The Advertising Hall of Achievement: 2008 Inductees


Gieselman

Jon Gieselman, SVP, Advertising & PR, DIRECTV

Jon Gieselman is senior vice president of advertising and public relations for DIRECTV Inc., the nation's leading satellite television provider and second largest TV distributor in the country. In this role, he is responsible for all aspects of DIRECTV’s national media planning and buying, television, print, online, radio and outdoor creative, publicity, events and sponsorships, all directed at acquiring new DIRECTV subscribers and shaping the perception of the brand.

Since joining DIRECTV in 2005, Gieselman and his team have developed numerous acquisition efforts intended to drive profitable growth, including the rebranding of DIRECTV as the premier television service; the award-winning “Fourth Wall” brand-tailing campaign utilizing famous films; exclusive sports and HD campaigns; the launch of DIRECTV’s NASCAR racing program; and a greater focus on consumer-driven publicity to compete with cable both nationally and on a market-by-market basis.

Prior to joining DIRECTV, Gieselman was vice president of advertising and publicity for Kmart Corporation. He joined Kmart immediately following the retailing giant’s emergence from bankruptcy and was part of the senior turnaround team that quickly returned the mass retailer to sales growth and profitability. His oversight of the company’s external communications efforts included television and print advertising, public relations, investor relations and corporate philanthropy.

Before Kmart, Gieselman was the vice president of advertising, PR and brand development for HSN (formerly known as Home Shopping Network), an operating business unit of Barry Diller’s IAC/InterActiveCorp. Gieselman managed all advertising, publicity, promotions, investor relations and brand development for the fourth largest cable television network in the United States. Under his direction, his team also created HSN’s first brand development organization that created and managed over 300 exclusive and private label brands.

Prior to joining HSN, Gieselman was the North American brand manager for Ray-Ban Sunglasses, where he was responsible for all advertising, athlete sponsorships, product placement, promotions and new product launches. During his tenure, he created and negotiated product placement tie-ins in films such as Men in Black, awarded the Movie Promotion of 1997 by Entertainment Weekly. He also managed Ray-Ban’s robust sports programs with the PGA, NASCAR and Olympics. Before managing North American marketing, he also held numerous senior-level marketing positions in the United States and was manager of Global New Products.

Prior to his work at Ray-Ban, Gieselman was a regional staffer for Sen. Daniel Patrick Moynihan (D-N.Y.), where he represented the senator at political events and liaised with Congressional offices, the White House and federal agencies.

Gieselman holds a bachelor’s degree from Boston College and an master’s of business administration in marketing and strategy from Saint John Fisher College in Rochester, N.Y. He is based in DIRECTV’s New York City offices.

Jon Gieselman lives in New Jersey with his wife and three children.


Gruhler

Thom Gruhler, EVP, Global Account Director, McCann Worldgroup

As executive vice president, Worldgroup global account director, Thom Gruhler leads McCann Worldgroup’s largest U.S. account, the $1.9 billion Verizon account, directing an integrated multidisciplinary team of lead agencies and teams spanning all communications platforms.

Since his involvement with the Verizon in 2001, Gruhler has led the relationship across IPG agencies, helping to build the account as one of the world’s strongest brands. He has led the way for one of the industry’s most successful integrated cross-platform teams, including advertising, direct marketing, multicultural, internal/employee, experiential, digital, packaging, brand architecture/identity, youth and employment.

In 2007 Verizon tapped McCann to handle its entire assignment across its Wireless, Telecom and Verizon Business units, marking one of the year’s biggest new-business win for the agency and industrywide.

Gruhler also serves as the director of the McCann Worldgoup Global Telecom Practice, a group he formed this year with the help of Worldgroup COO, Eric Keshin. The group’s mission is to develop the organization’s billings in the telecom category and to activate the base of telecom expertise throughout the global organization to track and identify trends and opportunities in the sector.

Those he works with appreciate Gruhler’s “team-first” commitment, and the industry has benefited from his passion for developing talent around him. As the director of account management for McCann Erickson in New York, his focus was developing and mentoring talent, which led to his appointment as chair of AAAA’s Committee for Account Management. In that capacity, Gruhler will host a national conference this year around the transformation of the role of account management and the implications for its practitioners.

