ADVERTISEMENT
  • About
  • Contact
  • Testimonials
  • Demographics & Advertising Rates
Friday, January 15, 2021
Search
    Generic filters
    California Business Journal
    82 °f
    Los Angeles
    73 ° Sat
    70 ° Sun
    67 ° Mon
    61 ° Tue
    63 ° Wed
    60 ° Thu
    • Front Page
    • Business
      • Insurance
      • Real Estate
    • Finance
      Nicholas Yrizarry

      In Perfect Alignment

      Invest-in-Your-Childs-Future

      Start Investing Now For Your Child’s Future

      IMG 8554 - From a “Wish List” to a “Reality List”

      From a “Wish List” to a “Reality List”

      ScamKeyboard

      5 All Too Common Investment Scams (and How to Avoid Them)

    • People
    • Featured
      Silicon V Real Instituto

      The Entrepreneurs ‘Angell’

      West Gary, MinTech’s Chief Technical Officer2

      Dust Buster

      Flags-of-the-world

      The Impact of Covid: Racing to Buy Second Citizenships

      Photonic Chip

      The First Photonic Chip Has Arrived. What Does That Mean For Augmented Reality?

      Supreme Court Sports Betting

      California’s Bid for 2022 Sports Betting Legislation

    • Technology
      West Gary, MinTech’s Chief Technical Officer2

      Dust Buster

      Plaxonic Technologies Innovate

      Plaxonic Technologies: Leading Innovation

      tech devises of the future - Latest Devices to Make Our Lives Easier

      Latest Devices to Make Our Lives Easier

      hands of business people typing on a keyboard - Should You Start An Online Business: 4 Things To Consider First

      Should You Start An Online Business: 4 Things To Consider First

    • Law
      law books

      Career paths available with a law degree

      background-check

      How Do Background Check Sites Find Your Information?

      hurricane

      Weathering the Storm

      tower-bridge-london-england

      How to apply from the USA to one of the most famous law universities in the UK

    • News
      AB3088

      California COVID-19 Rent Relief Policies Economically Unsustainable

      american-flag

      Dreamers Won Full Restoration of DACA…What Now?

      Airplane Landing

      London Heathrow one step closer to controversial third runway

      Payment Gateway Online Payment Services

      California Mutual Partners with Invoice Cloud to Improve Insurer’s Efficiency and Simplify Process for Policyholders

    • Human Interest
      • Food
      • Art & Culture
    • Education
      Office Equipment

      4 Pieces of Office Equipment that Will Make Life Easier

      San Diego skyline

      Insider Corner: David Ebrahimzadeh Discusses The 10 Best California Towns to Invest In

      Dan Lok

      Startup Central: Dan Lok’s ‘Take’ on How to Get Your Startup Off the Ground

      73 How to Make a Website That Makes Money The Ultimate Guide - California's Payday Lending Industry and How It Compares to Other States

      California’s Payday Lending Industry and How It Compares to Other States

    • Health & Fitness
      Eesha Patel feature

      Multi-Dimensional Reality

      166521182

      One Hour Each Morning for the Remaining 23

      The Surprising Link Between Gut Health and Mental Health - The Surprising Link between Gut Health and Mental Health

      The Surprising Link between Gut Health and Mental Health

      87 CBN vs CBD How Are the Benefits Different - Commonly Asked Questions About CBD Oil in the USA

      Commonly Asked Questions About CBD Oil in the USA

    California Business Journal
    • Front Page
    • Business
      • Insurance
      • Real Estate
    • Finance
      Nicholas Yrizarry

      In Perfect Alignment

      Invest-in-Your-Childs-Future

      Start Investing Now For Your Child’s Future

      IMG 8554 - From a “Wish List” to a “Reality List”

      From a “Wish List” to a “Reality List”

      ScamKeyboard

      5 All Too Common Investment Scams (and How to Avoid Them)

    • People
    • Featured
      Silicon V Real Instituto

      The Entrepreneurs ‘Angell’

      West Gary, MinTech’s Chief Technical Officer2

      Dust Buster

      Flags-of-the-world

      The Impact of Covid: Racing to Buy Second Citizenships

      Photonic Chip

      The First Photonic Chip Has Arrived. What Does That Mean For Augmented Reality?

