ADA, MI—Mark Bain, former head of corporate communication at Alticor, has opened upper 90 consulting, a new firm advising on international corporate communications and reputation management. Bain, who continues as a senior advisor with the Reputation Institute and Cone, led all corporate communication at Alticor, the $6 billion corporate parent of Amway Corp. Before that, he spent almost 16 years with Burson-Marsteller in the firm’s U.S. and Asian offices.
upper 90 will specialize in issue and crisis management, corporate brand management, change communications and corporate communications management. It also plans to partner with the Reputation Institute on reputation management and Cone on major corporate social responsibility programs.
Bain said the firm’s name derives from a soccer term for a shot to the upper corner of a goal. “Upper 90 shots require smart strategy, skilled execution, real courage and absolute confidence, and that’s what I hope upper 90 consulting will be known for,” he says.