StrategyWorks®

Marketing
Strategy &
Innovation

 For companies & causes.
 Clear, fresh perspectives to
 propel extraordinary outcomes.
• creative • original • effective •
regional & worldwide
responsive & collaborative
painstakingly results-driven

• B2B • B2C • Causes •
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SHARP THINKING
FOR BETTER RESULTS

Agile thinking & decades of experience yield highly effective ideas and tactics.
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Since the early 1980s my strategic acuity, originality, and frankness have fueled remarkable results around the world.

My ceaseless curiosity, creativity, and critical thinking have always been great sources of pleasure and productivity for me. I see innovation as a fine balance of divergent thinking and effectiveness, two seemingly incompatible forces that I've applied harmoniously since my early roles as an ad agency strategist then as a Fortune 50 in-house "idea guy" with P&L responsibility.

Each new challenge is a quest for maximum impact, for which I deploy wonder and intuition, deep focus, and extraordinary business acumen. I'm deeply interested in understanding how things work and what makes people tick, and I have remarkable ability to find and illuminate honest, productive connections and possibilities. My goal is always to outperform expectations.

Let's talk

ORIGINAL
THINKING

‣ insatiable curiosity
‣ exceptional critical thinking
‣ innovative, productive ideas

CREATIVE
IMPACT

‣ ideas & articulations
‣ targeting & messaging
‣ differentiation & positioning

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AUDACIOUS STRATEGY
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Audacious Strategy:
REACH FARTHER

Whether branding, positioning, or just finding a small product improvement, I bring fresh perspectives, divergent thinking, and viable possibilities. My relentless pursuit of truthful, meaningful, and effective delivery of value to audiences includes a healthy amount of bravery in bringing forth ideas which may be unpopular at first glance.
  • Creative, viable ideas to stay ahead of the curve
  • Clear, compelling differentiation so people pay attention
  • Robust opportunities that are spot on with objectives
AUDACIOUS STRATEGY
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Original Thinking:
CURIOUS, DIVERGENT, CREATIVE

I pay attention differently to generate honest ways for clients to stand out. By developing a deep understanding of the value being offered and why it matters to audiences, I identify the most compelling truths and express them creatively and effectively.
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AUDACIOUS STRATEGY
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Resonant Communication:
DRIVE RESULTS

An organization’s true intentions and honest presentation of its offerings are the best possible cornerstones for productive and sustainable audience connections. I specialize in identifying compelling truths and expressing them in clear, innovative ways. An irrefutable value proposition is the best possible foundation for effective communication and sustainable success.

My clear, concise, robust expressions of value aim to compellingly transcend competition and clutter.
AUDACIOUS STRATEGY
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Genuine Engagement:
SUSTAINABLE CONNECTIONS

To help build enduring connections, I examine each segment in human terms, assess target viability, then determine how to communicate with them honestly to earn their trust and engagement.
AUDACIOUS STRATEGY
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Sharp Targeting:
THE RIGHT AUDIENCES

Genuine engagement requires addressing audiences as humans. I scrutinize data sources and focus carefully on the qualitative nature of people, their perceptions, and their behavior.  Machine intelligence is valuable but doesn’t sufficiently represent people. In fact, quantitative and media-driven methods sometimes lead organizations to communicate in the wrong way and/or with the wrong audiences. 
  • Astute targeting to identify the best possible audiences
  • Empathetic humanization of audiences
AUDACIOUS STRATEGY
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Positive Impact:
IMPROVE LIVES

I am driven to meet and surpass objectives, especially when lives are improved, human challenges are solved, or real possibilities are delivered. This can be anything to help, enable, or empower people, from small life enhancements to major game-changers .

