Bernhard Glock

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Bernhard Glock, a German market researcher turned Procter & Gamble Co. media executive, doesn't fit the typical profile of maverick, change agent and charismatic leader.

So much for the profile. As he swept into Cannes in June via motorcycle from Geneva, burned the candle at both ends from beginning to end of the International Advertising Festival, then biked away with three media Lions, Mr. Glock helped break the mold. With media clearly on the ascendancy at P&G and beyond, Mr. Glock, manager-global media and marketing, has become a media rock star of sorts. Dale Tesmond, VP-managing director of Aegis Group's Carat Brand Experience, sees Mr. Glock and the crew he's assembled elevating the status of media at P&G much as Claudia Kotchka, P&G's first global design officer, has done for design.

Mr. Glock surprised P&G veterans earlier this year by bringing a communication planning model the company had tried only in the Philippines and Australia to the biggest market of the world's biggest marketer: a $4 billion U.S. review. The model inserts planners up front into a marketer's media solution.

The review, which began only six months after he assumed global responsibilities, kept in place the key incumbent, Publicis Groupe's Starcom MediaVest Group, but ousted another longtime incumbent, Grey Global Group's MediaCom, in favor of Carat. It also reshuffled planning duties for dozens of brands along category lines, and gave planners sweeping oversight for all communication vehicles, not just media.

His next steps include streamlining P&G's European media operations, putting communications planning in place globally and pushing to improve the data upon which P&G makes its media/marketing decisions.

Mr. Glock is doing it all with a relentless geniality and soft-spoken manner that belies great stamina and meticulous organization.

He carries an intricately detailed color-coded 18-month travel and meeting organizer indispensable for P&G's media man without a country. With his new job, Mr. Glock splits his time equally between P&G's European headquarters in Geneva and U.S. headquarters in Cincinnati, where he lives in a downtown hotel.

Flight attendants and desk clerks globally now know him by name, and Mr. Glock admits sometimes having to revisit the front desk in Cincinnati for a reminder of which room he's in this time.

"I do feel at home now traveling," he says. But he doesn't yet show the mileage. "I have a lot of stamina," he says, laughing, "personally and professionally. ... The joke at Cannes was that I was turning on the light as Stephen Squire [advertising development director] was turning it off."

Mr. Glock, 41, who came to P&G as a market researcher in Germany in 1985, first learned to love change as he joined the media department there four years later. Privately held TV stations were just emerging in Germany after decades of state monopoly, and the Berlin Wall crumbled, all in his first year on the job.

"It changed my behavior in being open to change," he says. "Whenever there is change, I always see it as opportunity. ... Some characterize me as a catalyst ... you get going and craft the opportunities as they emerge."

He sees P&G's key media challenge as taking holistic marketing beyond talk. "We see it already in many of our markets, but I want to see it consistently, sustainably worldwide," he says.

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