Frank FrohmannPricing strategy & B2B commercial excellence The People Behind SUPRA
Who sits across the table.
Frank Buckler has sat on both sides of it: nine years as a marketing director and global strategy lead, management consultant at Simon-Kucher, and since 2008 the founder of SUPRA. Axel Lippold adds twenty years of consulting and a professor’s insistence on evidence.
Founding Partner
Dr. Frank Buckler
Founded SUPRA in 2008. What he keeps finding: customers can explain a decision, rarely the reason for it. At T-Mobile USA the new positioning was working and nobody could agree on why. Customers were not buying the network; its boldest features had made T-Mobile the Robin Hood of the industry. He has worked that question across FMCG, Telco, Tech, Pet Food, Banking, Insurance and Pharma.
- 9 years corporate as Marketing Director and Global Strategy lead
- Ex-Management Consultant at Simon-Kucher
- PhD on Causal AI for Marketing (1998), before AI was a category
- Author of 5 books: Think Causal Not Casual · 10X Insights · Pricing Intelligence · CX Insights Manifesto · End of KPI Illusion
- 6× ESOMAR Award winner for AI Insights Innovation
- International keynote speaker, ESOMAR, IIeX, Quirks, DACH industry summits
Partner
Prof. Dr. Axel Lippold
Professor of Marketing & Sales. Bridges peer-reviewed research with real-world causal analysis. Joined SUPRA with 20 years of management consulting experience, adding a rare insistence on scientific rigor.
- Professor of Marketing & Sales
- 20 years management consulting · cross-industry pricing & brand strategy
- Peer-reviewed research on marketing analytics and causal inference
- Bridges academic methodology with operational reality
Senior Advisor Network
Senior advisors on call for specific engagements.
SUPRA engages an external network of senior specialists for projects where deep category or methodology expertise is required. Each advisor leads a specific domain.
Frank FrohmannPricing strategy & B2B commercial excellence 
Philipp HaesiliBrand strategy & consumer behavior 
Patrick von der GönnaInnovation & market entry The team principle
Traditional advisors miss the drivers that decide growth.
Not for lack of talent. Their methodology cannot measure those drivers, and their commercial model cannot price them. That gap is what SUPRA was built for.
Write to Frank Buckler