David is Managing Director of The Worth, BBDO North America's analytics consultancy which is housed within BBDO Atlanta. He is responsible for client leadership across all three of the department's service lines: marketing ROI, digital performance, and innovative ways to understand the voice of the consumer. Current clients for The Worth include AT&T, FedEx, Starbucks, SC Johnson, REI, Florida Blue, and The Georgia Lottery.
David has over 20 years of experience in marketing and market research. Prior to coming to BBDO in 2010, David was co-leader of Global Customer Insights at McKinsey and Company, conducting strategic branding and pricing research for Michelin, Nestlé, Nike, P&G, Best Buy, the U.S. Postal Service, and Miller Brewing. Before that, David led retail market research in the U.S. for The Coca-Cola Company.
David has a strong track record of developing consumer insights that deliver tangible profits – a pricing strategy that netted $114 million in profits for Michelin, creation and development of the “Forever Stamp,” the best-selling stamp in history for the U.S. Postal Service, and a portfolio strategy for Gillette that netted $35 million in incremental profits. Now, as leader of The Worth, David helps clients and client service teams to uncover business-impacting insights for creative strategy development and media spend optimization.