Client Recognition

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Global Senior Marketing Exec.
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​"James completed several multi-national projects for me at HP and Intel. He is smart, clever, insightful and exceptionally strategic. He transformed the way we thought about our business, and helped us break through clutter and differentiate in a meaningful way. His recommendations were actionable and game changing. He is fun to work with and deeply committed to the end result."
 Jan McDaniel, Hewlett-Packard & Intel
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Global Senior Exec.
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"James is quite non-traditional and gifted. He has a profound ability to focus deeply, which takes him to knowledge and meaning where most people never think to look. His quick wit makes it fun to share the ride with him, but the journey isn't always comfortable. He often follows his unpredictable instinct of where to look for connections, opportunities, and wisdom, then his mind leaps from point A to a solid C while many  are still scrambling to find B.  James is piercingly astute, and he is never satisfied with superficial thinking. I've seen some of the smartest people I know delight in James' unique thinking and style. In the end, his C is usually better than most people's D, E, or F."
Jim Kober, American Express
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Global Ad Agency CEO
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"James gets to the heart of complex challenges quickly, then communicates about them in clear, compelling, and accessible ways. He is one of the smartest people I’ve worked with, and is always thinking about how to best maximize results, even if that means challenging “business as usual.” He's also a lot of fun! James supported Saatchi San Francisco in developing many highly successful campaigns for HP, including their first global ad campaign."
Mary Doan, Saatchi
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Global Ad Agency President
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"When I've worked with James, I've always found his thinking to be creative and challenging, not mundane or shallow. He gets to the heart of the problem, attacks it with relentless curiosity and passionate energy, then brings the highest levels of strategic thinking to the table."
Rob White, Fallon

Results

107 Ideas in 2 Weeks

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SUMMARY
• B-to-B and Consumer
• Financial and Travel Services
• GLOBAL
• Assignment: Identify 12 new business ideas in 2 weeks
• Result: Delivered 107 substantive ideas in 2 weeks

CLIENT
  • Fortune 50 Financial & Travel Services Corporation
ASSIGNMENT
  • Challenged to identify at least 12 ideas to expand relationships with existing customers within 2 weeks (not a recommended timeline).
RESULTS
  • Presented 107 solid ideas for new businesses, services,  features, representing over 25 industries, all relevant and applicable to existing divisions, services, or customer segments.
IMPACT
  • Several ideas and features were adopted and/or adapted for implementation by various divisions. One service was fully implemented to serve multitudes of customers across many divisions, contributing significantly to fee income and profit.

Improved CEO Approvals of Major Sales

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SUMMARY
• B-to-B
• Technology
• GLOBAL
• Assignment: Thwart the frequent loss of major corporate sales at the CEO approval stage
• Result: Changes to sales strategy and communication yielded higher approval rates

CLIENT
  • Fortune 50 Technology Corporation
ASSIGNMENT
  • Interview CEOs of Fortune 500s (and similar outside of U.S.) to understand decision process when IT executives make brand recommendations for major purchases.
RESULTS
  • Provided deep understanding of CEO priorities and decision process, recommendations for sales strategy and language to streamline the decision pipeline.
IMPACT
  • Substantive changes were made to the proposal and communication process, language, and selling strategy. Approval rates increased significantly.

Prevented Unwanted Pregnancy & HIV Transmission

Reproductive Health Non-Profits & NGOs

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SUMMARY
• Volunteer & Pro Bono
• Public Health
• Consumer
• INDIA, KENYA, THE PHILIPPINES, UNITED STATES
• Objective: Educate and inform people about how to avoid unwanted pregnancy & sexually transmitted infections.
• Result: Several large, diverse populations were impacted

CLIENTS/PARTNERS
  • Wide Variety of NGOs and Non-Profit Organizations (Large & Small)
ASSIGNMENT
  • Help educate, inform, and compel adolescents (& adults in some locations) to prevent unwanted pregnancy and sexually transmitted infections, including HIV. Work aimed to deeply understand target audiences and inform/advise them through education programs, published materials, and various forms of public service communications. Specific contributions ranged widely, from focus group research in remote villages to advising Non-Profits/NGOs and their ad agencies in major cities. Audiences ranged from illiterate, isolated villagers to highly educated, multilingual urban dwellers.
RESULTS
  • Contributions over several years were well utilized and often praised. As with most prevention-related work, results are challenging to measure accurately. My objective was never to have measured results; I am certain and deeply satisfied that I helped prevent many, many, many unwanted results from sex.
IMPACT
  • Several large, diverse populations were effectively advised about prevention of both unwanted pregnancy and sexually transmitted diseases.

