Expert Details
Marketing, Advertising and Marketing Customs and Practices: Deceptive Marketing; Retail, Unfair Business Practices; Deceptive Advertising; Unfair Advertising; Unfair Competition; and IP and Trademarks
ID: 724787
California, USA
• Senior Marketing and Advertising Consultant, Analyst, Problem Solver
• Marketing, Advertising and Business Expert Witness
• Senior Marketing, Advertising and Business Strategies Adjunct Professor, Senior Lecturer, Presenter
Multi-faceted senior Marketing executive and analyst with expertise in creating, applying and delivering Marketing, advertising, media, business development, sales, brand integrity, collateral programs, and expert witness. Introduced campaigns that translated strategic marketing plans into tactical sales actions that drove revenue growth, expanded market penetration, partner growth, achieved dominant market share, maximized brand equity and capitalized on market opportunities.
Recognized strengths in establishing and maintaining executive-level client and strategic partner/ alliance relationships.
Expert has owned a marketing consulting firm since 1994. His firm is highly capable of discerning the right mix of strategies, tactics, and professionals. A strategic marketing, advertising, and media professional, he has worked within companies within advertising agencies -- and, as a client, with several advertising agencies, media buying services, marketing research organizations, design companies, direct marketing/mail, and other marketing firms reporting to him.
Expert is a multi-faceted senior Marketing executive with expertise in creating and delivering marketing, advertising, media, sales, business development, brand integrity, collateral programs, and expert witness. He has introduced campaigns that translated strategic marketing plans into tactical sales actions that drove revenue growth, expanded market penetration, partner growth, achieved dominant market share, maximized brand equity, and capitalized on market opportunities.
Expert's recognized strengths include establishing and maintaining executive-level client and strategic partner/alliance relationships. He has strong conceptual and analytical skills alongside the ability to identify new marketing opportunities and market segments. He is a participative leader with excellent skills in cross-functional team building, motivation, quality performance, and productivity improvements. He is also an active committee chair, board member and volunteer of the Advertising Club of Los Angeles from 1983 – present, which merged into think. He is also an active officer in AIEF (Advertising Industry Emergency Fund) which turned into Ad Relief.
Expert has been designated as an expert witness more than 80+ times on matters involving Marketing, Advertising, Trademark, Patent, Promotion, Breach of Contract, Lanham and Robinson-Patman Act violations, and others.
He has consulted on more than a dozen other contract, business practices, trademark, marketing, advertising, media, and other cases. He has lent significant litigation support -- approximately 53% plaintiff and 47% defendant cases. He has also provided pre-litigation analysis on pending litigation -- both sides -- and for the state attorney general (California) on multiple cases.
Expert has provided previous expert consultation services for attorneys and law firms in California, Arizona, Washington, New York, Texas, Florida, Nevada, North Carolina, South Carolina, Michigan, Missouri, Pennsylvania, and Utah, along with the American Arbitration Association (AAA) and JAMS (Judicial Arbitration and Mediation Services). Cases have also included contracts between partners, co-founders, directors, boards of directors, management consultants, advertising agencies, clients, advertisers, suppliers, distributors, production firms, and media.
Active executive board member, treasurer, committee chair, board member and volunteer of the Advertising Club of Los Angeles from 1983 – present, which merged into ThinkLA. Plus active executive board officer, treasurer, secretary, board member and chair in AIEF (Advertising Industry Emergency Fund) which evolved into Ad Relief.
