Organização/Local de trabalho
Greater Chicago Area, il United States
Chief Strategy Officer at FCB Chicago
Advertising / Marketing / PR
Combining hard data, behavioral insights and cultural trends I've worked in Europe, Asia and America in nearly every facet of the planning/market research world, in categories as diverse as alcohol, telcom, pharma and retail, working on new product development, creative messaging, brand positioning, all from the various perspectives of the client, the agency and the market research consultant. Things I'm obsessed with: over reliance on segmentation rather than making categories mean something, focusing on making the brand motivating versus making the brand easy, and loyalty programs where they only thing you can't earn is dignity
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