EffectiveBrands focuses exclusively on the specific opportunities and challenges of global brand marketers. We help organizations accelerate growth by building global marketing capability to drive global leverage and local relevance. “EffectiveBrands took our team through a process that delivered a highly effective operating framework and a good internal communication plan. I'm very happy with the results and recommend EffectiveBrands” Silvia Lagnado – SVP Global Brand - Dove EffectiveBrands focuses exclusively on the specific opportunities and challenges of global brand marketers. We help organizations accelerate growth by building global marketing capability to drive global leverage and local relevance. “… EffectiveBrands helped us lock down our shared global marketing priorities in a way that got us working closer together than ever before – it was very productive and fun too!” Karin Koonings – VP Marketing, Starbucks Coffee International EffectiveBrands focuses exclusively on the specific opportunities and challenges of global brand marketers. We help organizations accelerate growth by building global marketing capability to drive global leverage and local relevance. “Working with EffectiveBrands proved equally inspirational and effective in creating one global vision and team” Jan Van Der Velde, Grolsch International Marketing Director EffectiveBrands focuses exclusively on the specific opportunities and challenges of global brand marketers. We help organizations accelerate growth by building global marketing capability to drive global leverage and local relevance. "The results from the 'leading global brands' study were invaluable.  It was crystal clear what was going well and where we needed to improve, Being able to benchmark against best in class really helped with priority setting and internal positioning." Peter Kirkby, VP Marketing Strategy and Excellence - GSK EffectiveBrands focuses exclusively on the specific opportunities and challenges of global brand marketers. We help organizations accelerate growth by building global marketing capability to drive global leverage and local relevance. “The Marketing Academy was the best investment that I have made in my people” Menno Koningsberger, Marketing Director Snackfood – Mars Our expertise is understanding what drives global brand effectiveness. It is based on a on-going learning project with over 50 of the worlds most successful global brands. This identified the drivers of global brand effectiveness. From this we built a model that we call the ‘EffectiveBrands Capability wheel’. We use this to both identify challenges and opportunities and to build solutions. The Leading Global Brands Project™ Objective: • Develop insights and solutions for effective global brand leadership • Create an overall approach that is practical and experience based • Create fact based foundation for thought leadership • Build community of excellence Approach: • 5 years of structured research and solution development - 50+ global brands participated - 500+ in-depth interviews at global, regional and local level - 5000+ respondents in TNS database of LGB Benchmark™ • Iterative improvement through project work Effective Brands Capability Wheel What we learnt was that effective Global Brand Organizations focus on both the ‘what’ and the ‘how’ of Global Marketing. EffectiveBrands offers solutions within each of the Capability Areas outlined in the EffectiveBrands Capability Wheel. The EffectiveBrands Leading Global Brands Bulletin™ is published twice yearly and features global brand leaders and their work. Click to download a bulletin below and sign up to receive future bulletins What we learnt was that effective Global Brand Organizations focus on both the ‘what’ and the ‘how’ of Global Marketing. “The benchmark was a real wake-up call for us. EffectiveBrands helped us re-engage with our key markets and added a lot of value” Jonathan Moore, Global Marketing VP - Surf/All EffectiveBrands is proud to have worked with many of the world’s most successful global brand leaders. Here are some of the brands and people we have worked with and what they say about us. “Dove is one of Unilever’s leading global brands. When we decided to rethink how we run our brand globally, EffectiveBrands took our team through a comprehensive process that delivered a highly effective and focused operating framework that included our strategy, and a good internal communication plan to make sure that all people working on Dove are clear about where we are going. I’m very happy with the results, and recommend EffectiveBrands to any global brand director.” Silvia Lagnado, Former Senior Vice-President, Dove EffectiveBrands is proud to have worked with many of the world’s most successful global brand leaders. Here are some of the brands and people we have worked with and what they say about us. “EffectiveBrands helped us tremendously in charting a roadmap to efficiently navigate the new product development process.” Alex Espalin – Global Innovation Director – Coca Cola EffectiveBrands is proud to have worked with many of the world’s most successful global brand leaders. Here are some of the brands and people