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Sebastian Bayer leitet als CEO die Geschicke von Scholz & Friends in Wien, einer erfolgreichen Marketingagentur und Teil der weltweit agierenden VMLY&R Gruppe. Nach seinem Wirtschaftsstudium war er bei Nike tätig, wo er Marketingrollen innehatte und für Österreich sowie den DACH-Raum Verantwortung für Business- und Brand-Management übernahm. In seiner Agenturarbeit in Österreich konzentrierte er sich auf Werbekommunikation, insbesondere auf Markenstrategie und -positionierung.
Seit 2018 hat die Agentur unter seiner Leitung einen starken Fokus auf Brand Experience und ist nun eine führende Agentur in diesem Bereich. Als IAA-Präsident setzt sich Bayer unter dem Motto "Generation Talent" dafür ein, Initiativen zu fördern, die die Attraktivität der Kommunikationsbranche steigern, um talentierte Köpfe anzuziehen. Sein Credo lautet: Kommunikation soll begeistern, nicht belästigen.