As a Tide brand manager at Procter & Gamble Co. in the 1980s, Rick Thompson learned the company’s storied formulaic marketing methods, which are designed to bring consistency to the process, no matter the practitioner.
Today, as tech and e-learning consultancy Global Knowledge Inc.’s first chief marketing officer, he’s keen on bringing a similar structure to his company’s direct and other marketing efforts.
Thompson, who oversaw the April launch of Global Knowledge’s $10 million global branding campaign, is now turning his focus to direct marketing. He favors an integrated direct marketing strategy, using direct mail and e-mail, and outbound and inbound telesales. "Direct mail alone does not create general awareness and receptivity for your audience," said Thompson, formerly Global Knowledge’s VP-corporate marketing.
Thompson began his career as a chemist with the U.S. Bureau of Mines. Before joining Global Knowledge in October 2000, he was marketing manager for IBM Corp.’s Aptiva consumer line of PCs.