Daniel Ackermann becomes Country Manager of OVAL Germany

With the appointment of Daniel Ackermann as Country Manager Germany, OVAL completes the integration of the former Düsseldorf-based agency STAGG & FRIENDS. Effective immediately, the former Scholz & Friends executive strengthens the European brand experience agency with a clear focus: “Events generate applause. Live experience strategies deliver results."

Düsseldorf, April 21, 2026 – In economically volatile times, every investment is being closely scrutinized on both the client and agency side. CEOs and CFOs expect solid proof that spending on events and brand communication actually delivers impact. At the same time, agencies aim to make the value of their strategic, creative, and operational services more visible. Ackermann brings more than twenty years of experience in brand management, communication, and business to the role. Together with Sonja Reddig, Lead Creative, and Viktoria Röttgermann, Lead Live Experience, he forms the leadership team as Country Manager Germany.

Brand leadership from both corporate and agency perspectives

His career spans both corporate and agency environments: after roles in product management at Ferrero and as Marketing Director at CFP Brands (Fisherman’s Friend), he joined Scholz & Friends, where he worked for eight years, most recently as Managing Director. In this role, he managed international brands such as Porsche, Coca-Cola, and Montblanc. He then served as Vice President Global Brand & Marketing Communication at ESL FACEIT Group, one of the world’s leading gaming entertainment companies, where he was responsible for global brand and communication strategy.

“I was immediately convinced by OVAL’s clear point of view,” says Ackermann. “The agency uses empathy as a method to consistently connect briefs with the underlying business objectives. At the same time, this approach helps brands better understand what people truly feel.”

Focus on business relevance and empathy

With this approach, OVAL has achieved success across several European markets. With teams in Düsseldorf, Amsterdam, Antwerp, Brussels, and Paris, the creative agency is now one of Europe’s leading specialists in event and brand experience communication. Together with his European and German colleagues, Ackermann aims to build on this foundation and further develop the B Corp-certified boutique agency—with a clear focus on business relevance and a deep understanding of people and brands.

“Daniel is a great addition to our ambitious team,” says Wouter Boits, CEO OVAL Europe. “He combines entrepreneurial pragmatism with a strong instinct for powerful creative ideas. I am convinced that his experience will help our clients develop successful live experience strategies and achieve meaningful results.”

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