Frédéric Winckler

Frédéric Winckler

Founder at The Crave

About me

For the last 20 years, I have learned to fuel desire for the worlds most iconic luxury brands.

Bringing fresh and inspiring ideas to the marketing and communications of Louis Vuitton, Rolex, BMW and DeBeers.

Transforming luxury brands in turmoil, and helping them ride the waves of a changing world.
Creating new brands and services in a digital world.

I lead and manage companies in the luxury communication and digital space, inspiring teams to make the most of their talent.

Quite simply, I love to give people brands to crave for.

Sector Experience


The Crave
October 2015 - Present (5 years 2 months)
Who bothers with brands they don't crave for?

The Crave is a luxury brand, product and marketing consultancy.
Giving the world products and services to crave for.

Working with luxury and premium brands. Making their heritage work today.
Investing and managing premium digital services.

First service funded and launched: CultureSecrets. Selecting the best from the maze of cultural events in Paris, and making them available easily in one clic.

Second service in development and launch: uFirst. An App design to allow you to skip any line: from airports to museums, monuments and restaurants, worldwide.
CMO, Member of Board and Executive Committee.
Louis Vuitton
December 2012 - October 2015 (2 years 10 months)
Refueling desire for the world's top luxury brand, bringing focus and impact to all aspects of its communication.

Awarded Luxury Marketer of the Year Award. Best creative campaign at British Fashion Awards .
Became N°1 global luxury brand on all digital and social media channels.
President, Rolex Global Business Director
J. Walter Thompson (world's leading communication agency), Rolex
January 2006 - November 2012 (6 years 10 months)
Running and transforming the agency to give it creative energy, and to make it digitally savvy.
Won and ran global campaigns for Rolex, BMW, and Nestlé super premium.

Public speaker at major creative and digital conferences.

Won prestigious international prizes, including at the Cannes Advertising Festival
Global business director, Rolex
January 2000 - December 2011 (11 years 11 months)
Bringing Rolex's image into the new century. Keeping its appeal relevant. With core targets, younger audiences and women. Making the brand fundamentals strong in new, emerging markets.
Exec VP
digital@jwt Europe
January 1999 - December 2000 (1 year 11 months)
Setting up the digital agency network centrally and in the key markets in Europe.


BA hons in European Business Management, European Business studies

1984 - 1988 (4 years)

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