Randy Larsen

Cell:586-***-**** www.linkedin.com/in/randylarsen123

e-mail: ad4hxb@r.postjobfree.com

Advertising Brand/Creative Management Executive

and International Brand Development Director

Creative Brand Building Executive with over 20 years of experience. Exceptional record in conceiving, marketing, building, and creating local and international brands, products, and services in foreign markets. Proven leadership demonstrated with Fortune 500 (Citi Bank, Nike, Ericson, PUMA, Acer Computer, HTC, Grand Hyatt, FarEastone Telecom/AT&T, Lai, Lai Sheraton, Masala Technologies, AT&T, NBA All-Star Games, China Airlines, South African Airlines, NBA Apparel, Apple Computer, Hong Kong Fashion WEEKS 11, Young Fashion week Hong Kong/China, Fashion Week Moscow.

Samsung, Disney, Mitsubishi, Ford Motor, GM, GM DAWO, Renault, Mercedes Fashion Shows, Miller Beer, Pizza Hut, BOB’s Big Boy, God Father Pizza, Taiwan-Pizza Inn’s, SUBWAY SANDWICH, Eddies Cantina, SHOPS, Snapple, SASAYA Coconut Drink, KOH COCONUT DRINK number 2 coconut beverage in the world, Pro Sweet Energy Drink, Tree Top juice drinks, Bessie Byer Teas. Gatorade Asia, BABI CORP. …etc.

EMPLOYMENT BACKGROUND / TRANSFERABLE ACCOMPLISHMENTS

RBranding/BABI Corp 2011 -Present (Pico on various project in Taipei) Marketing Consultant/Director and Creative advisor to various brands/product and events)

A Brand Development, Advertising, and PR corporate live event marketing and identity management. Company. Design andMarketing for retail programs to reshape various high-end brands such as VIVALO, Meridian & MeridLife, Animal Planet Health Care, KOH Coconut Water, TREETOP JUICE PRODUCTS, BB ICE, BESSIE BYER, HEART FELT COOKIES, Subway Sandwich Shops Asia, Pepperidge Farms, NBA Asia Games, Far Easton Telecom, NOYU Tea’s, Designed internet related marketing programs, such as Facebook marketing, YOUTUBE video Instagram, promotional Ad’s as well as integrated marketing platforms and events on line and offline and trade shows (visit BABIcorp.com for more information)

UNIPLAN HONG KONG 2010-2011

Head of the Creative and Design department. Also, headed up new business development. Working with top brands such as Audi, HK Fashion Week, HK RUGBY SEVENs on various corporate venues and corporate suits. Plus, all other trade show clients on individual Corporate Booths and general trade shows.

HONG KONG TRADE DEVELOPMENT COUNCIL 2006 - 2010

Head of corporate creative brand/marketing development for the Government of Hong Kong SAR. Responsible for all brand development for 36 major events worldwide and 16 fashion Weeks summer/winter such as Hong Kong Style Russia, Hong Kong Style USA, Hong Kong Style Japan, Hong Style Poland etc…As well as 24 of the largest events in the world such as HK Electronics Show, SME World, Fashion Week Hong Kong, Filmart and Music Expo, International Wine Expo (the largest luxury brands in the Fashion category) HK Book Fair to name a few. Re-Branded and Re-positioned the HKTDC Brand. A the worldwide staff of 1230 people.

PICO WORLDWIDE 2002 – 2006 (note I still advise on various projects) Taipei, Hong Kong, Shanghai, and Beijing

A Creative Brand Development and corporate live event marketing (ECD), Advertising and identity management division. Developed and re-Branded the Pico Brand into an Activation Brand Development company. Designed marketing and PR programs to reshape various high-end brands such, IFC CHRISTMAS SHOWS, Citi Bank, HK Rugby 7’s corporate events, Asia Games in Katar, Managed Pico's Creative in the Middle East and greater China, NBA All-Star Game San Francisco, CROWN CASINO Macau, Advised on all Marketing issues for Galaxy CASINO Macau/pre and Grand opening events, Nike Asia Olympics’ (Beijing), PUMA Asia advertising and events/China DYR, Acer Computer, Huawei China, PICO Entertainment Group, Disney Park Hong Kong/grand opening show, Chinese’s New year’s Shows and Parade, GM, Raytheon USA/International Show, GM DAIWO, Renault, Ford, Mitsubishi ….to name a few.

Special notes of interest:

Worked very close with Mark Fisher to Re-introducethe NBA Brand and the NBA Apparel Brand into Asia. Also, worked with him and his staff in Hong Kong, Taiwan, and China to develop various promotional, Advertising and PR events. Most events are tied to their marketing partners such as Gatorade, Miller Beer, XBOX and Got Milk. Developed and advised on the NBA TV Show “NBA JAM” for Taiwan market as well as various other Asian markets.

A special consultant role with Nike Asia Advertising/Events. Helped to develop product lines and introduce Nike loyalty and PR related Press Relation programs throughout Asia. The development of Brand awareness and continuing market relations in China/Taiwan.

PUMA, introduced a Brand awareness program. Using TVC's and various print and out of home marketing as well as PR press relation and online marketing.

Athens Olympics working with the Olympic marketing board on various PR issues and branding and event marketing programs.

Disney, Hong Kong the development of Disney Brand throughout Asia. PR Promotions and events for the Disney Brand to introduce Magic Kingdom (Disney) to Mainland China and Asia.

