Bob’s unique and specialized background includes years developing and implementing marketing strategies resulting in over one billion dollars in sales. His broad, multi-media experience also includes the creation, writing and execution of over 3000 hours of original talk, information and entertainment-based programming for broadcast television. He is equally skilled in both traditional DRTV response tactics and the brand-response marketing techniques that have successfully driven long-term brand development while meeting or exceeding short and long-term ROI goals. He is an expert at the extraction and implementation of key analytic data; has the ability to create, evaluate and implement strategic positioning; develop targeted brand strategies and compelling USPs; create innovative product offers and insightful scripting for integrated long-form and short-form direct response television and digital campaigns. He can shepherd campaigns from RFP to roll-out, ensuring consistency of messaging, ongoing support of the creative vision and the leveraging of best DRTV practices for maximum ROI.
For five years, Bob was Sr. VP. Of Direct Marketing at Havas, the world’s largest direct response agency, combining the disciplines of direct response and brand response advertising to function as a Strategic Creative Director, overseeing accounts 100mm in media billings. Clients included the Humane Society of the United States, Citi, Cancer Treatment Centers of America, Netflix, Select Comfort, Blockbuster, St. Jude Children’s Hospital and DIRECTV. He was put in charge of creating the agency’s new strategic marketing division, creating complete, integrated strategies for clients and insuring they were consistently applied from pre-production through roll-out.
For over four years, Bob was with Guthy-Renker, one of the largest and most respected direct marketing companies in the world, with distribution in 68 countries. He acted as both a consultant and Senior Advisory Board member to review and evaluate new products and talent. He developed brand strategies for all areas of new and existing creative and analyzed existing business methodologies for greater cost efficiencies and stronger ROI.