      Supreme Court Sports Betting

      California’s Bid for 2022 Sports Betting Legislation

    • Technology
      West Gary, MinTech’s Chief Technical Officer2

      Dust Buster

      Plaxonic Technologies Innovate

      Plaxonic Technologies: Leading Innovation

      tech devises of the future - Latest Devices to Make Our Lives Easier

      Latest Devices to Make Our Lives Easier

      hands of business people typing on a keyboard - Should You Start An Online Business: 4 Things To Consider First

      Should You Start An Online Business: 4 Things To Consider First

    • Law
      law books

      Career paths available with a law degree

      background-check

      How Do Background Check Sites Find Your Information?

      hurricane

      Weathering the Storm

      tower-bridge-london-england

      How to apply from the USA to one of the most famous law universities in the UK

    • News
      AB3088

      California COVID-19 Rent Relief Policies Economically Unsustainable

      american-flag

      Dreamers Won Full Restoration of DACA…What Now?

      Airplane Landing

      London Heathrow one step closer to controversial third runway

      Payment Gateway Online Payment Services

      California Mutual Partners with Invoice Cloud to Improve Insurer’s Efficiency and Simplify Process for Policyholders

    • Human Interest
      • Food
      • Art & Culture
    • Education
      Office Equipment

      4 Pieces of Office Equipment that Will Make Life Easier

      San Diego skyline

      Insider Corner: David Ebrahimzadeh Discusses The 10 Best California Towns to Invest In

      Dan Lok

      Startup Central: Dan Lok’s ‘Take’ on How to Get Your Startup Off the Ground

      73 How to Make a Website That Makes Money The Ultimate Guide - California's Payday Lending Industry and How It Compares to Other States

      California’s Payday Lending Industry and How It Compares to Other States

    • Health & Fitness
      Eesha Patel feature

      Multi-Dimensional Reality

      166521182

      One Hour Each Morning for the Remaining 23

      The Surprising Link Between Gut Health and Mental Health - The Surprising Link between Gut Health and Mental Health

      The Surprising Link between Gut Health and Mental Health

      87 CBN vs CBD How Are the Benefits Different - Commonly Asked Questions About CBD Oil in the USA

      Commonly Asked Questions About CBD Oil in the USA

    Search
      Generic filters
      California Business Journal

      Mad-Dash Days

      Dan Pearlman, one of the advertising world’s icons, is still influencing clients and their audiences as CEO of Bob Wolf Partners/TPG, which helps Fortune 1000 firms navigate the tricky terrain in this incredibly transformative era of branding, social media, digital influencers, big data and decreasing attention spans.

      by Chris Casacchia, Senior Writer, California Business Journal
      A A
      IMG 0187 - Mad-Dash Days
      Share on FacebookShare on Twitter

      (Photo: Dan Pearlman)

      Dan Pearlman has seen it all in the advertising industry, from the heady days of global expansion on Madison Avenue to the social media craze of the digital age. After earning his MBA at UCLA, he got his start in the 1970s at Young and Rubicam, one of the most iconic names in marketing communications. The New York-based firm was in fast growth mode at the time, expanding services, acquiring competitors and opening offices around the globe.

      In the mid-1970s, Y&R changed the industry forever when it began marketing its new assets as “the Whole Egg,” essentially building an integrated strategy using advertising, branding, research, public relations, sponsorship/event marketing, and sales promotion. Pearlman was on the task force that developed the concept, combining the aforementioned platforms along with skill sets such as engaging creative ideas, design, story-telling, strategic brand positioning, and careful measurement of results into one comprehensive approach. It proved its value by creating and managing effective, award-winning campaigns for P&G, Eastern Airlines (now Delta), Bristol-Meyers, Gallo and General Foods (now Mondelez).

      “At all my agencies and other ventures, I always approached brand challenges and opportunities in an integrated fashion,” says Pearlman, the cofounder and chief executive of Bob Wolf Partners/TPG, a management consulting firm that specializes in optimizing client-agency relationship, including conducting agency reviews, performance audits, and structuring/negotiating win-win client-agency compensation. The strategy has served his Marina Del Rey-based company well, attracting a client list that includes Boeing, Marriott, ADT, Hilton, Lending Tree, Credit One, Kia and Subway.

      ADVERTISEMENT

      Pearlman has taken cues from some of the best in the business. He was lured away from Y&R by industry vanguard and advertising mogul David Ogilvy to serve as senior vice president at Ogilvy, charged with strengthening the firm’s Los Angeles operation. His management style, integration initiatives and relationships with key creatives led to the rapid growth of Mattel, Princess Cruises, Universal Studio Tours and Atari.

      His business partner and longtime friend Bob Wolf, who retired eight years ago, was formerly the chairman and chief executive of the North American operations for Chiat/Day before its 1995 sale to the Omnicom Group.

      download 1 - Mad-Dash Days“He was one of the most recognizable names in the advertising world,” Pearlman says with a smile, “which is why we put his name first on our letterhead. There was a method to my madness.”

      Before the duo launched the consultancy in 1996, Pearlman juggled several successful businesses in a variety of sectors.

