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As global CEO of public relations and communications firm Burson-Marsteller, Mark Penn follows a simple formula to help his clients get the results they want: Numbers + creativity = strategy. Penn used the approach in the 1990s to help U.S. President Bill Clinton win re-election. The same formula has worked for Burson-Marsteller clients in dozens of countries. “I encounter a number of CEOs and others who want to operate by their gut,” Penn said Nov. 11, 2011, during a keynote address at the inaugural Thunderbird Global Business Dialogue in Glendale, Arizona. “They have great ideas, they have an inspiration, and they don’t want to be bothered by the numbers.” He also meets people at the other extreme who are completely numbers driven. “What I try to preach is, you’ve got to have the right combination for long-term renewal and success,” he said. Download the full podcast here from Thunderbird School of Global Management. | Podcast: Global Reputation Management (37:39)
October 18th, 2012 at 7:23 pm
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