Partial list of companies worked for and/or with:
• DIRECTV
• Grey Advertising-Worldwide/Grey Entertainment and Media
• City of Los Angeles
• State of California
• GE Capital
• University of Southern California (USC) – Marshall (undergraduate and graduate) and Annenberg Schools (undergraduate and graduate)
• Vons Grocery Company
• The Music Center of Los Angeles/ Performing Arts Center of Los Angeles
• Bank of America
• Verizon/Bell Atlantic
• SBC
• Disney (Walt Disney Productions)
• Alliance Environmental Group
• Ritter Pharmaceuticals/Lactagen
• Barr Engineering
• Datastream
• Dependable Supply Chain Services
• DHX-Dependable Hawaiian Express
• DGX-Dependable Global Express
• DAX-Dependable AirCargo Express
• Southern California Edison
• Sheraton Hotels and Resorts
• SPNB (Security Pacific National Bank)
• Beverly Hills Savings
• ICL Systems
• Rubicon VLS
• RKO
• ORC International
• NME
• BMI
• Beverly Hills Courier/San Marino Tribune/Herald Tribune
• Applause Toys
• Pepperdine University (five campuses- graduate Business School-MBA program)
• Disney (Walt Disney Productions)
• California State University, Northridge (CSUN), David Nazarian College of Business and Economics) – undergrad and graduate
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 1974 | Degree: MBA | Subject: Marketing and Business Administration | Institution: University of Southern California |
| Year: 1971 | Degree: B.S. | Subject: Marketing and Business Administration | Institution: University of Southern California |
| Year: 1983 | Degree: Advanced Management Program | Subject: Planning, Execution and Business Administration | Institution: Claremont University |
| Year: 1995 | Degree: Advanced Management Program | Subject: Business Objectives, Strategies and Tactics | Institution: University of Southern California |
| Year: 1974 | Degree: The California Community Colleges Instructor Teaching Credential (Lifetime) | Subject: Business and Industrial Management; Marketing and Distribution | Institution: The California Community Colleges / USC |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 1994 to Present | Employer: Undisclosed | Title: Senior Managing Partner | Department: Marketing Consulting / New Business Development / Expert Wintess |
Responsibilities:Marketing and Advertising expert, owner and operator of the firm for marketing, advertising, creative, media and planning. Expert is Senior Managing Partner.Independent Marketing Consultant and Expert Witness Provide expertise in marketing campaign strategy, advertising, new business development, roll-outs, collateral programs, expert witness, market penetration, Internet and web marketing, website development, and effectively identifying marketing opportunities for local, national and international business organizations. Bring marketing, advertising, and media consultants together to solve marketing problems and create opportunities. Clients include and have included: GE Capital-ResCom (subsidiary of GE); University of Southern California (USC) - Annenberg School for Communication and Journalism; Alliance Environmental Group; Barr Engineering, Inc.; Getty Museum; DHX-Dependable Hawaiian Express; DAX-Dependable AirCargo Express; DGX-Dependable Global Express; Rubicon VLS; Datastream, Saturday Night Magazine; Shimahara Illustration; Shimahara Graphics; Ritter Pharmaceuticals/ Lactagen; and others. Marketing, Advertiser and Business Strategies Adjunct Professor/Senior Lecturer/ Instructor/Presenter: Concurrently have taught and presented in the undergraduate and graduate programs at University of Southern California (Marshall School of Business and Annenberg School for Communication and Journalism); California State University Northridge (CSUN); Loyola Marymount University; Southwestern School of Law; Pepperdine University; UCLA; Northrup University; Loyola Marymount, Loyola Law School and others. |
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| Years | Employer | Title | Department |
| Years: 1997 to 2001 | Employer: DIRECTV | Title: Marketing Director | Department: Marketing |
Responsibilities:As the Marketing Director, he was responsible for Special Markets and Strategic Partnerships. During this time, Expert created and orchestrated marketing programs.MARKETING DIRECTOR, Special Markets and Strategic Partnerships Created, orchestrated marketing programs, strengthened product positioning, improved marketing, established corporate partner/alliances, including the Telcos, planned strategies and promotional tactics. Built a marketing team for special markets; hired, trained, mentored, and motivated team. • A competitively positioned company in several market segments by increasing customer base by 40% through marketing partnerships with the Telcos, Verizon/Bell Atlantic, Quest/US West, GTE, SBC/PacBell, and others. • Instrumental in achieving a 43% increase in sales and more than 200 third-party programs by securing and managing a major sales program targeted to residential, multi-family dwellings, facilities, hospitality, and private offices. • Benchmarked highly effective 25-piece collateral marketing and advertising program for MSOs and key accounts, including nine-part "right-of-entry" sales kit. Designed and implemented a simplification program for new dealers. • Dramatically increased private office acquisitions by 321% and multiple dwelling units by 8.7%. • Teamed with advertising firms to create television, radio, print and online media marketing campaigns. • Created and received with a marketing partner, Bell Atlantic Video Service (Telco) “Stellar Year” award recognition/special standout performance /custom-designed promotion, Special Markets (1999) • Executed innovative trade show and co-op programs with 80 different partners and alliances. • Acknowledged as "Partner of the Year" from Private Cable and Wireless Cable Magazine (1999) |
