Behind cpi CELEBRITY PERFORMANCE is a dedicated team with expertise in the areas of marketing, market research, psychology, entertainment, and information technology.
In close corporation with our partners – who are leading professors in the areas of market research and information technology – we develop and use innovative market research and media analysis tools to give companies and managers the best possible advice on the use of celebrities in their communications. We are driven by a passion for brands, people and data.
Managing Director
Ruben Mosblech is managing director of cpi CELEBRITY PERFORMANCE GmbH.
Before working for cpi, he had various positions in marketing and sales in the consumer goods industry and in retail. He worked for companies such as Procter & Gamble, L’Oréal, BBDO Consulting, and Obi.
Ruben Mosblech has many years of experience in all aspects of marketing and brand building, starting from the conceptual positioning of companies, brands, and products to the operational implementation of marketing activities.
Partner
Marco Motullo is partner of cpi CELEBRITY PERFORMANCE GmbH, a freelance marketing consultant, and lecturer at different universities.
He previously worked as a project manager and executive assistant to the global head of consumer adhesives at Henkel AG & Co. KGaA as well as being an independent business consultant.
Following his studies in business administration, he taught and conducted research at the University of Münster with a focus on strategic marketing and market research. His dissertation dealt with the prediction of user behavior in online social networks.
He has obtained further practical experience in various consumer goods and technology companies (including Porsche AG, Daimler AG, SAP AG).
Marco holds a PhD in business administration.
Head of Market Research
Constanze Gaßmann is responsible for market research and the development of our cpi tools. With her extensive knowledge and many years’ experience conducting empirical analyses, she is a key player on our team.
With degrees in psychology and finance, Cony combines psychology and business as the foundation for success.
Head of Marketing & Services
Anna Nikula is responsible for our marketing activities and the improvement of our services.
She previously worked as an independent marketing consultant and as a research assistant at the University of Münster. During her doctoral studies in business administration she focused on strategic and international marketing as well as market research.
She has gained further practical experience with international consumer and industrial goods manufacturers.
Anna holds a PhD in business administration.
Founder & Partner
As founder and partner, Mirko Caspar worked together with the cpi team to develop the cpi-Index and the assessment of celebrities.
Previously he was a management consultant with a focus on brand management and control at McKinsey & Company, he was instrumental in developing a new brand management framework. Besides that he was senior director of consumer business and business development at Universal Music and managing partner at metaversum. Mirko has been managing director of Mister Spex since September 2011.
He studied business administration and received his doctorate from the University of Münster.
We see ourselves as pioneers in the area of performance-based celebrity marketing. Our work is based on innovative market research and media analysis as well as our teams’ many years of industry experience. Internationally renowned professors in the fields of marketing and information systems support us in developing our analytical tools.
University of Cologne
Director of the Chair for Marketing and Market Research
Prof. Fischer, a former management consultant with McKinsey & Company, is Director of the Chair for Marketing and Market Research at the University of Cologne and Associate Professor at the University of Technology in Sydney (Australia).
Prof. Fischer is an internationally renowned expert in the fields of market research, measurement of marketing performance and brand management. His research results have been published in leading international marketing journals. In addition, he won the Marketing Science Practice Prize (ISMS-MSI) in 2009–2010.
He was instrumental in the development of the cpi-Index for predicting the potential advertising impact of celebrities and is happy to serve as our scientific consultant.
Hasso-Plattner-Institut
Head of Information Systems
The Hasso-Plattner-Institut, launched and funded by SAP founder Hasso Plattner, is Germany’s leading university center of excellence for the education of IT engineers. With locations in Potsdam and Palo Alto, it operates world-class research and cooperation programs with renowned companies.
Prof. Naumann is known for his outstanding expertise in the fields of information quality and data integration in international research and corporate practice.
His institute’s research findings have been incorporated into our tools to provide the basis for sound analysis of the perception of brands and celebrities on the internet.
“cpi CELEBRITY PERFORMANCE’s services are of extremely high value to our marketing decisions when it comes to evaluating celebrity spokespersons and brand fit.”
“When casting celebrity endorsement campaigns for our clients, we rely on the sound analyses and expertise of cpi CELEBRITY PERFORMANCE. This ensures that the celebrity spokesperson supports the campaign as desired by being a perfect fit to the campaign idea, target group, brand and product.”
“Celebrities are often themselves strong brands. cpi CELEBRITY PERFORMANCE knows which celebrity would be a great partner with which product. That’s why they’re our partners when it comes to advising our clients on celebrity marketing.”
“Thanks to the analyses of cpi CELEBRITY PERFORMANCE, we have been able to evaluate in detail the various effects of our successful Tirendo campaign with Sebastian Vettel. This is especially helpful for the development of new campaigns with celebrities.”
“The studies and rankings from cpi CELEBRITY PERFORMANCE give us exciting content to assess the value of those who aspire to become celebrity spokespersons and those who already are. After all, the topic of celebrity marketing always catches the attention of our readers.”
“When marketing our artists, we rely on the analyses of cpi CELEBRITY PERFORMANCE to give us an overview of our artists’ current positioning and their marketing potential and to show our customers the value that our celebrity spokespersons can create for them.”
