EDWARD W. RUSSELL
4018 Henneberry Road
Manlius, New York 13104 USA
Tel: (315) 682 5188
edrussel@syr.edu
______________________________________________________________________________
OFFICE:
S.I. Newhouse School of Public Communications
215 University Place NCCII Room 376
Syracuse University
Syracuse, New York 13104
TEL: 315 443 4045
FAX: 315 443 3946
E-Mail: edrussel@syr.edu
ACADEMIC EXPERIENCE: SYRACUSE UNIVERSITY
S.I. Newhouse School of Public Communications
Assistant Professor of Advertising
8/2003-Present
UNIVERSITY TEACHING
Courses Taught
ADV 425
ADV 625
ADV 207
ADV 208
ADV 401
ADV 345/645
ADV 206
ADV 206
ADV 490
Advertising Campaigns Capstone
Advertising Campaigns Capstone (graduate)
Writing Advertising Strategy and Executions
The Big Idea in Advertising
Portfolio One
Economics Persuasion and the Global Marketplace
Introduction to Advertising (non-majors)
Introduction to Advertising (majors)
Independent Study on the following topics:
 Global Advertising
 Starting an Advertising Agency
 Presentation Skills
 Comparative Ad Agencies
 100 Most Award Winning Ads
(19 classes)
(2 classes)
(9 classes)
(1 class)
(3 classes)
(1 class)
(1 class)
(1 class)
(2 classes)
(1 class)
(2 classes)
(4 classes)
(1 class)
Clients interacting with students: in ADV 425: Jimmy John’s Gourmet Sandwiches
(Chicago, IL), Procter & Gamble (Cincinnati, OH), Gillette (Boston, MA), Reebok
(Boston, MA), Nokia (Harrison, NY), Product (RED) (New York, NY), The Adirondack
Museum (Blue Mountain Lake, NY), Coca-Cola Full Throttle Introduction (Atlanta, GA)
FUHU (Los Angeles, CA), Pandora.com (San Francisco, CA), Oat Stovies Gourmet
Cookie (Garrison, NY), Partnership for a Drug Free America (New York, NY), Doctors
Without Borders (New York, NY).
Guest Lectures at SUNY Binghamton “Political Advertising,” College of Visual and
Performing Arts VISCOM Symposium (Syracuse, NY), Presentation to Eric Mower &
Associates and to Mark Russell & Associates on Future of Advertising, Fayetteville-Manlius
High School, Eagle Hill Middle School, Central New York Episcopal Diocese.
Teaching Recognition:
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2003 – 2004 Spotlight of the Year National Residence Hall Honorary
2004-2005 Sigma Phi Phi Newhouse Professor of the Year
AEJMC
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2004 “Teaching Gift” presentation
2005 AEJMC Panel: Created a Panel discussion with member of Crispin Porter +
Bogusky and Butler Shine Stern on “The Future of the Advertising Business.”
2006 Teaching Panel: “Building a Speaker Series”
SCHOLARSHIP IN ACTION UNIVERSITY SERVICE
Syracuse University Advertising Club Faculty Advisor: Turned club of 25 members into 120
person student-run advertising agency The NewHouse with approximately 15 clients per year;
some local advertisers, some national competitions.
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American Advertising Federation National Student Advertising Competition:
 2005 YAHOO! Third Place District Two.
 2006 Postal Vault: Second Place District Two.
 2007 Coca-Cola – First Place District Two, Fourth Place Nationally
 2008 AIM - (AOL Instant Messaging) Second Place District Two.
 2009 The Century Council – 1st Place District Two and Nationally for first time
ever.
Advertising Leadership Speaker Series: Created professional speaker series tied into Syracuse
University Advertising Club inviting nationally known advertising professionals to speak on
campus. The purpose was two-fold; introduce our students to the captains of this business and to
introduce them to our students.
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2005 Speakers: Laura Desmond (CEO Mediavest, #1 Media Buying/Planning service
in NYC), Robin Koval (President of Kaplan Thaler Group NYC), Connie Nelson (Head
of Strategic Planning Element 79, Chicago), Peter Carter (International Head of
Advertising Development for Procter & Gamble), Mariann Straub (Founder Petstages),
Michael Duda (Executive Vice President Marketing Director Deutsch Inc), Kent
Middleton (Executive Vice President Executive Creative Director The Leo Burnett
Company), Jane Wildman (VP General Manager Procter & Gamble Baby Care),
Vaughn Emsley (Executive Vice President Saatchi & Saatchi Advertising), Lee
Garfinkel (Chairman and Chief Creative Officer DDB New York).