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| Years | Employer | Title | Department |
| Years: 1989 to 1994 | Employer: The Music Center of Los Angeles / Performing Arts Center of Los Angeles | Title: VP, Marketing and Communications | Department: Marketing and Communications |
Responsibilities:Expert was VP of Marketing and Communications for the Music Center/ the Performing Arts Center of Los Angeles for several years.Music Center of Los Angeles - Dorothy Chandler Pavilion, Mark Taper Forum, Ahmanson Theatre, Education Division, and Music Center Endowment VICE PRESIDENT OF MARKETING and COMMUNICATIONS Award-winning leadership of marketing, promotion, public relations, advertising, fundraising, community access programs, special events, direct mail, and collateral materials. • Moved organization from passive reactive model to proactive marketing model by changing corporate vision which resulted in motivating executive team and staff. Named and changed the Public Affairs department to the Music Center’s Marketing and Communications department. • Important gains achieved, increasing annual fundraising by 7.3% and retail store sales by 450%. • Innovative team creation, production, support and execution of LA Alive!, Dorothy Chandler Awards, Spotlight, KABC/Music Center Broadcast Celebrating 25th Anniversary, Viva L.A. Hope Street Festival to celebrate Mexican Independence Day, Viva Las Artistas and TGIF Concert Series and fundraising events. • Promotional planning, fundraising planning, collateral, groundbreaking press conferences for Walt Disney Hall. • Maximized presence of Education Division’s live arts programs, developing all aspects of the program for heightened appeal and attraction to 1.2 million students throughout Southern California. • Developed the promotional campaign for the Music Center’s Endowment Campaign for the 21st Century Included creating, planning, producing special events for 25th Anniversary celebration, including presentation featuring Rose Parade float with First Interstate; Historical Founders Luncheon; KABC all-day radio remote; Blue Ribbon Children’s Holiday Festival; 25 Alive! The Ford Music Center Festival; the special edition Los Angeles Times Magazine “Encore” on 9/10/1989; The 25th Anniversary Weekend; The PBS/KCET TV Show and celebration; The Music Center Birthday Party; 25th Anniversary video presentation with Charlton Heston. Won eight PRSA (Public Relations Society of America) and Publicity Club Awards including "Best Southern California Program.) |
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| Years | Employer | Title | Department |
| Years: 1975 to 1988 | Employer: Grey Advertising -- Worldwide; Grey Advertising Media and Entertainment | Title: SVP / VP Management Supervisor | Department: Account Management |
Responsibilities:He was responsible for marketing planning, execution, and implementation. Plus advertising planning, as well as New Business.VICE PRESIDENT-MANAGEMENT SUPERVISOR VICE PRESIDENT, ACCOUNT SUPERVISOR, SENIOR ACCOUNT EXECUTIVE, A. E. Aggressive leadership with broad-based marketing responsibilities for national, regional and local entertainment, retail, and public service accounts. Fast track promotions of increasing responsibility to VP-Management Supervisor. Hand-picked to plan and execute multimedia marketing programs. • Increased four-year market share from 11.9% to 17.3% by creating and designing marketing and store opening campaigns for Vons Grocery Co. in California and Nevada. Spearheaded 73 televisions spots plus expansion into new, out-of-state markets. Created a hundred radio promotions, multiple markets. • Maximized exposure of Bank of America, Warner Bros., Showtime Cable Network and RKO Video/Pictures by designing national and regional advertising and promotions programs/campaigns. • Earned reputation for top-notch design of marketing and media promotions for ABC Television Network. • Developed marketing and advertising planning. Implemented creative marketing programs with vision and strategy for expansion of existing and new services for Southern California Edison. • Achieved record-breaking fundraising dollars and involvement of highly public figures by developing high-quality public service advertising and event marketing for the California Special Olympics. |
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| Years | Employer | Title | Department |
| Years: 1980 to 1981 | Employer: Walt Disney Productions/Disney | Title: Marketing Manager- Motion Pictures | Department: Marketing and Distribution |
Responsibilities:Aggressive marketing leadership with broad-based marketing, advertising and media responsibilities for national, regional and local assignments.Developed marketing and advertising planning, worked on national releases for “Mary Poppins (with 100 stations in national and local radio promotions),” “The Fox and the Hound,” “The Devil and Max Devlin” and others. EPCOT planning. |
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| Years | Employer | Title | Department |
| Years: 1983 to 1987 | Employer: Abert, Newhoff and Burr | Title: Senior V.P. | Department: Account Management |
