Patrick Ross

Patrick Ross


Twenty-eight years in advertising, marketing and public relations in a senior management capacity, working with leading transnational blue chip client brands across European, Middle Eastern and Asia-Pacific markets with extensive experience pioneering AOR centralized media planning and buying operations across multiple markets, a thorough knowledge of traditional and e-marketing/e-commerce concepts and effective project management skills. Seasoned executive with direct P&L responsibility, have measurably contributed to increased revenues and earnings for each of my employers to date. Track record of leading teams to produce exceptional results with proven ability to drive in-market success through innovation. Culturally aware, with sixteen years of experience in Asia and eight in the Middle East. Key skill sets include branding and corporate identity, international media relations and company start-up structuring. Also experienced in negotiating and writing agency vendor contracts, remunerations (commission and fee structures) and performance review procedures.

Work History

Work History
Nov 2006 - Present

eMarketing Mobile Media Consultant

PSR Resources

Currently consulting on e-commerce initiatives with evolving multimedia applications in new revenue generating channels through 3.5G and 4G handheld mobile telecom devices, including mobile TV broadcast, interactive media services and advertising content delivery. Completely familiar with the cutting-edge products and technologies that are enabling the rapidly evolving mobile-media ecosystem, including the technologies of leading backbone infrastructure suppliers to mobile telecom service providers (e.g. Nortel MESH networks, Wi-Fi/WiMax wireless platforms), LBS (location based services) of leading network service operators across Asian markets, and the technologies behind leading brand name end user handsets (e.g. Qualcomm chipsets for CDMA2000, WCDMA, HSDPA spectrum protocols and MediaFLO technologies). I am also very knowledgeable about the mobile LCD display panel industry.

Jan 2009 - Jun 2009

Commercial Director

Edelweiss Consulting LLC

Based in the Dubai head office of this Swiss-owned consulting firm commissioned on retainer contracts by Abu Dhabi and Sharjah, was responsible for managing licensing permit programs governing all forms of outdoor advertising on behalf of their respective municipal governments.<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p>

I was also directly involved in the formulation of rules and regulatory policy for such activities in the UAE markets among advertisers and their respective media placement agencies. <o:p></o:p>


Due to government budget cutbacks in a volatile economic climate, the company was unable to renew or renegotiate its expiring 3-year contracts and subsequently closed operations.  <o:p></o:p>

Oct 2003 - Oct 2006

Strategic Consultant

Compass Public Relations Ltd. (Burson-Marsteller)

Supervised strategic communications planning and production of proposals for public relations and e-media programs on behalf of MNC clients including Nortel, Qualcomm, LG.Philips, P&G, Singapore Airlines, Airbus, Lockheed Martin, Daimler AG, Citibank and AIG. Was also solely responsible for all English editing tasks to ensure the coherency of all written documents including PowerPoint presentations to daily news summaries, together with monthly and quarterly executive summary reports, news releases and speeches.

Ø My presentation "Growing an Intelligent CyberCity" prepared on behalf of Mayor Ma Ying jeou (now President of Taiwan) for the Taipei City Government entry at the 2006 Intelligent Community Forum held in New York City won the "Intelligent Community of the Year" award among 20 other finalists from capital cities around the world.

Jan 2002 - Sep 2003

Corporate Communications Consultant

PSR Resources (Global Sources)

Global Sources is a leading B2B media company and the world’s largest facilitator of global trade enabling over 150,000 export suppliers and 657,000 active import buyers to transact more effectively and profitably across 230 countries.

As a full-time outsource consultant and part of the company’s integrated marketing services to suppliers, I developed the strategic positioning and corporate identity programs to strengthen their marketing capability to international brand name customers. This involved 14 online marketplaces, 13 monthly trade magazines, over 100 sourcing research reports and 10 specialized trade shows running 32 times a year across 9 cities.

With a client roster that included computer and electronics manufacturers, hardwares, housewares, electrical appliances, automotive parts, textile and fashion accessories, suppliers received more than 23 million sales leads annually from buyers through the web site alone.

Dec 2000 - Dec 2001

Acer Computers Inc. (World Headquarters)
Led creative development and media implementation of all worldwide strategic branding and product advertising campaigns. Also supervised all matters on the Intel and Microsoft marketing development programs, the production and worldwide launch of a new corporate identity system (new e-commerce brand logo), design and construction of a new global corporate website as well as all marcom related collateral materials.
Jan 1999 - Nov 2000

Client Services Director

Tenfold Image Technology Ltd.

Managed the production of corporate brochures and other associated collateral materials including quality control supervision of design layouts, artwork and copy consistent with mandated specifications. Also contributed to positive double-digit growth and profitability. Clients included Hewlett-Packard, Westin Hotels, American Chamber of Commerce, Northwest Fruit Commission, Landmark Club and Community Services Center.

Jan 1998 - Dec 1998

Business Development Director

DMB&B Advertising

Managed Coca-Cola master brand and Procter & Gamble accounts for the Taiwan market. Duties also involved general management of the agency account service teams.

Ø Designed standardized personnel time fee structure for Coca-Cola and initiated project cycle task delivery control system for planning, executing and tracking all creative and media activities that was later implemented worldwide. Also managed first ever consumer promotion with cellular telephone giveaways.

Jan 1997 - Dec 1997

Vice-President - Int'l Client Services Director

Established international division to manage the newly assigned Bristol-Myers Squibb business for the restaging launches of the Clairol (Herbal Essences and Nice ‘n Easy), Bufferin, Ban, Keri and Moisturel brands.

