9/24/2026 KMS TEAM is reshaping its Strategy Consulting Unit with a leadership duo that brings together two distinct perspectives: Dr Malte Adomeit (previously Deloitte) and Florian Würfel (previously adidas) combine expertise in business strategy with marketing know-how. The value for clients: »brand-led growth« that connects business strategy, brand and market activation.

»Strategy consultancies think in terms of business models, while agencies think in terms of creativity. Growth gets lost in between. Our Strategy Consulting Unit closes this gap by translating business strategy into market-oriented brand, marketing and customer experience strategies. This enables us to turn brands into substantial drivers of growth,« explains Simon Betsch, Managing Partner at KMS TEAM.

Adomeit joins from Deloitte, where he was part of the leadership team within the Marketing & Commerce practice. His responsibilities included client partnerships, developing service offerings and managing complex engagements across brand and marketing strategy, innovation and transformation. He strengthens KMS TEAM’s Strategy Consulting Unit with his experience from classic top-management consulting. »What excites me is the combination of outstanding strategic thinking and creativity,« says Adomeit.

Würfel contributes a market- and performance-oriented marketing perspective. Prior to joining KMS TEAM, he held various global and local marketing roles at adidas, most recently leading digital and e-commerce activation planning for the Sport category at a European level. His focus is on a challenge many marketing leaders are familiar with: »Strategies often fail to gain traction because marketing operating models, planning frameworks and organisational alignment are not working effectively,« he explains.

KMS TEAM views brand strategy as the connecting element between business strategy and practical brand management. By further developing its Strategy Consulting Unit, the agency is responding to this ambition. A milestone in this development: together with Bakdata, KMS TEAM was recognised at the 2026 MarTech Breakthrough Awards for the AI-powered brand intelligence tool »The Regular Brand«.