Bruce is the founder and principal of Good Thinking, Unlimite d
, an enterprise that helps advertisers in the Planning Phase of their advertising development. He has conducted seminars for Inc. Magazine, taught advertising at the University of
Massachusetts' School of Continuing Education and has clients and workshop participants that include The Boston Computer Society, John Hancock, Mellon Trust, American Express, GE Capital, Harvard Community
Health Plan, Tedeschi Food Shops, Shipyard Export Ale and Ciba-Geigy Pharmaceutical. During the period of rapidly emerging Kodak marketing companies overseas, Bruce initiated a common actionable
advertising practice among them. As Kodak's Manager of International Advertising and Sales Promotion for eight years, he consulted management and
conducted group programs to establish such Kodak practices and values. Advertising strategy is his passion. During the emergence of global competition for
Kodak, he worked with leading advertising agencies, including J. Walter Thompson, Young and Rubicam, and Leo Burnett, to rediscover and reexamine the essentials of effective parity product advertising. Beyond advertising, Bruce was responsible for public relations for Kodak Mexicana during the construction and startup of Kodak's first film factory in Mexico and their
entrance into the Latin American Free Trade Association. He has also served as a manager in Kodak's corporate public affairs department integrating their agenda with those of marketing communications. Bruce became aware early that advertisers and their agencies who do not understand and embrace the quality movement will be left behind in the new economy of the '90s.
To that commitment, he was appointed a member of the original quality management team in Kodak's Communication and Public Affairs Division. Through
consulting, lecturing, and ongoing programs, Bruce has helped to make today's quality movement an actionable process, as well as a philosophy, within that Division.
As a young copywriter, he won the US Direct Mail Association's Leadership Award. He is a recipient of the Reader's Digest Global Award, authored the book
Advertising for the Non-Advertising Executive and has had his views on advertising published in the Boston Business Journal and Advertising Age
He is a graduate of Taft School, Watertown, Connecticut, and holds a Bachelor of Science degree from the School of Journalism and Mass Communication, University of Colorado at Boulder. |
