Tom Nagle

tnagle@equitycorps.com

202-449-8500   x104

Summary Bio

Tom has been a marketing leader and innovator for many years.  He has worked in advertising agencies, marketing research firms, and, most recently he was the senior strategic and operational manager of the iconic national Got Milk? / Milk Mustache Campaign.  He has also created and led a series of critical industry innovation programs that changed the shape, and significantly enhanced the growth of the milk industry.

Among his key achievements:

• Shifted this historic campaign from an "awareness only" advertising and PR program to a fully integrated sales driving marketing effort. The campaign now accounts for 4% of national milk sales, representing more than $900,000,000 in sales in 2005, and an industry to retail sales ROI of  $9.61 for every $1 of funding, which exceeds the marketing mix ROI norms for most companies and industries. Additionally built base volume for 3 consecutive years from 86% to 87%.

• Developed and implemented a new long-term "values-based" positioning strategy for milk  --  more than doubling the measurable sales impact of the national TV advertising. 

• Launched of the first national integrated campaign to promote the "weight loss" benefits of milk consumption, based upon new scientific findings.  Consumer acceptance and increased consumption of targeted products has led to the reversal of a 30-year declining trend in per capita consumption and two consecutive years national volume growth for the first time in 15 years.

• Designed and implemented a national promotional sales and merchandising strategy, and infrastructure, heretofore unattainable for a generic promotion campaign.

• Originated and led test marketing and demonstration projects that have defined and quantified new national growth opportunities in vending, food service, schools, and various retail channels.  Successfully took these test market results into the marketplace, transferring best practices and training to dairy companies, their suppliers and their customers.  This marketing of new ideas to the milk value chain has resulted in notable business results for the industry and for member companies.  Among these:

o      Milk has been the fastest growing product in vending for more than three years, despite overall declines for vended food and beverages. (CAGR of more than 20% for milk vs. overall vending CAGR of less than 1% over the same period.)

o      School milk has improved sales performance over 1.5% directly attributable to national program initiatives, in only the second year of the program. One third of  participating test market companies experienced sales growth of over 30%.

o      Food service opportunities for single serve milk increased dramatically, some national chains realizing sales gains of over 1,000 %.

Prior to joining IDFA Nagle spent 15 years working in a number of advertising agencies, including J. Walter Thompson, Earl Palmer Brown and Gray Kirk VanSant, as both a senior account manager and as a brand planner. His agency assignments included work on such categories and brands as Hardee's, Blue Cross Blue Shield Insurance, Comcast Cable Systems, The Philadelphia Inquirer, banking, business software, defense contracting, hospitals, internet gaming services, and home and housewares retailing.

A 1981 graduate of the University Of Maryland (BS- Business and Management), Tom has frequently lectured at colleges and universities including Loyola University, the University of Baltimore and Johns Hopkins University.

He has served on several boards including The National Paperboard Manufacturer's Association, The Abilities Network, The Baltimore Opera, and others.

Tom has been the recipient of numerous national awards for both marketing creativity and effectiveness, including Addy's, Effies, Anvil's and Reggies.

He lives in Washington, D.C. with his wife Tracey, his three children are of an age at which permanent residence is at best uncertain.

Summary Bio

Equity Corps LLC     202-449-8500     C(x)O@equitycorps.com      www.equitycorps.com