A marketing veteran of the “Mad Men” era, Alvin Achenbaum was responsible for many of the tectonic changes which helped shape today’s advertising and marketing world. Named one of Advertising Age‘s 100 most influential advertising executives of the 20th century, Achenbaum was instrumental in establishing many of today’s common industry practices. Over the course of six decades, he worked at four premier advertising agencies and managed two professional consultancies, advising a host of blue chip clients, including GE, Procter & Gamble, Toyota, Nestlé and Kraft.
Achenbaum’s strategic work was groundbreaking in large part because he insisted on applying quantitative market research methods to strategic business problems. His efforts introduced many of the business leaders of the last half century to such fundamental concepts as: 1) building brand equity, 2) strategic marketing planning, 3) maximizing advertising agency-client relationships, and 4) using systematic quantitative research as a guide to effective decision-making.
The Achenbaum Institute of Marketing was founded in 2005 to celebrate the legacy of Alvin Achenbaum. Its mission is to create a lasting record of Achenbaum’s accomplishments as one of the leading figures in the marketing, advertising and research community of the late 20th century.