Principal, External View Consulting Group
For nearly 15 years, Russel has been advising companies around the world on all aspects of marketing agency supplier management. He is a serial entrepreneur who was an owner of Select Resources, a founding partner of Ark Advisors, and the founder of External View. His intellect, broad experience, and innate curiosity have made him one of the most highly regarded consultants in the field.
Russel started his career as a copywriter but discovered his true calling was in account management. His first job was with McCann Erickson but he spent the majority of his advertising career at DDB where he was a Senior Vice President, Group Account Director.
Russel's consulting approach was profoundly shaped by his advertising experience where he worked on a series of accounts whose categories were in the throes of deregulation – airlines, healthcare, telecommunications, banking, and energy. Working in uncharted territory and creating solutions for never-seen-before problems has proven to be a great foundation for helping companies cope with today's volatile marketing environment.
While best known as a "search consultant" due to the 100+ searches he has conducted, Russel sees marketing agency supplier management as a complex system involving much more than just firing and hiring agencies. Although he has conducted searches accounting for billions of dollars in billings, Russel's greatest achievements have been revitalizing client-agency relationships and reengineering marketing departments and agency rosters.
Russel's clients have included Activision Blizzard, BMW, GlaxoSmithKline, Hallmark, HP, Intel, LinkedIn, Microsoft, Oracle, Porsche, Pringles, SAP, Charles Schwab, Sunkist, Wells Fargo Bank, Visa, and many others. Russel has conducted over 20 complex global consulting assignments and searches in the last decade, including several prominent global media reviews.
Senior Consultant, External View Consulting Group, New York
Rana is a marketing leader with 20+ years delivering innovative, breakthrough marketing communications.
Prior to branching out as an independent consultant in 2015, Rana spent over a decade developing global campaigns and programming at Coca-Cola and then Anheuser-Busch InBev. At Coca-Cola, she managed the Company’s Olympic Games sponsorship before joining the vitaminwater and smartwater brands as head of global communications. In this role, she led a team of marketing specialists and agencies in the development of several high-profile campaigns and activations.
Rana was eventually recruited to the world’s largest brewer, Anheuser-Busch InBev (ABI) as part of their effort to educate their marketing teams on the rigor, process and skills of marketing excellence. During her time at ABI she was in charge of global communications for Stella Artois and Corona where she oversaw brand positioning and campaign development.
Rana left the client-side to focus on what she considers to be the ultimate barrier to success: flawed client-agency relationships where neither side wins. This dynamic, often coupled with low marketing acumen, has massive inefficiencies in communications (bad work or good work that never gets produced), and ultimately low engagement by agency partners and internal employees. As a consultant, Rana has helped brands achieve greater marketing excellence at Coca-Cola, Jack Daniels, SodaStream, Red Bull and 23andMe, among others.
It's often said that clients get the work they deserve. Rana’s goal is to help clients get the work they dream of.
Senior Consultant, External View Consulting Group, New York
Gerry brings a deep expertise in marketing procurement to External View, having spent 22 years at Procter & Gamble, where he was P&G’s Global Director of Marketing and Media Procurement and Operations. He is regarded as one of the industry’s leading experts in applying procurement skills and practices into the marketing space, consistently achieving the delicate balance between great marketing and cost management.
While at P&G, Gerry grew the marketing procurement organization more than tenfold, and ultimately directed the activities of nearly 200 marketing procurement professionals worldwide, covering nearly every area of marketing spend. He was responsible for the sourcing of over $3Bn in marketing and media spend, including ad agencies, media, promotion, public affairs, design, digital and interactive, research and measurement, retail, branding, and production.
He was an internal P&G staff professor on procurement and strategic souring, and has been an invited speaker at several major universities, lecturing on marketing procurement and global marketing. He has also served as a committee member for the Association of National Advertising (ANA) and has been an invited presenter to the American Association of Advertising Agencies (AAAA) and the Canadian Institute of Communications Agencies (ICA). Gerry and Russel Wohlwerth have worked together since 2008.
Senior Consultant, External View Consulting Group, Cincinnati
Carol brings a deep expertise in marketing procurement to External View, having spent 27 years at Procter & Gamble, where she worked on a variety of assignments ranging from packaging and plant purchases to marketing procurement.
Carol created a Media Purchases organization and had direct responsibility for P&G’s U.S. general market and Hispanic television media for all categories. In 2004, Carol became the global leader for Consumer & Market Knowledge (CMK) Purchases. In this role, she created and led a global organization, responsible for all consumer research spending and agency relationships.
In 2007, Carol and her family relocated to Guangzhou, China, where she was responsible for all agency relationships in Asia, and global Digital agency capability and digital media. She was on the first P&G Global Digital Business Team, and established strategic relationships with key digital partners, negotiating P&G’s first global media agreement.
In 2010, Carol assumed the role of Director, Global Agency Strategy, with responsibility for the company’s agency relationships, strategy, spending, performance reviews, and policies for all agency types, and Holding Companies across the company. In this capacity, Carol led company buying strategies for Content, Data & Insights, and Entertainment. In 2013, North American Media was added to her responsibilities, where she had oversight for all media planning and buying agency and media supplier relationships in the region.
Carol retired from P&G December 31, 2017, and currently lives in Cincinnati, along with her three children. A native of York, PA, Carol graduated with a Master’s in Business Administration from Loyola College in Baltimore in 1997 and received her Bachelor of Science degree in Management Science from Virginia Tech in 1990. Carol works with External View in a variety of situations involving marketing supplier management.
Senior Consultant, External View Consulting Group, Los Angeles
Bonnie brings over 30 years of strategic media experience to External View with a focus on growth and solutions for clients. Bonnie has a unique combination of experience from both the marketer and agency side. She held senior global positions with top companies including Microsoft and Mattel, and agencies such as Universal McCann and Saatchi & Saatchi.
Bonnie is a change agent; she takes pride in developing new ideas and processes. At Microsoft, Bonnie was the Senior Global Director leading strategic communications for the Windows brand. She helped to onboard new agencies and integrate new processes that ensured seamless planning in 35 countries.
Bonnie’s passion is deeply rooted in integrated communications, channel planning, and the discipline of measuring success through ROI. She believes that innovation and ROI can co-exist to deliver marketer business objectives, as proven by her award-winning work including the Cannes Media Lion and ADWEEK Media Plan of the Year.
Chan is active in the media community. She previously served as a Chairperson for the American Advertising Agencies Associations’ Interactive and Marketing Committee and was an instructor at the Institute of Advanced Advertising Studies and Magazine Publisher Association and has served on several boards. She holds a Bachelor of Science Degree from Southern Illinois University.