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These firms will tell you this proves they understand AI. What it actually proves though is that a rebranding operation can move fast when the client base is scared enough.\\n \\nTwo odd things are happening inside the big three simultaneously, and neither of them shows up in their pitch deck.\\n \\nThe first thing is a staffing story that comes down to a billing model.\\n \\nBloomberg found around 150 consultants from these three firms were employed to train AI models for the entire bottom half of the consulting pyramid model: the slides, the analysis, the synthesis, the 2am first drafts that someone got billed at $600 an hour. In late 2025, McKinsey laid off most of those doing those precise functions.\\n \\nThe intellectual capital that has...","blurb":"BCG billed $3.6 billion from AI-related work in 2025, approximately a quarter of its total revenue, Bain is expecting to have 50% of their book be AI within a few years, and McKinsey already has AI touching nearly 40% of client projects. These firms will tell you this proves they understand AI....","pendingCommentsCount":0,"approvedCommentsCount":0},{"id":63613718,"state":"published","settings":{"hideBlogDate":null},"title":"The Prescription For Advertising's Self-Inflicted Wound","icon":{"type":"Blog.BackgroundImage","id":"f_0dc69281-c7f6-42fd-92e7-185e386455c9","defaultValue":false,"url":"!","textColor":"light","sizing":"cover","userClassName":"","videoHtml":"","storageKey":"404585\/862219_971362","storage":"s","format":"jpg","h":506,"w":900,"s":96014,"useImage":true,"focus":null},"headerImage":{"type":"Blog.BackgroundImage","id":"f_0dc69281-c7f6-42fd-92e7-185e386455c9","defaultValue":false,"url":"!","textColor":"light","sizing":"cover","userClassName":"","videoHtml":"","storageKey":"404585\/862219_971362","storage":"s","format":"jpg","h":506,"w":900,"s":96014,"useImage":true,"focus":null},"firstContentImage":null,"publishedAt":"2026-05-14T07:40:44.000-07:00","updatedAt":"2026-05-19T14:40:04.568-07:00","createdAt":"2026-05-19T14:35:26.535-07:00","publicUrl":"https:\/\/www.pushpullpivot.com\/blog\/the-prescription-for-advertising-s-self-inflicted-wound","relativeUrl":"\/blog\/the-prescription-for-advertising-s-self-inflicted-wound","pinned":false,"allTagsList":["Marketing And Its Many Excuses"],"postedToWechat":false,"longBlurb":"\\nOgilvy knew the whole game was three moves. Make people remember you. Put it in front of as many of them as possible. Repeat until your brand lives somewhere in the lizard brain before they need it. Byron Sharp proved it with decades of data. The industry absorbed it at conferences, nodded over corporate card drinks, and walked away like a drunk leaving his wallet on the bar.\\n \\nWhat followed is an incentives story. A story driven by rational people who don't think they're the villain but have turned into ones anyway.\\n \\nThe CMO who tells the CFO that programmatic attribution is producing fictitious numbers doesn't get promoted for honesty. They get replaced by someone with a cleaner dashboard. The agency that admits its media model is 30% fraud and 25% fees doesn't win the pitch. The platform that discloses its actual viewability rates loses the spend to the one that buries them in footnotes.\\n \\nEvery actor in the food chain makes a locally rational decision. The aggregate...","blurb":"Ogilvy knew the whole game was three moves. Make people remember you. Put it in front of as many of them as possible. Repeat until your brand lives somewhere in the lizard brain before they need it. Byron Sharp proved it with decades of data. The industry absorbed it at conferences, nodded over...","pendingCommentsCount":0,"approvedCommentsCount":0},{"id":63618018,"state":"published","settings":{"hideBlogDate":false},"title":"The Person You Hired to Lead Your AI Strategy Is the Reason It's Going to Fail","icon":{"type":"Blog.BackgroundImage","id":"f_c9ac25fb-0e15-4c01-a55f-95048c67ac54","defaultValue":false,"url":"!","textColor":"light","sizing":"cover","userClassName":null,"videoHtml":"","storageKey":"404585\/382926_618918","storage":"s","format":"jpg","h":422,"w":752,"s":60163,"useImage":true,"focus":null},"headerImage":{"type":"Blog.BackgroundImage","id":"f_c9ac25fb-0e15-4c01-a55f-95048c67ac54","defaultValue":false,"url":"!","textColor":"light","sizing":"cover","userClassName":null,"videoHtml":"","storageKey":"404585\/382926_618918","storage":"s","format":"jpg","h":422,"w":752,"s":60163,"useImage":true,"focus":null},"firstContentImage":null,"publishedAt":"2026-05-12T05:36:49.000-07:00","updatedAt":"2026-05-19T17:43:45.184-07:00","createdAt":"2026-05-19T17:36:49.004-07:00","publicUrl":"https:\/\/www.pushpullpivot.com\/blog\/the-person-you-hired-to-lead-your-ai-strategy-is-the-reason-it-s-going-to-fail","relativeUrl":"\/blog\/the-person-you-hired-to-lead-your-ai-strategy-is-the-reason-it-s-going-to-fail","pinned":false,"allTagsList":["AI