Bert has a passion for business, brand and relationship building, strategic thinking and consumer insight.
Bert is a senior marketing communications professional offering over 20 years of brand leadership and a holistic perspective from working on client, creative agency, research and consulting sides of the business. He has a passion for business, brand and relationship building, strategic thinking and consumer insight. As an independent MarCom Consultant, he provides strategic brand leadership and executional solutions to a range of clients including National Research Corporation and Brandtrust. On the client side, he successfully repositioned iconic brands such as Canadian Broadcasting Corporation in the media industry and Bell Canada in the telecommunications industry. During his agency tenure in account services with Grey and Saatchi & Saatchi, he increased brand equity for a range of global clients from Toyota to Procter & Gamble. As VP Business Development in advertising research with Ipsos in Chicago, he was instrumental in winning significant new clients such as Sprint, Nokia, Ford, and Charles Schwab.
Bert’s areas of expertise include:
Brand work includes positioning, website development and SEM/SEO for Debut Group. Leading and developing brand vision, principles and attributes of CBC brand across all media lines (TV/Internet/Radio). Re-branding CBC News: brand strategy, hierarchy, visual identity, advertising and employee marketing. Working with in-house and external creative including Razorfish. With Bell, strategy driver for overall rebranding, positioning and advertising. Led media and agency relationships: Leo Burnett, BBDO. For Grey, drove brand advertising strategy on Mr. Clean and Downy brands.
MARKETING/BUSINESS PLANNING AND STRATEGY
Driving competitive analysis, SWOT, and strategy for Brandtrust annual planning. Developed and formalized Brand Plans for CBC. Led consumer marketing strategy for Bell including: competitive intelligence, customer value management & scenario planning. Strategic direction for Downy to create mega brand versus proliferation of line extensions. Partnered in new product initiatives for Mr. Clean including business plan, product ideation, concept testing, product launch and advertising.
Bert is well versed in all aspects of market and advertising research. He developed, launched and executed quant/qual online advertising testing and brand equity tracking product for the healthcare market through National Research Corporation which led to significant recurring revenue for NRC and increased satisfaction ratings amongs their healthcare system clients, including Duke Medicine and Penn Medicine; trained account teams in advertising research best practices, analysis and client presentations. Initiated and led various research projects including: demographic and psychographic cohorts, segmentation, consumer satisfaction, A&U, ethnography and product testing for P&G, CBC, Bell, John Muir Health and Brandtrust.
Bert leads business development with a strategic focus on large, blue chip clients. For Ipsos, key point of
contact on new business opportunities, prioritizing leads and assembling appropriate teams; positioning, creating and presenting solutions to prospective clients based on critical issues and strategic needs. Key wins include: Nokia (‘Second Nature’ global campaign), Sprint, Ford, Sears and Dr Pepper Snapple Group.