I’ve spent 20 years working across a wide range of categories on behalf of countless regional, national and global brands. My quest for true consumer insight and drive to create compelling brand and communication strategies have led to a long history of successful marketing initiatives. And it’s now led me to start Planetarium.
From cars (I was behind Mazda’s long-running “Zoom Zoom” campaign and also framed the underpinnings for what became the recent, award-winning Chrysler “Imported From Detroit” campaign) to fast food to CPG to banking to entertainment to healthcare – and everything in between –I’ve dug for insights and developed brand and communication strategy across a wide swath of categories.
One of my fortes is identifying target audiences and bringing them to life in flesh and blood terms. I pride myself on finding positioning articulations that truly differentiate and then translating those positionings into creative briefs that inspire and focus creative teams. Along the way, I’m an adept and high-energy market researcher, facilitator, idea-nurturer, instigator and coach.
Before starting Planetarium, I was at Palio, a leading healthcare communications agency, serving on the company’s operating board and heading up its 20+ member Insight and Brand Strategy Group. It’s the fourth agency at which I helped launch an account/brand planning discipline.
I’m a frequent guest lecturer in advertising and market research and have been a member of numerous industry panels.
I have extensive experience in both quantitative and qualitative research and pride myself on my ability to navigate complex marketing and branding challenges for clients. My experience includes positions at some of the most prestigious marketing research firms, including Copernicus Marketing, CROP, iPerceptions and CRM Metrix, working with brand giants such as Ford, Proctor & Gamble, Pepsi, Gillette, GE, Royal Caribbean Cruises, Allied Domecq, Reebok and Cirque de Soleil.
I’ve also spent 5 years working in branding and market research for L’Oréal, leading the charge on a wealth of skincare and beauty initiatives.
When I’m not working on my clients’ solutions, I can be found with my family or out training for my next triathlon.
A recognized thought leader in field of Segmentation, Targeting and Positioning, Henry Gamse has been involved in at least 500 hundred major marketing strategy studies in virtually every product and service category. Henry’s signature humorous and accessible approach to complex research topics has earned him the gratitude of colleagues and clients for over 25 years.
As Chief of Analytics at Copernicus for 20 years, he developed and supervised the firm’s statistical and modeling division, innovating many new products and techniques along the way. He is especially noted for developing a new “Profit-Focused” approach to segmentation, guaranteeing actionable, findable target segments which contribute directly to the client brand’s bottom line by virtue of the economic value they represent.
In addition to his extensive experience and deep knowledge of marketing, Henry has a strong background in clinical and experimental psychology. Prior to entering a doctoral program in Social Psychology, and also obtaining an MBA in Marketing from Syracuse University, he served as staff psychologist for several years at an industrial training program in inner city Baltimore.
An avid writer, Henry has contributed significantly to several marketing books, has published articles on research topics in major journals, has authored e-books, and regularly contributes thoughts on market segmentation and other topics to various blogs.
An accomplished speaker and trainer, he has guest-lectured at universities, spoken at major marketing conferences, presented seminars and workshops for large companies across several continents, and conducted webinars on a variety of marketing topics.
Henry adds, “I am very excited to be merging my skills with those of the uniquely talented team at Planetarium.”
UK-based Dr. Mark Perkins is an industry leader in social media listening and analysis. A world-renowned expert in semantic text analysis concerning real-time discourse in social media and blogs, Mark achieved an MA and PhD in Applied Linguistics from Exeter and Leicester, respectively. He also has an MA in Classics from Cambridge University. Throughout his career, Mark has written over 30 white papers across a wide gamut of linguistics and technology related subjects.
Especially skilled at helping clients identify value in real-time flows of text, Mark has created a proprietary model which enables concepts and concept combinations to be identified and grouped so that messages can be accurately and economically described. This allows for far better quality data than would be found using such things as simple keyword searches alone.
For over a decade, Mark has developed, curated and segmented a multi-billion word dataset, enabling Planetarium to explore an incredibly broad scope of potential subject matters for clients. This extensively catalogued lexicon, combined with Mark’s linguistic expertise and proprietary model, allows us to explore customer sentiment more holistically, better understanding context and implied intent.
The result for clients is deeper and better insights and a better ability to identify trends in their markets. Simply said, if a client wants to better understand their customers’ needs, wants, hopes and dreams, as expressed in social media, Planetarium’s alignment with Mark makes us perfectly suited to help.