Consultant Tritt Goes It Alone

Former Rojek Cutcher Group executive Jeff Tritt has started his own marketing consultancy, Resonance Consulting Group.

Tritt, who has worked at Leo Burnett and Bates USA, as well as for Bob Evans Restaurants and Sherwin-Williams, said his experience on both sides of the ad business gives him a first-hand understanding of the issues marketers face.

“I’ve spent a lot of time to see what makes agency relationships work and what doesn’t make them work,” he said. “Seeing the issues from all sides is important.”

Most of Tritt’s business will involve agency searches, in the near term. During those searches, he said clients will be offered a chance to “test drive” their selection before signing them to make sure the skills, experience and culture mesh.

“The way I like to run a search is to give a longer term view of an agency and its services,” Tritt said.

He said searches through his consultancy will offer more points of contact throughout the process, giving clients more context from which to evaluate contenders.

In addition to conducting agency reviews, Tritt’s Newark, Ohio-based company will provide clients and agencies with vendor and performance evaluations.

“Building the appropriate marketing infrastructure to support the company’s growth strategy is arguably the most critical challenge marketers face in positioning their brands,” Tritt said.