New management structure at TRACK

TRACK hires Till Hohmann as well as Bastian Mathes and creates new management board.

Hamburg, July 27, 2023 – TRACK continues to grow and now has a new management board to steer the data-driven communications agency’s business. Alongside CEO Phillip Schilling on the new board are Chief Growth Officer Sandra Voß (previously Chief Marketing Officer) Chief Financial Officer Mirco Meyer, Chief Product Officer Bastian Mathes, and Chief Creative Officer Till Hohmann.

The agency is thus not only responding to significant recent growth, but also strengthening its team with two new hires. In the past two years, the agency has posted record results and thanks to new business and existing clients such as McDonalds, MINI, Samsung, and Vodafone, has seen its headcount grow by 30 percent to 175. A key factor in that growth was the agency’s unique combination of data expertise and creativity.

“The use of zero- and first-party data in communications is becoming increasingly important for marketing departments. Today’s consumers expect personalized communication – that means providing not just next-best offers, but also individual brand experiences,” explains TRACK CEO Phillip Schilling. “And our job is to deliver these by bringing together technology, data, creativity, and brand insight.”

This especially relevant combination of creativity, customer data, and technology – including, inevitably, AI –will be the key focus of new Chief Creative Officer Till Hohmann. Joining TRACK from MEMAC Ogilvy, Hohmann brings a deep understanding of brands and extensive creative expertise, having worked across a range of disciplines at a host of agencies, including Jung von Matt, Springer & Jacoby, Scholz & Friends, Serviceplan, and Geometry (now VMLY&R Commerce).

Also joining the team is Bastian Mathes. As Chief Product Officer, he will be responsible for the quality of TRACK’s deliverables as well as for developing product innovations at the agency. Through his previous positions, Mathes has gained proven media know-how and a deep understanding of digital products. At TRACK, his mission will be to further evolve the agency’s use of data and technology in communications.

“With Till and Bastian, we are gaining two outstanding experts in data creativity, technology, and media who will only further improve our offering,” says Sandra Voß, Chief Growth Officer at TRACK. “Plus, they also share our vision of marketing as something that should be considered and developed across disciplines. As a team, we embody the approach that has fueled TRACK’s success in recent years, offering a combination of data-driven creativity and technological expertise that few in Germany can match. I’m very much looking forward to working with them.”

“Brands can now engage with people in a more immediate, relevant, and dynamic way than ever before – if they use the right mix of data, technology, and creativity. Companies need this blend to provide their customers with personal brand experiences. There aren’t many agencies that can offer all of this,” comments Till Hohmann on the reasons for his move. “For me, TRACK combines all the things a cutting-edge agency needs today: creativity, tech, and consulting expertise.”

“A seamless customer journey is, of course, integral to a customer-centric approach. But if all journeys are optimized in exactly the same way, how can you still offer customers a distinct brand experience? In the future, marketing will need to work a lot harder to reach consumers and ensure loyalty – especially as sales processes increasingly go digital,” adds Bastian Mathes. “It’s not just what you say to customers that matters, but also when you say it. At TRACK, we have the expertise to create relevant and differentiated customer journeys for brands.”

About Till Hohmann

Till Hohmann is Chief Creative Officer at TRACK, the agency for brand management in a connected world. Having held global leadership positions for more than 25 years, working at agencies such as Jung von Matt, JWT, Grey, VMLY&R Commerce, and Ogilvy, he is among the most internationally experienced top creatives in Germany. An ADC member, he has won more than 480 awards and since 2001, been a permanent fixture on the juries of leading national and international festivals. With his outstanding work, Till has helped define a new era of data- and technology-based creative excellence. Over the course of his career, he has supported brands like BMW, Carlsberg, Coca-Cola, Ford, Gulf Air, HSBC, IKEA, Mattel, Toyota, Mondelez, Unilever, and Vodafone.

About Bastian Matthes

Bastian Mathes is Chief Product Officer at TRACK, the agency for brand management in a connected world.  Prior to joining TRACK, he served as Associate Partner Strategy at BEJOND Germany, where he was the lead on brand and digital platform strategies for big-name clients from a range of industries. A communications studies graduate, he previously ran the strategy teams at SinnerSchrader Content and UDG United Digital Group and at OMD Germany, headed up strategic consulting for global clients such as Google and Disney. An experienced and creative strategist, Bastian aims to develop brands and products that make a positive difference to people’s lives.

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