Jim Stengel, former global marketing officer of Proctor & Gamble and author of forthcoming book Packaged Goods will join the UCLA Anderson School of Management as an adjunct professor, Dean Judy Olian announced last month.
Stengel, a marketing guru who now serves as president of Jim Stengel, LLC, will teach a course in brand marketing beginning in the 2009-2010 academic year. The course will combine traditional brand management concepts with a new ideals-based marketing framework Stengel outlines in his forthcoming book, in which marketing inspires people’s likes and life inspires marketing.
“Jim Stengel’s appointment at UCLA Anderson is not just a win for the school; it’s a win for academia,” Olian said in a statement announcing his appointment. “Jim is one of the most innovative, thoughtful and visible marketing practitioners in the world,” she continued. “His deep knowledge and experiences will provide an exciting opportunity for our students to learn from a marketing leader who has transformed some of the world’s most visible brands, and his collaborative work with our faculty will enrich the field of marketing research.”
Stengel is credited with reinvigorating Procter & Gamble’s marketing culture in his seven years there as GMO, during which time he personally led the transformation that established the company as one of the most admired brand-building companies in the world.
His new venture, Jim Stengel, LLC, is both a think tank and a consultancy. It conducts proprietary research, generates thought leadership and applies a new framework to drive business growth in today’s global economy built around its mission to “rethink marketing, branding and life.”
For his part, Stengel says he looks forward to learning from Anderson students’ perspectives and insights. “The creativity, energy and unfettered thinking that I’ve found at UCLA Anderson are exactly what I was looking for in a university affiliation,” he said. He went on to praise the school’s leadership and marketing professors for their willingness to embrace new ideas and the school’s students for their passion and fresh thinking.
Stengel witnessed the passion of UCLA Anderson students first hand this past year when he sponsored a case competition to create a marketing plan for Packaged Good. Eight participating student teams presented a panel of judges with marketing proposals based on concepts outlined in the book. The winning team received a cash prize and a celebration dinner with Stengel and the judges.
“Mr. Stengel’s focus on breakthrough marketing results, social responsibility and sustainability inspired us to think outside the box in developing a marketing plan that promoted open dialogue between himself and his readers,” Alexis Riding-Rice, a member of the competition’s winning team said in a statement. “His genuine interest in students and willingness to offer his expertise made the competition one of the highlights of my business school experience,” Riding-Rice added.
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