“Being on-line transcends geography… [the brand’s] point of origin becomes less relevant”
Ted Morris, Advertising Age
Ted is a business consultant helping enterprises manage change in an era where marketing, media and technology fully integrate. New marketing and media technologies encompass the devices, cloud applications and content that make for a rich brand experience over mobile, the Internet or television.
In the past 20 years, as a business manager and thought leader, Ted has participated in many discussions about the evolution of marketing and media in association with Advertising Age, The Advertising Research Foundation, The Advertiser, ForbesAuto.com, CNN Money, ESOMAR, The Financial Post and the American Marketing Association. Ted recently contributed to a series on the evolution of new media for the ACA – Association of Canadian Advertisers and is an occasional guest contributor to CMA Management Magazine, CloudAve and Communispace – Verbatim, where he discusses ideas oriented to branding, marketing and technology. In the January/February 2011 issue of CMA Management magazine, Ted focuses on one of his favourite topics – accountability of social media through ROI.
Over the past 20 years, Ted has built a broad-base of consulting and business management experience within Fortune 100 companies, professional services companies and technology startups. His experience cuts across a number of industries, OEMs and channels, in automotive, information technology, telecommunications, banking and finance, pharmaceuticals, media & entertainment and industrial products. He has worked with the Ford Motor Company (USA), Ford of Europe, Daimler-Chrysler, Mercedes-Benz of America, Hyundai USA, Honda USA, Mazda USA, Toyota, Wunderman (UK), GSK (US) Abbott Laboratories (USA) MDS Healthcare, Government of Canada, Sasktel, AT&T US, Bell Canada/Stentor Alliance, Bell Mobility, Yellow Pages, Canada Post Corporation, Canadian Tire, Bank of Montreal/Harris Bank, GSW Industries, MicroAge and IBM Canada and various IBM PC Company channel partners.
Publications
Series on Social Media: Seeing Through the Cloud of Media Choices, The ACA Edge: Issues, Leadership, ACA-Association of Canadian Advertisers, February – June 2011. http://www.acaweb.ca
“The ROI on Social Media: Time to bring in an accounting framework”, CMA Management Magazine, Premier Issue, January/February 2011. http://www.nxtbook.com/nxtbooks/naylor/SMAS0111/#/20
“Branding in the Age of Relational Media”, Communispace Verbatim, November 2009. http://blog.communispace.com/author/guest-blogger-ted-morris
“Owned Platforms: Upcycling Sponsored Media in the Digital World, Communispace Verbatim, October 2009. http://blog.communispace.com/connect/owned-platforms-up-cycling-sponsored-media-in-the-digital-world/
“Branded Engagement: Using Metrics to Support Marketing and Branding Decisions”, Research Symposium White Paper, WOMMA Measuring Word of Mouth, Volume 2, Autumn 2006.
“Blogs and Forums: The Beginning of Better Brand Messaging”, Research Conference Report, March/April 2006.
“Listening to the Blogosphere: How blogging can impact your brand”, ESOMAR Research, Conference Collection, Brandmatters, New York, February 2006.
“Automotive Brand Buzz: New Way to Target Customer by Leveraging What They are Saying about Your Brand and the Competition on the Internet”, WOMMA Research and Metrics Council, Measuring Word of Mouth, Volume 1, Summer 2005.
“Monitoring Customer Value”, AICPA American Institute of Certified Public Accountants, Inc., New York, New York. 2000
“Custom Made: Adding Value to Your e-business Strategy”, CMA Magazine, May 2000. (How Bell Canada, HSBC and IBM Canada implemented CRM strategy).
Investment Executive, “Psychology of the Investor” a feature article demonstrating how investors can be segmented according to behaviour and demographics, January 1999. Contributed concept and research.
The Market-Driven Quality Management Brief, IBM Canada Inc. management development series on driving customer focused performance excellence in the reseller channels, 1994 to 1997.
Thomas J. Watson Award for Customer Satisfaction – Reference Guide, IBM Canada, 1996.
“Monitoring Customer Value”, Management Accounting Practices Handbook #36, with Dr. Bradley Gale et al, The Society of Management Accountants of Canada, CMA Magazine, 1995.
“Customer Relationship Management: How to go beyond simply ‘satisfaction’ to building equity in your most important asset base: the customer”. CMA Magazine, September 1994.
“Customer Satisfaction Measurement: A Process for Achieving Effective Change”, 1993 Proceedings for the Society for Consumer Psychology.
“What management accountants should know about Market-Driven Quality”, CMA Magazine, May 1993.
Selected Media Quotes – Ted Morris
“A lot of baby boomers are on Facebook and MySpace and who would have thought that would happen?” Want More Family Time? Marketers Ready to Help: Dodge, Del Monte and Others; Our Products Promote Togetherness, Advertising Age, November 26, 2007.
“The worst thing you can do is delay telling the consumer or deny. Rather than panic, take the (brand crisis recovery) plan you should already have in place and mobilize.” Brands Blind to China Crisis, Advertising Age, August 20, 2007.
“Smart marketers will use the leverage points of their brands…if they don’t they’re leaving value on the table”. Philips: We’re not Just Light Bulbs, Advertising Age, June 25, 2007
“They [younger demographics] don’t care about country of origin because of the way their world has been defined…Being online transcends geography…Point of origin becomes less relevant”. Ditch the Flags: Kids Don’t Care Where You Come From, Advertising Age, June 4, 2007; Wall Street Journal, June 7, 2007.
“By early 2008, it [Brand Monitoring] just might be a mainstream marketing tool”. The Buzz Stops Here, The Advertiser, June 2007
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