CCC Consultants

Rad Ewing

Rad was a marketing guru and innovator at P&G for 33 years. In recognition of his wide-ranging contributions, he was awarded the first P&G Lifetime Achievement Award. Rad was also the highest-rated marketing trainer at P&G, and was an active strategy and marketing consultant with all of P&G's billion-dollar brands, both at the global level and in all geographic regions.

Consulting Expertise

Brand Building – Principles, tools and process to move from the outmoded "mass marketing model" to a highly effective "Consumer Is Boss" approach
Shopper Marketing – Principles, tools and organizational structure to move manufacturer relationship with retailers from tactical and price-oriented to a more strategic, demand-creation level
New Products – Principles, tools and process to dramatically improve NPV, ROI and success rate
Principles and Best Practices for Identifying Actionable and Productive Target Audiences, both for the overall brand and sub-targets, including best practices in using segmentation to identify targets, and qualitative and quantitative research to make targets actionable
Principles and Tools for Moving from Tactical Short-Term Promotion/Incentive-Oriented Marketing to Equity/Franchise Building Activities
Success Principles and Best Practices – For marketing devices such as sampling, promotion, coupons, defenses against a competitor, direct marketing, multi-brand marketing and alliances
Success Principles and Best Practices in Building Trial and Loyalty on a Brand, and Online Extensions and New Brands

Experience

2006	Marketing Director, Global Marketing, Procter & Gamble
2002	Marketing Director, North America Marketing Development Organization, Procter & Gamble
1997	Director, U.S. Marketing Services, Procter & Gamble
1980-92	Marketing and brand manager roles, Procter & Gamble

Clients

Samsung
Newell Rubbermaid
Perfetti Van Melle
Henkel/Dial

Education
MBA, Harvard University
BS/MS, Engineering, Ohio State University