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P E R S P E C T I V E S
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cant and dynamic medium for marketing and creativity in N
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categories where they were not expected in the past- such as

programming. The group’s guidance is expected to impact a Missoni line in Target or water that retails at $15 a bottle. O
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initiatives across technology, content, measurement, con- Interestingly, as luxury becomes more mass, consumers
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sumer insights, and even the Digital NewFronts.
are also rethinking consumption. Rather than owning more, A
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they now prefer to curate a portfolio of experiences and T
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Prior to Jonathan’s global roles at Omnicom Media
items that express who they are and what they stand for. Group, he served as Media Director at Razor sh, VP of In- O
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Ueber-Brands or modern prestige brands are therefore less tegrated Media at GyroHSR, and Media Director at Beyond R
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self-important or aggrandizing, and instead are now more Interactive, where he developed integrated media strategies S
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self-aware and self-re ecting.
for national and global brands including: JCPenney, Oracle,

HP, Compaq, Vodafone, Delta Airlines, and Kelloggs. His 2
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Raised in Germany’s Rhine valley, an early access to
advertising career has taken him all over the world.
other countries and cultures was natural. Today, Wolf is
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Jonathan holds an MBA from University of Denver and a co-located between NYC and Berlin. He’s a frequent lec- 1
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B.A. from Lafayette College with a major in Business & Eco- turer at universities and conferences in the US as well as 5
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nomics and a minor in European History.
Europe, and holds an MA from the University of the Arts

Berlin,
Wolfgang Schaefer, Chief Strategic Of cer

— SelectNY
Pam Scheideler, EVP/ Executive Director

Of Digital — Deutsch
Wolfgang Schaefer has been
building global brand strat-

egies for over 20 years in Pam Scheideler admits

Europe, the US and Asia Pa- that she’s “fundamentally a

ci c for companies as diverse software nerd,” however, she

as PepsiCo, P&G, Unilever, also confesses “along the way,
Coty and Nestle. He is that I learned that software or utility

rare internationalist and chief in the absence of an emotional

strategist with true global
connection or context doesn’t

reach, as well as with rst-hand experience of cultural under- get traction with users. Brands

standing and empathy.
and their agencies can provide
the context users need. Winning products and experiences His main expertise lies in prestige brands such as Da-

succeed because they use brand lters to ensure that the ex- vidoff, Chopard, Swarovski, Lancaster amongst many others.

perience is unique to the brand and when that happens, the Today he serves as Chief Strategic Of cer for SelectNY, one

business results can be amazing.”
of the world’s leading premium brand building networks

where he focuses on:
Now at Deutsch for almost three years, Pam has a

• Brand expansion, partnerships and co-operation
broad variety of interactive advertising experience. While
• Business and product ideation and innovation
head of production and operations at Google Creative Lab,

she built a top team of video and interactive producers for • Cross-cultural brand and communication assess-

both advertising campaigns and product innovation proj- ments, development and adaptation

ects.
• Strategic-creative development of brand platforms

and activation programs
Prior to the Creative Lab, Pam was the Director of
• Market segmentation and portfolio planning
Digital Production at JWT, and a member of the Board of

• Trend and cultural research programs
Directors for the NY of ce, where she worked in a strategic

capacity to grow digital revenue and capabilities. Pam was

responsible for the digital excellence of over 30 accounts He is also the co-author, with JP Kuehlwein, of Rethinking

while at JWT.
Prestige Brands--Secrets of the Ueber-Brands. The book
discusses how both the concept and context of prestige Before JWT, Pam worked at CP+B as VP/Executive In-

is changing. For example, it is no longer unusual to nd tegrated Producer where she was part of the team that won

items that were once considered premium at stores or in
the Titianium Lion for Twelpforce. She also worked on the

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