Ulli Appelbaum

Ulli is the creator and lead strategist of Positioning-Roulette. He is a seasoned marketing and brand strategist with over twenty years of experience in building brands in Europe, Asia, Latin America, and, for the last fourteen years, the US. Prior to launching Positioning-Roulette, Ulli held various senior corporate positions, including Global Planning Director at both Fallon Minneapolis and BBDO Chicago,as well as Head of Account Planning at both BBDO Germany and Leo Burnett Chicago. He has contributed to seven Effie awards and an ARF Ogilvy award for Excellence in Research. Ulli lives in Minneapolis, Minnesota.

Vincent Schmidlin

Vincent is one of the most influential marketing and brand strategists in Germany, responsible for the implementation of Positioning-Roulette in that country. Throughout his career of more than twenty years, Vincent has successfully impacted the marketing of numerous global blue-chip brands, especially in the automotive, media, financial services, IT/telecommunications, FMCG, and retail sectors at advertising agencies that include Lintas, .start, JWT, Scholz&Friends, and the Hirschen Group. He has also served as Executive Chairman of the Account Planning Group (the German association of brand and communication strategists) from 2010 to 2016. Vincent lives in Hamburg, Germany.


All the Positioning-Roulette cartoons have been created by Helmut Kruse, a freelance creative director and illustrator based in Budapest, Hungary. More about his work, portfolio, and services can be found at

Join us

We’re always looking for very senior, well-connected, independent marketing strategists to help us expand Positioning-Roulette outside the US and Germany. If you fit the profile and the idea sounds appealing, please contact us.


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