LOS ANGELES—Bob Feldman, currently head of corporate communications for DreamWorks Animation SKG and former chief executive officer of WPP’s GCI Group, is launching Feldman & Partners, a management consulting firm focused on helping companies maximize their return on investment in the communications function, working with corporate chief communications officers as well as senior agency executives.
The firm will provide services in seven distinct areas: organizational structure for maximum impact and productivity; proper funding levels for various communications functions; maximum impact and ROI with their agency relationships; productivity of multi-geography communications teams; customized training to high potential communications talent and insights into best-in-class training programs among leading corporations; agency search for companies and associations; and strategic counsel for senior agency executives who are seeking to achieve greater business results.
“Virtually every company, every chief communications officer and every agency executive faces the dual challenge of stimulating growth and nurturing creativity while employing a laser-like focus on productivity and impact,” says Feldman. “ROI is the name of the game. Yet often the pace of business inhibits breakthrough thinking. Who has the capacity to research, brainstorm and find new ways to dramatically enhance the status quo? Helping companies break through that dilemma is what Feldman & Partners is all about.”
He says that in his time at DreamWorks he missed “the business of PR” and that he had also become aware of “the absence of any serious management consulting firm that could provide intellectual capabilities and support to clients and to agencies.”
The new firm’s first client will be DreamWorks. The animation studio, which went public in 2004 and soon after hired Feldman to be head of corporate communications, has asked him to continue his work with the company. “Bob helped us achieve some important milestones as a new public company,” says founder and CEO Jeffrey Katzenberg. “As an entrepreneur myself, I certainly can respect Bob’s desire to start his own company. I’m delighted we’ll continue to work together.”
Joining Feldman to start the firm will be a core full-time staff and several well-respected senior industry executives who will serve on the firm’s senior counselor advisory board. The latter group includes Don Cogman (former president of Burson-Marsteller); Debjani Deb (founder of Empower Research and former chief strategy officer at GCI); Tom Martin (former chief communications officer at ITT and immediate past president of the Arthur Page Society); and Greg Spector (former president of WPP’s Blanc & Otus). These senior counselors will be available for client engagements.
“The best companies always want to get better,” says Feldman said. “This firm will offer access to executives with deep, relevant expertise as well as provide tools and service offerings that can improve a range of important needs facing today’s chief communications officer and agency executive.”