John Gerzema uses data, analysis and decades of experience to identify trends and develop daring new approaches to advertising.

Why you should listen

John Gerzema has spent his career creating and guiding the brand strategies of many of our household names: McDonald's, BMW, Coca-Cola, United Airlines, Holiday Inn and more. Today, as Chief Insights Officer for marketing giant Young & Rubicam, he combines his expertise with the information reaped from Y&R's Brand Asset Valuator (an enormous database of brands) to understand and anticipate change in the intricate world of commerce.

Gerzema is co-author of The Brand Bubble, a new book that advocates change as the best strategy for brand management in today's market. This is not his first avant-garde move either -- he was one of the early adopters of account planning in American advertising, a method that places the consumer front and center in the branding process. After speaking at TEDxKC, Gerzema penned a second book called Spend Shift based on the premises of his talk on the changing habits of the post-crisis consumer.  

John Gerzema’s TED talk