Responsibilities:National, regional and local multimedia accounts at a nationally recognized advertising agency.• Designed and created marketing and advertising program for 14 Sheraton Hotels and Resorts, surpassing all existing sales figures on hotel occupancy and won the 1985 “Agency of the Year” award from ITT Sheraton. • Designed and created advertising programs for Beverly Hills Savings, National Medical Enterprises (19 hospitals and an HMO), RKO Video/Pictures. • Created and developed award-winning "There's Nothing Cool About Fireworks" anti-fireworks program for the Los Angeles Fire Department, which contribute to saving approximately $30 million in property damage. Won Belding, Clio, California League of Cities, and other awards. Continued participation with the Fire Department program for 14 years, through 1998. |
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| Years | Employer | Title | Department |
| Years: 1971 to 1975 | Employer: Security Pacific Bank | Title: Marketing Officer | Department: Marketing |
Responsibilities:Have taught and presented on many subjects including Marketing Management; Business Strategies Development, Execution and Implementation; Global Strategies; Business Strategies for Entertainment and Communication Companies; Advertising; Promotion; Integrated Marketing (IMC) and others in the graduate and undergraduate programs at the following schools and/or departments:• The University of Southern California (includes Marshall School of Business(undergraduate and graduate), Marshall » Lloyd Greif Center for Entrepreneurial Studies, Annenberg School for Communication and Journalism) • Pepperdine University’s MBA program (final, capstone classes in the MBA program; Seaver Center for Communication and Business, including Advertising, COMM 590 and Senior Seminar in Communication • USC Gould Law School • Loyola Law School • UCLA Law School • Southwestern School of Law • Loyola Marymount University (graduate) • Advertising Center • UCLA • CSUN, California State University, Northridge (David Nazarian College of • Business and Economics, undergraduate and graduate) • West Los Angeles College • Northrup University • Cerritos College |
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Government Experience
| Years | Agency | Role | Description |
|---|---|---|---|
| Years: 1977 to Present | Agency: California State University, Northridge | Role: Senior Lecturer | Description: For over 45 years, he has taught in the graduate and undergraduate programs at the University of Southern California (Marshall School of Business, Annenberg School For Communication), California State University, Northridge (CSUN), Loyola Marymount and Pepperdine University. |
International Experience
| Years | Country / Region | Summary |
|---|---|---|
| Years: 2001 to 2012 | Country / Region: Hong Kong (2005), China (2001), Cuba (2012) | Summary: Marketing and Advertising Seminars; Have conducted Marketing and Business Strategies Classes/Seminars/Workshops/Webinars in USA, China, Hong Kong, Cuba and on the web. The classes, seminars, workshops and webinars have included: • “Power Marketing & Advertising: Planning, Developing and Executing Global Strategies,” Shanghai, China • “Effective & Efficient Marketing, Strategies & Promotions,” California Small Business Success Conferences • “Understanding Branding, Blending Push & Pull Strategies, with Integrated and Global Communication Examples” • “Best Global Marketing Tips, Techniques & Tactics for Marketing Executives” • “Cuba: Insights, Keys and Observations in its Marketing and Advertising” • “Global Marketing & Advertising, including Planning, Tips, Tactics and Best Practices” • American Marketing Association (AMA) CSUN chapter: “Marketing, Branding, Promotion, Advertising, Push & Pull, Integrated Communication & Global Examples” |
Career Accomplishments
| Associations / Societies |
|---|
| Board of Directors - Advertising Club of Los Angeles Board of Directors/Executive Board Member/Treasurer/ Member – Advertising Industry Emergency Fund, now Ad Relief Board of Directors/V.P. -Westwood Hills Homeowners Association Chair, Advertising Club of Los Angeles, Summer Internship Program Media Captain, Partnership for a Drug-Free America Advisory Board of Directors, California Special Olympics Anti-Fireworks Program, Los Angeles Fire Department Executive Board Member/Vice President, Park Homes & Lofts (HOA) Member, Los Angeles Town Hall PROFESSIONAL ASSOCIATIONS AND VOLUNTEER ACTIVITIES • Volunteer, Alumni Day of Service Project at Hopkins Wilderness Park • Host, Trojan Scuppers mentoring event, celebrating USC's traditions and transformation, part of USC Alumni Association (USCAA) and Society 52 • Chair, “It’s about the Kids. Safety First in Playa Vista and on Bluff Creek,” PVPAL's Safety and Traffic Committee • Volunteer, Los Angeles Regional Food Bank, “Day of Service,” with Loyola High and ThinkLA, City of Commerce, CA • Participant/Contributor, embRACE Los Angeles, a program and an initiative aimed at unifying Angelenos, empowering communities, a citywide conversation about race and racism, changing inequities throughout L.A. • Volunteer, USC School of Architecture Day of SCervice at A Place Called Home, a safe haven in South Central Los Angeles • Judge, Mobius Awards, International/Global Advertising Competition • Judge, Gelato Festival America (Carpigiani Gelato University): Santa Barbara, CA • Volunteer, USC Dornslife Day of SCervice at LAC + USC Medical Center • Volunteer/Mentor, The Loyola Alumni Mentorship Program (LAMP) • Judge, USC Marshall School, Lloyd Grief Center for Entrepreneurial Studies, New Venture Seed Competition • Volunteer, Living through Giving Foundation • Board