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2006 Speakers: Donny Deutsch (CEO Deutsch Inc and Host of “The Big Idea with
Donny Deutsch” MSNBC), Torsten Gross (Head of Strategic Planning PhD Media),
Kara Taylor & Kent Middleton (Creative recruiter & Executive Vice President
Executive Creative Director The Leo Burnett Company), Kate Fraser (Executive Vice
President Crispin Porter + Bogusky), Lara Miller (Vice President Marketing Silverado
Winery, Napa, CA).
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2007 Speakers: Donny Deutsch (CEO Deutsch Inc and Host of “The Big Idea with
Donny Deutsch” MSNBC), Mason Reed (Executive Vice President Crispin Porter +
Bogusky), Kara Taylor & Kent Middleton (Creative recruiter & Executive Vice
President Executive Creative Director The Leo Burnett Company), SUAD Alumni
Forum (began homecoming forum with returning alums to talk about getting jobs, first
year in the business, etc. First meeting had 75 in attendance).
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2008 Speakers: Andrew Nathan (Executive Vice President Bartle Bogle Hagerty NY),
Mariann Straub (Founder Petstages), Lauren Tucker (Executive Vice President The
Martin Agency Richmond, VA), SUAD Alumni Forum (forum with returning alums to
talk about getting jobs, first year in the business, etc. Second meeting had 55 in
attendance). Four other major speakers invited by other professors.
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2009 Speakers: Allison Baker, Art Director, McCann Ericson; Evan Fretitas,
Copywriter, McCann Ericson; SUAD Alumni Forum Brian Stout, The Richards Group,
Dallas; Sarah Leahy of Goodby Silverstein & Partners, San Francisco.
AD Mentor Program: Started as part of ADV 401, the ad mentor program has evolved
into JUSTONE, a mentoring program connecting one alumni mentor to one
graduating senior. Seventy five students took part in 2009.
SOLUTIONS FOR OUR FUTURE 2005 Southside Billboard Project: coordinated six
classes and three other professors in developing billboards titled “Messages of Hope” for
the south side. Worked with two city organizations, local media companies and
community groups including the Gifford Foundation.
OCRRA and Syracuse Maternity Clinic: Worked with 70 students, OCRRA and the
Syracuse Maternity Clinic to develop recycling ads and safe pregnancy ads. Ads were
shot in TRF class and given to the organizations for airing.
Syracuse Advertising Club Guest Speaker: Guest speaker after 2006 and 2007 Super
Bowl.
2009 Disability Rights High School Contest: designed and implemented a
communications campaign with 5 competing high schools, NY State Assemblyman Al
Stirpe, The Burton Blatt Institute of Syracuse University and the SI Newhouse School of
Public Communications.
Pros to Profs: Currently studying the transition from the professional worlds to the
academic field by professors in Advertising and Public relations with Professor James
Tsao.
CREATIVE AND SCHOLARLY ACTIVITY
“The Fundamentals of Marketing” Author Edward W. Russell, AVA Publishing
UK/Switzerland. Publishing Fall 2009 (can be seen at
http://www.avabooks.ch/index.php/ava/bookdetails/978-2-940373-72-7)
“21st Century Communication: A Reference Handbook;” Chapter 93 “The Business
of Advertising” author Edward W. Russell, Sage Publications. June, 2009.
PROFESSIONAL EXPERIENCE
J. WALTER THOMPSON, Chicago
2002 - 2003
Second largest US advertising agency part of WPP Communications Group
Senior Partner, Group Account Director, 2002 - present
Kraft Foods Inc.
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Led agency turnaround on agency’s original account through strong strategic planning
and development of new campaigns across the board.
Helped create new advertising strategies and campaigns that are showing extremely
positive signs of turning key brands around.
Responsible for Kraft Singles (Kraft’s largest single brand), Kraft 2% Singles, Shreds,
Cracker Barrel, Cubes and Rip-Ums new products.
Revitalized JWT Training Program left dormant for nearly a decade.
LEO BURNETT WORLDWIDE, Chicago & Warsaw, Poland
1993 - 2001
th
rd
11 largest Global Advertising Network and 3 most award winning global network.
Training & Development
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Created, published and instituted five volume/ two year training program (Leo
Burnett’s “SmarTools”) as Leo Burnett’s first ever international training program.
Supervised the implementation of the program globally dramatic results 1996 - 2001.
Taught the program in its entirety at Leo Burnett Warsaw, and in over 100 seminars
in Europe, Latin America and Asia.
Senior Vice President Account Director, 1999 - 2001
Allstate
 Led the repositioning research and recommendation of Allstate from the nation’s 2nd
largest insurance company to a financial services powerhouse with retirement products,
personal and institutional banking, credit cards, mortgages, personal loans and more.
