Expert Details

Expert in Advertising, Branding, Trademarks, Publicity Rights, Media, and Advertising Industry Customs and Practice

Expert ID: 725048 California, USA

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Expert is one of America’s most respected marketing-communication professionals. His consulting firm provides advice and counsel to advertisers and advertising agencies both in the U.S. and abroad engaged in marketing consumer goods and services. In addition, he has been retained more than 100 times by law firms both as a consultant and as an expert witness on cases involving false and misleading advertising, trademark infringement and other branding issues, advertising industry custom and practice, publicity rights and media. He has testified numerous times in state and federal courts, at arbitrations and before the Copyright Royalty Judges of the Library of Congress.

Earlier, he served as EVP/Executive Creative Director at three of America’s largest advertising agencies (Ogilvy, Bozell and BBDO), as President of two of the nation’s best independently-owned agencies (Asher/Gould and Wong Doody), and as President/CEO of the principal U.S. unit of the world’s largest media planning and buying shop (Initiative Worldwide). A long-time member of the Board of Directors of the American Association of Advertising Agencies, he also served as Vice Chairman of the Western Region of the AAAA and Vice President of the Los Angeles Advertising Agency Association.

Expert was the creative mind behind “Don’t Leave Home Without It” for American Express, “Bullish on America” (Merrill Lynch), “Something Special in the Air” (American Airlines), “Not made in ‘Nooo Yawk Ciddy” (Pace Picante), “The Shell Answer Man” and many other award winning advertising campaigns for such clients as IBM, Hershey’s, Baskin-Robbins, Coldwell Banker, Sizzler, Suzuki, Pabst, Sanyo, Mattel, Greyhound and Post. He is particularly proud of the very successful tobacco-use prevention campaign he created and directed for the California Department of Health Services which became the prototype for virtually every anti-tobacco campaign in the world. At Initiative Media, where he served as President/CEO of the firm’s principal U.S. operation, he supervised more than $10 billion in annual media planning and buying for more than 500 clients including Disney, Electronic Arts, Carl’s Jr., Taco Bell, Albertson’s, Acura, Bally’s Health & Fitness, Six Flags, America Online, the United States Navy and Yahoo!

Expert has appeared frequently on television and radio and has been interviewed by The New York Times, The Wall Street Journal, The New Yorker and many other newspapers and magazines on subjects relating to advertising and media. He has taught advertising at Pepperdine University and UCLA Extension, and has guest lectured at the UCLA Anderson School of Management, UCLA Fielding School of Public Health, USC, California State University Northridge, California State University San Diego, California State University San Francisco, Rice University, the University of Houston, the University of Texas, the Thunderbird School of Management, NYU, Stanford and the University of Hawaii.

Understanding consumer purchasing behavior is at the heart of his experience and expertise. Having headed-up major national and international advertising accounts in nearly every product category, his knowledge of consumer purchasing behavior is based on a combination of qualitative research (in which consumers are interviewed on their likes/dislikes, etc. towards various products and services in retail environments), primary and secondary quantitative research, first-hand observation and via sales results documentation.

Expert may consult nationally and internationally, and is also local to the following cities: Los Angeles, California - Long Beach, California - Santa Ana, California - Anaheim, California - Riverside, California - Bakersfield, California - Glendale, California - Huntington Beach, California - San Bernardino, California - Oxnard, California

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Education

Year Degree Subject Institution
Year: 1966 Degree: B.A. Subject: History Institution: Adelphi University

Work History

Years Employer Title Department Responsibilities
Years: 2005 to Present Employer: Undisclosed Title: Manager and Principal Consultant Department: Responsibilities: Expert provides expert services to the marketing, advertising and media industries; he also consults and serves as an expert witness on cases involving false advertising, trademark infringement and other branding issues, publicity rights, media and advertising industry custom and practice.
Years: 2003 to 2005 Employer: INITIATIVE PARTNERS Title: President Department: Responsibilities: President of Los Angeles advertising agency servicing such accounts as Autodesk software, Dodgers, Alpine Electronics, Luna Bar, MGM Home Video
Years: 1997 to 2002 Employer: INITIATIVE WORLDWIDE Title: President and CEO Department: Initiative Partners Responsibilities: President/CEO of principal domestic division of global, $22 billion media planning and buying specialist agency, servicing such clients as the Walt Disney Company, Carl's Jr., Taco Bell, Albertson's.
Years: 1986 to 1997 Employer: ASHER/GOULD ADVERTISING Title: President, Chief Creative Officer, COO Department: Responsibilities: President, Chief Creative Officer, Chief Operating Officer of Los Angeles-based advertising agency servicing such clients as SunAmerica, Suzuki, Sanyo, Baskin-Robbins, Pizza Hut, Pabst, California Department of Health Services.
Years: 1984 to 1986 Employer: BBDO/West Title: Executive Vice President/Executive Creative Director Department: Responsibilities: EVP/Executive Creative Director of West Coast subsidiary of BBDO Worldwide, responsible for creative development for such clients as Sizzler, Union Bank, Apple International, Fisher Electronics, Dodge
Years: 1967 to 1980 Employer: Ogilvy & Mather, Inc. Title: SVP/Executive Creative Director Department: Various Responsibilities: Creative Executive, responsible for creating advertising campaigns including "Don't Leave Home Without It" for American Express, "Bullish on America" for Merrill Lynch, "The Shell Answer Man."

