Adman Mel Sokotch Shares His Invaluable Insight on Enhancing Efficiency and Efficacy in Advertising

Co-Host Brad Forsythe interviews Mel Sokotch, long-time adman and author of the new Shortcuts to the Obvious: How to Get More Effective Advertising More Efficiently. Mel is one of advertising’s most sought after consultants, providing expertise to both big agencies and big business. Over the course of his 30-year career, Sokotch has worked at Ted Bates, Grey Advertising, and most recently was executive vice president at Foote Cone & Belding. He helped create memorable national ad campaigns for package-goods and pharmaceutical giants M&M/Mars, Campbell Soup, Colgate-Palmolive, Eli Lilly, Kraft, Nabisco, Merck and Pfizer. He is also the one who “killed off” Madge the Manicurist, who appeared in Palmolive dishwashing detergent commercials for years, and helped to develop a replacement campaign featuring the youthful TV comics “The Mommies,” which was enormously successful and ran for seven years. Sokotch currently consults for Krispy Kreme Doughnuts; Boehringer Ingelheim, a leading pharmaceutical company; and Foote, Cone & Belding Communications, serving as a sounding board and advisor. Additionally, he conducts seminars on advertising strategy for Merck, Eli Lilly, Roche and the Astra Zeneca pharmaceutical company. He also presents “Lunch & Learn” seminars, which emphasize creative strategy and campaign planning. He has led research studies on “What Works/What Doesn’t in Healthcare Advertising” and “What Works/What Doesn’t in Comparative Advertising,” and is quoted frequently in the media. This is his first book. For entertaining advice join hosts, Ray Schilens and Brad Forsythe, for a lively and informative discussion.