Finding time to give back is a significant priority for Gruhler. He is currently the senior vice president of the New York Ad Club, where he will serve as president next year. He is on the advisory board for the Good Deed Foundation, helping that philanthropic organization to develop its offerings and partnerships with global brands. Gruhler has also played an active role with PENCIL in NYC, developing a partnership with McCann Erickson and the NYC Public Schools to give high school students exposure to the advertising industry.

Thom Gruhler is a Midwest boy who married a Rhode Island girl in 2007. Together he and his wife Catherine spend as much time as they can traveling to see their families and enjoying their shared love of art. He is committed to his yoga practice, which he says keeps him balanced in his career and offsets his love of cooking and wine collecting.

Early in his career Gruhler worked as a “car guy” on several automotive accounts, including Chevrolet for five years and then for Daimler Chrysler, where he built the first-ever national, multicultural dealer group for IPG. He has had varied career assignments, including managing and establishing regional offices, stints as new business director and working with brands such as Barclays, Hewlett Packard, Levi’s, Hilton Hotels and Salomon Smith Barney.


Chris Kempczinski

Chris Kempczinski, VP, Marketing, Non Carbonated Beverages, Pepsi-Cola North America Beverages

As vice president of marketing, non-carbonated beverages, for Pepsi-Cola North America Beverages, Chris Kempczinski is responsible for setting brand strategies and creating marketing and advertising programs for the company’s non-carbonated brands, including Aquafina, SoBe, Tropicana juice drinks, Dole single-serve juices, AMP Energy and the brands of the North American Coffee Partnership, its joint venture with Starbucks.

Kempczinski came to PepsiCo in 2000 in the Corporate Strategy & Development group, where he worked on strategy, mergers and acquisitions. Kempczinski was part of the team that orchestrated the acquisition and integration of Quaker Oats in 2002 – a deal that is seen as a defining moment in PepsiCo’s history.

Chris Kempczinski has worked on Pepsi’s non-carbonated beverage business for the past five years, first as the VP, Aquafina, and in his current role for the past two. Kempczinski oversees 11 different brands and a 350-person organization, with responsibility for overall brand strategy all marketing activities. As part of his portfolio, Kempczinski also has responsibility for PepsiCo’s North America joint venture relationship with Starbucks as well as its distribution agreement with Ocean Spray. In 2006, Kempczinski also helped engineer PepsiCo’s acquisition of IZZE sparkling juices, based in Boulder, Col.

Outstanding marketing and innovation have been the foundation for Pepsi-Cola’s success in non-carbonated beverages, and Kempczinski has brought a high level of insight to help each non-carbonated brand carve out a unique position in the marketplace. These range from Lipton’s functional “Tea Can Do That” campaign extolling the virtues of the antioxidants found in tea, to AMP Energy’s image-based “AMP Yourself,” which is anchored by spokesperson Dale Earnhardt Jr., and Aquafina’s “Make Your Body Happy, Drink More Water”—perhaps the brand where Kempczinski has left his most indelible impression.

Chris Kempczinski began his career in brand management at Procter & Gamble, where he worked for four years in its Soap Sector Division on category leaders including Comet, Mr. Clean and Spic ‘n Span. All three brands grew during his tenure. Kempczinski left Procter & Gamble to attend Harvard Business School, and following his graduation, he became a management consultant at the Boston Consulting Group, specializing in consumer products and pharmaceuticals, where he supported PepsiCo as well as several other Fortune 50 clients.

In addition to an Master of Business Administration from Harvard Business School, Kempczinski also has a Bachelor of Arts in economics from Duke University

Kempczinski is an executive sponsor for the Pepsi-Cola North America Beverages’ gay, lesbian, bi-sexual and transgender (GLBT) employee group, also known as EQUAL. As an executive sponsor, Kempczinski meets monthly with employee members of EQUAL to ensure that Pepsi-Cola continues to offer an inclusive work environment that is sensitive to their needs and concerns. Additionally, Kempczinski is responsible for leading Pepsi’s GLBT marketing efforts, which currently includes such brands as Diet Pepsi, Izze and Starbucks.

