Hamburg, 30 March 2023. Since February this year, the JOM Group, agency for hybrid marketing communication, has had a new Director Strategy Consulting at its Hamburg location in Katharina Wildau. Having already worked for the agency in various positions from 2016 to 2020, she now returns in a new role and will drive the further development of the strategy team in terms of content and personnel.
Wildau brings digital planning know-how in particular from her previous professional stations. Nowadays, this is almost a basic requirement for developing efficient media and communication strategies. With seven years of professional experience in digital media strategy, she will be the contact person for JOM clients in all communication strategy issues in her new position.
In her last positions, the 29-year-old was Marketing Concept Executive at H&M, where she was responsible for the owned and paid media channels of the Kids concept and formed the marketing interface to the Corporate Social Responsibility department. She then built up the digital marketing for ZARA Germany and drove the strategic work there with media, market or industry and competition insights. In her two years outside the agency world, Wildau gained plenty of experience in corporate marketing, which she now brings to strategic planning at JOM.
“During my time on the corporate side, I became aware of the competencies that are bundled at JOM. The broad positioning of our planning and strategy colleagues, which is not limited to one channel, makes our holistic approach of hybrid marketing visible. The close integration of strategy and planning is one of our strengths. I am therefore looking forward to expanding this further in the future,” says Katharina Wildau.
Volker Neumann, Managing Director of the JOM Group, sees it as a particularly good sign when former colleagues find their way back to JOM: “It is always nice for us to see former employees returning. On the one hand, it is of course a great confirmation of us as an employer and our expertise. On the other hand, it is an enrichment to have Katharina return as an employee who already knows the agency and, with her proven competence in media strategy and her experience in corporate marketing, knows exactly how to further exploit our potential. With her, the topic of strategy, which has always played a central role at JOM, gets another exciting boost to grow further.”
In cooperation with the agency’s data analysts, Katharina Wildau’s team is also responsible for monitoring the advertising impact of campaigns. The proof of advertising impact is becoming increasingly important, Wildau knows: “On- and offline media use are more intertwined than ever before and a separation is hardly possible. This makes a consistently data-driven, media-strategic approach to campaigns necessary, which takes the entire customer journey into account. The control of media channels is becoming increasingly differentiated and fragmented. Whereas a few years ago TV could be used as a coverage guarantor, today target groups must be addressed in a more diverse and pointed manner. This includes not only the appropriate use of data, but also a clever interplay between content and media.