Four decades of remarkable marketing results around the world, achieved in collaboration with many exceptional
people & organizations
(selected clients)
Clients
Feedback
❝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. [And] his quick wit makes it fun. James is piercingly astute, and he is never satisfied with superficial thinking. He often follows his unpredictable instinct 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. In the end, his C is usually better than most people's D, E, or F.❞
Jim Kober
Global Sr. VP, American Express
❝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 in developing many highly successful campaigns.❞
Mary Doan
President, Saatchi
❝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.❞
❝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 results.❞
Rob White
Fallon President, Zeus Jones Founder
Jan McDaniel
Global Marketing Executive, HP & Intel
Results
107 Ideas in Two Weeks
CLIENT
Fortune 50 Financial, Travel, & Entertainment Services Corporation (many divisions)
SCOPE
GLOBAL, B2B and B2C
.
ASSIGNMENT
Given 2 weeks to identify at least 12 business ideas to expand relationships with existing customers and attract new customers (an extremely ambitious challenge).
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RESULTS
Presented 107 substantive ideas for new businesses, services, and/or features, representing over 25 industries, all relevant and applicable to existing divisions, services, or customer segments. Ideas were valued and highly praised by senior management of several divisions.
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IMPACT
Several service and feature ideas were adopted and/or adapted for implementation. One "silver bullet" service effectively served millions of B2B and B2C customers, contributing significantly to customer loyalty, fee income, and profit (Three company divisions competed fiercely to "own" and implement the idea).
CEOs Approved Major Orders
CLIENT
Fortune 50 Technology Corporation
.
SCOPE
GLOBAL, B2B
.
ASSIGNMENT
Thwart the frequent loss of the world's largest corporate bulk sales at the CEO approval stage.
Interview CEOs of Fortune 500 companies in the U.S. and similarly large businesses outside of U.S., to understand decision process upon receiving recommendations from IT executives.
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RESULTS
Provided deep understanding of CEO decision process, and recommendations for sales strategy and language to streamline the decision pipeline.
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IMPACT
Approval rates increased significantly, resulting in billions of $US in sales. Feedback from worldwide salespeople indicated that they experienced greater success by implementing my recommendations, which included substantive changes to the selling strategy, sales language, and proposal processes.
Reduced Unintentional Consequences of Sex
CLIENTS/PARTNERS
NGOs and Non-Profits in the Public Health Sector (Large & Small)
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SCOPE
Multi-National (five continents, many sub-cultures), Pro Bono & Volunteer, Consumer (primarily adolescents)
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ASSIGNMENT
Improve the effectiveness of programs to educate, inform, and compel adolescents (& adults in some locations) to prevent unwanted pregnancy and sexually transmitted infections. Work aimed to deeply understand audiences and help inform/advise them through education programs, published materials, and various forms of communication. Specific contributions ranged widely, from focus group research in remote villages to advising 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 often praised and well implemented by most NGOs. As with most prevention-related work, results are hard to measure, but I have been assured that my work helped the prevention of many unwanted results from sex.
.
IMPACT
Several large, diverse populations were impacted through effective education about preventing unwanted pregnancy and sexually transmitted infections.
Doubled # of Customers at No Cost
CLIENT
Retail Financial Institution
.
SCOPE
California, B2C
.
ASSIGNMENT
Grow customer base for deposit accounts. Identify ways to reach additional target groups with the services of this savings institution with a long legacy and strong reputation as an “old people’s bank.”
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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 CONTRIBUTION: Independent analysis and idea development.
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RESULTS
Crucial Observation: The institution had unmatched delivery of highly personal service, which was particularly compelling to younger audiences for their large balance, longer-term savings accounts (the most lucrative). The client had embraced being an "old people's bank" for so long that this was groundbreaking.
.Recommendation: Adjust positioning and messaging to include both legacy customers/audiences and younger target groups.
.
IMPACT
The number of high value deposit accounts nearly doubled in less than one year. Changes were made to marketing tactics and creative work, but not to the client's services, essential brand image, or marketing budget. Most new accounts were the most profitable retail deposit accounts (high balance, low activity).
Mass Market Adopted Hybrid Cars
CLIENT
Fortune 50 Automobile Manufacturer (Japan HQ clients)
.
SCOPE
North America, B2C
.
ASSIGNMENT
Develop strategy to grow hybrid car market from early adopters (niche) to mass market. Conduct research and inform North American strategy for expanding sales of hybrid cars from early majority to various segments of mass market.
.
RESULTS
Targeting and messaging for Toyota Japan and North American ad agency; charted realistic timelines to incrementally expand to broader audiences with evolving messages.
.
IMPACT
Rapid category development by client and capture of lion's share of market. Success continues to be evident on the streets of North America.
