Personnel:Michael Falkensteiner to become O2 brand manager
Michael Falkensteiner (37) will take up the post of Director Brand & Marketing Communications at Telefónica Deutschland / O2 on February 1, 2021. In this role, he will be responsible for the core brand O2 as well as the secondary brand BLAU and will report to Wolfgang Metze, Member of the Management Board responsible for private customers. "I am very pleased that we have been able to win Michael Falkensteiner, a proven brand expert, for this important position in our company. With his many years of experience, he brings with him the ideal prerequisites to further increase the relevance of our core brand. Our goal is to make O2 an outstanding brand in the German telecommunications market and beyond - a superbrand that stands out with its unmistakable message and is thus remembered," says Wolfgang Metze, Chief Private Customer Officer of Telefónica Deutschland / O2.
Michael Falkensteiner succeeds Sabine Kloos, who left Telefónica Deutschland / O2 in March 2020. Since then, Wolfgang Metze had been in charge of brand communications on an interim basis, with Michael Falkensteiner providing him with operational support. He has already been with the company since 2019. As Principle End-to-End Communications, he managed central brand projects, including the development of the campaign platform "For more O in your life" and the #LOVEMOB campaign, with which O2 stands up against cyberbullying together with celebrities. Since 2020, Michael Falkensteiner as Head of Brand has significantly improved the perception and reputation of the two own brands O2 and BLAU: In the past year, key indicators of the core brand O2 such as Relevant Set or First Choice were increased by up to 50 percent. An important lever for this was entertainment, which came to bear in all O2 advertising measures, the social media strategy, and the successful music engagement with the digital #StayOn and Priority Concerts. To further strengthen the O2 brand, Falkensteiner started working with Serviceplan in October 2020. The agency founded the "Serviceplan Bubble" for O2, a fully integrated agency system specially tailored to O2 and based on a partnership cooperation between client and agency. The goal: to combine outstanding creation, effective processes and economic efficiency - and thus develop O2 into a superbrand. Before joining Telefónica Deutschland / O2, Michael Falkensteiner worked in various industries, most recently as Head of Brand at the Boston Consulting Group (BCG).