Oke Mueller has spent his career in creative ad agencies like Springer&Jacoby and TBWA. As the head of planning of the TBWA Berlin office he was working for some of the spearheads of the digital revolution and helped launching SonyÃ¢â‚¬â„¢s PSP and PS3 and AppleÃ¢â‚¬â„¢s iPhone in Europe. On the other hand he was and is helping the more traditional pet food brands of Mars Inc to adapt to the new rules of the market place. Today he is group planning director at TBWA/Chiat/Day Los Angeles, responsible for Mars brands like Pedigree, Whiskas and Uncle BenÃ¢â‚¬â„¢s to find their right way in the digital marketplace. Apart from the day to day business he is involved in shaping the agency model of the future around TBWAÃ¢â‚¬â„¢s key philosophies of Disruption and Media Arts.