Director/Executive Board Member/Secretary/Treasurer/Event Chair/Member – Ad Relief of Greater Los Angeles: a volunteer organization made up of advertising and promotions professionals brought together to help their colleagues in times of life crisis, formerly AIEF (Advertising Industry Emergency Fund) • Class Leader/Committee Member/Co-Captain/Co-Chair, Loyola High School Class (LHS), Reunion Program, including 150 Anniversary programs: 50th Reunion Committee • Chair, Ad Relief/Advertising Industry Emergency Fund (AIEF) Movie Night Fundraiser, each year • Board Director, including Vice President, Park Homes & Lofts/PH&L in Playa Vista, CA • Member, ConnectSC USC Student Affairs; Resource for USC Career Center and USC Alumni Association, helping launch careers or making career transitions • Judge, USC Marshall School, Lloyd Grief Center for Entrepreneurial Studies, New Venture Seed Competition • Volunteer, USC Day of SCervice at My Friend's Place, which assists and inspires homeless youth to build self-sufficient lives • Volunteer, CanJam Volunteer Day at LA Regional Food Bank, with ThinkLA • Volunteer, Special Olympics World Games, “Health Athletes,” Los Angeles • Judge (Tasting and Recipe), Oxnard Salsa Festival/Salsa Recipe Contest, presented by Oxnard Downtowners • Team Captain, Day of Service for Loyola High School, 150 Sites Day (at Homeboy Industries), part of Sesquicentennial Events and Volunteerism • Volunteer, USC Day of SCervice for InterSorority Parents Council supporting the Neighborhood Academic Initiative (NAI) at the USC Community House • Contributor/Participant/Volunteer/Research Participant in USC’s School of Gerontology’s “Words and Images” Study • Volunteer, USC Day of SCervice at Richstone Family Center dedicated to preventing/treating child abuse, preventing violence in families, schools and communities • Volunteer/Research Participant in, USC School of Psychology’s “Bottom-Up and Top-Down Interactions Between Emotion and Cognitive Control” Study • Presenter/Contributor/Judge/Interviewer for Foshay Tech Academy, including Internship Day and Hour of Code Tech Fair, at Foshay Learning Center/Foshay High School, Los Angeles • Volunteer, USC Second Decade Society, Day of SCervice • Volunteer, ThinkLA Save the Surf/Protect the Beaches • Board Director/V.P., WHPOA, Westwood Hills Homeowners Association • Creator and Founding Member of Annual Westwood Hills' Cashmere, Tilden, and Montana (with Greenfield and Denslow) Block Party • Member, UCLA Anderson Economic Forecast in Partnership with the Center of Global Management/ CIBER • Volunteer, USC Alumni Day of SCervice, “CFY’s “Powering a New Generation of Learning; Computers for Kids” program, in conjunction with USC Friends and Neighbors SCervice Day • Volunteer, Project Angel Food, Thanksgiving • Volunteer/Contributor/Participant, Gorilla Trekking Certificate in the Cause of the Critically Endangered Mountain Gorillas in Rwanda • Judge, ThinkLA Interactive Awards/Advertising Competition • Volunteer, Heal the Bay, part of USC westside Alumni Group activities • Volunteer, ThinkLA Presents “CREATIVELA” • Committee Member, University of Southern California (USC) Reunion Program and Weekend Activities • DMEF (Direct Marketing Educational Foundation), Professors Academy, with University of Southern California and CSUN (California State University, Northridge) • Chair, Anniversary Celebration of Westwood Hills (WHPOA) at W Hotel • Board Director - Advertising Club of Los Angeles, member since 1975 and continuing; Ad Club evolved into ThinkLA, member; included Belding Awards volunteer, Nominating Committee volunteer and Program Committee, volunteer • Chairman, Advertising Club of Los Angeles, Summer Internship Program, plus helped create Minority Advertising Training (MAT) Program • Member, ThinkLA, evolved from Advertising Club of Los Angeles • Non-Profits in the 90’s PIRATES (Public Service Directors) Presenter: “Where the Community Meets the Media: There’s Always Been a Part of Public Service in My Blood.” • Media Captain, Partnership for a Drug-Free America • Advisory Board of Directors, California Special Olympics • Volunteer, After school tutoring, learning programs to the youth at Avalon-Carver Community Center and other locations; USC’s Internship Program for fifth and sixth graders in basic skills (reading, math, and other subjects) • Beta Gamma Sigma, International, Lifetime member |
| Licenses / Certifications |
|---|
| California Community Colleges State teaching credential; Valid for life, by the board of the California Community Colleges, 1974 (lifetime) Certified Forensic Litigation Consultant (CFLC)™ Forensic Professional (FEWA) renewed and valid through 2024. |
| Professional Appointments |
|---|
| Expert's courses, over 79 semesters, have included: • MBAM 659 and MBAM 660: Business Strategies Development, Execution and Implementation (Final, capstone class in classes in the MBA program at Pepperdine) • MBFE 658: Strategic Marketing • GSBA 528: Marketing Management • MKT 653: Integrated Marketing Communications (IMC) • MBAM 619A and 619B: Business Strategies and Implementation • COMM 542: Business Strategies for Entertainment and Communication Companies • COMM 541: Integrated Media and Communication Strategies • GSBA 528: Marketing Management • MKT 440: Integrated Marketing Communications • JOUR 340: Introduction to Advertising • BUS 307: Marketing Management • MKT 304: Marketing Management • MKT 100: Conceptual Foundations of American Enterprise • COMM 599: Global Communication ONGOING PROFESSIONAL DEVELOPMENT • “Technology and the