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Mission
Since
1995, Garth R. Hallberg, Inc. has been helping "mass market"
advertisers and agencies in the United States and abroad
build stronger brands by integrating database-driven 1-to-1
marketing into the communications mix.
The company's core philosophy is Differential Marketing-the
recognition that those consumers who offer the greatest
business potential should receive a differentially greater
share of the brand's marketing attention and resources.
A fundamental and distinctive belief of the company is
that it is both impractical and unwise for most leading
advertisers to attempt to build "personal relationships"
with millions of consumers. Instead, the very real targeting
and selective communication benefits of current and emerging
technologies should be focused on strengthening the relationship
with the consumer that already exists – the brand.
The objective of all Differential Marketing programs is
to move the brand's most valuable consumers to the highest
level of emotional and behavioral loyalty, where the return
on marketing investment is greatest.
Garth
Hallberg, President
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Garth
Hallberg is one of the few people in the marketing
communications business with extensive experience
in both direct marketing and mass-market advertising.
Hallberg
gained his advertising experience in his thirteen
years at J. Walter Thompson, where he rose to senior
vice-president with principal account management
responsibility for the Unilever account. He also
established and headed up the agency's new media
task force.
He joined Ogilvy & Mather Direct in 1985, where
he successfully introduced to traditional media
advertisers, such as Kraft Foods, Kimberly-Clark,
and Seagram, a new way of conceptualizing and managing
database-driven direct marketing campaigns.
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Hallberg's
work evolved into the concept of Differential Marketing,the
subject of his book, "All Consumers Are Not Created
Equal," (John Wiley & Sons,) which won the 1996
Grand Prix Atticus, an annual worldwide award sponsored
by the WPP Group for the best original marketing thinking
published during the year.
Prior
to joining Ogilvy & Mather Direct, Hallberg was General
Manager of The CableShop, a cable TV network dedicated
to a mixture of product information and three to five
minute "infomercials" for advertisers like Procter &
Gamble, Sears, and Ford.
Hallberg earned his BA, MBA, and Masters in Journalism
at Columbia University, where he has also taught a graduate-level
course in Integrated Brand Marketing Communications.
Recent
Clients
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Unilever
North America HPC
Household and Personal Products
Seagram
Americas
Distilled Spirits
The
Pillsbury Company
Home Baking Products
DVC
Group
Intergrated Marketing
Communications & Technology
United
Distillers and Vintners
Distilled Spirits
Seventh Generation
Natural Household Products
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ITT
Night Vision
Night Vision Devices
Ogilvy
One Worldwide
1-to-1 Marketing Communications
Modem
Media
Interactive Communications
Boomerang
Marketing
Internet Brand Loyalty Programs
Foot
Levelers Inc.
Custom-made Orthotics
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Contact
Information
Garth
R. Hallberg, Inc.
Garth Hallberg, President
84 East Ridge Road
PO Box 108
Waccabuc NewYork, 10597
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Phone:
(914) 763-2398
Fax: (914) 763-6016
E-mail:ghallberg@differentialmarketing.com
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