      His entrepreneurial drive led him to launch The Aspen Marketing Group, working out of a Victorian home at the base of Aspen Mountain, using the location to attract marcom clients such Aspen Ski Co., HIS Sportswear in New York, Warner Bros. Records in Los Angeles and Rocky Mountain Air out of Denver.  After a few years, Pearlman itched for a larger market and sold the company to a Chicago firm.

      Related

      Office Equipment

      4 Pieces of Office Equipment that Will Make Life Easier

      January 15, 2021
      dna-double-helix-chemical-formulas-computer-generated-d-rendering-medical-research-background-rotation-184787276

      Who is part combination scientist, inventor, anthropologist, explorer, designer, engineer, architect, reporter, journalist, museum curator, travel guide, therapist, teacher, trainer and athletic coach.

      January 14, 2021
      Load More

      After returning to Los Angeles, he hooked up with former Ogilvy Creative Director, Wally Wohl, and established Pearlman/Wohl, which grew to $100 million firm with a client roster that included Chevrolet, Buick and U.S. Bank. The firm, which put Lamp’s Plus on the map and helped grow Loves Wood Pit Barbecue throughout Southern California, was sold to partners in a management buyout as Pearlman pursued philanthropy and other unique opportunities. He soon joined the Boards of The Museum of Contemporary Art  and TreePeople, and chaired New Directions for Youth. He then became interim chief marketing officer for Bekins Moving and Storage as well as for Clif Bar.

      Through a newly formed holding company in 1989, The Pearlman Group, Pearlman executed a new vision. The result was an agency that became a pioneer in “cause marketing”, strategically linking brands with causes where there was an authentic fit. Successful campaigns included the introduction of Chevy’s Geo line, the industry’s most fuel-efficient models at the time, and linking its benefits to climate change. For every Geo sold, the automaker planted a tree with nonprofit partners and conservation organizations. Pearlman ran similar causal campaigns with Coca-Cola (education), Chevy Trucks (National Parks) and Crystal Cruises (cleaner oceans and bays).

      Under the holding company, he helped his then-wife grow Salutations Home, a retail chain of clothing accessories in Los Angeles, and started dabbling in M&A deals, purchasing Ellis Props and Graphics, the oldest prop house in Hollywood and one of the largest anywhere with more than 500,000 artifacts from famous movies and actors.

      Pearlman, in 2001, sold the prop house, filled with movie memorabilia such as Clint Eastwood’s badge and gun from “Hang ‘Em High,” and Grandpa’s electric chair from “The Munsters.” Some items were auctioned off on eBay, which helped the tech giant enter the memorabilia market under the leadership of Meg Whitman, “who I knew from her Pepsi years.”

      “I was on a mad-dash to build various brands of my own and others for clients…doing all this at the same time,” he says. All in, Pearlman built, acquired and/or sold eight different companies, which provided him with a deep understanding of business operations across diverse sectors, particularly in today’s marketplace proliferated with specialists and niche players. He’s been involved with over 100 brands in 14 different industries.

      “Today, where the business environment is so cluttered and fragmented, I can view it as a whole,” he says. “As I have pulled back from my “mad-dash” days to focus on consulting, I enjoy and bring clients value through the insights and perspective I bring to the party.”

      Bob Wolf Partners/TPG remains relevant in an incredibly transformative era dominated by social media, digital influencers, big data and decreasing attention spans. The firm is helping its Fortune 1000 clients across the U.S. navigate the tricky terrain of cord cutters, targeted marketing and an endless stream of on-demand content options.

      “We are overloaded with a thousand times more bits of information everyday than we ever had,” Pearlman says.  “The kind of creative we did a long time ago, and methods of delivery, don’t resonate the way they used to. Today, you really have to tell a story to get select audience segments engaged. Everyone’s mentality is different. It’s a mad world out there.”

      Copyright © 2019 California Business Journal. All Rights Reserved.

      s1 5 - Mad-Dash Days

      s2 5 - Mad-Dash Days

       

      Tags: advertisingAmericanArtaward-winningbig databob wolf partnersBoeingbrandingbusiness operationsCaliforniachairChicagoCoca-ColaConsultingdan pearlmaneducationexecutivefocusGlobal ExpansionGroupHollywoodinformationinitiativesLeadershipLos AngelesmarketingmarketplaceMuseumNew YorkrelationshipsSocial MediaSouthern Californiastoragetech giantUCLA

      Get real time update about this post categories directly on your device, subscribe now.

