Area of Expertise - Marketing
Dr. Joseph Plummer is the Chief Research Officer, of the Advertising Research Foundation. Previously, he was Executive Vice President, Director of Research & Insight Development for McCann-Erickson WorldGroup. In this post, which he assumed in 2002, he is WorldGroup's top knowledge officer with regard to insight-development methods, strategic research quality and employee training and standards. He oversees the McCann Pulse global consumer insight network, WorldGroup's ongoing dialogue process engaging consumers in more than 70 countries that keeps it in the forefront of understanding worldwide consumer trends. He also directs Brand Clout optimization research, WorldGroup analytics, the integration of all of consumer research and knowledge activities across all marketing communications disciplines, and the Human Futures Development (HFD) program, a worldwide all-communications training program that is the marketing communication industry's largest and most extensive.
Before his role as Executive Vice President, Director of Research & Insight Development, Dr. Plummer was Executive Vice President, Director of Brand Strategy on Global Accounts for McCann-Erickson WorldGroup. His responsibilities included helping global clients develop brand vision and values, creating growth strategies for the future and developing communication strategies to build brand equity. In addition, he took on responsibility for the company's HFD program and expanded it to include proprietary integrated brand communications programs. Prior to joining McCann-Erickson in 1997, Dr. Plummer was Vice Chairman and Worldwide Planning Director at DMB&B advertising and a member of the DMB&B Board of Directors and the Executive Committee. Earlier, from 1995-1997, he was Vice Chairman of ASW, a worldwide research firm, and a Board Director of the firm from 1995-1999.
Dr. Plummer served as Managing Director of Paine Webber/Young & Rubicam Ventures, a marketing and consumer-driven investment bank from 1986 to 1989. Prior to that, he was Worldwide Research Director of Young & Rubicam, Inc. He began his career at Leo Burnett in Chicago, where he rose to Senior Vice President of Research before joining Y&R in 1979. Dr. Plummer earned a B.A. from Westminster College and a master's and doctorate from Ohio State University. He was Chairman of the Research Committees for the American Association of Advertising Agencies and the American Marketing Association, and a Trustee of the Marketing Science Institute. He was also President of the Youth Guidance Board of Directors in Chicago, a past Trustee of Episcopal Charities and of Westminster College.
Currently, Dr. Plummer is involved with New Alternatives for Children, CARE, the HudsonHighlands Land Trust and is on the President's Advisory Council of Ohio State University. He has published in numerous publications, including The Journal of Advertising, Journal of Business Research, Journal of Marketing and Journal of Marketing Research. He is on the Board of Directors of Unisunstar BV. Dr. Plummer teaches Advertising and integrated communications.