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Robert M. Malcom
Lecturer in Marketing
In a marketing and general management career spanning 35 years, Rob Malcolm has been learning and successfully applying all aspects of marketing, including significant advertising management and development, in both the US and across the International landscape. Starting at Procter and Gamble in brand management, and later in general management, his career took him from the US to the Middle East and later to Europe. He worked on or led brands across all P&G categories (more than 70 different brands in 24 years) and worked with many of the best known advertising agencies in the world. P&G provided a strong foundation in all disciplines of marketing and nurtured a keen sense of strategic discipline and analytical rigor.
For the past 10 years, he led the marketing and brand management function globally for Diageo, the world’s largest premium alcoholic beverages company, as President of Marketing, Sales and Innovation, based first in London and, until retirement in December 2008, in the US. During this time, Diageo’s growth accelerated significantly and it established a very strong reputation as one of the premier marketing (and training) companies in the world, winning many awards for its advertising, design, direct and digital marketing. Among the advertising awards are numerous Effie’s and two Cannes Gold Lions (the highest advertising award globally in the industry) for Guinness and Johnnie Walker. Most recently, the Johnnie Walker “Keep Walking” campaign, won the two top awards at prestigious IPA effectiveness award in the UK. The IPA competition is recognized as the most rigorous test of proven advertising effectiveness in the world today. Rob had oversight of more than 70 brands, including the No 1 or 2 brand in every spirit category, marketed in more than 170 countries with a budget in excess of $2.5 billion annually.
Rob’s passion for marketing, and particularly for advertising and its unique power to build and sustain great brands, has been reflected in the numerous lectures, speeches, articles and interviews he has been part of over the years including abstracts in ANA publications, Magnosticism, Business & Industry, Brand Strategy, Booze Allen –CMO Thought Leaders, and most recently in the March 2009 issue of Admap, the leading journal of consumer planning and research.
His connections with Wharton go back almost a decade when he first met Dave Reibstein at a marketing metrics conference. Since then, Rob has guest lectured several times in marketing strategy in the Wharton MBA program and was interviewed in the Wharton Measured Thoughts webcast program by Dave Reibstein February 2008.
In addition to his passion for advertising, his particular marketing interests include consumer insight and understanding (solving consumer puzzles); teaching, training and sustaining mastery in marketing; global/international brand management; and design.
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