Omnicom’s RAPP agency today named Volkswagen Asia region CMO Alexei Orlov as its new CEO. He succeeds Bob Horvath, who will continue as Rapp’s global chairman after eight years at the helm.
Orlov brings deep agency experience to RAPP, a data-driven shop that describes itself as a customer experience agency. He served as president of European operations and global COO of Wunderman before rising to executive vice chairman at the renowned direct agency. At WPP, Orlov was global strategic lead for WPP’s automotive practice, which encompassed Ford, Jaguar, Mazda, Volvo, and Rolls Royce.
“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,” Orlov said in a press release announcing his appointment.
Orlov will leave his post directing Volkswagen marketing in Greater China and Southeast Asia to take over at RAPP in July. He will report to Dale A. Adams, chairman and CEO of the DAS Group of Companies.