Bill Buchanan, Practice Director of VALCORT Market Research, has played a primary role in developing marketing strategies and advertising programs for both new and established products. Bill has been a strategic VALCORT consultant and a significant contributor to CTC for a number of years. His experience on numerous VALCORT projects have ranged from transportation to IT services, from log homebuilders to food flavor services. His deep research experience, marketing mind, and creative approach provide a strong base for VALCORT strategic positioning and business growth strategies.
Buchanan started his career at Leo Burnett Advertising where he worked for 13 years, leaving as a Vice President of Account Services. While there, he developed marketing programs and advertising campaigns for major national clients.
Buchanan’s past consulting clients include Sears, Roebuck and Co., Comdisco, Berkshire Financial Services, Tuthill Transport Technologies, Midwest Computer, Precision Craft Log Homes, NewBase (German software company), Integrity Payment Systems, (NAWLA) North American Wholesale Lumber Association and many others. Prior to consulting, Buchanan was a Senior Vice President at The Wimbley Group, where he headed the agency’s strategic planning activities on behalf of Kemper Insurance, Ben & Jerry’s, and General Motors. He also developed a strategic marketing plan for Ben & Jerry’s Homemade, Inc. that was credited with increasing stock price and helping position the company for a friendly acquisition by Unilever.
Buchanan also held a Senior Vice President position at ASI Marketing Research, Inc., where he headed development of new research methodologies and their commercialization. He joined ASI after holding two positions at The NutraSweet Company. First, as Senior Marketing Manager and later in NutraSweet’s Marketing Research Department where he directed the company’s research professionals and managed a budget of more than $5 million.
Buchanan has a master in business administration from The University of Michigan with concentrations in marketing and finance. His undergraduate degree includes majors in both chemistry and economics from Kent State University. Buchanan has certifications for Applied Methods in Marketing Research from The University of Michigan, training in personal and executive coaching techniques from The Coaches Training Institute, and the assessment and development of “EQ” (Emotional Intelligence) from Q-Metrics.