Observed Signal · Oct 27, 2025 · Hiring · Source: Adzine · Impact: 2/5 · Sentiment: Positive
It Works Group Boosts Digital Leadership for Growth
It Works Group, an independent agency for Public Media, is strengthening its digital division with an expanded leadership lineup. Its Locatrics adtech platform consolidates programmatic planning and buying for Out-of-Home and Digital Out-of-Home campaigns, with growth ambitions focused on Germany. CEO Bernd Rabsahl says the leadership expansion will advance the group’s position in programmatic advertising. Laura Hentschel will join the management board, having led the Programmatic & Digital Media team at Digital Works since 2019 and eight years with It Works Group; she will oversee programmatic and digital media group-wide. Nusrettin Altan will become Head of Digital Marketing for OCI Germany to support the expansion, bringing prior roles at Vodafone and experiences at The Reach Group and Publicis. The changes indicate a stronger push to scale digital capabilities and services across the German market.
Indicates growth and leadership changes in the German programmatic/OOH market; expansion of digital capabilities
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Key Takeaways & Evidence Grounding
- It Works Group expands its digital division with new leadership: Laura Hentschel joins the management board and Nusrettin Altan becomes Head of Digital Marketing for OCI Germany.
- Laura Hentschel has eight years at It Works Group and has led the Programmatic & Digital Media team at Digital Works since 2019, now overseeing programmatic and digital media group-wide.
- Nusrettin Altan will join OCI Germany as Head of Digital Marketing to support the expansion; he previously led Vodafone's Performance for its Key Account at E-Professional and has worked at The Reach Group and Publicis.
- Locatrics is the It Works Group's adtech platform that bundles programmatic planning and buying of Out-of-Home and Digital Out-of-Home campaigns.
- The changes signal a growth push in Germany and an enhanced focus on expanding digital capabilities in the programmatic advertising space.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
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