Mr. Orlov is Advisor to the Global CEO, DAS Group of Companies and prior to this served as the Global CEO for RAPP, part of the Omnicom family of agencies and one of the world’s leading CRM / digital and customer experience brands.
For some years now, Mr. Orlov has served as an advisor to a diverse set of companies spanning the globe. He has coached and steered blue-chip leadership teams to work through their brand, communication and operational challenges, assisting them to think and deploy for distinctive advantage in fierce and cluttered trading environments.
Mr. Orlov’s experience spans 30 years across 40 countries and more than 50 brands. He brings proven expertise in global brand strategy, regional and cross-cultural marketing deployment and operational change management.
Prior to his appointment at DAS, Mr. Orlov served as the Global Chief Executive Officer of RAPP Worldwide. He joined the group in 2014 and oversaw the dramatic turnaround of the company back to profit with a highly acclaimed global business and rebranding reset; this has resulted in a significant influx of new business and world-class leadership talent.
Before joining the Omnicom group, Mr. Orlov held the position of Chief Marketing Officer for Volkswagen Group China, where he was responsible for the overall marketing, brand strategy and positioning for Volkswagen brands across Greater China and ASEAN.
As a member of Volkswagen’s Executive Leadership Team, he was jointly responsible for the commercial excellence of the company’s significant regional business, as well as being co-responsible for the brand integrity and marketing deployment of the organization’s key brands, including Volkswagen, Škoda, Audi, Bentley, Lamborghini, Seat, Bugatti and Porsche.
Mr. Orlov served with Wunderman for eight years — one of the largest digital specialist agencies — as President Europe, then as Global COO and finally as Executive Vice-Chairman, Worldwide. During this time, he also served as the Global Strategic Lead for WPP plc for the automotive business, where he co-led Ogilvy & Mather, Wunderman, Mindshare, Y&R and JWT on their collective work for Ford, Jaguar, Land Rover, Mazda and Volvo.
Prior to joining WPP / Wunderman, Mr. Orlov owned and ran ROCQM and MCW, specialists in brand strategy and commercial recovery, which he later sold to WPP. The company subsequently became one of the key cornerstones to what later became RMG Connect, a global strategy service within the WPP portfolio.
Prior to running ROCQM / MCW, he was Global Brand Communications Director for Volvo Cars and Marketing Director of Volvo UK, then the second-largest national sales company for the Volvo Corporation. Prior to Volvo Cars, Mr. Orlov was the Marketing Director of Avon Cosmetics Retail, Europe — the youngest executive ever to be appointed to a director position at Avon.
Mr. Orlov’s passion for brand stewardship and operational leadership, powered by dynamic and happy teams, has been a driving force for him since the beginning, and was foundational to the creation of the successful Paperchase Retail Group, which he subsequently sold to WHSmith plc.
In 2012 and 2013, he was awarded CMO of the Year / ASEAN by the World Brand Congress. In 2013, along with his agency team at Proximity, he was awarded the Cannes Gold Lion Award for the creation of the largest automotive social media platform — the People’s Car Project — with 28 million users and 108 million Youku followers. Also that year, Mr. Orlov was invited to be one of the top keynote speakers at the prestigious Global Brand Forum.
Mr. Orlov continues to support management forums for many organizations and brands across the world, delivering speeches and overseeing workshops on topics related to behavioral economics and brand architecture, including “Overcoming the Tyranny of Choice,” “Winning in a Cluttered Market,” “The 5% of Magic” and “Principles for Brand Distinction.”