Neither agency.
Nor classic consultancy.
moweco is a new form of service provider in marketing. Not an agency that executes, and not a classic management consultancy that hands over a deck and disappears. Something deliberately in between — and closer to the work.
We bring together core marketing skills alongside the ability to define strategic direction and execute within organizations — because future-proof marketing requires a strong strategic foundation and an optimal organizational structure to succeed.
Unlike consultancies that hand over a deliverable and leave, moweco stays integrated throughout — inside the actual process, aligned with real organizational constraints and timelines.
Operating at the intersection of client-side teams and their agency partners — giving both sides honest, useful perspective, and helping each get better at working with the other and with the market.
Erich Holzbauer.
Almost 20 years in network agencies and independent shops — as client director and partner. Executive leader in the creative industry. Startup founder. The common thread: always at the intersection where strategy meets execution — and where organizations decide whether their marketing works or doesn’t.
I do not buy into the great hero theory of advertising. Gut feeling dressed up as experience is still gut feeling. My thinking is built on fact-proven findings from scientific marketing research, combined with the practical craft of 20 years in the room where decisions actually get made.
I work alone by design. No junior consultants, no account managers between us. When you engage moweco, you engage me — directly, for the duration.
Three principles.
No exceptions.
People first, data second
Sophisticated martech stacks and behavioral segmentation are tools — not answers. Markets are conversations between humans, and the most effective marketing has always understood this. We build strategies that treat audiences as people, not as addressable inventory.
Findings, not feelings
The Mad Men era ended. Brilliant intuition is not a repeatable process. Every strategic recommendation I make is grounded in peer-reviewed marketing science, validated through structured test-and-learn approaches, and checked against real market data — not industry mythology or last quarter’s trend report.
Roots, not symptoms
Marketing problems rarely originate in marketing. Poor campaign performance is often a briefing problem. Briefing problems are often a structural problem. Structural problems are often a leadership problem. I diagnose at the root — not where the pain presents itself — and solve accordingly.
Where three disciplines intersect.
Most marketing consultants operate in one lane — strategy, or coaching, or organization. Real transformation requires all three, because each one constrains the others. A strategy without the organizational structure to execute it is a document. An organization without strategic clarity is a machine running in the wrong direction.
Marketing & Agency Craft
Academic marketing science combined with hands-on agency practice — brand strategy, channel architecture, briefing excellence, creative evaluation, and evidence-based campaign thinking.
Strategic Management
Frameworks from strategic management and systems thinking — applied to diagnose where organizations are stuck and define the choices that will actually move things forward. Not borrowed models, but adapted to marketing realities.
Organizations & Leadership
Progressive leadership theory, agile operating models adapted for marketing environments, and deep knowledge of how client-agency ecosystems function — used to design structures that make strategies executable.
These three bodies of knowledge are not used in isolation. They are drawn from simultaneously — because marketing problems are rarely purely strategic, purely organizational, or purely technical. They are usually all three at once.
Every engagement begins with a structured diagnostic — mapping the situation across strategic, organizational, and capability layers before any direction is set. This layer model is what separates pattern-matching from actual problem solving. From there, the scope of work follows the real constraint — not the presenting symptom.