Collaborative Interview with Florian Lina: "Our ongoing efforts revolve around integrating diverse, fresh data sources daily"
New CEO Florian Lina Steers Pilot Group Towards Geo-Marketing Growth
Florian Lina, the CEO of Pilot Group since May 2025, has been driving the agency group towards strategic growth in geo-marketing. Lina, who previously held a position at Amazon focusing on agency collaboration, brings a wealth of expertise to the table.
In the first 100 days at Pilot Group, Lina has successfully strengthened the connection between geo- and performance marketing. This move is seen as a significant step towards leveraging geo-data for more targeted and effective marketing campaigns. However, Lina has not yet been able to fully evaluate certain successes due to the time it takes to win pitches, typically more than 100 days.
Lina is working closely with the team at Pilot Group to drive growth for both clients and the company. The need to connect the right data streams, create the right products, and automate them to ensure the combination of contact, context, and creativity remains the strongest. Lina has initiated exciting data partnerships with great partners to achieve this goal.
Individual targeting based on geo-data and other data streams will become even more valuable in the future. The increasing importance of communication becoming more individual, with AI amplifying this trend, is not lost on Lina. He foresees potential development of new tools and media products in the future due to the combination of data streams.
The company is currently combining various new data streams based on geo-expertise to provide a tailored, cross-channel offering. Lina finds the company culture at Pilot Group to be fantastic, which he believes is crucial for setting the right course now and building the right products based on (geo-)data.
Rapid changes are expected in the agency and broader marketing and communications industries in the coming years. Lina is confident that Pilot Group is well-positioned to navigate these changes and continue to grow and innovate in the geo-marketing space.
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