and the True Believers"],"postedToWechat":false,"longBlurb":"\\nThe corporate instinct is almost universal. A CPG manufacturer, a hotel group, a insurance provider, a retailer with forty years of category data decides it needs to get serious about AI. So it looks inward. Finds the person who knows the business cold, who's intelligent, who's ambitious, who's survived the politics, and who's got the credibility with leadership. Gives them a title. Stands up a steering committee. Calls it AI transformation.\\n \\nWhat actually gets built is an unconsious and expensive defense mechanism against real change.\\n \\nThe bottom line is that years of institutional knowledge isn't neutral cargo. It tells you what got approved in the last budget cycle. It tells you what the legacy system can and can't do. It tells you which EVP will kill a proposal before it reaches the third slide. That knowledge, all of it accumulated through genuine hard work, actively prevents the real question from being raised: what does this technology make possible that we've never...","blurb":"The corporate instinct is almost universal. A CPG manufacturer, a hotel group, a insurance provider, a retailer with forty years of category data decides it needs to get serious about AI. So it looks inward. Finds the person who knows the business cold, who's intelligent, who's ambitious, who's...","pendingCommentsCount":0,"approvedCommentsCount":0},{"id":63618029,"state":"published","settings":{"hideBlogDate":false,"metaDescription":"Global CPG IT keeps failing for the same reason: it's designed for fairness, not complexity. Build for the hardest market first, then scale outward"},"title":"The Global CPG IT Model No One Wants to Admit is Running on a Fiction","icon":{"type":"Blog.BackgroundImage","id":"f_c074f25a-e532-46e5-a1b9-74cb61f46640","defaultValue":false,"url":"!","textColor":"light","sizing":"cover","userClassName":"","videoHtml":"","storageKey":"404585\/164020_102096","storage":"s","format":"jpg","h":719,"w":1280,"s":210034,"useImage":true,"focus":null},"headerImage":{"type":"Blog.BackgroundImage","id":"f_c074f25a-e532-46e5-a1b9-74cb61f46640","defaultValue":false,"url":"!","textColor":"light","sizing":"cover","userClassName":"","videoHtml":"","storageKey":"404585\/164020_102096","storage":"s","format":"jpg","h":719,"w":1280,"s":210034,"useImage":true,"focus":null},"firstContentImage":null,"publishedAt":"2026-05-05T06:50:51.000-07:00","updatedAt":"2026-06-02T08:22:45.221-07:00","createdAt":"2026-05-19T17:38:39.650-07:00","publicUrl":"https:\/\/www.pushpullpivot.com\/blog\/the-global-cpg-it-model-no-one-wants-to-admit-is-running-on-a-fiction","relativeUrl":"\/blog\/the-global-cpg-it-model-no-one-wants-to-admit-is-running-on-a-fiction","pinned":false,"allTagsList":["How Organizations Actually Work"],"postedToWechat":false,"longBlurb":"\\nTL;DR: Global CPG IT fails when it designs for fairness instead of complexity. It should prioritize and build for the largest and hardest market first, then scale outward. Should, but historically hasn't.\\n The Fairness Delusion\\n \\nGlobal CPG IT runs on equity. Grotesquely too much. It builds an operating model around giving too many markets a fair shake and ends up building platforms optimized for the average, which in this industry means optimized for the void between markets. A sort of digital Switzerland that takes no position, offends no one, and moves little that actually matters.\\n \\nOne market, almost always the US, generates the largest revenue share, carries retail complexity that would make a logistics professor weep, and disproportionately funds the global infrastructure that everyone else benefits from without having to justify. The P\u0026L knows this. Leadership knows this. Somehow IT rarely gets the memo.\\n \\nCentralization was supposed to fix this. One platform, one...","blurb":"TL;DR: Global CPG IT fails when it designs for fairness instead of complexity. It should prioritize and build for the largest and hardest market first, then scale outward. Should, but historically hasn't. The Fairness Delusion Global CPG IT runs on equity. Grotesquely too much. 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They take pictures, write a brief, and wonder why nobody believes them.\\n \\nI know this because for several years I was one of the locals. Watching the tourists arrive never gets less strange.