Chris Kempczinski is a married father of two small children, ages six and four. When not growing his businesses, Kempczinski is active in primary education, particularly, the Ann Marie Kempczinski Foundation, which he established in honor of his late mother who was a kindergarten teacher in Cincinnati.


Price

Penry Price, VP, Advertising Sales, North America, Google Inc.

Penry Price oversees the day-to-day operations of Google’s Media Sales and Account Management teams throughout North America. Using his previous experience in consumer print advertising, Price helps develop and manage Google’s relationships with traditional advertisers, industry contacts and advertising agencies.

Prior to joining Google in the spring of 2004, Price was the advertising director at Us Weekly magazine, where he managed advertising operations and the publication’s national sales staff. Before working at Us Weekly, Price held various advertising sales positions at Rolling Stone, including eastern advertising director. Price began his career in advertising in the consumer electronics group of Hachette Filipacchi Magazines.

Price is a member of the board of advisers of Outward Bound USA, the board of the Boston Ad Club, as well as the ad:tech North American board of advisers, dedicated to connecting all sides of today’s brand marketing landscape. Penry Price holds a bachelor’s degree from Hobart College.


Ross

Elizabeth Ross, President, Americas & Global CMO, Tribal DDB Worldwide

In June of 2008, Liz Ross was named CEO of Tribal DDB North America and global chief marketing officer. In this role, Ross is responsible for the North American operations and functions as the global “face” of the Tribal DDB brand. Ross is responsible for over $90 million in revenue and 500 employees and contributes to the overall strategic direction of the global operation.

Prior to this, Ross led the development of Tribal DDB in the Western United States, first as general manager of the San Francisco office and as president of Tribal DDB West. She has over 15 years of experience in branding, consulting and traditional and interactive marketing. She has worked across multiple industries and verticals, including automotive, financial services, pharmaceutical, consumer products, travel, retail and technology.

Before joining Tribal DDB in 2004, Ross led the business development group for Modem Media (now a Publicis company) in San Francisco and Norwalk, Conn. Ross joined Modem Media in 1998 and was a key part of the exponential growth of the company. She worked on engagements with clients such as General Motors, Delta Air Lines, General Electric, HP, Citibank and IBM to name a few.

Liz Ross is a sought-after speaker and was named one of Advertising Age’s “Women to Watch” in 2008.


Ruhanen

Troy Ruhanen, EVP, Managing Director, BBDO North America

Troy Ruhanen is executive vice president, managing director, BBDO North America. But that doesn’t begin to do justice to his role and the contributions that he makes to BBDO and his clients’ businesses.

There aren’t many people who have lived on three continents, run an agency, won Agency of the Year honors and overseen two successful, multibillion dollar mergers in the telecommunications category. But that’s Troy Ruhanen, and that’s what Ruhanen has done.

Troy Ruhanen oversees BBDO’s AT&T assignment: more than $1 billion in billing, over 200 people in three locations and literally thousands of pieces of work a year. He joined BBDO in 2004 to lead Cingular Wireless (now the new AT&T), and under Ruhanen’s leadership, Cingular’s growth and progress was nothing short of remarkable. During this period, Cingular increased its subscriber base by more than 30 percent, to over 60 million consumers, surpassing Verizon as the number-one wireless carrier. Perceptions on key attributes rose, churn fell, purchase intent went up and the industry noticed, as AT&T laid out $86 billion in 2006 to acquire BellSouth and seize full control of Cingular.

Prior to the purchase of Cingular by AT&T, Ruhanen helped guide Cingular through its own $41 billion acquisition of AT&T Wireless in 2005. He also helped introduce new products and services, such as the Motorola RAZR and ROKR phones, the GoPhone prepaid wireless plan, FamilyTalk and Rollover plans and the “five bars” network. He was involved with efforts to extend sponsorships into entertainment properties like American Idol, Star Wars, NASCAR and NCAA basketball.

