Hallberg gained his traditional advertising experience at J. Walter Thompson, where in thirteen years he rose from trainee to senior vice-president, with principal responsibility for the Unilever account. He also founded the agency’s "new media" task force, and was instrumental in the development of new ways to use the emerging multi-channel world of cable TV on behalf of clients.
He left Thompson in 1983 to attempt to develop a cable TV "consumers’ channel," a mixture of product information and three to five minute "infomercials" for advertisers like Proctor & Gamble, Sears, and Ford. But despite highly encouraging initial results, the venture ended prematurely because of the advertising industry’s scepticism about this new form of advertising.
Convinced that there was still a need to find a better way to reach and motivate consumers, he joined Ogilvy & Mather Direct in 1986. Since then, he has been developing and refining new ways of marrying the strength of direct marketing, targeting and involvement and relationship-building, with the concerns of traditional media advertisers - building brand equity and loyalty and profits.
During these years he has gained more experience than anyone in the industry with bringing direct marketing and direct marketing thinking to consumer marketers, particularly in the FMCG sector. His clients have included Kraft Foods, Seagram, DowBrands, Unilever, Pepperidge Farm, Cheesebrough-Ponds, Jaguar, Nutra-Sweet and Kimberly Clark. The concept of Differential Marketing is the end result of his work on their behalf.
Hallberg has earned three degrees from Columbia University: a B.A in English Literature, an M.S. in Journalism and an M.B.A.
He is currently Worldwide Director of Differential Marketing for Ogilvy & Mather. His book, All Consumers are NOT Created Equal, The Differential Marketing Strategy for Brand Loyalty and Profits, was published by John Wiley & Sons, Inc. New York, In October, 1995.
| DLA | Speakers | Categories | Top Of Page |