Thomas Bauer
Partner in McKinsey's Munich office with expertise in marketing strategy and digital transformation, contributing insights on marketing ROI, brand strategy, and generative AI adoption.
Best podcasts with Thomas Bauer
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Jan 29, 2026 • 13min
Marketing in Europa: Mehr Budget, höhere Erwartungen
Caroline Meder, Associate Partner in Munich specializing in marketing effectiveness and tech-driven personalization. Thomas Bauer, Partner focused on marketing strategy and digital transformation. They discuss rising European marketing budgets and ROI pressure. They contrast GenAI frontrunners with laggards. They explore scalable GenAI use cases like personalization, content production, and measurement approaches.