Of course, this being BBDO, it’s all about “the work, the work, the work.” And under Ruhanen, the work on Cingular (and now AT&T) has become the most sought-out advertising in the category. At Cannes, AT&T advertising won Lions: Gold in 2008 and Silver in 2007. Before that, it was awarded Gold Effies for advertising effectiveness for two consecutive years. More Gold followed at the One Show, the Clios and the ADDYs. A GoPhone commercial was among the nominees for a prime-time Emmy. And that’s just a few of the advertising accolades.

These results are not surprising, as Ruhanen is no stranger to marketplace success or mergers and acquisitions. For example, prior to joining BBDO, he headed the Leo Burnett agency in Australia from 2000 to 2003. Four times Burnett was named Agency of the Year. And in his final year, Burnett Australia was the most awarded agency at the Cannes Festival. He also orchestrated two of the most successful agency mergers in Australia, according to the Australian Financial Review, with Burnett acquiring Cartwright Williams and then D’arcy. Not bad for someone who was 35 at the time.

Troy Ruhanen began his career as an account executive at BBDO in Brisbane. From 1994 to 2004, he spent 10 years with Leo Burnett Worldwide. As an account supervisor working in Burnett’s office in Chicago, he was responsible for all brand development and creative development for Procter & Gamble’s Cheer, Luvs and Era brands. Subsequently, he was named regional account director on Procter & Gamble business in Asia Pacific. In 2000, he became the managing director of Burnett’s agency in Sydney.

Outside of work, Ruhanen is active in Autism Speaks, serves as a foster parent to Mama Nadong (a child in Africa) and supports various Christian charities, including those that benefit children with disabilities and families in Mongolia.

Back home, Troy Ruhanen has a family of his own. He’s married with three children (with another one on the way).


Stoute

Stephen Stoute, Founder & Chief Creative Officer, Translation Consultation + Brand Imaging

Steve Stoute, founder and chief creative officer of Translation Consultation + Brand Imaging, is the driving force behind one of the leading and most influential brand marketing firms in the industry. The mastermind behind innovative promotions between Fortune 500 companies and superstar celebrities in music, sports, fashion and entertainment, he has led Translation to unprecedented growth and expansion.

Stoute’s remarkable ability to create and implement pioneering marketing concepts that establish an authentic connection between an artist and product is the key to his success. His proven track record as both a music label executive and consumer brand marketer has placed him at the forefront of today’s popular culture, with unique access to the trendsetting urban youth market. As a result, Stoute has become a virtual hit-maker for many global consumer brands seeking to reach a broader audience, and his groundbreaking campaigns have labeled him the trailblazer of the entertainment marketing field. Among his clients are such as worldwide marketers McDonald’s, Wm. Wrigley Jr. Co., Samsung and General Motors.

Before forming Translation in 2003, Stoute partnered with the legendary Madison Avenue guru Peter Arnell to establish PASS, a Manhattan-based marketing and advertising firm. At PASS, Stoute conceptualized the silver bullet brand rbk, through which he brokered the enormously successful S. Carter Collection by rbk. As part of a long-term strategic alignment with pop culture on behalf of his client McDonald’s, Stoute positioned Justin Timberlake as the embodiment of the “I’m Lovin’ It” campaign. Based upon these successes, Stoute reinvested his assets and talents into opening his own marketing firm, Translation Consultation + Brand Imaging. Translation generated strategic partnerships between high-profile artists and blue-chip marketers for many products, including Hewlett-Packard’s Harajuku Lovers digital camera with Gwen Stefani, Tommy Hilfiger’s True Star fragrance for women with Beyonce, and Chris Brown with the re-launch of Wrigley’s Doublemint Gum campaign.

In October 2007, Stoute sold a minority stake of Translation Consultation + Brand Imaging to the Interpublic Group, the third-largest agency company in the world. In 2008, Stoute and Shawn Carter (aka Jay-Z) co-founded Translation Advertising, the advertising division of Translation Consultation + Brand Imaging. Translation Advertising will offer creative advertising services to its clients and allow them to reach the still elusive multicultural consumer.

