From TLP

Garth Hallberg

Adjunct Professor of Marketing, Columbia University

Garth Hallberg is one of the few people in the marketing communications business with extensive experience in both direct response and mass-market advertising.

Hallberg currently heads up his own integrated marketing consulting firm, bringing his knowledge and experience to bear on the challenge of reaching the right consumers with the right message in an increasingly cluttered and costly media environment. In addition, he is an Adjunct Professor at the Columbia University Graduate School of Business, where he teaches an advanced course in Integrated Brand Marketing Communications. Hallberg gained his traditional advertising experience in his thirteen years at J. Walter Thompson, rising to senior vice-president with principal account management responsibility for the Unilever account. He also established and headed up the agency's "new media" task force.

Areas of Research:

• Marketing
• Communications
• Consumer oriented

Selected Publications: Hallberg has an M.S. in Journalism and an M.B.A., both from Colombia. His book, All Consumers are NOT Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits, is published by John Wiley & Sons, New York (and in London by Ediciones Deusto, Bilbao, Spain).

Consulting/ Clients: He joined Ogilvy & Mather Direct in 1985, where he successfully introduced to traditional media advertisers - particularly FMCG clients such as Kraft Foods, Kimberley-Clark, and Chesebrough-Ponds - a new way of conceptualizing and managing direct marketing campaigns. This approach evolved into the concept Differential Marketing. Prior to joining Ogilvy & Mather Direct, Hallberg was General Manager of The CableShop, a cable TV network dedicated to a mixture of product information and three to five minute "infomercials" for advertisers like Procter & Gamble, Sears and Ford.