we have worked with and what they say about us. “EffectiveBrands has significantly helped improve Campina's marketing skills with the design and development of our marketing education program and all their implementation support has been very successful” Bob Steetskamp, Corporate Director Marketing, Campina EffectiveBrands is proud to have worked with many of the world’s most successful global brand leaders. Here are some of the brands and people we have worked with and what they say about us. “… EffectiveBrands helped us lock down our shared global marketing priorities in a way that got us working closer together than ever before – it was very productive and fun too!” Karin Koonings – VP Marketing, Starbucks Coffee International EffectiveBrands is proud to have worked with many of the world’s most successful global brand leaders. Here are some of the brands and people we have worked with and what they say about us. “EffectiveBrands approach of linking a strategic global marketing approach to very practical local implementation is perfectly aligned with our approach” Sue Allchurch – Head of the Unilever Marketing Academy EffectiveBrands is proud to have worked with many of the world’s most successful global brand leaders. Here are some of the brands and people we have worked with and what they say about us. “Working with EffectiveBrands proved equally inspirational and effective in creating one global vision and team” Jan Van Der Velde, Grolsch International Marketing Director EffectiveBrands is proud to have worked with many of the world’s most successful global brand leaders. Here are some of the brands and people we have worked with and what they say about us. "The results from the 'leading global brands' study were invaluable.  It was crystal clear what was going well and where we needed to improve, and this has been fundamental to setting the long term agenda for the global organisation. Being able to benchmark against best in class really helped with priority setting and internal positioning." Peter Kirkby, VP Marketing Strategy and Excellence, GSK EffectiveBrands is proud to have worked with many of the world’s most successful global brand leaders. Here are some of the brands and people we have worked with and what they say about us. EffectiveBrands supported the project to increase the effectiveness of our European Marketing organization. They helped me with setting the strategic agenda by facilitating joint planning session with our international marketing managers.” Niek Verveen, Marketing Director Europe, AkzoNobel Decorative Coatings EffectiveBrands is proud to have worked with many of the world’s most successful global brand leaders. Here are some of the brands and people we have worked with and what they say about us. "Ten years ago Calvin Klein turned the fragrance market on its head with the introduction of ck one. At the end of 2004. after a particularly expensive and disappointing experience with one of the world's most creative advertising agencies, we turned to EffectiveBrands to help us develop the next true innovation for Calvin Klein. The EffectiveBrands global team worked side by side with my team and led us through a structured but flexible process that included revisiting our consumer insights, and input from over 20 creative experts from all relevant walks of life. We were very pleased with the final concepts; each opened up potential access to our consumer in a new and unique way, and at the same time was very solid from a business and brand "fit" perspective. I strongly recommend EffectiveBrands for a global innovation to any other Global Brand Director." Avery Schmeisser, Global Brand Director, Calvin Klein Fragrances EffectiveBrands is proud to have worked with many of the world’s most successful global brand leaders. Here are some of the brands and people we have worked with and what they say about us. “The Marketing Academy was the best investment that I have made in my people” Menno Koningsberger, Marketing Director Snackfood – Mars EffectiveBrands is proud to have worked with many of the world’s most successful global brand leaders. Here are some of the brands and people we have worked with and what they say about us. “Launching a new pharmaceutical brand globally was a daunting task. EffectiveBrands fully supported us with the development of a leading-edge organizational activation plan that included a global brand manual. The manual has since become the gold standard within our corporation.” Michel Simons, Associated Director Marketing Contraception, Organon International EffectiveBrands is proud to have worked with many of the world’s most successful global brand leaders. Here are some of the brands and people we have worked with and what they say about us. “In helping to establish our global Knowledge Management and Competitive Intelligence, EffectiveBrands became a seamless part of our global team, provided sound counsel and helped us build our global capabilities.” Jim Cali EVP Global Gum Category and Regional Commercial, Cadbury Schweppes EffectiveBrands is proud to have worked with many of the world’s most successful global brand leaders. Here are some of the brands