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Charlie Larson

Experience

Many of the Associate firms have national and regional experience due to their principal’s previous positions at worldwide marketing and communications companies.  The principals of these firms have chosen to form their own independent businesses in order to become closer to the client and the client’s business issues.  In most cases you will be working with the principal of these Associate firms. The specific experience of the Associate firm will vary depending upon the nature of the assignment.

The senior level experience of most of the Associates in the network are typified by the experience of Charlie Larson:

Functional Experience
  • Market Research Management
  • Product Management
  • Marketing Management
  • Advertising Account Management

Marketing Experience

  • Packaged goods
  • Telecommunications
  • Tourism
  • Technical education
  • Home Improvement products and services
  • Gaming
  • Custom Built Homes
Branding Experience
  • Ameritech
  • Betty Crocker
  • Craftsman Tools
  • Dial Soap
  • Gerber Baby Food
  • Hoosier Lottery
  • Indiana Tourism
  • ITT Technical Institutes
  • Kibbles ‘n Bits Dog Food
  • Morton Salt
  • Purina Puppy Chow
  • V-8 Vegetable Juice
  • Weather Beater Paints
Strategic Planning

Provided strategic direction for new planning processes to the Morton Salt Company and Gerber Products Company.

Developed the Creative Brief philosophy for J. Walter Thompson/USA.
Market Planning
Wrote effective marketing plans for:
  • Armour-Dial, Inc.
  • Capp Homes
  • Campbell Soup Company
  • Ralston Purina
Positioning
Provided major positioning work for:
  • Ameritech
  • Hoosier (Indiana) Lottery
  • Indiana Tourism Division
  • ITT Educational Services, Inc.

Award from the American Marketing Association for effectiveness in marketing (EFFIE) for the Ameritech capabilities positioning.
New Product Introductions
Provided the advertising direction for the successful introduction of three new pet food products from Quaker Oats: 
  • Puppy Kibble 'n Bits
  • Smorgasburger
  • Snausages

Award from the American Marketing Association for effectiveness in marketing (EFFIE) for the introduction of First Foods from the Gerber Products Company.
Repositioning Existing Products
Directed the repositioning of Betty Crocker Snackin’ Cake to achieve significantly greater household penetration without an increase in the media budget.  Successfully directed the repositioning of Purina Puppy Chow to accomplish a longer period of product usage.

 
University Teaching Experience
Adjunct Professor of Marketing at Northwestern University, Butler University, and the Kelley School of Business at Indiana University
Professional Associations
Past President of the Indianapolis Chapter of American Marketing Association [2003 - 2004]