Kiev, Ukraine/BBDO 2001-2002

Worked on a special Brand Creative and PR awareness programs and Identity projects for Ace&Base Telecom and A&B FREE CALL and B2B Channels.

Also, worked with the Ukrainian Government on Brand relations programs.

VP Executive Creative Director & Marketing Brand Director

Dentsu, Young & Rubicam/Burston PR Asia/MindShare

1990 - 2001

Was a partner in the opening of the Taiwan Asia Office for Young & Rubicam and Dentsu a 50/50 Partner. Executive Creative Director/Brand Development and live event marketing and identity management company, designed marketing to reshape various high-end brands such as China Airlines, Grand Opening of Grand Hyatt Taipei, Acer, Disney Hong Kong and California, Citi Bank, BAYER, ETNA Life Insurance, NBA All-Star Game San Francisco, Nike Asia/JWT, PUMA Taiwan/China DYR, Acer Computer, Huawei China, FarEastone/AT&T.

Advertising, ECD and brand development and management of corporate and brand identities. Sales $300M with 350 employees across Asia. Responsible for building brands and Brand programs throughout Asia and Greater China. Involving product development, market development, brand identification, Press relations and market implementation, brand research, the strategic brand and creative product implementation. Managed a staff of 110 in Greater China.

Helped re-brand Citi Bank throughout Asia. Worked on all aspects of branding and Brand related issues such as press relation, TV, Print, Direct and Research and development.

Worked with FarEastone/AT&T to concept, structure, write, and stargaze the Brand/marketing proposal that was successful in acquiring a license from the Taiwan government.

Developed the entire FarEastone Brand and corporate identity program and managed all campaign strategies, TV, radio, print, and collateral material that built FarEastone from 0 shares to the 2nd largest telecom in Taiwan. Developed and Brand/Designed 2200 retail outlets.

Developed concepts and produced and directed two 15 minute award-winning informational films for presentation to Taiwan the government that was instrumental in granting FarEastone Telecom license.

Redirected Miller Beer's strategy and built brand awareness in Taiwan and China growing Miller from 3% to 15% of the beer market in Taiwan and from 0% to 7% in China in less than one year.

Redirected Miller Beer's distribution strategy into an ownership property for Miller Beer, giving Miller Beer control of where, when and how their beer would be sold.

China Airlines Taiwan developed designed and re-Branded China Airlines Corporate image and consumer insight. Advertising and Online marketing programs. Wrote the line China Airlines “We Blossom Every day” The plane design is still in use today on every plane and all marketing efforts.

Conceived the name, designed the CI (communications/information concept) and built the brand attributes that launched Clio Water and SASAYA Coconut Drink in Taiwan taking it from 0% to 17% of the water and juice market in less time than any other product in Taiwan history and won numerous marketing and Brand related awards.

Worked with BOB’s BIG BOY Restaurants to re-Brand the company across America. Developed the popular TVC’s called “Should He Stay or Go” It was featured on Jay Leno, Dave Letterman and Saturday Night Live.

Disney Channel and Disney California all Brand Promotion and redirected Disney Asia Brand.

Consulted to with MJ Productions (Michael Jackson) wrote and directed three TVC’s and co-Directed a Concert for Michael Jackson in South Africa

Owner of the number 1 rated TV Show in Taiwan from 1997-1999 called The Tony Taylor Show. We had various worldwide guests from around the world, a few special guests, Bon Jovi, Michela Bolton and Taiwan President MI-Ing JO.

Pizza Hut USA/Taiwan developed a brand relationship programs.

Creative Director

Kaufman Advertising (A Shandwick Company Worldwide) - Washington, DC

1987 - 1990

Advertising, Creative Director and brand development, corporate ID company. Sales $70M with 110 employees. Responsible for building government brands throughout the US involving product and market development, brand research, brand identification, market implementation, a strategic brand, and PR program implementation. Managed a staff of 45.

Brand Development

J Walter Thompson - Detroit, Michigan 1986 - 1987

Advertising, brand development, and management, corporate ID company. Sales $4B with 250 employees in the Detroit, Michigan office. Responsible for building Creative Campaigns and Brands throughout the US involving development and re-development of corporate brands and products (Ford Motor Company), market development, brand identification, market implementation, PR and strategic brand and product implementation.

LECTURED:

Baptist University of Hong Kong, Creative Brand Development

Polytechnic University of Hong Kong on Fashion Branding and style

UltraFuture.com, the future of the Creative Brand

Madonna University, techniques in communication technologies

Shenzhen University, International Branding

Taiwan Normal University, International Branding

Awards: 29 Effies, 9 Communication Design Awards for best over-all Design, 33 AAAA's American Advertising Awards. 24 The Brand Awards Taiwan/Asia, among many others.

BA Degree in Marketing and Advertising - Center for Creative Studies - Detroit, Michigan - 1986

BFA Degree (Fine and Applied Arts) - University of Illinois - Champaign/Urbana, Illinois 1985

Full NCAA Football Scholarship (University of Illinois- The Fighting ILINI)

AWARDED: Catholic Worldwide Athletic HALL OF FAME for most yards in a single year.

References:

Brad Warrington, Brand Development Director, Pico World Wide, 852******** US Phone: 406-***-****

Eric Nygard, Senior Account Director, 861**********

Kurt Kulas, Executive Producer, Doner Detroit. 248-***-****

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