Intelligence Panelists

Jim Lucas |  EVP, Global Retail Insight and Strategy, Draftfcb

The acknowledged founder of the science of retail ecology, Jim Lucas is internationally recognized as a veteran marketer and leading retail expert who brings nearly a quarter century of experience to today’s changing retail landscape. As one of the industry’s foremost practitioners of shopper marketing — across the globe — he is a leading expert in retail ecology science, i.e., understanding how consumers interact with brands and how they behave in retail environments.

Clients Jim works with or has served include, among others: Beiersdorf, Coca Cola, Del Monte, KFC, Kmart, Kraft, Motorola, Ontario Lottery & Gaming, Procter & Gamble, Quaker Oats, SC Johnson, Sony, Taco Bell, USPS, and Walgreens.

A frequent speaker at leading global conferences in countries including China, India, Australia, New Zealand, and South Africa, Jim’s presentations

have enlightened attendees at major forums including the Cannes Int’l Advertising Festival, In-Store Marketing Asia Summit, In-Store Marketing Summit, In-Store Expo, AMAP (Mexico) Shopper Marketing Conference, Shopper Insights Conference (Johannesburg) and POPAI. His expert commentary is sought after by world media and has appeared in publications ranging from Ad Age and Adweek to Cogito Journal (Mumbai), Marketing Daily, The New York Times, and PROMO magazine, etc. He is also a major contributor to the popular international book — now in its 2nd edition — titled: “Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale” (Kogan Page, April 2012).

During his distinguished career in marketing, Jim has served in senior management roles in strategic planning and research at Draft Chicago, Frankel in Chicago, and Krumm & Associates LLC. He has served as an adjunct faculty member at Columbia College Chicago, the Lake Forest Graduate School of Management, and The University of Chicago. Jim received his PhD in sociology from the University of Chicago and his MA from Loyola University in Chicago.

Marta Insua  |  VP Strategic Insights, Alma DDB

A clinical psychologist from Argentina, Marta bears an uncanny but apropos resemblance to fashionable super scientist Edna Mode in Pixar’s The Incredibles.

She began her career more than 35 years ago in consumer research for Burke, a P&G company. She’s been inside the DDB network for over 17 years, from head of planning for DDB Argentina, DDB Latin America & DDB Mexico to Alma.

Our super Marta created a team of Cultural Curators, a division of the Strategic Insights Department, to implement deep research on Hispanic Bilingual Young Adults based on the concept of Cultural Affinity. This research produced the much heralded “Fusionistas” Yellow Paper launched in 2009, and has yielded practical results for brands such as McDonald’s, State Farm, and many others. Her team’s three Yellow Papers have earned nearly 37,000 views and represent more than 7% of the total views on the DDB global website.

Emilio Pardo |  Chief Brand Officer, AARP

Emilio Pardo is a senior executive with over 17 years of development and management experience with nonprofit, corporate and governmental organizations. As chief brand officer, he is currently responsible for creating, coordinating and integrating all brand-related plans from across the enterprise.

Prior to his new appointment, he was the senior vice president of Business Development at AARP Services, Inc. At AARP Services, he was responsible for all product development, product licensing, new market channel development, and joint ventures for AARP Services. He also managed all strategic alliances and corporate partnership efforts for AARP, which included working with organizations like The Home Depot, United Health Care, The Hartford Group, Proctor & Gamble, and Travelocity.

In addition to his day-to-day responsibilities, Mr. Pardo established and led AARP’s cross-disciplinary Innovation Strike Force throughout the summer and fall of 2005, producing a strategic vision and roadmap for the boomer marketplace to guide the innovation required for AARP to become a dominant, best-of-class player serving boomer needs.

Before joining AARP, Mr. Pardo held executive positions in business and partnership development, corporate reputation management, branding, and public affairs. Most recently he was a senior executive for Discovery Communications, Inc., where he was responsible for strategic business development spanning all 14 broadcast networks including Discovery Health Channel, Discovery Channel, Travel Channel, Animal Planet, TLC, and FitTV. While at Discovery he developed a number of new on-air and off-air partnerships for the health and fitness sectors, including the development of the first-ever Continuing Medical Education (CME) broadcast programs for Discovery Health Channel and forging dozens of public/private alliances with organizations such as the U.S. Department of Health and Human Services, the Centers for Disease Control, the White House Office of Drug Control and Policy, The National Park Service, the Kaiser Family Foundation, the Robert Wood Johnson Foundation, and The African Medical Research and Education Foundation.

Prior to joining Discovery, Mr. Pardo was CEO and director of CityNet Telecommunications, Inc. in Silver Spring, Maryland, and president of Universal Access, Inc. in Chicago. At CityNet, he worked closely with cable, telecom and major municipalities on developing new methods of deploying and offering broadband and other information services to the citizenship. He was also responsible for leading a fundraising team that yielded a $475 million capital raise.

