Description
ACCOMPLISHMENTS Developed new business strategies at Henderson Advertising that led to being assigned two new accounts. Played a key role in developing other new business strategies that resulted in $20 million in new business leading Advertising Age to name Henderson "Agency of The Year." Identified new advertising strategies that reversed long term declining sales and share trends for two Dow Consumer Products. Designed the first sales presentation for Stanford Research Institute that successfully launched their VALS Program. Consultant to SRI's futurist program LEADING EDGE. Authored nationwide study of new trends in agency research for the 4A's that predicted the wide spread growth of the Account Planner function. Designed and implemented the first direct mail support program for Avon sales representatives, resulting in a 3 to 1 ROI. Received three Special Performance Awards at Y&R for outstanding research and client service. Conducted a series of studies to measure the role of emotion in advertising and the affects of unconscious "filters" on conscious effects and persuasion for both the American Association of Advertising Agencies and the Advertising Research Foundation. Invented a technique to determine which elements in advertising were contributing to the enhancement of a brand's image. Examined the market for outdoor lighting for Duke Energy and recommended sales strategies for both regulated and unregulated market conditions. Saved over $100,000 in research expense. JACK SHIMELL Leadership, Management and People Skills As President of the Greenville, SC Community Planning Council, I oversaw the application of a comprehensive social needs assessment for the county. We then sought the talent in the community to assist in serving those needs. It became a model that many United Ways across the country adopted. For the South Carolina Chamber of Commerce, I organized videos of prominent business leaders in Greenville, Columbia, Charleston and other communities who supported a penny increase in the sales tax to improve K-12 public education. Each video was sent to the state senators and representatives for their area urging passage. The Governor signed the bill after both houses passed it, despite well funded and strong opposition. At Y&R I managed to assuage a growing controversy between the U.S. Postal Service Marketing group and its technical staff which had threatened the status of the account, one of the agency's most profitable. At Avon Products one of my jobs was as Manager of Creative Services supervising 18 writers and other artists. A lot of time was spent playing mother hen and soothing bruised egos among them. Trained Henderson's young account executives, mostly MBA's, in how to develop their critical thinking skills. Created and organized a community leaders' speaker's forum at my church as a way of promoting the church among newcomers to Charlotte. Co-facilitated a support group for recently separated and divorced adults for six years.
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