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Strategy Guru Establishes West Coast Presence

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Jack Trout Opens Seattle Office; Ex-Think-er Ribbey Is in Charge
LOS ANGELES--Re-nowned marketing strategist Jack Trout is expanding his Greenwich, Conn.-based Trout & Partners, which already has offices around the world, to the West Coast.
Heading up the new office of the international consultancy is former Think New Ideas executive Brian Ribbey, who will serve as a partner in the company. The office opens today in downtown Seattle.
Ribbey got his start in the advertising business 22 years ago when he worked for Trout's previous company, Trout & Ries.
Trout, whose consulting company works on solving advertising clients' marketing position problems, has written several business books, including Positioning: The Battle for Your Mind, Marketing Warfare and The 22 Immutable Laws of Marketing. His latest effort, The Power of Simplicity, will be published this fall.
"Since I do a lot of travel to the West Coast, I've been wanting to open an office there for years," said Trout, whose blue-chip clients include Hewlett-Packard and Intel. "Brian is somebody I had worked with several years ago. When he decided to move to the strategy-side of the business, I invited him to join my company."
Ribbey left Think New Ideas earlier this year to handle the Precor Fitness advertising account. He also has been serving as a consultant for Colby, Effler & Partners in Santa Monica, Calif., on its interactive television projects for the past several months.
"I've long shared Jack's philosophy that creative work must clearly communicate a differentiated idea," Ribbey said. "We want to be an additional resource to a client."
Ribbey's initial work will involve scouting for potential advertising clients that might need help in developing a differentiated strategic idea. "I'll be the front person on the West Coast," he said.
In addition to the Greenwich headquarters and Seattle outpost, Trout & Partners maintains offices in Scandinavia and 13 countries including Mexico, Spain, Columbia and Venezuela.