Collective Genius

4

Creating a Community

Marketing is not just a corporate function, but primarily an attitude. We have worked hard to create a global community within marketing that has the right attitude, works collaboratively, and delivers innovative marketing solutions that delight and surprise people.

—Luca de Meo, then CMO, Volkswagen AG

While waiting for his flight to Munich in late summer 2012, Luca de Meo played the new Think Blue game on his iPad, which promoted environmental sustainability for drivers. It was a pleasant reminder of how far his marketing team at Volkswagen AG (VW) had come in three years.¹

He had joined VW as head of marketing communications in 2009 to help create the marketing function the firm needed to achieve its ambitious corporate ...