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One of Jeanie’s core beliefs is that the most
valuable asset an organisation possesses is the minds of its people.
Whether you are trying to overcome an obstacle, exploit an opportunity,
build a partnership, identify new markets, launch a new product,
reposition an old one, get a new team working together, kick-start an
existing initiative, or almost anything else – the greatest source of
knowledge, insight and new ideas is usually inside your company – or
within your extended team. Getting it out – fast - is Jeanie’s true
speciality. She has worked in dozens of different categories, with all
types of people – tapping into a wide range of thinking styles,
behaviours, cultures, and experiences – to get the very best out of each
mind and turn ideas into successful action.
Jeanie Bergin was educated in
psychology (don't panic - her approach is much more like a lively debate
at the pub than a session with a shrink!) and has worked in business for
over 20 years. In the US, she worked with the inventors of Positioning -
Jack Trout and Al Ries. Jack and Al have written many books, including:
Positioning: The Battle for Your Mind, Marketing Warfare, and The 22
Immutable Laws of Marketing. A number of Jeanie's contributions at Trout
& Ries are included in the books. In the States, Jeanie also worked for
one of New York's most heavily awarded agencies - Levine, Huntley,
Schmidt & Beaver - and for America's most famous ad man… Jerry Della
Femina. Her U.S. clients included Digital Equipment, Oscar Mayer,
Holiday Inns, Frito-Lay, The Wall Street Journal, Panasonic, Maidenform
Lingerie, MTV, The American Lung Association, Cancer Care and The Trump
Organization (as in Donald). As Chair & Chief Executive of FCA London
Advertising, she worked on L'Oreal, Nestle, Forte Group, Hotpoint, The
Island of Mauritius, Ferguson Televisions & Videos, Canon Printers and
Scott Paper.
For the past ten years, since creating Thinking
W.I.D.E., Jeanie has worked with such organisations as: Arla Foods,
Aventis Drug Company, Barclays, British Sky Broadcasting, BT, Coca-Cola,
Conde Nast, Gillette, Glaxo Smith Kline, Glendinning Management
Consultants, Heinz, ISBA (The Incorporated Society of British
Advertisers), Jongleurs Comedy Clubs, Microsoft, NatWest, Norwich Union,
OpenDemocracy, Ortho-Biotech, P&G, Profile Group, SABMiller, Sainsbury,
Shell, Tesco, The Guardian, Unilever Best Foods, The Arts Council of
England and others.
Thinking W.I.D.E. - Jeanie's
four-step process of Warm up, Invent,
Develop and Evaluate – is designed to help people to
think on demand - day in and day out. This is not a formula for
thinking, but a framework with a series of prompts, tools and techniques
to get people coming up with lots of ideas - quickly. But, don't confuse
Thinking W.I.D.E. with old-fashioned brainstorming (you know, where you
walk into a room with no ideas and come out with 50 pages of flip chart
scribbles without much new thinking or a clear way forward). After
generating loads of ideas to work with during Invent, participants are
guided through Develop and Evaluate to ensure that they come out with
ideas they can actually use - straight away! Jeanie’s experience in
business, communication and teaching, allows her to be a very quick
study – of businesses and individuals. This enables her to not only draw
out a wide range of views and ideas from a team, but to challenge them
constructively and to contribute her own useful ideas.
Jeanie does conference speaking and chairing,
workshops, seminars, and corporate training and development initiatives
(including Train the Trainer programmes). She has built a strong
reputation for creating exercises and activities to quickly engage
participants and make learning fun. Her work ranges from helping top
teams to determine vision, mission and useful ways forward – to
inspiring and enabling the progress of young people at the very
beginning of their careers. Jeanie also does one-to-one coaching to
support people in new roles, through periods of change, and to help
ensure that day-to-day demands don’t take them off course. In marketing
communications, Jeanie teaches a wide range of courses, including:
strategic development, insight, IMC, briefing and campaign management,
package design, evaluating creative work, and agency management
(including remuneration and evaluation)
Additionally, Jeanie does specialised business
consulting and speech writing. She wrote the book BIBA: Big Ideas and
Brilliant Activations for SABMiller, and has written speeches for
business leaders and politicians in the US and UK. She is currently
working with Coca-Cola to evolve their approach to agency compensation
and evaluation, to inspire and reward Integrated Marketing
Communications – based upon her experience of working with Coca-Cola
teams, their agencies and bottlers around the world. She continues to
work with SABMiller to propel excellence in marketing communications and
agency management. She is working with Heinz teams around the world in
the important area of packaging. She is also working with the three main
industry bodies (ISBA, IPA & CIPS) in the hot topic of creative
production decoupling.
Born in Boston, Massachusetts – Jeanie has lived in
the UK since 1992 (with one year in rural Southern France) and speaks
both English and American! A frequent traveller, Jeanie divides her time
in the UK between London and Kirkwhelpington – a northern location some
50 miles west of nowhere, now famous as the home of Sir John Stephens.
topics
Testimonials
"Jeanie brought an innovative approach to working
with strong-minded teams, giving them tools to create and reinvent
thinking. It was also great fun." - Carolyn McCall, Commercial
Director, Guardian Newspapers Ltd
"Jeanie works magic through inspiring and innovative
methods to get teams to see the big picture, take a good look at
themselves and create ways forward" - Robert Barclay, Managing
Director, Profile Systems Ltd
"This is not hugging and bonding, but a thoroughly
enjoyable, useful and imaginative approach which produces both immediate
and lasting results." - Simon Bee, Chief Executive, Kingsbury
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