Bruce Guidotti

Bruce Guidotti has spent his career solving difficult brand problems. He has a proven record of success in both turning around troubled established brands and in helping create and successfully introducing new brands. He has unusually broad client and brand experience across consumer packaged goods (food and HBC), telecommunications, technology, restaurant (QSR and CDR), pharmaceutical, retail and service businesses.

Bruce grew up in Cleveland, was educated at Harvard and Wharton, and has spent his entire career in the advertising business solving difficult problems for clients.

He has had as much success in helping to turn around languishing brands as he has had in helping introduce new ones. He has also helped move many healthy brands to new plateaus in terms of both image and sales. Prior to joining the Next Gen marketing team, he was a veteran of big agency account management – He held senior account positions at Foote, Cone & Belding (twice); BBDO; DMB&B; Grey; and Jordan, McGrath, Case & Taylor.

At Jordan, McGrath he was a principal and headed up management teams accounting for the majority of the agency’s billing. Bruce was also responsible for new business and did a significant amount of the “account planning” and research work involved on the businesses he managed and in new business solicitation.

Over his career Bruce has led teams working with major clients including: Bristol Myers, Frito-lay, PepsiCo, Unilever, Gillette, M&M Mars, Kaiser Roth, Quaker Oats, TCI, Darden, MobilCom, and others.

Bruce has worked on positioning, marketing, and advertising brands in almost every category. Some include: Libbey-Owens-Ford, B.F. Goodrich, MaterCard, Loving Care, Miss Clairol, Balsam Color, Wisk, The Dry Look, Soft ‘n Dri, Fritos, Grandma’s Cookies, Pepsi, Quaker Oatmeal, Life Cereal, Quaker Toasted Oatmeal (he invented this brand), Aunt Jemima, Gatorade, Propel, Snapple, Hefty, One Zip, Pritikin, Weight Watchers, KFC, Long John Silver’s, Milky Way, Twix, Mazola corn oil, Arnold Bread, Lifesavers, TCI cable, STARZ!, Encore, MobileComm, Novartis, Effidac, Doan’s, Desenex, Dulcolax, CitySearch.com, Ticketmaster.com, Myteam.com, Happy Paws.com, ABCNews.con Earthgrains, Dairy Management Inc, Dannon Actimel, Sara Lee Coffees, Gerber, Smokey Bones, Red Lobster, Mugg & Bean (SA), Bic, Scotties Tissues, Hallmark Crown Stores, Parmalat Esker Waters, Aircell. Co-marketing programs for Cargil: Cattleman’s Collection Beef, P&G; Kraft; Dannon, Smuckers.

Bruce has also done a substantial amount of work with start up organizations including a number of internet companies and with helping start ups secure start up and second stage capital.

The work Bruce has done and has lead has been variously recognized in the marketing and advertising industries. The AMA Effie is the pinnacle in that category. Bruce was the architect of the Quaker Oats campaign that won not only the Category Gold Effie (2x), but also the Grand Gold Effie in 1989, the best campaign of the over 5000 submitted that year. He was also involved in Effie wins for Life Cereal, Quaker 100% Natural, and Hefty One Zip. Other industry awards for work he directed include Clios, Addy’s, Andy’s, Ad Age Annual Presenter, Mobius, and Edison.

The three things most people usually remark on about Bruce are his sound judgment, his boundless energy, and his unmistakable bias for action. Clients generally conclude that when he is around, things get done.

Particular experience and strength in the areas of:

• Designing, fielding, and applying marketing researchDeveloping business strategies
• Developing positioning and branding strategies
• Developing effective local marketing campaigns
• Developing and executing retail strategies
• Developing and executing co-marketing programs
• Developing and executing total communications plans
• Helping start ups in all phases of development
• Helping companies secure funding