\\n \\nBefore PowerPoint decks, office conduct codes, and corporate conference rooms, I was a rap marketing and promotion hustler. First at the iconic rap label Def Jam Recordings, then working with the legendary rap group Cypress Hill at Ruffhouse\/Columbia, back when 90s rap wasn't a Spotify playlist curated by someone who was nine years old when it was happening.\\n \\nIt was a live wire. Loud, chaotic, ridiculously fun, sometimes dangerous, commercially explosive, and so culturally undeniable that the mainstream didn't absorb it so much as get run over by it.\\n \\nI was inside the thing. Building it. Learning from it. Not observing it from a safe distance with a research budget.\\n \\nThat...","blurb":"Most marketing teams today are tourists. 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Not The Traffic Cop.","icon":{"type":"Blog.BackgroundImage","id":"f_078b9884-1c15-4e25-a71e-c5220da6f714","defaultValue":false,"url":"!","textColor":"overlay","sizing":"cover","userClassName":null,"videoHtml":"","storageKey":"404585\/689177_928977","storage":"s","format":"png","h":720,"w":1279,"s":1481267,"useImage":true,"focus":null},"headerImage":{"type":"Blog.BackgroundImage","id":"f_078b9884-1c15-4e25-a71e-c5220da6f714","defaultValue":false,"url":"!","textColor":"overlay","sizing":"cover","userClassName":null,"videoHtml":"","storageKey":"404585\/689177_928977","storage":"s","format":"png","h":720,"w":1279,"s":1481267,"useImage":true,"focus":null},"firstContentImage":null,"publishedAt":"2026-04-20T06:40:24.000-07:00","updatedAt":"2026-05-19T14:49:24.123-07:00","createdAt":"2026-05-19T14:48:00.024-07:00","publicUrl":"https:\/\/www.pushpullpivot.com\/blog\/cio-as-the-translator-not-the-traffic-cop","relativeUrl":"\/blog\/cio-as-the-translator-not-the-traffic-cop","pinned":false,"allTagsList":["How Organizations Actually Work"],"postedToWechat":false,"longBlurb":"\\nThere is a particular kind of meeting that exists inside too many mid-to-large companies and is a special kind of madness. Twenty people. Half multitasking with laptops open. A deck that begins with \u201cCurrent State\u201d and ends with \u201cNext Steps\u201d that have the life expectancy of a mayfly. Somewhere in the fog of it, the CIO sits quietly refereeing a turf war between operations, marketing, sales, and finance over a system none of them actually understand, none of them built, and all of them want to control.\\n \\nThis is what the job often becomes. Not builder. Not strategist. Traffic cop.\\n \\nAnd the really rough part, the part that should keep people up at night but mostly doesn't because the process has been so thoroughly sedated, is that nobody stumbled into this. It was engineered. Layer by careful layer, by serious people in serious meetings who convinced themselves that governance and leadership were the same word.\\n \\nThey are not. Governance is a whistle. 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The easy headline says the giant swallowed the upstart. That is comforting nonsense for people who like their business stories neat and wrong. The real story of what comes next is far more interesting because the smartest CPG operators in the room are finally admitting they are not the smartest thing in the room. They are buying brands that work and then fighting every corporate instinct in their body to not \u201cimprove\u201d them into the ground.\\n \\nThere is a whole cemetery out there filled with brands that got acquired for their teeth and came out the other side with dentures. Honest Tea, Bolthouse Farms, Krave Jerky. Pick your headstone. The ritual is always the same. It begins with integration decks and synergy fantasies cooked up in windowless rooms by people who have never built anything that didn\u2019t require a steering committee. 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It carries a lot on its own. Now, prepend \"marketing\" to \"problems\" and you've got the modern marketing enterprise captured in a single line.\\n \\nBefore diving in, it's worth grounding this in a concept that explains a lot of what's gone wrong. The intellectual Evgeny Morozov coined the term \"solutionism\" to describe a kind of cultural enchantment, a widespread belief that every human problem can be coaxed into submission with the right piece of technology. It's a seductive idea. And marketing has swallowed it whole.\\n \\nThe thing is, most marketers who default to technology aren't doing it because they deeply understand their consumers' problems. They're doing it because technology feels like a shortcut. A bypass around the scientifically-proven, slow, unglamorous, frankly humbling work of understanding how brands grow. And that distinction matters enormously.\\n...","blurb":"This Laurie Anderson \"Four Talks\" exhibit image has been lodged in my head since I saw it in person a few weeks ago. It carries a lot on its own. Now, prepend \"marketing\" to \"problems\" and you've got the modern marketing enterprise captured in a single line. 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.s-custom-colors #header-container .header .nav ul a {

