Rapp appoints Volkswagen chief marketing officer Alexei Orlov as CEO

By Gillian West | Social media manager



RAPP article

June 25, 2014 | 2 min read

Volkswagen chief marketing officer, Greater China and ASEAN, Alexei Orlov has been appointed as chief executive officer of global customer experience agency Rapp.

As Rapp is part of Omnicom’s DAS group of companies, Orlov will report to its CEO and chairman Dale A. Adams and will take up the role in July of this year.

Of the appointment Adams commented: “Alexei brings nearly three decades of experience as a global specialist in brand architecture, cross-cultural marketing deployment and operational change management. I am confident that his well-known passion for bringing together dynamic teams to support and make a difference for clients of all sizes, as well as his proven capabilities as a client- and agency-side leader, business strategist and branding expert, will add enormous value to Rapp and, most importantly, its worldwide portfolio of clients.”

Prior to working with Volkswagen Orlov was senior partner at The Partnership, where he supported DraftFCB in Europe and during his career Orlov has held a number of senior positions at WPP’s Wunderman Worldwide, holding the role of vice chairman in 2005.

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“I am honoured to have the opportunity to guide the company into its next phase of growth. With Rapp’s excellent teams and extensive global reach and experience, we will further build upon our capabilities to deliver highly relevant and impactful ways for our clients to reach, engage and support customers and consumers. Today, like never before, real-time context and rich content must go hand-in-hand, powered by technologies that allow our clients better decision quality and real-time deliverables so that they win and hold sustainable points of distinction,” Orlov said.

Orlov succeeds Bob Horvath as CEO who remarked: “Alexei is immensely talented, and will bring vibrant new energy and possibilities to RAPP. I am confident he will build on the company's success and guide RAPP and our clients to even greater heights in this dynamic industry.”

Horvath served as CEO for eight years, leading Rapp through a number of major transitions, especially its evolution into digital and other new media channels, he will remain with the agency in the role of global chairman.

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RAPP is a global, data-driven creative community that builds direct, meaningful and high-value relationships between brands and people. At RAPP, with our unrivalled depth of expertise in first-party data, we’ve been observing and cataloguing real people’s lives for 50 years. In today’s world the balance of power has shifted, and customers are in control, which is why we put people and their preferences at the heart of the brand experience. With a talent base of more than 1,600 professionals in 18 offices, we help brands grow the value of real people by understanding what really matters and creating experiences that are right for real people, with real needs, in real time, creating marketing that matters. Our expertise in data and marketing sciences allows us to deliver our clients actionable human insight - an incredible understanding of genuine motivations, observed transactions and actual interactions. Our process reflects how real people think; we balance the left brain and the right, and we do our best work when we bring Precision and Empathy into balance. Building on our data foundation, RAPP delivers a range of capability across social, digital, customer experience and technology.

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