and people we have worked with and what they say about us. “Quote here” Author's name EffectiveBrands is proud to have worked with many of the world’s most successful global brand leaders. Here are some of the brands and people we have worked with and what they say about us. Surf “We need to build a stronger ‘Value’ brand for Unilever’s fabric care business – but key countries are not following our lead in developing a more aligned positioning. Key countries felt that previous global band teams had been out of touch with their market realities and needs. By conducting the LGB Benchmark the new brand team re-connected with the needs of key stakeholders and created accountability that won respect from all key stakeholders. The markets that represented over 80% of current sales re-engaged and have started to work closely with global brand team to develop a joint approach forward. “In two sessions, EffectiveBrands helped us lock down our shared global marketing priorities in a way that got us working closer together than ever before – it was very productive and fun too!” Karin Koonings – International Marketing VP Starbucks We need to work more closely with our regional marketing teams to get things done The enormous growth of international had led to many new people in global and regional roles and lack of alignment on priorities and precise roles The International and regional marketing teams worked closely to develop a new shared priority list with clearly defined roles and responsibilities The new clarity allowed each team to refocus and double up efforts. “In two sessions, EffectiveBrands helped us lock down our shared global marketing priorities in a way that got us working closer together than ever before – it was very productive and fun too!” Karin Koonings – International Marketing VP Dove All regions are using different brand keys and there are too many innovation projects Lack of a global strategic focus, an agreed operating framework and responsibilities The International and regional marketing teams worked closely to develop a new shared priority list with clearly defined roles and responsibilities Dove is now Unilever’s most aligned brand and the Dove Board led the development and global implementation of the highly successful "Campaign for Real Beauty" “EffectiveBrands took our team through a process that delivered a highly effective operating framework and a good internal communication plan. I'm very happy with the results and recommend EffectiveBrands” Dove - Silvia Lagnado – SVP Global Brand The Coca-Cola Company Our group is not effective at generating enough breakthrough innovation ideas Lack of an agreed global innovation process, unclear roles, and a closed ideas culture A new innovation process, a focused portfolio and an ‘Open Innovation’ competition to tap into ideas and generate partnerships with world-class creative designers The focus on half as many projects rekindled excitement and enabled Coca Cola to deliver better ideas with stronger go-to-market strategies “EffectiveBrands helped us tremendously in charting a roadmap to efficiently navigate the new product development process.” Alex Espalin – Global Innovation Director Campina Our global growth is being limited by the fact that our local marketers are working in different ways and not effectively sharing our market experience Leveraging marketing best practices and harmonizing ways of working Creation of “Campina Platform” to define and roll-out the “Campina way of working” leveraging the best of internal and external practices in 10 core marketing areas Improved business results and talent attraction, fully aligned marketing processes “EffectiveBrands has significantly helped improve Campina's marketing skills with the design and development of our marketing education program and all their implementation support has been very successful” Bob Steetskamp - Campina Global Corporate Director Marketing Grolsch “With very ambitious objectives and a new team including Anheuser Busch and Coors, we need to lead and rally all key stakeholders behind our great brand” With new partners (many times our size) at the table, and a fantastic heritage of our own, we have to define a new vision and align everybody behind it Collaborative work with all key countries and partners, defining the new Grolsch global Brand-ID and a very inspirational vision-into-action plan A kick-start for the new Global Brand Team, ready to leverage a truly rich and great brand “Working with EffectiveBrands proved equally inspirational and effective in creating one global vision and team” Jan Van Der Velde, Grolsch International Marketing Director Unilever “The quality of local brand planning is too haphazard and is often leading to a lack of alignment between local and global brand plans” The lack of a aligned local brand planning process was making it very difficult for global brand teams to connect timely and in a meaningful manner EffectiveBrands helped develop and implement a new Unilever Brand Marketing Planning process in over 35 HOT SPOT countries around the world. The quality of HOT SPOT country plans is widely recognized as significantly improved “EffectiveBrands approach of linking a strategic global marketing approach to very practical local implementation is perfectly aligned with our approach” Sue Allchurch – Head of the Unilever Marketing Academy Bart Adlam Bart is a business leader with a wealth of experience, having worked as a senior executive with both Danone and Pfizer.  