Business of Entertainment,” Economic Forecast at UCLA Anderson, March 2019 • "One Thing to Change About Your Creative Process," Hightail webinar, November 2018 • ThinkLA’s Advanced TV Seminar, April 2018 • “Blockchain: The New Technological Frontier,” USC Marshall Partners, April 2018 • “Trade, Taxes &; Trump;” “Trump on Trade: US International Trade Regulations,” Economic Forecast at UCLA Anderson, March 2018 • 12th Annual USC Marshall Leadership Summit: Premium Brands/Family Legacy; Cyclical Business; Leading with Purpose; Leading a Disruption; Leading High Performers, March 2018 • “Genius of Mozart; Genius of Einstein; Artistic Genius of Michelangelo; Creativity Workshop: How Aha!” Really Happens,” One Day University, February 2018 • ThinkLA’s Advanced TV Seminar, October 2017 • University Venturing & Angel Summit, USC Marshall and Lloyd Grief Center for Entrepreneurial Studies, Sixth Annual, with University of Southern California, UCLA Anderson, Cal State LA, LMU/LA, Pepperdine, California Lutheran, Chapman University, UCSB and UC Irvine, May 2017 • PMP’s (Property Management Professionals) HOA Board Member Training Seminar, featuring Legislative Updates, Case Law Review, and Pending Legislation, May 2017 • “The Five P’s of Success (Proper Preparation Prevents Poor Performance): A View from the Bench and the Bar, FEWA, March 2017 • Mobile Breakfast: Branding, Advertising, Content and Expo:” Hosted by ThinkLA. Sponsored by Yahoo, March 2017 • “Association Obligations & Conflict Management, IDR-ADR/Nuisance Enforcement HOA Board Training,” January 2017 • “Building Your Online Presence; Trends & Tactics” at Digital Growth Summit, November 2016 • “Drones/UAV: Unnamed Aerial Vehicles,“ TASA (CLE credit), October 2016 • “Legal Issues in Advertising/The Use of Cutting Edge Marketing and Advertising Techniques: How to Reduce Legal Risk,” ThinkLA (CLE credit), September 2016 • Digital Growth Summit/Digital Outreach/Best Practices, May 2016 • University Venturing & Angel Summit, USC Marshall and Lloyd Grief Center for Entrepreneurial Studies, Fifth Annual, with UCLA Anderson, LMU, Pepperdine, California Lutheran, Chapman University, UCSB, UC Irvine and USC, May 2016 • PMP’s (Property Management Professionals) HOA Board Member Training Seminar, featuring Legal, Annual Budgets and Reserve Studies, April 2016 • USC Global Conference, “Innovations for a Rapidly Changing World,” Shanghai, China, 2015 • “Effective Expert Witness Testimony in Arbitration (FEWA),” November 2015 • “Entertainment Matters: Brands and Branding in the Time of Clickbait,” USC Marshall Alumni Association program, September 2015 • Certified Forensic Litigation Consultant (CFLC)™, FEWA Professional, approved and granted, July 2015 • IAPP KnowledgeNet Los Angeles at Alston & Bird, “Thinking Outside the Cookie Jar, New Tools, Opportunities & Risks of Mobile Behavioral Tracking and Text Messaging (CLE credit), April 2015 • Community Emergency Response Team (CERT) Program: Educated about disaster preparedness for hazards that may impact their area and trained in basic disaster response skills, such as fire safety, light search, and rescue, team organization and disaster medical operations, graduated June 2015 |
| Awards / Recognition |
|---|
| AWARDS AND ACKNOWLEDGMENTS • “Polished Apple” Award Recipient (2 years), honoring the commitment to students at California State University, Northridge (CSUN) • “Certificate of Appreciation for Outstanding Service,” FEWA- Forensic Expert Witness Association • The University of Southern California, School of Journalism, Special Excellence Award for Outstanding Achievement in Support of School’s Academic Goals • USC Parents’ Association Teaching and Mentoring Award • City of Los Angeles Fire Department’s “Contribution to the Safety of Los Angeles” • Los Angeles County Board of Supervisors “Salute to (undisclosed), for 25th Birthday Celebration of Music Center and Commitment to Performing Arts” • Outstanding Citizen Award, Los Angeles City Council ("There's Nothing Cool About Fireworks") • Distinguished Professor, California State University, Northridge • USC News, “Advertising pyrotechnics” • Extraordinary Service Award, Wilshire Chamber of Commerce • FEWA (Forensic Expert Witness Association), Certificate of Appreciation for Outstanding Service as a Speaker (3 years) • Awards for Best Community Program from Publicity Club of Los Angeles (2 years) • Award from California League of Cities • Belding Award, Advertising Club of Los Angeles • PRSA (Public Relations Society of America) Award • Joseph Roos Community Service Award, PRSA (Public Relations Society of America) |
| Publications and Patents Summary |
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| Expert has a number of publications regarding advertising, marketing, and media. Plus two marketing blogs. |
Additional Experience
| Expert Witness Experience |
