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Ed Keller, CEO
 Ed
Keller has worked for twenty-five years in marketing and media
research, consulting with clients in the corporate, media,
agency and not-for-profit sectors. Ed previously served as
CEO of renowned market research firm, RoperASW (and its successor
companies), and prior to that, served as the company's president
and COO.
Known as "one of the most recognized
names in word of mouth" Ed lectures at the
University of Pennsylvania's Annenberg School for Communication and speaks
frequently to business audiences on word of mouth marketing. He is a board
member of the Advertising Research Foundation, serves as president of the
Market Research Council, and is President and Director of the Word of Mouth Marketing Association (WOMMA).
The publication of Keller's book, The
Influentials, co-authored by Jon Berry, has been called the
"seminal moment in the development of word of mouth." Offering
a ground-breaking look at the 10% of consumers who, by word
of mouth recommendations, profoundly impact how the other 90%
vote, make purchases, invest their money and choose their lifestyles,
the book has been featured in leading publications, including
The New York Times, The Washington Post,
USA Today, Fortune, Fast Company, Smart Money, Ad Age, Adweek
and BrandWeek. According
to The Washington Post, "The Influentials...deserves a place
on the shelf of anyone in business or politics." The
Influentials was selected as one of five finalists for the 2004 Berry-AMA
Book Prize for Best Book in Marketing, an honor that recognizes
books "whose
innovative ideas have had significant impact on marketing
and related fields."
Brad Fay, Chief Operating Officer
 Brad
previously served as managing director at RoperASW and NOP
World, where he supervised a variety of business units, including
Roper Public Affairs, Starch Communications, Financial Services,
Technology, Media and Omnibus Services.
During his tenure at
Roper and NOP World, Brad launched numerous market and opinion
research products and methods, including the Fortune/Roper
Reputation Index™; Green Gauge™; Cone/Roper Cause
Branding Report™; Newsflow™ and PharmaNewsflow™.
He also led the effort to introduce new "return on investment"
tools into the Starch Ad Readership methodology.
In 2005, Brad led the
R&D effort for development of "Category Influentialssm" for
NOP World, co-led the company's word of mouth marketing initiative and served
as member of the Word of Mouth Marketing Associationís Research & Metrics Council.
Quoted
on NBC Nightly News and in publications including The
Wall Street Journal, BusinessWeek, Fortune, Advertising Age, PR Week and
PR News, Brad was formerly
editor of Roper's Public Pulse newsletter and a columnist in AMA's Market
Research magazine. His articles have appeared in publications including Public
Perspectives and Pharmaceutical Executive, and in papers at industry conferences
for the Advertising Research Foundation, Word of Mouth Marketing Association
and American Association of Public Opinion Research. Brad is a member of
the Communications Council of the Word of Mouth Marketing Association, and
he lectures about survey research at the Rutgerís University Bloustein School
of Planning and Public Policy.
Jon Berry, SVP
Jon Berry is one of the nation's leading experts on word of mouth and consumer trends. Mr. Berry is senior analyst on Keller Fay's TalkTrack(TM), the first tracking study of consumer word of mouth in both online and offline channels.
Mr. Berry's book, The Influentials, co-authored with Keller Fay CEO Ed Keller, has been called the "seminal moment" in the development of word of mouth marketing, and was named one of the most important books of 2004 by the American Marketing Association.
Before joining Keller Fay, Mr. Berry was senior vice president and editorial director of RoperASW's Roper Reports consumer trends research service. He previously was marketing editor of Business Week and senior editor of BrandWeek and AdWeek magazines. |
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