Through experience in local, regional and global assignments, Bart has both created and executed successful global brand strategies. Bart has lived and worked in Canada, the USA and Asia. As Managing Director of EffectiveBrands in the USA, Bart shares his passion for business with his love of ice hockey. When speaking about the similarities between them, Bart says, “teamwork, communication and of course, plenty of preparation are without doubt the keys to success. If just one of these ingredients is missing, everything comes to a stop. You wouldn’t skate out on to the ice without a well rehearsed plan and at least an understanding of the competition – and you wouldn’t roll-out a brand globally without adopting the same approach.” Bart has an MBA from the Queen’s School of Business, Ontario, Canada. Frank van den Driest As a co-founder of EffectiveBrands, Frank is well known for his work in developing global brand insights and leading global brand positioning roll-out strategies. Having worked in executive management roles for businesses such as BBDO, GfK and NFO Trendbox, Frank gained a wealth of experience in defining the most successful paths from insight through to growth and has a first rate track record of delivering results. Passionate about people, organization impact and innovation, Frank believes that it is the quality of the objective that drives successful strategy and says, “Output and results excite me more than input and throughput. There are few things more invigorating than nurturing an idea and then watching it fly – and it’s often a fine line between success and failure.” Aside from his work experience, Frank has a degree in Psychology and Communications Sciences from the University of Amsterdam. Helen Duce Helen is the Managing Director of EffectiveBrands in the UK and a specialist in building and rolling out global brands and effective brand teams. Prior to joining EB, Helen worked at Unilever as a brand development strategist and Cambridge University, where she was responsible for the global communications and branding of the Auto-ID Lab – one of seven academic research labs that research and develop new technologies for revolutionizing global commerce. Ever since she graduated from Lancaster University with an Honours Degree in Marketing and Psychology, Helen has been an advocate of humanising the brand development experience and is enthusiastic about her beliefs in this area. When expressing her views she says, “The best brands are those that strive to make a difference in the world, and as brands are created by people, for people, behind every great brand is a great person and inspired organization.“ Laurie Giandomenico Laurie spent her first five years working on a variety of classified government projects including one that put her on remote radar sites in Russia and Ukraine. She then spent several years in academia conducting anthropological research that took her from the ruins of Pompeii to the volcanic ashes of Thera as well as a near miss with Killer Bees in Central America and talking with NYC consumers about their eating habits (arguably more dangerous than the killer bees). Laurie began her consulting career at McKinsey & Co., and also developed her expertise in business strategy, branding and marketing, and executive leadership development at boutique firms including Vivaldi Partners and The Exetor Group. As an Executive Director at EffectiveBrands, Laurie is the resident ‘business anthropologist’ who works with our team and our clients to make global brands locally successful. “I’m passionate about working at the behavioral level to create sustainable change within organizations - When people are given the opportunity to focus on what moves them, they tap into their passion and channel it into something beneficial for the brand and the organization.” Laurie holds a Ph.D. in Nutrition and Anthropology and M.A in Archaeology from Cornell University. She also holds a B.S. in Engineering from the University of Connecticut. Marc De Swaan Arons Marc is an expert in the field of global brand leadership and the chairman of EffectiveBrands. Having worked with many prominent brand leaders, Marc is a frequent keynote speaker and has been published in industry focused newspapers and journals. Following a successful career with Unilever and having co-founded EffectiveBrands in 2001 Marc was listed as one of the top-ten marketers in the Netherlands in 2007. During his time with EB, Marc has spearheaded the Leading Global Brands Learning Project – a forum of over 50 successful global brand leaders. Marc is passionate about the concept of building global marketing capability and approaching the global brand leadership role with a CEO mindset; “With or without the title, we find that the best global brand leaders are those that take a holistic approach and look beyond