Mr. Pardo served as senior vice president and senior partner at Fleishman-Hillard International Communications, Inc., the nation’s largest public relations and marketing firm. During his 10-year career at Fleishman-Hillard he is credited with innovating some of the agency’s most successful and largest products and services, as well as pioneering its global expansion. He also served as head of business development and founder of the social marketing practice. Mr. Pardo has managed and mentored numerous senior strategic communications professionals, representing interests and organizations as diverse as: SBC, PBS, AARP, VISA, AOL, TELMEX, Direct Marketing Association, and the White House National Anti-Drug Communications effort.

Former senior adviser to more than 40 Fortune 500 companies on issues dealing with reputation management, branding, cyber-safety and international market expansion, Mr. Pardo was also U.S. Senate press secretary to Chairman Fritz Hollings (D-SC), where he was the national spokesman for five years on major national issues such as telecom reform, aviation deregulation, public television, Merchant Marines, U.S. Tourism and NASA Space Policy.

Chuck Schroeder |  Copy Writer/Partner | Senior Creative People

Chuck Schroeder started his career in the advertising business at Doyle Dane Bernbach as a copywriter working on Alka-Seltzer, Volkswagen, Polaroid, Mobil, American Airlines, Stroh’s Beer and other accounts. He was hired by McCann-Erickson to work as a Senior Copywriter on Miller brands, primarily Miller Lite (the most successful brand launch in beer business history); Coca Cola, New York Racing Association, Del Monte Foods and the KFC chain.

He established Schroeder Advertising at 305 Madison Avenue 1978. The agency has worked for wide variety of clients in several industries including The New York Stock Exchange, Fiduciary Trust International, The British Tourist Board, American Airlines, Japan Airlines, Childcraft and Datel, America’s first business computer retail store. He created Saratoga Lager, a new micro brew, and developed the positioning and formulation for the brand, the design of packaging and sales materials and overall development of the Business Plan and Marketing Plan.

Schroeder Advertising has done pro bono campaigns for the President’s Committee on Employing People with Disabilities, the State of New Jersey’s Department of Highway Safety (a major drunk driving awareness campaign), Cooks for Kids (a New York charity devoted to helping children with AIDS), the Hancock (NY) Hospital Fund and others.

Chuck has been published in several trade journals including Advertising Age, and his agency has won numerous industry awards and recognition in publications such as Art Direction Magazine and the international design “bible,” Graphis. He was an advertising instructor from 1974 to 1992 at The School of Visual Arts in New York, recognized to be one of the top three schools for advertising creatives in the country.

Most recently, after a reunion of the legendary Doyle Dane Bernbach 1960s Creative Group, Chuck formed Senior Creative People, a creative consultancy consisting of members of that original team.

Sharon Panelo |  Digital and Social strategist | McCann NY

Sharon Panelo is a digital and social strategist at McCann NY, working across agency clients like Nestle, MasterCard, NASDAQ, and Weight Watchers. Previously, she explored shifts in consumer culture as a Trends Writer for JWT Intelligence. At brand consultancy Audience Theory, her research on consumer segments (Moms, Modern Masculinity) informed strategies for MTV, AMC Networks, Spike TV, and TV Land. She holds an M.S. in Strategic Communications from Columbia University.

Doug Harris |  CEO | The Kaleidoscope Group

Doug Harris is the Chief Executive Officer of The Kaleidoscope Group with over 20 years of experience in the field of diversity & inclusion consulting. Prior to joining Bea Young Associates in 1993, Doug worked for several years as a consultant and trainer for Harbridge House, Inc. where he facilitated diversity & inclusion education sessions with senior executives of Fortune 500 organizations.  Today, as the leader of The Kaleidoscope Group, Doug empowers organizations to achieve their diversity and inclusion goals. His knowledge and expertise guides organizations through the creation of customized strategies that address the specific diversity needs of the business. He has extensive experience working with senior executives to champion diversity and develop commitment and enthusiasm across all employee groups.  His energy and passion for the work is contagious and people seldom walk away without a memorable experience.  Some of Doug’s clients include: Blue Cross Blue Shield, Coca-Cola Enterprise, CNA, Gulfstream Aerospace Corporation, John G. Shedd Aquarium, Farmer’s Insurance, McDonald’s Corporation, Nationwide Insurance, Northwestern Memorial Hospital, Northwestern University Kellogg School of Management, Provena Health, The Federal Reserve Banks, The Wharton School, Watson Wyatt Worldwide, and several nonprofit social service/government agencies.

Stephen Hersh SVP Planning Director | Leo Burnett

Leave a Reply