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deeper, richer understanding of consumers’ functional Kash (Continued from Page 1) and emotional needs. The result has been an and fnancial analysis, developing consumer opportunity to parlay these promotions (including the Maxwell House consumer-driven insights Haggadah!), advertising strategy/development, into strategies and tactics and long-term planning. that have helped brands ALS beneft in which Scott Heller like Gerber, MillerCoors, was being honored. Bob Socol At Leo Burnett you worked on the Kellogg’s Glade, Cheerios, CDW, offered extra money if Scotty account; which project are you most proud of? Gatorade and more, grow would stand on his head in his I was asked to identify a strategy to grow sales their businesses, proftably. tux in front of people. Left to right are Ken Hoffman, Gary Kash, Bob for Frosted Flakes among adults. Leo Burnett You sold your business at Socol, Michael Krasny and Bob was under pressure because prior attempts had the end of 2014, are you Kushner with Scotty “head over failed. Being new to the business I went to still working in marketing? heels for ALS beneft!” Jewel and bought two boxes of Frosted Flakes to get to “know” the brand. As I paid, I told I am too young to be the 19 year old cashier “my kids love Frosted idle! Luckily, I have had Mellovitz, Ken Hoffman or Scott Heller. I also Flakes.” I didn’t have a child at the time, the opportunities to leverage my experience and stay keep in touch with several through charity work cashier could care less, and then it struck me actively engaged in marketing in several ways. as well as social events: i.e. Rich Worsek, Rob that as an adult I was embarrassed to be buying a Since the beginning of the year I’ve had the Vihon, Dan Ripes, Tom Fields and Marty Oliff. kid’s cereal! This resulted in a strategy and then privilege of lecturing at Northwestern/Medill, and Now that I have named names, I am waiting for advertising, giving adults “permission” to buy have spoken to wealth managers at Morgan Stanley calls giving me grief for not mentioning others! Frosted Flakes by parodying my experience. and The Chicago Professional Network on topics I The ads showed adults in shadows, like a mafa am passionate about, like Positioning: How a Brand How did you become involved with The interview, confessing they actually ate Frosted Wins in a Highly Competitive Market and How to Center for Enriched Living? Flakes. Sales among adults increased $35 Market Yourself. I have also spoken on Fearless In 1984, CEL ran a $90,000 defcit and its parent million the next year and the campaign was Fundraising at The Center for Enriched Living. organization, Young Men’s Jewish Counsel, successful for many, many years. This success In addition, I consult with select, smaller and decided to close the doors. Prior to doing so, didn’t hurt my career, either. moderately-sized companies on these same topics. Rich Worsek chaired a committee of YMJC How has your philosophy about Outside of work what do you do for fun? Board Members (including Rob Vihon, Art Goldner and me) to identify another non-proft marketing benefted your clients? Lori (my wife) and I love to hike and bike to take it over. None would. After telling parents Every marketer learned the importance of together and have done so in Switzerland, the of the closing, they told us how devastating understanding consumers’ needs in Marketing Canadian Rockies, Italy, Arizona, Colorado and eliminating CEL would be for their families. 101, but most are so busy managing the day-to- Tennessee. And we have a trip planned this Rob, Rich and I along with Jeff Crane decided to day and putting out fres they forget this basic, summer to hike Glacier National Park. Then there create a new Board and took on the debt. With critical tenet. I started Insights in Marketing are several visits a year to Marlene, Alex and that beginning, you stay involved. Today, CEL over 25 years ago to provide major brands a Riley (daughter, son-in-law, and granddaughter) is thriving and Rich, Rob, Mike Krasny and in south Florida! More routinely I enjoy crazy I are four of six honored Board Trustees. And bike rides with Michael Krasny (fraternity through us, Sammys like Dan Ripes and Howard brother!) and have recently started taking lessons Diamond are active Board Members and many to play the blues harp and have taken up yoga. other Sammys support the cause. Then there are always movies, walks and dinners with Lori, along with social outings with friends Why do you feel it is important to stay or just reading or watching (too much) television. involved with the fraternity as an alumnus? Being a Sammy helped me become who I How do you stay in touch with your am today. I am often struck by how many Sammy brothers today? fraternity brothers have enriched, and continue My wish came true; lots of local Sammy friends to enrich, the many facets of my life personally I see regularly whether it is playing spades in and professionally. I hear this refrain over and a game that started in college (Bob Socol, Bob over and over from many other fraternity Kushner, Michael Krasny and Jeff Davis), brothers as well. Thankfully, someone was Gary and his wife Lori in the Swiss Alps. Lori was recently keeping in touch by phone or email (Lee Salem, there to make the opportunity available for chosen as a “Top Ten Volunteer of the Year” in Lake Jay Blackburn and Ben Kaye) or going out for me/us; now, it’s my turn to make sure the County, IL for her work with the Center for Enriched Living. dinner/lunch with Joe Cohen, Jeff Crane, Keith opportunity is there for others. After 6:30 pm you are free to leave or Last, please take a moment to fll out the President (Continued from Page 1) explore Champaign-Urbana on your own. survey on the reverse side of your enclosed letter. Simply fll out the survey and return in *Note – There is a home football game the enclosed envelope! • Other ideas include cards tournament against Western Illinois with a time of TBA; (Spades, poker, euchre, etc.) it will likely be either 11:00 am or 2:30 pm. If F&F 5:00 pm – 6:30 pm: Po’ Boys Family Dinner it is 2:30 pm, that is perfect. If it were 11:00 am, guys would have to choose between at the house catered by Po’ Boys - Urbana going to the football game or the small group Daniel Ripes ’99 (restaurant that Arnie’s family sold the meetings. President recipes to) Sigma Alpha Mu Rho Corporation Alumni communication services provided by Te Laurus Group | www.thelaurusgroup.net | 770-903-3987 | @thelaurusgroup