this or next year’s goals. Only when true capability is built can global brand organizations accelerate their growth.” Educated in both the UK and the Netherlands, Marc holds a Business Economics degree from the Erasmus University in The Netherlands. Robert Jan d'Hond Robert Jan is an expert in European and global consumer marketing. During a successful career at Mars, where he specialised in the fields of brand strategy, brand positioning and innovation management, Robert Jan built a reputation for aligning people with strategy and maximizing the impact of multi-cultural and multi-country teams. Passionate about helping organisations develop a sustainable impact by capturing global leverage whilst driving local relevance, Robert Jan believes that improving the quality of an organization’s thought processes are pivotal to success; “The more we can improve the skills and competences of the marketing and leadership teams in the ‘how’, the more consistently will we improve the quality of the ‘what’.” Robert Jan has a degree in Marketing and Business Economics from the Erasmus University in Rotterdam. Roxanne Aquino Roxanne is a marketing strategist with a significant track record of results delivery. Specializing in the fields of consumer insights, innovation and brand communications, she has worked extensively in both the food and personal care industries. Now the Managing Director of the EffectiveBrands Singapore office and covering the Asia Pacific region, Roxanne has also lived and worked in Manila, Jakarta, London, Rotterdam and Bangkok. When speaking about her passion for global brands and the ways in which they connect with people, Roxanne says “I am fascinated by innovation in products, categories and industries that change the rules of the game. I am also passionate about people’s habits, values, motivations and the way they work together.” Aside from her work experience, Roxanne has a degree in Business Administration from the University of the Philippines, graduating magna cum laude. Stef Gans Stef is a specialist in global brand leadership and the CEO of EffectiveBrands. Following a successful career with Unilever, during which he held several senior management roles including that of Marketing Director of a key operating business, Stef decided to focus his attention on regional and global brand development and innovation before joining EB. As CEO Stef is responsible for leading the delivery of the EffectiveBrands strategy globally, and supporting the four Managing Directors. As the holder of a Masters Degree in Econometrics and a frequent contributor to advanced marketing and leadership courses, Stef takes a great deal of satisfaction from helping others grow. “Collaborating and innovating are fantastic examples of ways in which people and business can mutually benefit from each other,” he says. “There is something really special about helping organisations pool their ideas and resources, and get improved results.” Terry Rosenquist Terry is a senior executive with an enviable background in advertising and global brand marketing. During a career that has spanned two continents, Terry has enjoyed working on the operating boards of businesses in both the USA and Europe and was once well known for managing the world’s largest account in the advertising business. Terry’s fascination for Global Brand Management is shared only by his passion for building high performing teams and he prides himself on galvanising brand development strategies. When speaking of his successes Terry says, “the best business strategies are those that can demonstrate clarity of vision. A clearly defined plan makes it easier to engage people around the key objectives and nothing could be more important when you’re trying to build a brand.” Terry has a Degree in Business Administration from the University of Iowa. Elana Gold Elana is based in our New York office and is an expert in international marketing capability development. Prior to joining EffectiveBrands as a Director, Elana was a senior marketing executive with PepsiCo, Novartis and Yum Brands where she became a specialist in global brand management and innovation across multiple categories and distribution channels. Having worked across all Continents – Europe, Asia, Latin America and the USA , Elana has a proven track record in helping Companies define brand and innovation strategies as well as improving marketing capability. She prides herself on her ability to drive results across cultures by engaging and building multi-national and cross-functional teams. A native Russian speaker, Elana is also fluent in English, French and German having emigrated to the USA at 11 years of age. She has worked and studied in 8 countries. Elana is a dynamic and resourceful thinker who thrives on reinvigorating brand development teams, processes and strategies. When speaking of the challenges of managing brands in different geographies Elana says very passionately, “the most important thing to remember is that you are always dealing with people. We all need a vision, we all want to be inspired, we all want to be engaged and have a lot of fun doing it!” Elana has an MBA from the Wharton School