Marc Lengning displays an interesting mix of a marketer keeping one eye on heritage and another on the future. He says his epiphany came when he attended a conference about web 2.0 in 2005 and realised “this will change everything” about how marketers view their products, the way the corporate world works and the way brands interact with their customers. This notion of disruption has stayed with him ever since. He says his biggest challenge is trying to work with the speed and creativity of a startup in a global organisation. Achieving this balance has borne fruit, however, since he relates his proudest career moment as “moving from selling cars to mobility service and being part of DriveNow, the car sharing initiative of BMW and car hire brand Sixt”.