza, Pirelli, Roncato, etc.)

10/2002-12/2003: Account Director at Young & Rubicam, Frankfurt (Danone)

01/2001-09/2002: Sen. Account Executive at FCB Frankfurt (Samsung Electronics, Schüco, QSC, Siemens ICN)

02/2000-12/2000: Account Manager at J. Walter Thompson, Frankfurt (Siemens Mobile Phones  worldwide)

03/1999-01/2000: Junior Account Manager at Michael Conrad & Leo Burnett, Frankfurt (Procter&Gamble, Walt Disney World Florida)

INTERNSHIPS

07/1998-09/1998: Michael Conrad & Leo Burnett, Frankfurt (Procter&Gamble: Bounty, Ellen Betrix, Tampax)

09/1997-02/1998: Ogilvy&Mather, Frankfurt (Schwäbisch Hall, GenoVerband Bayern, Dresdner Bank)

08/1996-09/1996 and 02/97-03/97: J. Walter Thompson, Frankfurt (KraftJacobsSuchard)

01/1995-08/1995: TBWA, Frankfurt (Wrangler, Henkell Trocken, Eurocard, Sauza Tequlia, Bosch, Randstad, Kawasaki, NB)

TEACHING

2015 - 2023: INSTITUTE OF EUROPEAN DESIGN (IED), MADRID Master of Design and Innovation (MDI): Communication, Strategy, Product Development

2018 - 2022: UNIVERSITÄT DER KÜNSTE (UDK), BERLIN Relevance Methodology Seminar, Die Ökonomie der Digitalisierung and Sustainability As Brand Purpose

2017: HYPER ISLAND, STOCKHOLM, The Relevance Methodology, Building a “Content” curriculum

WS 2015/16 + SS 2016: HOCHSCHULE DER MEDIEN, STUTTGART, Visiting professor for Innovation in Marketing

since 2016: GOOD SCHOOL, HAMBURG, School For Digital Transformation, An approach to brand strategy in the digital age & workflow

WS 2013/14: HOCHSCHULE PFORZHEIM, Visiting professor for Integrated Marketing

EDUCATION

University:
1995-1999: “Advertising Business/ Marketing-Communications” at FH Pforzheim, University of applied Sciences, Degree: Master in Business Administrations (“Diplom-Betriebswirt, FH”)

Certifications:

• LEGO® SERIOUS PLAY® Facilitator

• Conception and Design of Internet Sites 

• Negotiation Training

• Questioning Techniques

• Presentation Techniques

• Basics of Journalism and Public Relations

• Salespromotion

• Leading Brands

• English in Marketing

• NLP

• Time- and Self-Management

• Languages

  • German: Mother Tongue

  • English: Fluent (Cambridge Certificate of Proficiency plus Business English Certification)

  • French: Fluent (2 years private teacher in Paris, 4 years living in France, daily use since 2009)

  • Spanish: “Nivel Basico” at VAMOS, Frankfurt, and at ENFOREX, Madrid and Barcelona

OTHER JOBS

since 01/2013: BAR SAINT JEAN, Co-Founder and business angel (www.barsaintjean.com)

2005-2010: FITNESS-HEIMAT, Founder and co-owner of the internet portal, business platform, community and shops for gyms and instructors

01/04-12/04: HOTEL REETHI BEACH RESORT, Maldives, Sports Compley Supervisor

03/1996-08/2006: MARKENKÖRPER, Consultant for Marketing and Promotion in Advertising and Fitness (for gym advertising/ hotel sports/ corporate fitness) and Fitness- and Aerobics-Instructor (e.g. for Robinson, WOF, SWISS…)

(Sports) Academies:

• 1995: Fitness- and Aerobics-Instr. at SWISS

• 1998: Step-Instructor at FIT&FUN

• 1998: Step Basic at LSB Hessen e.V.

• 1998: Aerobics-Instructor License (B) at STAFA 

• 1998: Back Woprkout at IN-LINE

• 1999: Indoor-Cycling-Instructor at SAFS&BETA

• 2000: BodyPump Instructor  at LES MILLS 

• 2001: Cardio Kick Fit at REEBOK University

• 2003: (Fitness) Yoga e.g. at Yoga Vidya, Bali

• 2005: Flexi-Bar

• 2005: Pilates (at DFAV)

• 2005: Reiki (1st grade, Usui Reiki Ryoho)

