The CMO with the Stolen Heart

He stole Lidl’s Swiss cross for Denner, brought Terence Hill back in front of the camera, and is turning discount store marketing on its head with energy and wit. Now Raphael Werner is «CMO of the Year 2026»—and he’s proving just how much genuine emotion goes into tough brand management.

Editorial - September 9, 2026

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The CMO with the Stolen Heart

He stole Lidl’s Swiss cross for Denner, brought Terence Hill back in front of the camera, and is turning discount store marketing on its head with energy and wit. Now Raphael Werner is «CMO of the Year 2026»—and he’s proving just how much genuine emotion goes into tough brand management.

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