      Unsubscribe
      ADVERTISEMENT
      Previous Post

      Dewberry acquires California transportation engineering firm Drake Haglan and Associates

      Next Post

      The New Model of Corporate Innovation and Venture

      Chris Casacchia, Senior Writer, California Business Journal

      Chris Casacchia, Senior Writer, California Business Journal

      Chris Casacchia covers U.S. and global equity markets, finance, startups, venture capital, private equity, aerospace and SEC disclosures. A graduate of Arizona State University, Chris was Technology Editor for the Orange County Business Journal before joining California Business Journal as Senior Writer. He is also a Media Consultant.

      WHAT TO READ NEXT

      dna-double-helix-chemical-formulas-computer-generated-d-rendering-medical-research-background-rotation-184787276
      Business

      Who is part combination scientist, inventor, anthropologist, explorer, designer, engineer, architect, reporter, journalist, museum curator, travel guide, therapist, teacher, trainer and athletic coach.

      January 14, 2021
      Lisa Thee
      Business

      Launch Pad

      January 14, 2021
      Silicon V Real Instituto
      Featured

      The Entrepreneurs ‘Angell’

      January 12, 2021
      gary vaynerchuk finger
      Business

      Gary Vaynerchuk’s Essential Tips For Business Growth

      January 8, 2021
      art and science of conversation
      People

      The Art and Science of Conversation

      January 7, 2021
      Phil Bristol, Founder of Projectivity Solutions, crop
      Business

      Centered on Trust

      January 6, 2021
      Next Post
      444download 1 6 - The New Model of Corporate Innovation and Venture

      The New Model of Corporate Innovation and Venture

      Follow Us

      ADVERTISEMENT

      Categories

      • Art & Culture
      • Business
      • Editor's Choice
      • Education
      • Featured
      • Finance
      • Food & Dining
      • Health & Fitness
      • Human Interest
      • Insurance
      • Law
      • Marketing
      • Medical
      • News
      • People
      • Popular
      • Real Estate
      • Social Media
      • Technology
      • Uncategorized

      CBJ Partner Firebrand Media

      Laguna Beach Independent Newspaper

      Laguna Beach Magazine

      Laguna Beach City Guide

      On The Menu Laguna Beach

      Newport Beach Independent Newspaper

      Newport Beach Magazine

      Newport Beach Country Club Magazine

      Coastal Real Estate Guide (NB,LB, CDM)

      Montage Magazine

      Monarch Beach Resort Magazine

      Pacific Coast Magazine (SoCal)

      Omni Escapes Hotel Magazine

      Sea Island Life Magazine

      Salamander Hotel & Resorts Magazine

      Bespoke Concierge New York

      Evans Hotels

      View our entire portfolio here

      ADVERTISEMENT
      ADVERTISEMENT
      Facebook Twitter LinkedIn LinkedIn Instagram
      C B J   LOGO  SVG-01
      • About
      • Contact
      • Testimonials
      • Demographics & Advertising Rates

      Newsletter

      Top Stories

      • Judge gavel, scales of justice and law books in court

        Lawsuit Basics: How Much Does It Cost to Sue Someone?

        0 shares
        Share 0 Tweet 0
      • REPORT: TECH GIANT CISCO ABOUT TO LAY OFF 14,000

        0 shares
        Share 0 Tweet 0
      • The DealMaker

        0 shares
        Share 0 Tweet 0

      Latest Articles

      Office Equipment

      4 Pieces of Office Equipment that Will Make Life Easier

      January 15, 2021
      dna-double-helix-chemical-formulas-computer-generated-d-rendering-medical-research-background-rotation-184787276

      Who is part combination scientist, inventor, anthropologist, explorer, designer, engineer, architect, reporter, journalist, museum curator, travel guide, therapist, teacher, trainer and athletic coach.

      January 14, 2021
      San Diego skyline

      Insider Corner: David Ebrahimzadeh Discusses The 10 Best California Towns to Invest In

      January 14, 2021

      California Business Journal | California Business News, California News Media, California business articles | Orange County, Los Angeles, San Diego, Inland Empire, Northern California, San Francisco | Huntington Beach CA 92649 | (949) 648-3815
      ALL RIGHTS RESERVED BY CALIFORNIA BUSINESS JOURNAL.
      Site Design by 1REALTOUR

      Search
        Generic filters
        • Front Page
        • Business
          • Insurance
          • Real Estate
        • Finance
        • People
        • Featured
        • Technology
        • Law
        • News
        • Human Interest
          • Food
          • Art & Culture
        • Education
        • Health & Fitness

        California Business Journal | California Business News, California News Media, California business articles | Orange County, Los Angeles, San Diego, Inland Empire, Northern California, San Francisco | Huntington Beach CA 92649 | (949) 648-3815
        ALL RIGHTS RESERVED BY CALIFORNIA BUSINESS JOURNAL.
        Site Design by 1REALTOUR

        Do NOT follow this link or you will be banned from the site!