Expert in Advertising, Branding, Trademarks, Publicity Rights, Media, and Advertising Industry Customs and Practice
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
|Year: 1966||Degree: B.A.||Subject: History||Institution: Adelphi University|
|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."|
|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.|
|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.|
|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.|
|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.|
|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.|
|He has sourced research suppliers in support of litigation, ranging from survey firms to secondary-source data suppliers.|
|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.|