 Allstate is poised to double its current size within 3-5 years.
 Helped develop the current “The Right Hands Make all the Difference” campaign which
is associated with strong new business growth. Currently a strong award contender.
Showtime Networks Inc.
 Pitched and won Showtime Networks ($45m billing).
 Developed first ever integrated marketing program lead to 20%+ increases in subscribers.
 Launched three new networks each over-delivering projected viewership by +25%.
Kraft Foods Inc.
 Turned around Kraft Foods account from poor agency evaluations at a -$1MM loss to
“straight A” client evaluations and a $1.5MM profit (18%OM).
 Developed portfolio marketing communications strategy that provided twice category
growth in salad dressings at 20% lower marketing expenditure.
 Developed award winning campaigns for Altoids, Kraft Salad Dressings and Velveeta.
Senior Vice President International Account Director, 1996 - 1999
Procter & Gamble:
International Account Director responsible for Leo Burnett’s 2nd largest account in 75
markets.
 Developed vision to be P&G’s best global advertising agency.
 Record billings growth from $550m to $750m with revenue topping $120m.
 Record global profit and operating margin growth.
 Record high creative scores, winning P&G’s top creative award 1996 – 1999. Won
significant creative awards in Europe, Asia, Latin America and North America including
Cannes Lions.
 Record high client evaluations.
 Record new business growth; global Tampax ($100m), Vidal Sassoon ($80m), Dryel
($60m) and various new products.
 As global head of Vidal Sassoon, led brand through complete reinvention to professional
hair care line surpassing all goals in test market in the US and achieving #1 brand status
in key Asian regions.
 Led global transition of Tambrands into Procter & Gamble.
Chief Executive Officer & Managing Director - Leo Burnett Warsaw, 1993 - 1996
 Turned around agency ranking #8 in size with no creative awards into Poland’s #1 largest
advertising agency in size and #1 in creative awards both in Poland and across all of
Eastern Europe.
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LB Warsaw currently ranks #3 most award winning advertising agency in the entire Leo
Burnett global network and #36 of all advertising agencies in the world.
Strongest new business record in Poland and Leo Burnett’s #2 strongest new business
record in all of Europe.
Developed and implemented extensive training program that served as a prototype for
LB’s global training program “SmarTools.”
Awarded “Leo Burnett New Star” award in 1994 as the best new agency in global
network.
Quadrupled the size of the agency at a 20%+ operating margin.
Led extensive research programs which gained proprietary knowledge of the Polish and
Eastern European markets for Leo Burnett.
Largest clients included Kellogg's, Polish Ministry of Finance, Pioneer Mutual Funds
(Boston), Fiat (2nd largest market in the world for Fiat) & Procter & Gamble.
SAATCHI & SAATCHI ADVERTISING, New York & Frankfurt
World’s largest global advertising network during this time.
1983 – 1992
Vice President Management Supervisor, 1991 - 1992
Head of Training & Development
 Significantly improved Saatchi & Saatchi New York’s Training Program and served as
head of account management training program during 1991 and 1992. Guest lecturer in
training program 1985 – 1989.
 Implemented formal training program at Saatchi & Saatchi Frankfurt while working
there. Frankfurt Training Program was used as a model for Eastern Europe’s opining
during the early 1990’s.
Procter & Gamble
 Turned around ailing Cascade dishwashing detergent with new advertising campaign that
still runs 10 years after its creation.
 Line extended classic brands like Comet and Spic & Span into new areas nearly doubling
each of their businesses.
 Increased billing up +83% to $55MM in slightly over a year.
Vice President Management Supervisor Saatchi & Saatchi Frankfurt, 1989 - 1991
Procter & Gamble
 Built Europe’s #1 detergent brand, Ariel, in 20 markets across Europe including the
opening of former Soviet satellite countries.
 Built total business over +40% in three years.
 Billings grew from $175m US to over $275m in key geographies.
 Dramatically improved advertising quality and client evaluations at the same time.
PREVIOUS PROFESSIONAL EXPERIENCE
Assistant Account Executive to VP Account Supervisor. Managed various businesses such as
Donnelley Directory/Dun & Bradstreet, L’eggs Pantyhose/Sara Lee (US, Latin America and
Middle East), Honey Nut Cheerios/General Mills, and Ted Bates Advertising NY: Trident
Sugarless Chewing Gum / Warner Lambert.
EDUCATION
Master of Science in Advertising 1982
Northwestern University,
Medill School of Journalism,
Evanston, Illinois. USA
Bachelor of Science in Journalism 1978
Advertising Sequence,
Ohio University,
Scripp’s School of Journalism
Athens, Ohio. USA