As former Vice President of BBDO Worldwide, President of Ketchum Advertising and Vice- Chairman of Young&Rubicam Europe I assisted many of the world’s most famous brands in their marketing efforts, including Apple, Alfa Romeo, Colgate, Pepsi-Cola, Nestle, Ericsson, Kraft General Foods, Heinz, Citibank, Ford, AAA to mention but a few. My international experience includes the U.S., Europe, Latin America, the Far East and Japan as well as Middle East /Africa. I have spoken frequently on multicultural communications, marketing and branding.
In my counseling experience I have discovered that the disciplines of larger companies lend themselves perfectly to start-ups and small businesses. They all share one critical component: the customer, without whom there’s no business. By bringing a strong consumer focus to my SCORE clients, they have been able to quickly determine whether they have a viable business proposition and, if so, how to leverage this acquired consumer knowledge in the market place. This applies to any retail business, service, durable or business-to-business operation, from sandwich shops and pizza parlors to metal manufacturing, marketing services, etc. The diversity of people seeking SCORE’S counsel and the exciting ideas they bring are among the many reasons I find being a SCORE counselor so rewarding.