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Resumé: Merry Baskin
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In this section: Related: |
Contact Baskin Shark
Call 01367 850179 or email Merry Baskin at:
merry@baskinshark.com
Nationality: |
British |
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Education: |
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| July 1978 | University of Bristol BA Hons Hispanic and Latin American Studies |
Experience: |
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| October 00 | Baskin Shark, Brand Planning Consultancy Started own marketing consultancy business – where brands move forward or die! Specialist in strategic planning, brainstorming, group moderation, training. Recent and current clients include: Argos, BAT, Unilever, Glaxo Smith Kline, Nestle, First Drinks, Goldman Sachs, JPMorgan Fleming, De Beers, Kimberly Clark, Ogilvy, J. Walter Thompson, McCann Erikson, Opinion Leader Research. |
| August 01 to date | Partner in Planning Training Enterprises: WAG (USA) Express-Train (UK) |
| Oct 92 to Sept 00 | J. Walter Thompson, London, UK Head of Account Planning (promoted from Planning Director in 1994) Running dept. of 25 planners, member of JWT Executive Board, World Partner, lead planner on Kellogg Company of Great Britain (agency’s largest account). Other account experience: Boots the Chemist, RAF, De Beers, Kraft coffee portfolio, Allied Domecq. Extensive new business experience. Part of the team of int’l planners responsible for developing Thompson Total Branding, and the JWT input to the WPP Brand Equity study. |
| March 1991 |
GV/Brindfors, Brussels, BELGIUM European Planning Director Relocated from Stockholm to Brussels to be more centrally located within the network to service Germany, Holland, France. Building a planning dept from scratch in these offices. Recruiting, training, supervising plus ongoing strategic consulting on international accounts and new business, working closely with Chiat/Day London. |
| September 1990 |
Brindfors, Stockholm, SWEDEN European Planning Director Transferred initially as part of joint venture between Chiat/Day and Brindfors to introduce account planning system and cross-pollinate corporate culture between the two networks. Primary account responsibilities include strategic planning and creative development for IKEA (12 European markets) and SAS (primarily Scandinavia and Europe). |
| October 1986 |
Chiat/Day, New York, USA Director of Account Planning Managing a dept. of 10. Representing Account Planning in new business presentations for the agency as well as within subsidiary direct mail, pr and design companies. Responsible for graduate trainee and internship programmes. Worked directly on following accounts: Anne Klein II, Arrow Shirts, Bissell, Johnson & Johnson, National Car Rental (including Disney relationship), Quaker dog food brands, Rockport, Royal Caribbean Cruise Line, Veryfine fruit juices and drinks. |
| January 1985 |
Saatchi & Saatchi Compton, New York, USA (Pioneer) Account Planner Transferred over primarily to work on British Airways global campaign. Also, Cunard and new business (as a novelty!). Began to integrate Saatchi briefing system and planning methodologies into New York office post merger. |
| July 1982 |
Saatchi & Saatchi PLC, London, UK International Account Planner Helped to implement British Airways global advertising strategy (‘The world’s favourite airline’) into 32 markets, Silk Cut Cigarettes (Europe, Africa, Middle East), Avis Europe, Massey Ferguson (3 markets) |
| September 1981 |
Brûlé Ville Associés, Paris, France Chargée D’Études Research Executive for British and American clients (including Citibank and C & A clothing) |
| January 1979 |
British Market Research Bureau, (BMRB) London. UK Graduate Trainee Research Executive on both qualitative and quantitative multi country market research projects in Europe, USA and Far East. Major client assignments included Rank Xerox, Holiday Inn new hotel development, Ford Orion npd, Singer Compact launch, Remy Martin and Krug positioning and pack design, Cadbury Schweppes European confectionary expansion, Avon Cosmetics repositioning, Costa Smeralda resort development. Responsibilities included designing, supervising fieldwork, implementation and briefing, analysis and report writing primarily for Francophone and Anglophone markets. |
Languages spoken:
Fluent French, Good Spanish, Basic German, Restaurant Swedish
Awards:
2001 – ISBA award MRS conference (Two Tribes paper)
1998 - Commendation IPA effectiveness awards (Boots the Chemist)
1998 – AME International Marketing Effectiveness (Boots the Chemist)
1996 - Silver AME International Marketing Effectiveness (de Beers)
1996 - Silver European AAA for Change of Strategy (de Beers)
1996 - European Special Prize, IPA effectiveness awards (de Beers)
1987 – USA Gold Effie, Royal Caribbean Cruise Line
1986 – USA Gold Effie, Arrow Shirts
Publications:
Advertising Works 9 - De Beers paper, 1997
How to Plan Advertising 2 - Chapter on the Creative Director’s Perspective 1997
International Marketing Files, Vol. 1 No.1 - De Beers paper, 1998
Marketing Forum Millennium Think Tank Report – 1998
Advertising in a Recession – The benefits of investing for the long term – best practice case history - De Beers - 1999
Integrated Marketing Communication (text book) case history - Boots the Chemist –1999
Marketing Forum Think Tank Report – Brand Differentiation, the Holy Grail 1999
Pollitt Papers – Preface to volume, January 2000
Marketing Forum Think Tank Report – European Marketers – a New Breed?
APG book : Brand New Brand Thinking – Co editor and contributor, Autumn 2002
Article on Facilitating Brainstorms, Brand Strategy June 2003
Conference Platforms
Revitalising a Brand/Refreshing Brand Properties, March 95
Marketing a Sports Brand, December 96
Marketing Toiletries to Men, August 97
Marketing to Women, October 98
Inaugural Conference APG Germany – How to Plan the APG
Market Research Society Conference 1998 – Chair APG Debate
Market Research Society Conference 1999 – Chair APG Debate
Market Research Society Conference 2000 – Chair APG Question Time
US APG Conference – Starting a Regional APG July 2000
Market Research Society Conference 2001 – Two tribes divided by a common language
Industry Involvement:
APG (Account Planning Group)
2000-3 - Committee Member
1998/99 - Chair (during Planning’s 30th birthday and APG’s 20th anniversary)
1996-97 - Committee Member
Co-Chair Creative Briefing and Creative Role Reversal Training Courses (lots)
Co-Chair Brainstorming Facilitation course May 2003
APG – US
2000 – (int’l) committee member
Chair Creative Briefing Training Course - March 2000
Co-Chair Quantitative Boot Camp – July 2002
APG – ASIA PAC
Chair Inaugural Creative Briefing Training Course – December 2001
IPA (Institute of Practitioners of Advertising)
1998 - Speaker on IPA 2 (training course for 2-3 year olds
1999 & 2000 Co-chair IPA 2 training courses
WACL (Women’s Advertising Club of London)
1997 - Chair of Christmas Charity Gala committee
1998 – Chair Events sub-committee
1997-00/03-04 - Executive Committee Member
2001-4 WACL Charity Ball Committee/Events committee
MRS (Market Research Society) – Conference Committee 2001
BMRA (British Market Research Association) - Effectiveness Awards Committee 2000
Marketing Forum - Think Tank qualitative researcher - 1998, 1999, 2000
References:
Chris Palmer, Commercials Director, Gorgeous Productions
0207 287 4060
chris@gorgeous.co.uk
Jane Newman, Planner, ex: Merkley Newman, Harty, NYC,
(00 1) 212 253 8047
JaneDNewman@aol.com