"Let's get inside the head of the Tide customer," he said. Using an array of cutting-edge research tools to learn how customers use media first, you can then develop ads that consumers will actually find interesting. Fancy that. Verklin took over management of five of P&G's top-10 brands on October 1. The self-described "media geek" has inherited the earth.
"Fast 50: #49 Media Maven, David Verklin," Fast Company, Mar 2005, p. 63.
