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Jim Stengel to Teach at UCLA

Back to School for Former P&G Marketer

By Published on .

This time of year, Jim Stengel used to be preparing for his annual trip to Cannes. This year, he's getting ready for school.

Jim Stengel
Jim Stengel
The former Procter & Gamble Co. global marketing officer will become adjunct professor at UCLA, teaching two sections of a marketing and branding class for full- and part-time grad students starting next winter.

Mr. Stengel, now based in Cincinnati and consulting via his eponymous practice Jim Stengel LLC, has already put UCLA students to work on his forthcoming book, "Packaged Good." He's hired a summer intern from the school. And earlier this year he sponsored a case competition for students at UCLA's Anderson School of Management to create a marketing plan, though he's still in talks with publishers.

His course, co-taught with UCLA marketing professor Sanjay Sood, will combine "traditional brand-management concepts" with a framework to be contained in the book, which also will be based on a research project being undertaken by students and WPP research firm Millward Brown.

As an indication of the likely interest in the class, UCLA had 20 teams participate in Mr. Stengel's case, more than double the eight that usually compete in such competitions, Mr. Sood said.

Mr. Stengel also has been benchmarking efforts behind such authors as Jim Collins and Guy Kawasaki. And he's already retained a digital agency for the book and his consultancy -- WPP's Bridge Worldwide, Cincinnati.

Mr. Stengel said he considered teaching at a number of schools, including Harvard, Stanford, Berkeley, Wisconsin, Rotman in Toronto, his alma mater Penn State, the University of Cincinnati and Miami of Ohio. UCLA had an edge because it's close to his second home near San Diego. He also liked the links to the entertainment industry and renowned ethnographic research on digital media. Not to mention Dean Judy Olian, who he's known since his days at Penn State. Ms. Olian said she called Mr. Stengel as soon as she heard he was leaving P&G.

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