WHERE WE ARE

2008-07-11T03:17:00.000-07:00

Driving Insights Inc is located at:

451 HAYES STREET SUITE B

SAN FRANCISCO, CA 94102

Most of the time, we're away from our desks. You'll find us:

walking around a problem in a work room...In people's homes, at work, and sometimes in a focus group facility....In cafes and stores, listening to the small talk and watching...In the streets and subway observing fashion...In museums getting ideas and inspiration...In chat rooms, listening in on people's passions...Attending forums and seminars on culture.

Resume

GUY GOULD-DAVIES
773 220 2435
gugoda@gmail.com
openfridgedoor.com

SUMMARY
• Creative thinker with a track record for strategy and ideas that change behavior
• Track record for bringing fresh ideas and insights to bear on business and creative challenges
• Passion for maximizing the creative potential of ideas
• Distills complex situations into simple strategic frameworks that help teams engage
• Powerful instincts for the areas of learning most fruitful to explore and how to get at them
• Outstanding presenter, potent in inspiring trust and confidence whatever the audience

EXPERIENCE

DRIVING INSIGHTS Inc: Freelance Strategic Planning (owner) 07-present
• Organic – led planning that won a Kimberly Clark teen femcare piece of business; consumer strategist for a re-imagined online experience for Bank of America
• Travelers Insurance – analyzed innovation culture and delivered ideas for new business thinking; delivered a training seminar on how to conduct secondary research well.
• Clorox - ran a product innovation workshop exploring possibilities in a new cleaning field
• Ideo: brand planner for a client wanting to reinvigorate its multi-level marketing business

GREY SAN FRANCISCO: SVP Director of Account Planning 07
• Twice led the agency to win TV duties on BMW product launches (its first TV work ever)
• Helped sell-in the high voltage ‘What’s In Your Slot?” campaign for memory cards fitting mobile phone and cameras (SanDisk)
• Provided rich, security-mindset consumer contexts that helped win Symantec world-wide global e-marketing responsibilities

FALLON WORLDWIDE, Minneapolis: Group Planning Director 05-07

Challenge: Create an entirely new brand that can successfully compete with giants like Geico and All-state whose ad spend is four times greater

Contribution: Identified the core brand idea that sets the stage for an entirely new brand relationship for consumers in a price-dominated category

Result: Work produced significant gains in behavioral and attitudinal tracking measures; brand idea is being used to re-engineer internal business practices that shape customer experience

OGILVY & MATHER, Chicago: Senior Partner, Senior Planner 02-05

Dove haircare

Challenge: Skincare brand without credentials in hair care badly needed to prove to women it had a reason to exist in the category

Contribution: Spear-headed the effort to give the brand an identity in hair care through a dramatic point of view on beauty that introduced a whole new possibility to women

Result: The brand forged a strong emotional bond with women in haircare, driving growth to a 4.5 share from its 3.2 level prior, despite being outspent by the category giant 4 to 1

Deodorant - Base Business

Challenge: Attract new users to try a brand whose core skin care equity they don’t find relevant and whose moisturizer works against meeting a key need – dryness

Contribution: Positioning the brand to support an implicit grooming ritual – as a compliment to shaving – created a powerful new context in which to anchor Dove’s skin care difference and branded ingredient

Result: Women were motivated to take the Dove 7 day challenge to ‘turn their armpits into underarms’; 250,000 women also went to dove's website for a free sample.

LEAPNET/QUANTUM LEAP, Chicago: Director of Account Planning/Marketing 00-02

Key activities
Developed the interactive agency’s account planning method
Part of the new business team that won key accounts: NEC, Kenmore, Craftsman, Jenn-Air, Sear’s Gift Registry

NEC Visual Systems Division (Projectors and plasma screens)
Used emotional-based insight about how technology is used to create a brand positioning that deepened affinity among end-user influencers as well as ultimate IT decision makers

FCB/TRUENORTH, Chicago: VP Account Planning Director 99-00

AMMIRATI PURIS LINTAS, Chicago: VP Group Director Planning & Research 97-99

MULLEN ADVERTISING, Wenham: Account Supervisor (from AAE) 93-97

UNIVERSITY OF STRATHCLYDE, Teaching Assistant, Scotland: 90-92

EDUCATION
UNIVERSITY OF STRATHCLYDE, Glasgow: BA Hons. in Marketing 86-90
POLYTECHNIC OF CENTRAL LONDON: Certificate in Accounting with distinction 85-86
BROOKLANDS TECHNICAL COLLEGE, Surrey: Business Studies 83-85