of Business, University of Pennsylvania . Michael Steinmetz Mike is a director at EffectiveBrands’ Amsterdam office where he focuses on global marketing strategy and delivery. As a true global citizen, he was born in New Delhi, educated in Europe and worked for US companies for 12 years. In total, he has 16 years of international business experience. After having been fired from one of the most prestigious kitchens in Europe, Mike started his career with P&G where he worked for 8 years on some of the company’s key brands (Pampers, Always), on both local and European assignments. He introduced successful, award-winning brand programs which helped grow the business beyond the classical product launch/TV advertising pattern and were rolled out on a European level. Mike’s next entrepreneurial step was to create a digital media company in Germany. He then moved on to join the European management team of the Campbell soup organization as Marketing Director Europe. In this position, Mike was responsible for the management of the company’s most important brands and brand programs in Europe. When not in the office or with a client, Mike still makes it into the kitchen where he tries to apply the skills he acquired during his numerous internships in several restaurants in Europe. Mike holds a PhD in Technology research and a Master’s degree in business from the Vienna University of Economics. Robbie Millar Robbie is a Director at EffectiveBrands’ London office and specialises in developing and growing global brand and business value. Prior to joining EffectiveBrands Robbie spent 5 years as Managing Director at Compass Box Whisky, widely regarded as being the world’s most innovative Scotch whisky company. Robbie managed the significant global expansion of the Compass Box brand leading to multi-fold increases in sales. In 1999 Robbie co-founded the drinks strategy and design consultancy Drink Works, working with a range of multi-national drinks companies across the alcoholic, soft and hot drink sectors. He started his career with 10 years at Diageo in both global and USA marketing roles. Speaking about global brands Robbie commented that “The thing that interests me is getting a team to focus on the prize. That is what is motivating and when it is kept clearly in mind, the team soon finds ways to remove the barriers to success”. Robbie has an Honours Degree in Business Organisation from Heriot-Watt University in Edinburgh. Myléna Pierremont Myléna Pierremont is Director based at EffectiveBrands Amsterdam. Myléna is a seasoned global brand marketer with over 20 years experience at P&G, COTY, Lycos, and Royal Philips. In her most recent role as Senior Vice President of Consumer Marketing at Philips Consumer Electronics her role included global responsibility for the development and launch of the AUREA Flat screen TV and developing global marketing capability for the company. Myléna is a Board member of the World Future Society and a frequent invited speaker on the topic of global branding. Her conferences speech topics include “The Future of Brands”, and “Brands: risk management in the area of Globalization”, and “Defining a new Branding process”. • Founded in March 2001 • 4 Offices: New York, London, Amsterdam, Singapore • Global - over 15 nationalities represented in our team • Over 20 directors and senior consultants with stellar CPG and consulting backgrounds: - Unilever - P & G - PepsiCo - McKinsey - Novartis - Beiersdorf - Diageo - Pfizer - Danone - Sara Lee - Mars EffectiveBrands focuses exclusively on the specific opportunities and challenges of global brand marketers. Many consultancies focus on the what of marketing (E.g. insights, innovation, communication, activation). We focus on how a global brand or marketing organization is run most effectively. Our work touches the marketing strategy, organizational structure, operating models, change management, and marketing capability building. Typically we work with the most senior marketing person of a global brand or marketing organization. Almost all the brands we work with are global. • Inspiring Energetic, promoting courageous client leadership, sharing learning, creating a fun work environment, and celebrating success • Challenging Earning trust, empowering clients and colleagues to address reality and grow • Passionate Driven, quality-focused, constantly learning and always seeking better solutions • Global Citizens of the world, celebrating diversity in individuals & cultures • Balanced Always considering the receiving end perspective, maintaining a work-life balance We are a group of smart, challenging, fast thinking, personable professionals. We work hard, we have fun and we enjoy watching our business flourish. We need to fuel further growth by bringing in new team members. It is essential to find the right people, that are inspired by us and fit the team. We look for people that fit our values & behaviors and are inspired about joining an entrepreneurial high growth firm There are no vacancies at our New York office. There are no vacancies at our London office. There are no vacancies at our Amsterdam office. There are no vacancies at our Singapore office.