Introduced Hybrid Cars to Mass Market

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SUMMARY
• Automotive
• Consumer
• NORTH AMERICA
• Assignment: Develop strategy for growing hybrid car market after early adopters
• Result: Rapid category development and capture of lion's share of market

CLIENT
  • Fortune 50 Automobile Manufacturer (Japan HQ-based clients)
ASSIGNMENT
  • Conduct focus group research to inform and advise Japanese HQ about developing North American strategy for expanding sales of hybrid cars from early majority to various segments of mass market.
RESULTS
  • Provided useful targeting insights and engaged in highly productive planning exercises with Japanese clients and North American ad agency to chart out realistic timelines for messaging strategies to incrementally expand to broader audiences.
IMPACT
  • Easily observed on the streets.

Doubled # of Customers at No Additional Cost

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SUMMARY
• Retail Financial Services
• Consumer
• CALIFORNIA
• Assignment: Grow customer base for deposit accounts
• Result: Number of high value deposit accounts nearly doubled in less than one year, with no significant changes to service offerings or marketing budget

CLIENT
  • Regional Financial Institution
ASSIGNMENT
  • Identify ways to expand customer base for a retail financial institution with a long legacy and strong reputation as an “old people’s bank.”
EFFORT
  • Primary and secondary research, including extensive in-branch observation and focus group research among customers and prospects of various age groups and financial profiles.
  • Brainstorming with client and agency teams.
  • KEY EFFORT: Independent analysis and ideation.
RESULTS
  • Crucial Observation: The institution had unmatched delivery of highly personal service, which was particularly compelling to younger audiences for large balance, longer-term savings accounts (the most lucrative).
  • Recommendation: Adjust positioning and messaging to include both legacy (older) audiences and younger targets, with no changes to the brand image or services.
IMPACT
  • Remarkable new customer acquisition results, particularly for highly profitable accounts (high balance, low activity). Creative work and media were altered, but no significant changes were made to services, delivery mechanisms, or budgets.

