Insight Out: Ad Alliance CMO on Media Diversity, Adverts & Values
What does bold marketing mean in practice? For Lars-Eric Mann, it’s all about motivation, dedication and assertiveness. In our interview, the Ad Alliance CMO explains how this plays out in his day-to-day work.
Marketing’s boldest voices: What marketing transformation looks like at RTL Ad Alliance
What’s the key to modern brand management? How can new technologies be brought into the mix? And what role does courage play in all this? We explore these questions and more in our interview with Lars-Eric Mann for our new series, “Insight Out: Marketing’s Boldest Voices.” The CMO and creative lead at Ad Alliance gives us exclusive insights into his marketing philosophy, shares his experiences and reveals how the DMEXCO 2025 motto “Be bold. Move forward.” can be brought to life.
About Lars-Eric Mann
Lars-Eric Mann is the Chief Marketing Officer and creative lead at RTL Ad Alliance. With his remarkable cross-media background, he’s responsible for brand management, marketing and extraordinary special productions. He is particularly focused on tailor-made brand experiences that transform advertising into impact.
What’s been your boldest marketing move so far – and why would(n’t) you do it again?
Lars-Eric Mann: Boldness can be defined in many different ways. A game-changing step for me was the early development of contextual video tagging – an AI-based tool that analyzes video content in real time to show precisely matched advertising messages. This was back when AI wasn’t a hot topic in the industry yet, and implementation was certainly challenging.
But being bold also means delivering excellence under less-than-ideal conditions. That was the case when we produced same-day commercials for Bahlsen to tie in with the German version of “I’m a Celebrity… Get Me Out of Here!” We didn’t have a modern studio, only a conference room with a line to Australia. It worked because highly motivated teams in Australia and Germany collaborated very pragmatically, despite little sleep.
Another bold step was the deliberate ‘eventization’ of our B2B marketing – even at the expense of other measures. The strategy really paid off, so we’d happily do it again!
When was the last time you stepped outside your marketing comfort zone – and why was that necessary?
Lars-Eric Mann: Uncomfortable decisions are a given in my job. Because different categories have their own marketing requirements in terms of product, pricing and placement, setting clear priorities is a constant challenge. They may not be universally shared, so a genuine willingness to discuss things constructively is essential – as is assertiveness. Then there are the really groundbreaking decisions. For example, we want to increase convergence in the video segment, which means further standardization – including of our pricing model.
So, do we keep the spot-by-spot model for TV or introduce a CPM model based on what we’ve learned from the digital sector? We’ve chosen genuine convergence and comparability – i.e., we’ve opted for the CPM model across the board. With a “hard cut” in 2028. Communicating this decision widely now is generating momentum – internally and externally. And that ties in perfectly with Ad Alliance’s maxim of absolute market transparency, which we’re committed to and strive toward.
How can you tell whether marketing transformation is really making a difference?
Lars-Eric Mann: From my perspective, there are essentially three factors: greater simplicity, greater precision and greater collaboration. We live in a complex media environment. Marketing automation should ultimately produce faster and clearer results. By pulling together data from different systems, we can track the customer journey more effectively and take more targeted action. When marketing and sales use the same data-driven insights, the product improves – and so does the collaboration between teams. Transformation will only work when everyone is seated at the same table – with the same data.
When you think ahead to 2026, what strategic challenge keeps you awake at night?
Lars-Eric Mann: How can we work together to make advertising more of an experience again? Between skippability and scroll mode, we need formats that draw people back in – that amaze them, move them and leave a lasting impression. Advertising needs to be more of a spectacle again. More wow, less clicking away. But this calls for a renewed focus on brand building – a reflection on how to communicate brand values effectively. Of course, when all is said and done, performance is what counts. But a narrow focus on short-term sales is a road to nowhere for a brand.
Where do your best ideas come from – when you’re not in marketing mode?
Lars-Eric Mann: I love strolling through big cities. There’s something to discover around every corner: all kinds of people, window displays, billboards, street vendors and so much more. I find all of this inspiring, and it helps me come up with new ideas.
What message would you like to send to your colleagues throughout the marketing business?
Lars-Eric Mann: Don’t exclude news contexts when you book your spots! They have a wide reach, and various studies have shown that they have a positive effect – even when it comes to challenging topics. If you want to engage with people, you can’t avoid relevant contexts. RTL Germany employs over 1,500 journalists – that’s an investment not just in content, but in democracy, so it’s socially relevant. This high level of expenditure has to be financed – both on-air and digitally. I find the continuing reluctance to book these slots troubling, not only as a marketer, but also as a citizen concerned about the decline of the political center ground. Education and context are more important than ever. Media diversity needs advertising. And a willingness to stand up for your values.
Ad Alliance: innovative and bold marketing perspectives
Lars-Eric Mann and RTL Ad Alliance demonstrate how values, marketing transformation and brand image benefit from courage. Whether through the adoption of new technologies, collaborative efforts to create productions that are truly up-to-the minute or a commitment to democracy, Ad Alliance has embraced this marketing philosophy and works tirelessly to uphold its own high standards.
Are you looking for more bold perspectives on brand management from influential decision-makers like Lars-Eric Mann? Then come to DMEXCO 2025 in Cologne on September 17 and 18. This year, the motto for Europe’s leading digital marketing and tech event is “Be bold. Move forward.”
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