Ø Co-authored the SMART Brand Strategy and SMART Communications Brief that was implemented globally to manage the Bristol-Myers Squibb business.

Ø Led task force awarded AOR central media buying contract for all television airtime and print media across Asia-Pacific region on behalf of Bristol-Myers Squibb.

May 1995 - Aug 1996

Executive Director - International Division

Foote, Cone & Belding

Employed by FCB Pacific, led establishment of international client services division within its local agency affiliate. In addition to supervising all creative and media planning aspects of the accounts, was also responsible for coordination of the business between the agency offices in Tokyo and New York. Year two revenue was US$10MM. Accounts - Northwest Airlines, BMW, Dell Computers, L’Oreal and Nautica.

Ø Managed first ever photographic location shoot inside an actual B747-400 aircraft for Business Class advertising campaign on behalf of Northwest Airlines.

Sep 1991 - Apr 1995

Client Services Director

Reporting to both the regional CEO in Hong Kong and the local board of directors, managed 120 staff and supervised coordination of key transnational accounts with the regional network offices and New York headquarters. During my time in this assignment annual billings increased from US$36MM to 51+ MM.

Leading accounts included Procter & Gamble (US$16MM), China External Trade Development Council (US$5MM), Mars Confectionery (US$5MM), Renault (US$4MM), Wrigley (US$3MM), British American Tobacco (US$1.5MM) and Government Information Office (US$1MM).

Ø Led roll-out of first Procter & Gamble campaigns for Greater China markets while also establishing first ever AOR centralized media planning and buying operation for P&G and Mars.

Ø Led global advertising campaigns for the “Very Well Made in Taiwan” and “Symbol of Excellence” government IEP marketing programs establishing the innovation and quality of Taiwan-designed and manufactured products.

Jan 1991 - Sep 1991

Regional Account Director

Grey Dusseldorf

Managed the Procter & Gamble business across Central Europe including former Czechoslovakia, Poland and Hungary in addition to establishing and training an account services team in Karachi, Pakistan. Major brand launches included Vizir, Fairy Liquid, Lenor, Meister Proper.

Jan 1990 - Dec 1990

AMC & Grey

AMC & Grey

Arabian Marketing Communications at the time was the Middle East regional affiliate network of Grey Global Group with offices in London, Nicosia, Riyadh, Bahrain and Dubai. Managed key transnational accounts across the region and a staff of twenty. Responsibilities covered all aspects of client servicing at senior management level including media planning and buying, film and print production, together with the planning and coordination of trade and consumer promotions, merchandising and sampling programs. Major accounts included Emirates Airline, Chrysler, Dubai World Trade Centre, Hyatt Regency Hotel Group and the National Bank of Oman.

Ø Participated in early development of Emirates Airline global branding and “Even Time Flies on Emirates” campaign.

Oct 1987 - Dec 1989

Account Supervisor

Saatchi & Saatchi (World Headquarters)

Based in London, was employed in the Procter & Gamble international account department responsible for running the business of six brands across the GCC markets of the Middle East region. Working with eight colleagues, was directly involved in all aspects of the copy development process from initiating creative briefs, ensuring strategic copy alignment throughout multiple markets, through to production

of final on-air copy. Also participated in supervising an annual media budget of US$12MM.

Coordinating with agency affiliate network offices throughout the Middle East together with the respective brand managements based in Brussels, Cincinnati, Geneva, Jeddah and Schwalbach, supervised over a dozen commercial film productions for Ariel Powder and Liquid, Daz, Fairy Liquid, Lenor, Mr. Clean, Oil of Olay, Pampers and Vicks.

Ø Led roll-out of first Procter & Gamble campaigns across GCC markets that established it as the leading consumer products company in the Middle East region.

Jul 1985 - Sep 1987

Account Director

AMC & Grey

Working from two of the network offices, managed key transnational accounts across the region.

Clients were at export director level. Major accounts - Emirates Airline, British Petroleum, Citicorp, Faberge, Goodyear, Gulf Hotels, Kimberley Clark, Lyons Tea, Parker Pens, Saab and Smith & Nephew.

Feb 1983 - Jun 1985

Account Manager

International Marketing Communications

Based in the Jeddah office of this company, responsibilities included general management of the local agency with ten staff and liaison with the London office. Was involved in all aspects of account supervision including creative briefings, film and print production, media scheduling and buying, qualitative and quantitative research analysis, as well as new business. Accounts - British Caledonian Airways, Atlas Copco, Avon, British Petroleum, Chanel, Danish Dairy Federation, Dunlop, Lurpak, NCR, Olivetti, Otsuka Pharmaceutical, Ridgways Tea, Saab, Shulton, Sofitel Hotels, Unilever Export, United Biscuits and Wander Foods.

Ø Pioneered first ever television commercials in Saudi Arabia to feature female talent for Unilever Export Sunsilk shampoo brand. Also executed the first ever in-store merchandising and sampling program for Chanel perfume in over 100 luxury goods retail outlets across the Kingdom.

Jan 1979 - Dec 1982

Account Executive

Purchasepoint Marketing Ltd.

Returning to London from Canada, was employed with this direct marketing and sales promotion subsidiary of the Lopex Group PLC. Experience gained included involvement in the planning and coordination of fmcg consumer promotions, direct mail campaigns, and the design and production

of product packaging and point-of-sale materials. Accounts included British Caledonian Airways, Beecham, Britvic, Gallaher Tobacco, Levi Strauss, Panasonic, Trust House Forte and Watney Mann.


Sep 1974 - Jun 1978

Bachelor of Commerce

St. Mary's University