Juergen Eppinger is the Managing Director of Rosenbauer E-Commerce and Global Head of Digital Marketing. With a background in media technology and extensive marketing experience, he oversees all digital channels, including social media, websites and newsletters. He drives digital transformation initiatives, such as e-commerce, within the Austrian industrial group. Eppinger's leadership focuses on enhancing digital strategy and customer engagement. Through this article, Juergen Eppinger discusses the convergence of B2B and B2C in e-commerce and how Austrian company Rosenbauer launched an online shop to bridge the gap. He outlines the technical and strategic challenges faced, the solutions implemented and the critical role of soft skills and stakeholder collaboration in successfully integrating digital sales channels across different customer segments. For decades, the distinction between B2B and B2C has been well-defined, each having distinct characteristics. While necessary specifications still set them apart, the gap from a marketing perspective is shrinking. Today, information-gathering and purchasing behaviours are strikingly similar across both segments. A B2B customer expects the same ease of purchase as a B2C shopper, even if the options differ slightly. The process should be as seamless and intuitive as the buying experiences on platforms like Amazon, Zalando or Alibaba. How is it possible to combine B2B and B2C in e-commerce? What’s the ideal approach? The e-commerce landscape has witnessed an extraordinary surge, particularly since the COVID-19 crisis. Take Amazon, for example, with a staggering annual turnover of $400 billion. E-commerce is no longer just the domain of B2C; it has firmly entered B2B, B2G (business-to-government), and other sectors. Increasingly, companies aim to generate leads through traditional websites and leverage online stores as a direct sales channel. This was precisely the motivation behind Austrian company Rosenba

Top Advertising and Marketing Services in Europe 2025

“Time is money.” This aphorism has echoed through boardrooms and balance sheets for centuries. Yet for most businesses, time remains their most mismanaged asset. Hours disappear into endless coordination calls, scattered vendor meetings and fragmented campaigns that drain productivity and slow progress, leaving teams stretched and opportunities underused. That inefficiency didn’t go unnoticed by Lian Ospelt. Recognizing the value of time as the true currency for growth, he set out to help businesses reclaim the time lost to fragmentation and transform it into real, measurable success. Driven by that insight, Ospelt founded Lian Management, a company built to bring every marketing and operational need under one umbrella. From digital marketing, SEO and website design to printing, textiles, event management and payment systems, it delivers an integrated model that combines creative execution with effortless delivery for clients. The company’s organic growth mirrors its clients’ ambitions. What began as a startup consultancy to help businesses secure investors and define marketing strategies has evolved into a full-service ecosystem operating across Liechtenstein, Switzerland, Austria, and Germany. Whether it’s developing customized payment solutions or adding textile printing for branded merchandise, Lian Management has continually expanded its capabilities to meet the shifting demands of its clients. At the core of Lian Management’s success is Ospelt himself, who personally oversees every project. He runs the entire operation single-handedly, leveraging a global network of trusted partner companies, each specializing in a specific service area. Through these close collaborations, he maintains direct contact with their CEOs, ensuring projects move quickly and smoothly, delivering both efficiency and peace of mind to his clients. “Every interaction comes directly to me, allowing quick action and trusted guidance. This ensures top-quality results, saves time, maximizes value, and creates seamless connections with clients and partners alike,” says Ospelt.

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EDITORIAL

Driving Creativity and Strategy in a New Marketing Era

Advertising and marketing is undergoing a profound transformation as technology, data and creativity converge to shape a new era of customer engagement. With brands competing for attention in a digital, fragmented world, success now depends on how effectively they blend storytelling with analytics, creativity with automation and purpose with performance.

Across Europe, marketing leaders are reimagining how they reach and retain audiences. Data-driven insights are redefining campaign planning, while AI-powered tools are enabling hyper-personalization at scale. From predictive analytics and real-time bidding to immersive brand experiences powered by AR and VR, innovation is driving the next chapter of marketing effectiveness. Meanwhile, sustainability and authenticity are becoming central to brand strategy as consumers demand meaningful connections and responsible communication.

Marketing agencies and ad consultancies are evolving from service providers to strategic partners, helping businesses navigate the complex interplay between creativity, technology and customer experience. Through agile operations, omnichannel integration and AI-enhanced media planning, they are ensuring brands remain relevant and responsive in a fast-changing marketplace.

This edition of Manage Marketing Europe highlights leading advertising and marketing service providers making an impact, along with the trends and solutions that position them at the forefront of the industry’s future.

It features thought leadership from industry experts, including Palle Pedersen, global head of product management at Syngenta Seedcare, who discusses marketing challenges in global seed treatment, emerging biological trends and new technologies for eradicating soil-borne pathogens. Byron Flores, head of financial reporting and accounting (FRA), clusters Europe at Novartis, shares how sustainable growth can be achieved by aligning finance and marketing through data-driven, locally adapted strategies.

The edition also spotlights innovators like Lian Management, a one stop business solutions firm redefining efficiency for modern enterprises. It unites marketing, design, printing, events and payment systems under one roof.

We hope this edition offers valuable perspective, actionable ideas and a clearer view of the innovations and best practices shaping the future of advertising and marketing services.

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