Former Procter & Gamble global marketer Jim Stengel has become an advisor to analytics firm MarketShare Partners.
Stengel, who spent seven of his 25 years at P&G as global marketing director before retiring last autumn, is also setting-up his own “ideals-based branding” company, Jim Stengel LLC, which he see’s as a key ingredient to building “clear-cut” brands such as Olay.
He announced the new company in November Stengel when he said he is funding the venture himself and already had some clients onboard.
Stengel says he did the deal with MarketShare because he is passionate about improving online measurement, which he sees as a key element of his approach to marketing, which will be revealed at length in a forthcoming book with the working title “packaged good.”
“Ideals-based branding is the way to better performance, and better measurement of the ‘right things’ will benefit ideals-based brands,” says Stengel. “Effective marketing measurement has been the holy grail of the industry for a long time, and I think MarketShare Partners offers a solution that brings accountability and truth to all communications activities,” he adds.