Philip W. Sawyer is an independent advertising-effectiveness consultant, who – based on more than 20 years of conducting advertising research and analyzing advertising in all of the primary media – works with clients to help them create the most powerful ads in their industry. Previously he was a Senior Vice President, Solutions Consultant, for Harris Interactive, speicializing in communications effectiveness. Mr. Sawyer is a frequent speaker on advertising topics and has been featured in conferences sponsored by DTC Perspectives, the Association of National Advertisers, the Ad Club of New York, the Magazine Publishers of America, the Advertising Research Foundation, the American Marketing Association, the Market Research Council, and Media Networks Incorporated, among many others. He has also worked both in the U.S. and internationally with major advertisers to elevate awareness of the principles of effective advertising and to incorporate those principles to bolster the power of advertising efforts, particularly in pharmaceutical advertising. His presentation, The 10 Principles of Effective Advertising has been delivered at conferences throughout the country.
He has been cited at length in numerous articles that have appeared in The New York Times, The Wall Street Journal, Adweek, Advertising Age, and PharmaVOICE to name a few.
Prior to joining Harris Interactive, Mr. Sawyer was a Senior Vice President and Director of the Starch Advertising Research division of GfK Custom Research North America. He was the editor of Starch Tested Copy, a newsletter on advertising effectiveness. Prior to leading the Starch division, he also functioned as Director of Communications for Roper Starch Worldwide (prior to its acquisition by GfK). In that capacity he was responsible for the firm's advertising, marketing, and public relations functions.
From 1985 to 1987, Mr. Sawyer was the Director of Research for Peter Small & Associates, a public relations firm in New York.
Before that he was: a media advisor in the 1984 congressional campaign in the 8th district of Pennsylvania; a writer/researcher in Washington, D.C., employed both by the Commerce Department and the Executive Office of the President (during the Carter Administration); and, for five years, a university instructor of writing, literature, and film.
Mr. Sawyer earned his Bachelor's Degree from Ohio Wesleyan University and his Master's from the University of Florida. A native of New Bedford, Massachusetts, he now lives in Natick, Massachusetts.
Areas of Expertise
Advertising & Branding, Public Relations, Grammar and Syntax of English, Presentation Skills Coach, Advertising Research
I'm passionate about
Advertising effectiveness, literature, movies, aesthetic/critical theory of literature and the movies, wine, baseball, politics and government, and great comedy and comedians.
Talk to me about
Advertising effectiveness, politics, poetry, great literature, and innovative and exciting ideas.
People don't know I'm good at