Consultant's Portrait



07940 526833

 

Robert Shaw

25 years' experience helping companies get more from their marketing expenditure, and making the marketing function more accountable for results. Cass Business School appointed him as an honorary professor of marketing metrics and CEO magazine nominated him recently as a “leading new-generation business guru”

Location:

United Kingdom

Qualifications:

BA, MA, MSc, PhD, FCIM

Disciplines:

Sales, Marketing & Communications...Show More

Industry Sectors:

Chemicals, Consumer Products...Show More

Practice Groups:

Business Turnaround, Marketing & Communications, Business Strategy

Languages:

English.

Case Studies

Universal Music

Client Contact:

Jerome Ramsay

 

Location:

United Kingdom

Industry Sector:

Media & Entertainment

Discipline:

Marketing & Communications


The Challenge:

The client spends large sums of money on TV advertising but its media selection and procurement was based on gut-feel and hunch.

The Solution

To implement a system to help media buyers monitor media effectiveness, measured by the cost of incremental sales. Although they had occasionally used econometric modelling... read more

The Results:

An expert system that mimics the decisions of econometricians. It runs weekly and produces thousands of models that show media buyers the effectiveness of media... read more

BP

Client Contact:

Richard Prince

 

Location:

United Kingdom

Industry Sector:

Petroleum

Discipline:

Business Strategy


The Challenge:

Strategic marketing planning needed to be improved globally, across multiple business units.

The Solution

To provide best-practice guidance to develop a world-class strategic marketing planning process.

The Results:

A new planning methodology was delivered. "Bob's wide ranging knowledge and extensive contacts across a huge spectrum of businesses provided us with many new insights... read more


Career History

Value Based Marketing Forum (VBMF)

Position Held:

MD

Dates:

1989 - Present

Business Type:

Management Consultancy

Industry Sector:

Services

Overview:

Set up VBMF to help marketing and sales professionals gain deeper insights, higher efficiency, and tighter control. We deliver analyses, models and computer systems, and provide advice and guidance.

 

 

Andersen Consulting

Position Held:

Head of Marketing Consulting Practice

Dates:

1982 - 1989

Business Type:

Management Consultancy

Industry Sector:

Services

Overview:

Set up Andersen's marketing practice in UK. Clients included BA, Barclays, BT, Diageo. Innovative work, conceptual design and implementation of some of the first CRM systems, including customer databases, profiling, contact strategies, telephone marketing and sales automation. Conceived and built integrated marketing systems showcase, called ITIMS, integrating 30 technologies for marketing and sales. Wrote the book "Database Marketing".

 

 

Hedges and Butler

Position Held:

Head of Marketing Analysis

Dates:

1979 - 1982

Business Type:

Wines and Spirits

Industry Sector:

Consumer Products

Overview:

Running a small team of operational researchers. Solving problems with logistics, manufacturing, pricing and discounts, sales promotions. Major project to design and implement new discount procedures, change management of sales force of 100 representatives.

 

 

Publications

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Return on Ideas

Best practice paper commissioned by CIM, CIMA and DMA to help marketing and finance work more effectively together. Based on studies of 100 organisations.

Rethinking the Chain

Article on how companies are improving the effectiveness and efficiency of the marketing and sales process. Based on studies of 100 organisations.

Controlling Marketing (ICAEW Best Practice Guide)

Best practice guide for finance directors on controlling marketing expenditure. Written for ICAEW

References

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References available on request.