Clients & Partners

COMPANIES
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Business-to-Business & Business-to-Consumer
  • 3Com (digital networking)
  • Academic Systems (education software)
  • American Express
  • Apple Computers
  • Axlon Games (a Nolan Bushnell Venture)
  • Bank of America
  • Broderbund (education games software)
  • Coca Cola Company
  • CTRL (wearable tech)
  • Daewoo Motor America
  • Decipher Inc (traditional games)
  • Excite (search engine)
  • Hewlett-Packard (many divisions)
  • Home Savings of America
  • Intel
  • Kikkoman
  • Lexus
  • Mechanics Bank
  • Mitsubishi Electric
  • Newell Rubbermaid (writing instruments)
  • Nike
  • Pacificare HMO
  • PF Magic (video games, virtual pets)
  • Pottery Barn
  • Purina
  • Reduct (video editing)
  • S3 (graphics hardware)
  • San Francisco Chronicle
  • San Francisco Convention & Visitors Bureau
  • Siemens Business Communications
  • Siempo (humane smartphone interface)
  • Toyota Motor Corporation
  • Toyota Motor Sales U.S.A.
  • Westin Hotels
  • Yum Brands (KFC)
Agencies
  • Anderson & Lembke
  • BBDO
  • BSSP
  • Chiat/Day
  • Fallon
  • Foote Cone & Belding
  • Grey
  • Highway One
  • McConnaughy Stein Schmidt Brown
  • McKinney & Silver
  • Publicis
  • Saatchi
  • Team One
  • Wolfe Doyle
  • Young & Rubicam
CAUSES
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Pro Bono & Volunteer & Consulting
  • AbilityHacks, CA
  • Aerial Arts Festival, CA
  • AIDS Health Project, CA
  • AIDS Walk San Francisco, CA
  • Amy Seiwert Imagery, CA
  • Bridgemen, CA
  • Business Volunteers for the Arts, CA
  • Business Volunteers for the Arts, NY
  • California Palace of the Legion of Honor Museum, CA
  • Center for Attitudinal Healing, CA
  • Circus Center San Francisco, CA
  • City Arts & Lectures (Nourse Theater), CA
  • City Arts Magazine, CA
  • Coming Home Hospice, CA
  • Commonwealth Club of California, CA
  • Community Housing Partnership, CA
  • Community United Against Violence, CA
  • CounterPulse, CA
  • CPMC Hospital, CA
  • Dance Mission, CA
  • Dawson Dance SF, CA
  • Educate2Envision International, CA
  • Ethnic Dance Festival, CA
  • Footloose Dance Company, CA
  • Foundation for Adolescent Development, The Philippines
  • Garrett & Moulton Productions, CA
  • Gay Men's Health Crisis, NY
  • Glide Memorial Church, CA
  • Golden Gate National Parks Association, CA
  • Hope Mohr Dance, CA
  • Ipas, Kenya
  • IGLHRC / Outright International, CA
  • Junior Achievement, CA
  • Kaiser Hospital, CA
  • le Cambiate, CA
  • Learning Through Art, The Guggenheim Museum Children’s Program, NY
  • LightHouse for the Blind & Visually Impaired San Francisco, CA
  • Maitri Hospice, CA
  • National Alliance on Mental Illness, CA
  • ODC Dance, CA
  • One Brick, CA
  • Openhouse, CA
  • Parevar Seva Sanstha, India
  • Pathfinder International, India
  • Population Development Association, Thailand
  • Post:Ballet, CA
  • RAWdance, CA
  • ReachOut, The Philippines
  • Red Poppy Art House
  • Read Speak Vote Participate (founder), CA
  • RI Public Interest Research Group, RI
  • Robert Moses' Kin Dance, CA
  • San Francisco AIDS Foundation, CA
  • San Francisco Ethnic Dance Festival, CA
  • San Francisco Food Bank, CA
  • San Francisco Museum of Modern Art, CA
  • San Francisco SPCA, CA
  • San Francisco Theater Company, CA
  • San Francisco Village, CA
  • SF Small Dog Beach Walk (founder), CA
  • SOCAP (Social Capital Markets), CA
  • Spirit Rock Meditation Center, CA
  • Stern Grove Festival, CA
  • St. Luke's Hospital, CA
  • The SF LGBTQ Center, CA
  • United Way, CA
  • URI Arts Council, RI
  • URI Student Entertainment Committee (board), RI
  • URI Student Lecture Series (board), RI
  • URI Student Senate, RI
  • URI Weekenders (founder), RI
  • URI Yearbook, RI
  • USCF Hospital, CA
  • Volunteer Center, CA
  • Volunteer Match, CA
  • Wisdom 2.0, CA
  • WPLR Radio, CT
  • WRIU Radio, RI
  • Yale-New Haven Hospital, CT (age 13-16)
  • Yerba Buena Center for the Arts, CA
  • Z Space, CA
Selected Clients & Partners
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Let's talk

Based in California, Available Worldwide
© 2022 James Rosenfield

SERVICES: Account Planning, Audience Understanding, Branding, Brand Extension & Expansion, Category Definition & Redefinition, Cause Marketing Strategy, Cause Related Marketing, Communication Strategy, Competitive Analysis, Creative Strategy, Customer Relationship Assessment & Strategy, Differentiation, E-Commerce Strategy, Features, Ideas & Opportunities, Insights, Internal Marketing Strategy, International Marketing Strategy, Line Extensions, Messaging, Mission Statements, Naming, Positioning, Products & Services, Qualitative Research, Situation Analysis, Social Impact Strategy, Tactical Efficiency, Targeting, Value Articulation, Vision Statements