Former Profero Social Media Director joins LBi 

London: Global marketing and technology agency LBi has appointed Will Rolls as Director of Planning and Strategy in Germany.

Rolls joins LBi from Profero, where he worked for six years heading up accounts including Apple, Department of Health and HTC. He also spearheaded a range of digital initiatives for the UK Government, including its FRANK, Adult Sexual Health and its biggest campaign of recent years 'Change4Life'.

Prior to Profero, Rolls worked client-side as Head of Marketing at Fujifilm, where he oversaw all marketing activity for the company's digital products. He also spent time as Advertising Creative Manager at Dyson.

In his new position, Rolls will provide direction and input to LBi's strategy and planning teams in Germany. A Germany speaker, he will work with a range of with clients including Kraft Foods, UBS and Deutsche Telekom, as well as supporting the agency's new business efforts. Rolls will report to Andreas Teigeler, Executive Creative Director of LBi in Germany.

Rolls is also the brain behind the award-winning Twitter account '@madeupstats', which pokes fun at the marketing industry via a steady stream of spoof stats and made up facts. The account now boasts well over 50,000 followers and has inspired a range of greetings cards on sale across the US. Nominated by 'The Poke' as one of the top non-celeb Twitter accounts, @madeupstats has also spawned a film on YouTube, written and directed by Rolls.

Anke Herbener, Chief Executive of LBi in Germany, said: "We are delighted to have someone of Will's caliber join LBi. His proven track record working for some of the world biggest brands will be invaluable in helping us blend our strategic, creative, media and technical expertise to build business value for clients."

Fern Miller, EMEA Director of Planning and Strategy, said: "Will is an innovator, a strategic thinker, a fallacious statistician and perhaps most strikingly, an enthusiast. We are delighted he's come to join us and we're confident that the partnership between him and Andreas will be one to watch."

Will Rolls said: "Digital doesn't 'change everything', it simply makes the world of comms less forgiving. Marketers have lost the luxury of being able 'impose' messages on people - it's now a much harsher, but more exciting environment. Without insight and a genuine understanding of what real people are willing to do for brands, campaigns simply won't deliver. LBi understands this and that is why I am so excited to be doing this job, and particularly so, given that I'm working in Europe's biggest economy."

- ENDS -

Media Enquiries:
Gareth Jones
Global Brand & Marketing Director, LBi
gareth.jones@lbi.com
+44 (0) 207 063 6263

distributed by