Oliver Hermes is a founder and co-owner of Berger Baader Hermes, where he is responsible for strategic consulting and account management, development of brand positioning, cross-media communication strategies and social media.After studying business administration, he worked as a researcher and lecturer at the Institute of Marketing and Retailing, University of Göttingen, where he received his doctorate in 1988. Following this, he held various managerial positions in corporate consulting and marketing with the Otto Group. Oliver Hermes was co-owner and managing director of Baader, Lang, Behnken, managing director of BMZ!FCA (Publicis Group), CEO of Young & Rubicam Germany and a founder, co-owner and managing director of Baader Hermes – all advertising agencies.He specialises in brand management in the digital age, consumer behaviour on Web 2.0 and holistic marketing. He has published and lectured widely on the topics of brand strategy and technology, business, competition and social media. As well as delivering lectures at various conferences, business schools and universities, he is a member of the advisory board for the Rid Foundation in Munich.