Peter J. Rosenwald
Peter J. Rosenwald is an expat American living and working in Brazil; founder and first CEO of Wunderman Worldwide, International Division of Wunderman agency) and first chairman of Saatchi & Saatchi Direct Worldwide; strategist and senior executive in charge of building subscription and data-driven marketing for Editora Abril, Latin America's leading magazine publisher; founder of Consult Partners, active strategic marketing consultancy working in Brazil, U.S. and U.K. International keynote speaker on data-driven marketing and author of 'Accountable Marketing' (Thomson), 'Profiting From the Magic of Marketing Metrics' (Direct Marketing IQ), and 'GringoView' blog author for Brazilian Huffington Post. With an international perspective, my blog's purpose is to share my maverick views of this business I've spent the last half-century working in, enjoying and observing.
Money Talks: It’s Past Time That Marketers Reconsider Reward-Based Promotions
Recently, Bill Warshauer provided Target Marketing readers with a timely reminder of the efficacy of reward-based promotions and their utility in replacing discounts in the promotional mix. Now let's take [...]
Rising Above the ‘Noise’ of Digital Marketing With Direct Mail
As marketers, we have to ask ourselves how much "noise" we will be required to make to have our offerings heard against this cacophony of messages and how much our [...]
Disruption Planning Now to Get Up to Speed Later
As many of us sit at home, we have a unique opportunity to do some out-of-the-box disruption planning about our business, and perhaps, even our personal goals. It isn’t easy, [...]
Trust Capital Is the New Marketing Gold Standard
Now, more than ever, trust capital may become the new marketing gold standard, joining brand equity as a key metric for valuing a company’s relationship with its customers and prospects.
What Matters Is the Perception of Value, Not So Much the Product
A lot has been written recently on how the perception of value rather than a formularized multiple of “cost” can help guide your pricing decisions. If you can honestly get [...]
‘Crassmas’ Messages Show the Strengths of Snail Mail, the Weaknesses of Poor Digital Personalization
Even if the old-fashioned way of choosing, inscribing, and snail mail posting greeting cards has given way to “eCards,” the good intention is the same. It's a reminder that someone [...]
Marketers Know Time Is Money, So Why Do They Care About the Other 271 Things?
Benjamin Franklin, one of America’s founding fathers and a tireless worker, is credited with the expression “Time is Money.” And we all know how true that is. Especially when we [...]
Wunderman’s Lesson: Marketing Isn’t a Product, It’s a Partnership
Over the past few years, relations between ad agencies and clients have been in an even greater state of flux than usual. The nature of just what a marketing agency [...]
Dog’s-Eye View: Marketing Thinking That’s Outside of the ‘Dog Box’
TheDogTrainingSecret.com, which has out-of-the- box marketing thinking that relies on proven methods, should inspire copy mavens to resist the boring, tried-and-true benefit recitals and think about better ways (“narratives”) to [...]