Government Experience

Years Agency Role Description
Years: 1997 to 2004 Agency: California Department of Health Services Role: Contract Manager Description: He was responsible for strategic development and implementation of CDHS' $25 million per year Tobacco-Use Prevention advertising and public relations campaign
Years: 1995 to 1997 Agency: California Department of Health Services Role: Contract Manager Description: He was responsible for strategic development and implementation of CDHS' $3.5 million per year HIV/AIDS Prevention advertising and public relations campaign
Years: 1997 to 2002 Agency: California Lottery Role: Media Planning and Buying Description: He was responsible for media strategy and implementation of the California Lottery's $10 million per year multicultural advertising campaigns.
Years: 1998 to 1998 Agency: White House Office of National Drug Control Policy Role: Consultant Description: He advised the White House Office of National Drug Control Policy on how to best structure their first paid national anti-drug advertising and public relations campaign.

International Experience

Years Country / Region Summary
Years: 1975 to 1977 Country / Region: Global Summary: He served as world-wide creative director on the Shell account at Ogilvy & Mather Advertising, responsible for Shell television and print advertising in 70 countries. During that period he traveled from country to country, ensuring adherence to strategic goals and executional quality.
Years: 1978 to 1980 Country / Region: Global Summary: He served as worldwide creative director on the Mattel account at Ogilvy & Mather Advertising, responsible for Mattel toy advertising in nearly 70 countries. During that period he traveled from country to country, ensuring adherence to strategic goals and executional quality.
Years: 1981 to 1984 Country / Region: Europe, Latin America Summary: He served as worldwide creative director on the American Airlines account at Bozell & Jacobs, which at that time was responsible for the airline's advertising in the UK, the Caribbean, Mexico and a number of South American countries including Brazil, Argentina, Columbia and Chile.
Years: 1984 to 1984 Country / Region: Global Summary: He supervised development of advertising for Apple Computer designed to run outside the United States while creative head of BBDO/West Advertising, interacting directly with BBDO personal based in London, Sydney and Buenos Aires.
Years: 2000 to 2002 Country / Region: Global Summary: He served on the International Board of Western/Initiative Media, facilitating the merger of U.S.-based Western International Media with European-based Initiative Media. During this period he spent approximately 25 percent of each year in the company's various international offices, including London, Paris, Milan, Sydney, Frankfurt and Sao Paolo.

Career Accomplishments

Associations / Societies
He is a former Vice Chairman of the Western Region of the American Association of Advertising Agencies and member of the AAAA national Board of Directors. In addition, he has served as Vice President of the Los Angeles Advertising Agencies Association. He is currently a member of the Dean's Advisory Board of UCLA Extension and a Director of the Forensic Expert Witness Association.
Professional Appointments
He has held senior management positions at some of the most important advertising firms in the world, including "C-Level" positions at Ogilvy & Mather, Bozell & Jacobs, BBDO, Asher/Gould and Initiative Worldwide.
Awards / Recognition
He has been the recipient of nearly every every major advertising award that exists, including the Gold Lion for creativity at the Cannes International Advertising Festival (twice); numerous "Clio's," One Show "Pencils," and Association of National Advertiser "Effies" for advertising effectiveness.
Publications and Patents Summary
He is a frequent contributor to both on-line and off-line publications that follow the advertising industry, and has been called on for commentary by leading news outlets including The New York Times, the Wall Street Journal, the Los Angeles Times, NBC, CBS, the BBC and CNN. One of the advertising industry's leaders in the development of "social marketing," he authored "How to Create Tobacco-Use Prevention Advertising that Works" for the Brain Institute of the University of Florida. His guide to writing complaint letters, "How to Complain for Fun and Profit," is a best-selling self-help book.

Additional Experience

Expert Witness Experience
He has provided expert consultation and testimony in both Federal and State courts on cases involving trademark infringement, consumer perception of advertising, false and misleading advertising, advertising agency-client disputes, disputes between media companies (e.g., radio and television companies) and agencies and clients. He has also provided expertise and testimony related to the value of publicity in a royalty rate proceeding before the Copyright Royalty Judges of the Library of Congress.

As of early 2020, expert has been designated more than 100 times.
Training / Seminars
Frequent speaker at advertising industry meetings. Guest instructor at UCLA, USC, Pepperdine University, UC Berkeley, University of Texas and many other colleges and universities.
Vendor Selection
He has sourced research suppliers in support of litigation, ranging from survey firms to secondary-source data suppliers.
Marketing Experience
He is expert at how consumers "consume," perceive, and respond to advertising and other commercial messages in media, including trademarks and other forms of intellectual property.
Other Relevant Experience
He is an expert presenter and speaker and an excellent writer.

Fields of Expertise

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