Los Angeles — UCLA Anderson School of Management Dean Judy Olian today announced the appointment of marketing guru Jim Stengel, former global marketing officer of Procter & Gamble and president of Jim Stengel, LLC, as an adjunct marketing professor at the school. Stengel will teach a course in brand marketing beginning in the 2009-2010 academic year, combining traditional brand management concepts with a new marketing framework outlined in his forthcoming book, "Packaged Good." The concepts focus on an ideals-based approach to marketing, where marketing inspires people's lives and life inspires marketing.
"Jim Stengel's appointment at UCLA Anderson is not just a win for the school; it's a win for academia," said Dean Olian. "Jim is one of the most innovative, thoughtful and visible marketing practitioners in the world. His deep knowledge and experiences will provide an exciting opportunity for our students to learn from a marketing leader who has transformed some of the world's most visible brands, and his collaborative work with our faculty will enrich the field of marketing research."
Highly respected as a thought-leader in the marketing industry, Stengel is credited with reinvigorating Procter & Gamble's marketing culture. In his seven years as GMO, Stengel personally led the transformation that has firmly established P&G as one of the most admired brand-building companies in the world. He has been recognized numerous times by "Advertising Age" and "BrandWeek" magazines as a "Power Player" and "Grand Marketer of the Year." His leadership was recognized in 2008 when P&G was honored as the 2008 Cannes International Advertising Festival Advertiser of the Year for the first time in company history.
His new venture, Jim Stengel, LLC, is both a think tank and a consultancy — conducting proprietary research, generating thought leadership and applying a new framework to drive business growth in today's global economy. The Jim Stengel approach is strategic and holistic, with a mission to "rethink marketing, branding and life."
Stengel has been inspired by his experiences engaging with University students throughout his career and will continue to be fueled by their perspectives and insights.
"The creativity, energy and unfettered thinking that I've found at UCLA Anderson are exactly what I was looking for in a university affiliation," said Stengel. "The academic leadership and marketing professors have a like-minded point-of-view on branding and are committed to breaking new ground and embracing new thinking — that's very important to me. I've also been blown away by the students here — their passion and fresh thinking are a constant source of inspiration."
Stengel's interaction with UCLA Anderson students began this year when he sponsored a case competition to create a marketing plan for his upcoming book, "Packaged Good." Eight student teams were selected to participate in the competition, where they presented a panel of judges with marketing proposals based on concepts outlined in the book, including ways to use new media, web strategies, social community and public relations events to conduct successful communications campaigns in today's web-based global community. The winning team received a cash prize and a celebration dinner with Mr. Stengel and the judges.
"Mr. Stengel's focus on breakthrough marketing results, social responsibility and sustainability inspired us to think outside the box in developing a marketing plan that promoted open dialogue between himself and his readers," said Alexis Riding-Rice, a UCLA Anderson student and member of the competition's winning team. "His genuine interest in students and willingness to offer his expertise made the competition one of the highlights of my business school experience."
In addition to his current role as president of Jim Stengel, LLC, Stengel is a director of the Motorola Corporation and serves on the Compensation and Leadership committee. He is also on the Board of Advisors for MarketShare Partners, a leading firm in the marketing analytics industry.
Stengel earned a B.A. from Franklin & Marshall College and an M.B.A. from the Smeal School of Business at Penn State University.
About UCLA Anderson School of Management
UCLA Anderson School of Management, established in 1935, is regarded among the leading business schools in the world. UCLA Anderson faculty members are renowned for their teaching excellence and research in advancing management thinking. Each year, UCLA Anderson provides management education to more than 1,700 students enrolled in MBA, Executive MBA, Fully-Employed MBA and doctoral programs, and to more than 2,000 professional managers through executive education programs. Combining highly selective admissions, varied and innovative learning programs, and a world-wide network of 36,000 alumni, UCLA Anderson develops and prepares global leaders.
About Jim Stengel, LLC
With the formation of "Jim Stengel, LLC" former Procter & Gamble Global Marketing Officer Jim Stengel brings his expertise to an even broader audience as an author, speaker and consultant. Stengel has been retained as a consultant by several Fortune 50 companies, spoken globally at such conferences as the Global Brand Forum in Malaysia and the Catalyzing Conscious Capitalism Conference in Austin, Texas, and is well into development of his "Packaged Good" framework and book. Stengel is represented by the Washington Speakers Bureau at www.washingtonspeakers.com.