CITATION
Aurelio 'Lito' German III's extensive work in the field of Marketing and Communications has proven one basic fact: Vision, Passion and Action can change an entire industry.
Consider here the impact that German has made in the premium automotive market:
As the Director for Marketing and Corporate Communications in BMW Philippines in 2003, he introduced exciting new concepts in customer engagement that remain benchmarks in the industry.
In recognition of his stellar performance, he was appointed as the Regional Marketing Director of BMW Asia in 2009 with one clear goal: to recapture market leadership in Singapore, which BMW lost to its rival in 2006.
Barely a year later, after spearheading a massive organizational change, and initiating continuous brand building activities which were noticed in other markets, BMW stood as the number one luxury car brand in Singapore.
But achieving segment leadership alone was not enough. Under his marketing guidance, BMW made history soon by becoming the number one selling car brand in Singapore. Lito contributed to this success with his bold and somewhat quirky ideas, tempered by pinpoint precision in execution.
Take for example 'The BMW Switch' –upselling campaign for car accessories that involved 'carnapping' their customers' vehicles. Or 'The BMW xDrive Island' – where the company took over an uninhabited island and transformed it into a virtual playground for their off-road models. And no one can deny the boldness and savvy of 'The BMW World' – the largest single brand automotive showcase in Asia, held in 2010 and 2014.
Unsurprisingly, Lito German's peculiar but highly effective marketing ideas have impacted in past endeavors for numerous brands in the region As the Senior Vice President of Agents International from 1996 to 2003, Lito has successfully marketed a wide array of products: from life insurance to fashion accessories, from pharmaceuticals to soft drinks.
His stellar background in political PR in the Philippines, combined with his wide industry experience, has also given German a strong and reliable network across the social landscape– from top business to the highest levels of public office, from social circles to grassroots organizations.
As the recently appointed Regional Director for BMW Motorrad in Asia, he is definitely set to change the premium motorcycle industry in the region. And without a doubt, we'll all be in for a great ride.
For his exceptional work in marketing across a multicultural landscape, Aurelio German III is awarded the Agora for Overseas Marketing Excellence by the Philippine Marketing Association on October 21,2014