Spikes Excitement Talk #30 with Dr. Juliane Apel

In this episode of Spikes Excitement Talks, Gordon sits down with Dr. Juliane Apel, Head of Brand Marketing and Market Research at Yellow, the German energy provider known for shaking up a traditionally conservative industry. With a background spanning 15 years in agencies before making the leap to the client side, Juliane shares her unique perspective on bridging strategy and creativity.

They explore her journey from studying media design to leading brand transformation, her philosophy on connecting brand strategy to execution, and how Yellow has maintained its distinct creative edge even in a complex industry. Juliane also reflects on her experience navigating the energy crisis, why 80% of strategies fail in execution, and the lessons she's learned from both agency and corporate environments.

Tune in for insights on brand differentiation, the evolving role of agencies, and the future of marketing in an AI and social-first world—as well as Juliane’s personal inspirations, from Sony’s iconic campaigns to the role of next-generation consumers in reshaping brand communication.