Laird Stiefvater

Laird Stiefvater

Chief Operating Officer, Global Brand Management at Ogilvy & Mather
New York, United States

About me

A communications executive with proven experience in leading some of the largest, most complex, international, multi-channel, integrated marketing accounts that have successfully built Client and Agency businesses alike.

Specialties: International/global/multinational marketing and advertising; integrated marketing and advertising; packaged goods/FMCG advertising; service advertising & marketing; OTC and DTC marketing; coordination/leadership of many agencies/disciplines; creative awards; new business; results-oriented; featured in Harvard Business Review


Chief Operating Officer, Global Brand Management
New York, United States
December 2011 - Present (9 years 6 months)
EVP/Group Management Director
Chicago, United States
1994 - 2011 (17 years)
S. C. Johnson Company 2004-Present
• International leader for Draftfcb’s largest global Client, SCJ, managing 40 countries actively (around 120 countries in total). The budgets I manage have grown tenfold during my tenure and Agency has made bonus every year.
• Created an entirely new structure to align with a major Client restructuring, from a decentralized locally driven organization to a coordinated, headquarters and cluster/spoke & wheel model.
• Established international production centers for TV and POP; led pan regional media buying, centralized all advertising and in-store and planning, development and budgeting; created new global creative development and production billing processes, all resulting in millions of efficiencies for SCJ and significant margin improvements for the Agency.
• Directed the realignment of media planning and buying to a “Best of IPG” solution, improving effectiveness for the Client and solidifying business for IPG.
• Developed communications and marketing response plans for the crisis period building upon best practices of recession marketing and different dimensions of “value” that successfully helped drive Client sales, shares and restored marketing and Agency budgets in the heart of the crisis.
SVP/Group Management Director
New York, United States
2000 - 2004 (4 years)
QwestDex, American Standard, Environmental Protection Agency 2002-2004
- Led the development of a new corporate positioning, branding, marketing, advertising and sales support for the QwestDex transition to an independent entity in the 2nd largest LBO in history.
- Led the development of a new integrated campaign approach for the EPA’s ENERGY STAR program that will not only to build awareness, but also drive measurable behavioral change.
AT&T – Business Services 2000-2001
- Developed a consolidated marketing approach that organized AT&T Business’s (ABS) 2,000+ products into a five-tiered communications structure based around the customers’ needs and buying process.
- Resulting campaign increased ABS’s perception as an “e-business provider” from 69.2% to 79.6% (goal 77.2%) and preference share from 16.3% to 23.4% (goal 18.3%, each preference share point valued at $345MM)
SVP/Group Management Director
FCB Direct New York
United States
1996 - 2002 (6 years)
United States Postal Service - Direct Marketing & Sales Support 2000-2002
- Successes included developing first ever large-scale, pan United States Postal Service (USPS) small business direct marketing program (over 100M responses and a 3% response rate); Parcel Select (multiple waves, 12% response rate, 10 to 1 ROI); International (multiple waves, 5% response rate, 5 to 1 ROI); Priority Mail (multiple waves, 4% response rate; 4 to 1 ROI).

United States Postal Service - Lead Strategic, Creative & Production 1999-2000
- Developed integrated plans across the full spectrum of USPS business units including core products, expedited & package services, new products, electronic initiatives and corporate.
- Led the creation and execution of the highly effective “Fly Like an Eagle” integrated campaign which was tested to be 50% more effective than norm and extended across all customer and internal touch points.

United States Postal Service - Expedited & Package Services 1996-1998
- Led the “What’s Your Priority?” integrated marketing campaign that resulted in $1.2 Billion in incremental sales and 270MM in incremental pieces during the three years the campaign ran; doubled advertising awareness for the brand, significantly increased both brand and corporate measures across key attributes, generated direct marketing response rates as high as 27% and galvanized the USPS rank & file with a “can compete” attitude.
VP Management Director
New York, United States
1994 - 1996 (2 years)
Colgate-Palmolive – Mennen and Merck 1994-1996
- Responsible for advertising on the Speed Stick, Lady Speed Stick, Baby Magic, Skin Bracer and Afta brands.
- Led winning pitch for the Merck Fosamax, Mevacor and Zocor businesses.

Grey Advertising
Management Supervisor
Company NameGrey Advertising
Dates EmployedMar 1985 – May 1994
Employment Duration9 yrs 3 mos
LocationGreater New York City Area
Management Supervisor, Procter & Gamble – Sure Anti-Perspirant 1992-1994
- Developed strategy for the Sure brand, which grew market share for the first time in seven years.
- AE/AAE on Smithkline Beecham, Upjohn Pharmaceuticals and Beatrice Meats


MBA in Marketing

1983 - 1985 (2 years)

ba in Studyeconomics

1979 - 1983 (4 years)

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