President
Bob Platkin, The MarketWright, has generated bottom line results by leading a marketing process that focuses the involved managers on fact-based innovative solutions. He developed his brand channel development skills in Fortune 500 companies and AAAA advertising agencies in numerous markets and though independent and chain retailers.

·        Heublein, Inc. -- A.1. Steak Sauce, Grey Poupon Mustard, Smirnoff, Black Velvet, Harvey’s, Black and White Scotch, Ortega Mexican Specialties and Regina Wine Vinegar

·        The Stanley Works -- Hand Tools, Hardware, Electronic Instruments, Garage Door Openers for both Contractors and Homeowners

·        Colt Industries, Outdoor Sporting Goods and Law Enforcement Equipment.

·        American Can Co., Consumer Paper Products Division (Dixie Cups, Northern, Gala, Aurora)

·        Ted Bates Advertising (Colgate Palmolive)

·        Charnas Advertising (Fashion, Industrial and Beverage Accounts)

All are national marketing companies whose profits are dependent on how they maintain and grow brand images. 

Branding
Bob was the Marketing Director for Grey Poupon Mustard and  A.1. Steak Sauce at Heublein. He originated the marketing analysis and plans that positioned these great brands for an extended period of profitable growth. Research indicated the timing was right.  Big steaks were going out of fashion while hamburgers were in and people put condiments on most of them. Grey Poupon had 89% food store distribution next to French's Yellow Mustard but was advertising to a niche market.

 With the creative efforts of the advertising agency, Bob promoted A.1. Steak Sauce on “steakburgers”at twice the per ounce profit of catsup. He then recommended lowering Grey Poupon’s media target demographics by moving it from high image magazines to TV.  In time, the now famous  “pardon me, may I borrow your Grey Poupon" limousine   commercials were produced.   The profit growth that followed was truly phenomenal. Both brand strategies, originally resisted by management, were still in place long after numerous corporate ownership and product management changes. Only recently after years of share and sparking category growth as a hamburger condiment, has A.1. come back to its core "for Steak" positioning. 

Bob has an MBA in Marketing from the University of Connecticut where he subsequently lectured in marketing. He was president of the Connecticut Chapter of American Marketing Association and managed a successful symposium concerning interactive marketing.

Copyright 2006