From 1990 to 1999, Stoute was a top executive at several leading labels in the music industry. At Interscope Geffen A&M Records, Stoute served as president of the Urban Music division and executive vice president, producing bestselling albums from U2, Eve and Limp Bizkit, as well as Eminem’s debut album, The Slim Shady LP. Prior to joining Interscope, Stoute was president of Urban Music for Sony Music Entertainment, where he was responsible for launching the music careers of Mariah Carey, Will Smith and Nas. He has also produced several major motion picture soundtracks, such as Wild Wild West, for which he received an American Music Award.

Stoute has also contributed his impressive skills and expertise to a variety of civic causes. He played a key role in the development of minority recruitment campaigns for both the Fire Department of the City of New York (FDNY) and the New York City Police Department. For his work on the “Heroes Wanted” campaign, Stoute received the 2004 Humanitarian Award from the FDNY. In 2003, Stoute served as the co-chairman of the New York City Fresh Air Fund, a nonprofit program offering minority children an opportunity to experience life outside the confines of the inner city. Most recently, Stoute is co-founder of FFAWN (Foundation for the Advancement of Women Now) with Mary J. Blige. He serves on the board of directors to achieve FFAWN’s mission to educate and empower women through scholarships, grants and career development opportunities.


swinand

Andrew Swinand, President, Global Operations, Starcom MediaVest Group

Though the nature of media and communications changes drastically every day, Andrew Swinand has proven his ability to stay five steps ahead of the competition on behalf of marketers—inventing new solutions for the industry by reinventing his role within the advertising media business. These days, as newly named president of global operations for worldwide media agency network Starcom MediaVest Group (SMG), he applies his passion for innovation across continents, product categories and cultures—creating unprecedented service and results by reexamining the question of what an agency can and should do for its clients and for consumers.

Swinand’s SMG role—adopted in August 2008—entails a focus on building stronger connection infrastructures that continue to advance the company’s presence within critical growth markets across the globe. As such, he helps steer global operations forward by fortifying a more powerful presence among the agency’s clients and internal team, and leverages his team-building and client-service talents toward strategically unifying the global organization. Specifically, Swinand works with the network’s regional CEOs across Asia-Pacific, Latin America and Europe/Middle East/Africa to fortify SMG offerings and strengthen its client proposition, leveraging assets and building on the strong momentum of these regions.

Along with regional management responsibilities, his role includes the creation of new client-facing service models across the network and the expansion of its successful technology practice. Further, he is charged with working alongside SMG Global CEO Laura Desmond to align and position the network to take advantage of the digital resources that the Publicis Groupe media brands now have access to as part of the recently launched VivaKi operating model—including its Talent Operation and digital Nerve Center resources.

Most recently, Swinand was at Denuo, the media futures consultancy within Publicis Groupe. Prior to his role at Denuo, he was a president at Starcom Worldwide, where he helped secure the Samsung business as well as build a global technology practice. He was also responsible for developing proprietary accountability metrics to measure return-on-objective (ROO) across all client investments, supported by Starcom’s extensive media research team, and he pioneered the service models Starcom delivers to Sun Microsystems and Oracle. Swinand will continue to oversee the Nintendo business across Starcom Worldwide and Leo Burnett.

Swinand began his professional career as an account supervisor at BBDO in Los Angeles, then served as a brand manager for P&G’s beauty care group, and later became a marketing director for reflect.com. Swinand proudly served his country as a platoon leader in the U.S. Army, after receiving his degree from the Wharton School of Business. While in the Army, he earned the 5th Corps Leadership Award, National Defense Medal, Army Commendation Medal and two Army Achievement Awards for his leadership and service as a platoon leader in Germany.

Regarded as an innovative leader by the industry at large, Swinand has been recognized by Advertising Age as a Media Maven, by Mediaweek as one of the industry’s “Power 50,” by Media Magazine as a “Rising Star” and by Internationalist magazine as Global Marketing Innovator. He appeared on the Crain’s Chicago Business 40 Under 40 list and was also awarded the Chicago Magazine Association’s prestigious Harmon Award for excellence in print. He also continues to be dynamic in interactive marketing, having served as a judge for ad:tech as well as serving on the advisory boards of various companies.

Swinand and his wife Laura currently live in Evanston, Illinois, where they both spend a significant amount of time chasing their twins, Tanner and Georgia.