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| Expert has represented clients as an expert witness 80+ times. Expert has served as a consultant and/ witness for California Department of Justice; State of Washington, Office of Attorney General; State of California, State Attorney General; Alameda County District Attorney; Monterey County District Attorney; Santa Cruz County District Attorney; Office of the San Diego City Attorney; Office of Los Angeles City Attorney; Alameda Corridor-East Construction Authority on behalf of the San Gabriel Valley Council of Governments; California Alcoholic Beverage Control Board. Expert Witness cases have involved: • Marketing • Advertising • Breach of contract • Business practices • Unfair competition • Trade libel • Rescission • Media • Unlawful, unfair, or fraudulent business activities/practices • Contracts • Sponsorships • False advertising • Licensing • Distribution • Trademark infringement • Intellectual property • Patents • Usage of models • Branding • Advertising agencies • Business code and professions code compliance and violations • Trade secrets • Client business practices • Unjust enrichment • Misappropriation of likeness • Unfair advertising • Deceptive advertising • Violations of Lanham Act • Trademarks at issue • Comparative advertising • Comparative promotion • Packaging • Value of advertising and media campaign Expert has served as an expert witness and has been designated as an expert witness involving Marketing, Advertising, Trademark, Patent, Promotion, Breach of Contract, Unfair Competition, Custom and Practice, Lanham and Robinson-Patman Act Violations, and others. Litigation support, approximately 53% plaintiff and 47% defendant cases. Also provided pre-litigation analysis on pending litigations, both sides. Expert has served as an expert witness in over eighty matters throughout the US, including California, Arizona, New York, Nevada, Texas, Florida, Washington, North Carolina, South Carolina, Michigan, Minnesota, Missouri, Pennsylvania, Kansas, and Utah, as well as before the American Arbitration Association and JAMS (Judicial Arbitration and Mediation Services). Expert has been deposed, testified in court and arbitration: 43 times. Additionally, has served in United States District Courts in the states of California, Florida, Minnesota, North Carolina, Texas, Utah, Pennsylvania, Kansas, and Nevada. Cases also included contracts between partners, co-founders, directors, the board of directors, salespeople, sales forces, retail and suppliers of products to retail, management consultants, advertising agencies, clients, advertisers, suppliers, distributors, production firms and media. Public Service Organizations/Not for Profit or Non-Profits served: • Advertising Club of Los Angeles • ThinkLA • Ad Relief, formerly known as the Advertising Industry Emergency Fund (AIEF) • Los Angeles Fire Department (LAFD) • California Special Olympics Partnership for a Drug-Free America • Town Hall • L.A. Downtown Marketing Group • LA Convention and Visitors Bureau (LACVB) • Westwood Hills Property Owners (Homeowners) Association • PH&L (Park Homes and Lofts) Homeowners Association • The Music Center of Los Angeles/Performing Arts Center of LA, plus its Education Division. |
| Training / Seminars |
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| He has taught in graduate and undergraduate programs for 40+ years. He has taught seminars in Shanghai, Cuba and the United States. My Marketing, Business and Advertising courses, over 79 semesters, have included: • Business Strategies Development, Execution, and Implementation (Final, capstone class in classes in the MBA program at Pepperdine) • Strategic Marketing • Marketing Management • Integrated Marketing Communications (IMC) • Business Strategies and Implementation • Business Strategies for Entertainment and Communication Companies • Integrated Media and Communication Strategies • Marketing Management • Integrated Marketing Communications • Introduction to Advertising • Marketing Management • Marketing Management • Conceptual Foundations of American Enterprise • Global Communication Frequent guest lecturer in Marketing, Branding, Consumer Behavior, Advertising, Business Strategies, and Global Marketing & Media: • Pepperdine University, Seaver Center for Communication and Business, including Advertising, Com 590: Senior Seminar in Communication • USC Marshall » Lloyd Greif Center for Entrepreneurial Studies program, and Marshall School of Business • USC Gould School of Law • UCLA School of Law • Southwestern School of Law • Loyola Law School • UCLA School of Television, Film and Digital Media, “Trends in Television and Emergence of Multiplatform Media” and “Television & New Media: Business and Legal Issues” • California State University, Northridge (CSUN), College of Business and Economics (graduate and undergraduate); American Marketing Association chapter • Woodbury University, School of Media, Culture & Design • California Lutheran University/CLU • Orange Coast College • Advertising Center • USC Dornsife College of Letters, Arts & Sciences, “Principles of Consumer Psychology,” in the Master’s Human Behavior program • FEWA (Forensic Expert Witness Association) • Growth Consultants & Leading Grow Wise Forums/STAR Business Consulting, Inc. Top Line Revenue Group |
| Vendor Selection |
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| Expert has worked within Marketing for many years, on both agency and client side. He is highly able to source and locate vendors. |
| Marketing Experience |
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| Expert has significant, extensive marketing experience, including new product development, marketing and advertising blogs. Has conducted Marketing and Business Strategies Classes/Seminars/Workshops/Webinars in USA, China, Hong Kong, Cuba and on the web. |
| Other Relevant Experience |