• 2006: BodyART Instructor at BodyART School, Munich

• 1996-1999: Bar-Chef at Lofthouse, Frankfurt

• 09/95-08/96: Part-time salesman GOODMAN shoes, Karlsruhe

• 11/94-08/95: Salesman at ESPRIT Retail Store, Frankfurt

• 1991-1993: Part-time helper at tax consultant Heydt, Krieg & Partner, Darmstadt

Consulting

• PARTNERSEITZ/MSD: how to improve care ofr lung cancer patients (LSP)

• BEIERSDORF: stakeholder management & setup of a new core management team

• GOOD HEALTHCARE GROUP: GOOD HEALTHCARE GROUP: Development and implementation of new organisation and “innovation generation” workshops

• HÄVG/ Deutscher Hausärzteverband: Insights generation and management for product development

• LYNX: new global and local marketing departments structure

• ProCorda: social media content for a charity

• HÄVG/ Deutscher Hausärzteverband: brand model, collaboration strategy and platform, agency selection, team structure

• G+J/RTL: HR team structure before and after merger

• RE:Company: brand model for a new sustainability brand, interims brand management

• DAIICHI SANKYO: A new structure for the commercial department

• GOOD HEALTHCARE GROUP: a purpose for in//touch, board offsite moderation a new key account management structure

• BREAKERS / MMA insurances: teaching the Relevance Methodology to all marketing staff

• BREAKERS / MICHELIN: Strategy for premium CRM program

• EBAY KLEINANZEIGEN: employer branding

• NIVEA DEO: brand strategy work

• GLS: IT security seminar concept

• GLS:  restructuring of marketing and product departments, and service departments

• GLS: interim marketing coach for focus projects

• DEUTSCHER HAUSÄRZTEVERBAND: Service offering strategy and development, marketing and brand strategy, plus platform “Initiative Zukunft Hausarzt”

• DAIICHI SANKYO: Relevance Methodology  and LEGO® SERIOUS PLAY® 

• LIBRI: Using the Relevance Methodology for bookstores

• CARLSEN Verlag: Brands architecture and imprint brands structure

• GOOD HEALTHCARE GROUP: long-term cooperation on collaboration/ new work and portfolio development

• EXIT Network: New agency model, based on collaboration, self-management
  and personal passion

• Hochland: Creation, launch and test market of a new sustainable food brand (www.liebkost.eco) 

• GOOGLE: Experience Strategy for Pixel 3 launch, B2B strategy for Ad(word)s

• HUMAN: Working in the new matrix organisation, marketing education program & branding

• Deutsche Bank: Co-Creation Strategy

• Mercedes Benz: How to use local, cultural insights to drive relevance in global campaign adaptations

• T-Systems: Plan for a cultural change program

• Mediengruppe RTL: Lateral collaboration and leadership

• YouTUBE: How to make decision makers shift budget from TV

• L´Oréal: The future-proof Marketing Department

• Beiersdorf: Product Innovations workshop

• Jacobs University Bremen: Realisation of online application and consulting days

• Roche: Campaign Management and marketing department restructuring (roles & workflow)

• HEAD: How to (re-)launch sportswear in a competitive field

• HdS/KIA: Creating our way towards a European social media strategy for KIA

• PSG/DZ Bank: What does the digital Landscape of a bank look like in the future?

• H&M: PR and marketing workshops to develop relevant market positionings for new product lines (sports, beauty, etc.)

• TLGG/Lufthansa: strategy and creative lead, representation in multi agency pool, redefining the integration of social media into traditional marketing department

• Mammut: Social media and content strategies, management and platforms, dealer relationships and marketing team structure

• Mondelez: Universities Recruitment Strategy Germany

• FullSIX: Building the German operations

• Kraft Foods: Digital Management Trainings

• MRM Paris: Modelling of new strategy department, including analytics, channel planning, seo and research

• McCann Worldgroup: Management leadership trainings for the digital age

• Neue Digitale/Razorfish and Duke/Razorfish: Integration into international network organisation

• Neue Digitale: Establishing a business unit structure after period of extreme growth

Teaching

• Universität der Künste (UDK), Berlin: “Relevance Methodology” & “Sustainability as Brand Purpose”

• HYPER ISLAND: Prototyping with the “Relevance Methodology”

• Free teacher for MARKETING BASICS - the most important theories your new employees need to know and how digitalization has changed them

• European Design Institute (IED), Madrid, “Relevance Methodology” and unit director for “Concept & Idea” 2016

