Martin Calle

Current

Chief Culture Officer - Consumer Packaged Goods at Calle & Company
Chief Differentiation Strategist at Calle & Company

Past

Chief Marketing & Creative Officer at Calle & Company
Business Development at Calle & Company
Product Manager at Calle & Company

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Education

Indiana University Bloomington

Recommended

3 people have recommended Martin

Connections

81 connections

Industry

Marketing and Advertising

Websites

Martin Calle’s Summary

I run Calle & Company. We've become the most successful product development company in the consumer products industry. As Chief Culture Officer I accomplish this goal by enabling companies to move consumer culture into and back out of their corporation. I also publish MADISON AVENUE, The Journal of Social Influence Marketing, Advertising & Branding. MADISON AVENUE is a member of Forbes Business & Finance Network and is an Advertising Age Magazine Power 150 Marketing Blog.

Martin Calle’s Specialties:

New products developed by Calle & Company have consistently topped the best of IRI, NPD and ACNielsen’s annual pacesetters for 57 year in a row. In fact, our all time least successful new product, Frito-Lay's Baked Lays Potato Chips sold $319 million in the first ten months, nearly double 2008's most successful new product conceived and developed some other way, Gatorade's $159 million G2.

Martin Calle’s Experience

Chief Culture Officer - Consumer Packaged Goods

Calle & Company

(Consumer Goods industry)

September 1977 — Present (32 years 3 months)

As Chief Culture Officer at Calle & Company I move consumer culture and creativity into and back out of corporations. Like folding a piece of paper in half, I am much faster than drawing a straight line to get you from point A to point B.

Multi-Dimensional Creativity® is the #1 selling product development and Product Life Cycle Management Solution in the consumer packaged goods industry. In fact, more corporations now own brands invented or reinvented with by Calle & Company than any other single entity in the consumer packaged goods industry.
Chief Differentiation Strategist

Calle & Company

(Marketing and Advertising industry)

September 1977 — Present (32 years 3 months)

eHarmony for Brands

Multi-Dimensional Creativity® and Abstact Dimensioning® are two proprietary Consumer-Creative® systems-of-invention we employ that enable consumers to match themselves (rather than you) to your products, category, capabilities, concepts and perceptions based on over 500 proven dimensions of product compatibility we alone provide. Baked Lays Potato Chips, our least successful new product, sold $310 million in the first 10 months and still tops every other IRI, NPD and ACNielsen Top 10 annual pace setter. No one else has conceived, developed or launched a more successful new product some other way over the last 57 continuous years.

To best selling author Malcolm Gladwell I am somewhat of an "Outlier;" someone who is exceedingly successful because they amassed an immense amount of experience early in their career. No overnight success, I slept on many cold hard floors. Today I run Calle & Company. We've become the most successful product development company in the consumer packaged goods industry. I publish MADISON AVENUE, The Journal of Social Influence Marketing, Advertising & Branding. MADISON AVENUE is a member of the Forbes Business & Finance Network and is an Advertising Age Magazine Power 150 Marketing Blog.
Chief Marketing & Creative Officer

Calle & Company

(Marketing and Advertising industry)

1989 — 2004 (15 years )
Business Development

Calle & Company

(Marketing and Advertising industry)

1985 — 2004 (19 years )
Product Manager

Calle & Company

(Marketing and Advertising industry)

September 1977 — December 1979 (2 years 4 months)

Identified gaps in the ways large corporations develop new products and product positioning strategies. Developed proprietary methods to capture consumer perceptions and insight learning how to change consumer habits and practices on a large scale. The process is called Social Engineering and remains a proprietary trademarked process along with Abstract Dimensioning and Multi-Dimensional Creativity systems of consumer invention, use of Culturally Influential Consumer Groups to learn how to move consumer culture through corporations, Assays High Performance Focus Groups, Wrap-Ups for packaging and delivery system design and more.

Martin Calle’s Education

Indiana University Bloomington

BA , History , 1973 — 1978

Spent my time before and during college years working with and working for US business leaders in marketing, advertising, food science, chemical engineering, R&D and manufacturing, product, packaging and delivery system design, business strategy, market research, business development and sales at:

Procter & Gamble
The Coca-Cola Company
Johnson & Johnson
Warner-Lambert
Richardson-Vicks
BBDO
Doyle, Dane Bernbach
Young & Rubicam
Ogilvy & Mather
Leo Burnett
CBS Television

Activities and Societies:

debate, logic, philosophy, english, art history