Posted by on July 09, 19103 at 19:31:05:
RANDY LARSEN
51 Rose, #12 - Venice, California 90291
Messages: (714) 557-9124 - Home: (310) 919-7266 - E-mail: R_mannnn@yahoo.com
ADVERTISING MANAGEMENT EXECUTIVE
Creative Director / Brand Management / International Brand Development
Creative Brand Building Executive with 22 years of experience. Exceptional record in conceiving, marketing, building, and creating local and international brands, products, and services in foreign markets. Proven leadership demonstrated with Fortune 500 (Nike, Erricson, Acer Computer,AT&T, NBA, Mitsubishi, Ford Motor, Miller Beer). BA Applied Arts (Advertising/Marketing).
• Strategic Creative Brand Implementation • International Brand Development
• Building Market Share • Brand Research & Strategy
• Leadership - Advertising Strategy • Creative Product Implementation
EMPLOYMENT BACKGROUND / TRANSFERABLE ACCOMPLISHMENTS
VP CREATIVE DIRECTOR
Dentsu, Young & Rubicam Asia - Taipei, Hong Kong, Shanghi, and Beijing 1991 - 2002
Advertising, creative brand development and management, and corporate identity. Sales $475M with 350 employees. Responsible for building brands throughout Asia and Greater China for both Creative and Account Services involving product development, market development, brand identification, market implementation, brand research, strategic brand and creative product implementation. Managed a staff of 110 in Greater China.
• Worked with FarEaston/AT&T to concept, structure, write, and stargaze a proposal that was successful in acquiring a license from the Taiwan government.
• Developed the entire corporate identity program and managed all campaign strategies, TV, radio, print, and collateral material that built FarEastone from 0 share to the 2nd largest telecom in Taiwan.
• Developed concepts and produced and directed two 15 minute award winning informational films for presentation to Taiwan Government that were instrumental in granting FarEastone a license.
• Redirected Miller Beer’s strategy and built brand awareness in Taiwan and China growing Miller from 3% to 15% of the beer market in Taiwan and from 0% to 7% in China in less than one year.
• Redirected Miller Beer’s distribution strategy into an ownership property for Miller giving Miller control of where, when and how their beer would be sold.
• Conceived the name, designed the CI (communications/information concept) and built the brand attributes that launched Clio Water into Taiwan taking it from 0% to 10% of the water market in less time then any other product in Taiwan history and won numerous marketing and advertising awards.
• Initiated formal and informal research that resulted in a change in strategy and turned around Subway Sandwich Shops from a failing operation to 5% of the fast food market in China in 1˝ years.
VP CREATIVE DIRECTOR
Kaufman Advertising (A Shandwick Company Worldwide) - Washington, DC 1987 - 1991
Advertising, brand development and management, corporate ID company. Sales $70M with 110 employees. Responsible for building government brands throughout the US involving product and market development, brand research, brand identification, market implementation, strategic brand and product implementation. Managed a staff of 25.
ART DIRECTOR/BRAND DEVELOPMENT
J Walter Thompson - Detroit, Michigan 1986 - 1987
Advertising, brand development and management, corporate ID company. Sales $4B with 250 employees. Responsible for build Creative Campaigns and Brands throughout the US involving development and re development of corporate brands and products (Ford Motor Company), market development, brand identification, market implementation, strategic brand and product implementation.
Awards: 4 One Shows, 42 International Addy’s, 2 New York Addy’s, and 20 Effies.
BS Degree in Marketing and Advertising - Center for Creative Studies - Detroit, Michigan - 1987
BFA Degree (Fine and Applied Arts) - University of Illinois - Champaign/Urbana, Illinois – 1985
Football Scholarship - Two NCAA Bowl Games: Rose Bowl and Liberty Bowl.