• Good School, Seminare für Unternehmen und Agenturen

• Hochschule der Medien (HDM), Stuttgart, “Innovation Lab”, Master Kommunikation

• Hochschule Pforzheim, “Integriertes Marketing”, 4. Semester Bachelor

Keynotes

• “Back to the Future” at the L’Oréal Germany christmas event, 2017

• The Age Of *happyhappyjoyjoy, Planning Conference, Prague, 2014

• Keynote: Responsibilty in Advertsiing, SocialMediaWeek, Berlin, 2013

• Augmented TV, SocialMediaWeek, Berlin, 2012

• Marketing to Cyborgs, SocialMediaWeek, Berlin, 2012

• Digital Is Dead, IPG Leadership Training, Prague, 2010

• Digital Rocks The World. University of Pforzheim, Pforzheim, 2009

• Podium Discussion on Recruiting for Advertising Agencies by GWA, Wiesbaden, 2008

• Gaming As Social Responsibility, Game Places, Frankfurt, 2008

• Digital Lifestyle, Razorfish Client Summit, Frankfurt, 2007

• User Generated Content, Internet World, München, 2007

Publications

• Org-Design Blog: http://blog.teamdecoder.com 

• “Das Anti-Greenwashing-Buch - Eine Schritt-für-Schritt-Anleitung für ehrliche Nachhaltigkeit in Unternehmen”, erschienen bei SpringerGabler, 11/2022

• “Nachhaltigkeit als Marken-Purpose. Mit der Relevanzmethode zu mehr Verantwortung im Marketing”, erschienen bei SpringerGabler, 03/2020

• Das Buch zur Relevance Methodology: “BEYOND DIGITAL - Markenstrategie für mehr Relevanz”, 02/2017, Haufe Verlag (also as English eBook)
  https://www.platschke.de/books/beyond-digital 

• Buchmarkt 07/2017, “Relevanz Marketing”
  https://drive.google.com/file/d/0B8IxGU6GN650NXpOOHNpMVZZN3pCUDM5R1FweWxtZlNic3ZV/view?usp=sharing 

• Acquisa 05/2017, “Relevanz”
  https://drive.google.com/file/d/0B8IxGU6GN650ZnpFb0VVU0tkYlU/view?usp=sharing 

• Brand Experience, Dezember 2015, “Handel wandle dich!”
  http://goo.gl/OfNGGS 

• WEAVE, März 2014, “Facebook ist nicht Amazon” - http://de.slideshare.net/derkaip/facebook-ist-nicht-amazon-weave-032014 

• Lead Digital, 10.12.1012: “Das sind die Spielregeln für erfolgreiche Games” - http://www.lead-digital.de/start/admedia/das_sind_die_spielregeln_fuer_erfolgreiche_games

• Online-Marketing.de, 26.11.2012: “Ein Manifest für Augmented Reality” - http://onlinemarketing.de/news/ein-manifesto-fuer-augmentd-reality-ar 

Press

• http://presse.platschke.de  

Awards

• red dot communication design award für hohe Designqualität adidas AG women's training  2009 

• NY Festivals International Advertising Awards Bronze adidas AG Y-3 Lightbox 2009 

• Golden Award of Montreux Finalist adidas AG Y-3 Lightbox 2009 

• ADC Deutschland Auszeichnung adidas AG Sign for your Club 2009 

• The One Show Interactive Auszeichnung adidas AG Y-3 Lightbox 2009 

• Eurobest Award Finalist adidas AG Sign for your Club 2008 

• IF communication design Gold adidas AG Y-3 Time Shifted 2008 

• ADC Deutschland Auszeichnung adidas AG Originals Folded World 2008 

• ADC Deutschland Auszeichnung adidas AG Y-3 Time Shifted 2008 

• NY Festivals - Innovative Advertising Awards Bronze adidas AG Originals Folded World 2008 

• NY Festivals - Innovative Advertising Awards Bronze adidas AG Y-3 Time Shifted 2008 

• The Webby Awards Official Honoree adidas AG Y-3 Time Shifted 2008 

• The Webby Awards Official Honoree adidas AG Originals Folded World 2008 

• Cresta Winner (Gold) adidas AG Originals Folded World 2007 

• W³ Awards Gold adidas AG Originals Folded World 2007 

• OnlineStar Silber adidas AG Originals Folded World 2007 

• IF communication design Gold adidas AG Originals Folded World 2007 

• GWA Junior Agency (Gold), July 2008, adidas catalogue concept, FH Wiesbaden (http://www.gwa.de/job-karriere/gwa-junior-agency/historie/12-gwa-junior-agency/) 

• Cresta, Interactive Finalist, Levi´s Europe, 2009

• FWA, L’Oreal Indestructible, 14.06.2010