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| Expert can provide expertise in marketing campaign strategy, advertising, new business development, rollouts, collateral programs, expert witnessing, market penetration, Internet and web marketing, website development, and effectively identifying marketing opportunities for local, national and international business organizations. Served as an expert witness, provided litigation support in both state and federal courts, plus American Arbitration Association. Cases involved: Marketing, Advertising, breach of contract, business practices, contracts, sponsorships, advertising violations, false advertising, trade libel, media, trademark infringement, intellectual property, usage of models, media, advertising agency, theft of trade secrets, client business practices, unfair advertising, deceptive advertising, violation of Lanham Act, unjust enrichment, trademarks at issue, comparative advertising/promotion, licensing, packaging, the value of advertising and media campaigns. Cases included contracts between advertising agencies, clients, advertisers, suppliers, production firms and media. Litigation support, approximately 53% plaintiff and 47% defendant cases. Expert consultation services for attorneys and law firms in California, Washington, New York, Texas, Florida, South Carolina, Michigan, Missouri, Pennsylvania, Utah, along with the American Arbitration Association. More than 35 years as a strategic marketing, advertising and media professional. I have worked within companies (DIRECTV, The Music Center of LA/Performing Arts Center of Los Angeles, Walt Disney Productions, Security Pacific Bank), within advertising agencies, and as a client, at which several advertising agencies, media buying services, marketing research organizations, design companies, direct marketing/mail and other marketing firms reported to me. I received the California State University Ambassadors’ “Polished Apple Award” (2006 and 2008)) for teaching, mentoring and inspiring students, nominated for the USC Parents’ Association Outstanding Teaching and Mentoring Award (2006), and received the Outstanding Citizen Award (1993) from the Los Angeles City Council. I have been a member of the Advertising Club of Los Angeles since 1975, and an active board director. The club's largest membership groups are clients, media, production, creative and advertising agency executives. The Ad Club merged with two other associations into thinkLA in 2006. Since 1975 I have also been a member, board member and executive board member of the Advertising Industry Emergency Fund (AIEF), a volunteer organization of advertising executives brought together to help their colleagues in times of life crisis. Concurrently, for 40+ years, taught in undergraduate and graduate programs at the University of Southern California (Annenberg School for Communication and Journalism and Marshall School of Business), California State University, Northridge (CSUN), Loyola Marymount and Pepperdine University. My courses have included: • MBAM 659 and MBAM 660: Business Strategies Development, Execution and Implementation (Final, capstone classes in the MBA program at Pepperdine) • MBFE 658: Strategic Marketing • MKT 653: Integrated Marketing Communications (IMC) • MBAM 619A and B: Business Strategies and Implementation • COMM 599: Global Communication • COMM 542: Business Strategies for Entertainment and Communication Companies • COMM 541: Integrated Media and Communication Strategies • GSBA 528: Marketing Management • MKT 440: Integrated Marketing Communications • JOUR 340: Introduction to Advertising • BUS 307: Marketing Management • MKT 304: Marketing Management • MKT 100: Conceptual Foundations of American Enterprise Frequent guest lecturer at UCLA, Graduate School of Television, Film and Digital Media, “Trends in Television and Emergence of Multiplatform Media,” Pepperdine, Woodbury University, Orange Coast College, and in USC Marshall » Lloyd Greif Center for Entrepreneurial Studies |
Fields of Expertise
business, advertising, business development, business management, business strategy, communications path, false advertising, distribution, globalization, international trade, Internet advertising, Internet, Internet marketing, marketing, marketing mix, mulitmedia communication planning, promotion, service marketing, deceptive advertising, market research, media, breach of contract, contract, intellectual property damage, Lanham Act, stealing trade secret, trademark infringement, unfair competition, hospitality, campaign, entertainment intellectual property, creative strategic marketing, strategic marketing, entertainment marketing, cross marketing, business analysis, business process management, customer segmentation, gap analysis, search engine optimization, Asia-Pacific market, market, advertising perception survey, conventional licensing, customer satisfaction, market development, e-business strategic planning, e-tailing, retailing, market positioning, entrepreneurship, business operations, Web design, marketing brand management, marketing database, trade show, consumer purchasing behavior, distribution channel, strategic market planning, market assessment, consumer survey, consumer demographics, marketing communications, public relations, World Wide Web programming, market trend, market potential, food marketing, business intelligence, competitive intelligence, food product development, General Agreement on Tariffs and Trade, joint venture, consumer product packaging, consumer product marketing, consumer product label, process planning, international marketing, consumer product labeling, food package, market forecasting, corporate strategic planning, competitive analysis, product development cycle time, new product market survey, technology evaluation, new product design, medical equipment marketing, household product, strategic planning, food, strategic research planning, food product