}

.s-custom-colors #header-container .header .nav ul a.selected,
.s-custom-colors #header-container .header .nav ul a:hover {
  color: #000000;
}
.s-custom-colors .s-section.s-contact-section:not(.s-bg-white),
.s-custom-colors .s-section.s-text-section:not(.s-bg-white),
.s-custom-colors .s-section.s-media-section:not(.s-bg-white),
.s-custom-colors .s-section.s-signup-section:not(.s-bg-white) {
  background-color: #e9fbf5;
}
.s-custom-colors .s-section.s-bg-white, .s-custom-colors .s-component.s-background .s-component-editor .stock-images li.s-bg-white {
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}
.s-custom-colors .s-section.s-bg-gray, .s-custom-colors .s-component.s-background .s-component-editor .stock-images li.s-bg-gray {
  background-color: #e9fbf5;
}

.s-custom-colors .s-title,
.s-custom-colors .s-item-title {
  color: #29d598;
}
.s-custom-colors .s-section:not(.s-bg-image):not(.s-bg-video) .s-title-group .has-line .s-title:before,
.s-custom-colors .s-section:not(.s-bg-image):not(.s-bg-video) .s-title-group .has-line .s-title:after,
.s-custom-colors .s-section:not(.s-bg-image):not(.s-bg-video) .s-title-group .has-fresh-line .s-component-content:before,
.s-custom-colors .s-section:not(.s-bg-image):not(.s-bg-video) .s-title-group .has-fresh-line .s-component-content:after {
  background-color: #29d598;
}
.s-custom-colors .s-text-color-custom1{ color: #000000; }
.s-custom-colors .s-text-color-custom2{ color: #2ee9a6; }
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    #s-content.s-font-button-inter-tight .s-font-button:lang(zh-cn),
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      font-family: "inter tight", 'PingFang SC',"Microsoft YaHei","微软雅黑",STXihei,"华文细黑", sans-serif
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    #s-content.s-font-nav_item-inter-tight .s-font-nav_item:lang(zh-cn),
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    #s-content.s-font-nav_dropdown-inter-tight .s-font-nav_dropdown:lang(zh-cn),
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  </style></div><div class="s-navbar-section"><div id="header-container" style="position:relative" class="navigator no-logo"><div class="container wide-container"><div class="sixteen columns header center"><div id="logo" class="logo ib"><div class="s-component s-image  "><div></div></div></div><div class="nav no-power"><ul class="s-nav"><span><li class="menu-dropdown"><a class="s-nav-item selected" target="_self" href="/"><span class="s-font-body">Home</span></a></li><li class="menu-dropdown"><a class="s-nav-item" target="_self" href="/fault-lines"><span class="s-font-body">Fault Lines</span></a></li></span><span></span></ul><div id="navbarPopover"></div></div></div></div></div><div id="header-spacer"></div></div><div class="page-wrapper"><div id="prerendered-inline-theme-html"></div><ul style="display:block" class="slides s-page-1  "><li class="slide s-section-1 s-first-visible-section " id="section-f_6e82d66f-680b-4776-a670-6c98e4ec43d5"><div class="waypoint"></div><div class="section-anchor"></div><div>
  <div class="lazyload s-bg-image s-bg-blurred s-bg-dark-text s-new-title-section s-section s-section-full  s-top-padding-none s-bottom-padding-none  background-image" style="background-repeat:no-repeat;background-size:cover;background-color:#E8EAEC;background-position:50% 50%;background-image:url(//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_1500,w_2000,f_auto,q_1/404585/797953_991256.jpg)" data-bg="//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_1500,w_2000,f_auto,q_auto/404585/797953_991256.jpg" data-react-style="{&quot;backgroundRepeat&quot;:&quot;no-repeat&quot;,&quot;backgroundSize&quot;:&quot;cover&quot;,&quot;backgroundColor&quot;:&quot;#E8EAEC&quot;,&quot;backgroundPosition&quot;:&quot;50% 50%&quot;}"><style data-emotion="css 1tnf9eu">.css-1tnf9eu{position:absolute;top:0;left:0;width:100%;height:100%;line-height:1;-webkit-backdrop-filter:blur(10px);-webkit-backdrop-filter:blur(10px);backdrop-filter:blur(10px);-webkit-transition:all ease-in 0.2s;transition:all ease-in 0.2s;}.css-1tnf9eu.loaded{-webkit-backdrop-filter:blur(0px);-webkit-backdrop-filter:blur(0px);backdrop-filter:blur(0px);visibility:hidden;}</style><div class="blurred-layer css-1tnf9eu css-19g8d280"></div>
  <div class="container" style="z-index:3"><div class="sixteen columns"><div class="s-title-group s-only-title-group"><div class="s-subtitle"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-heading" style="white-space:pre-wrap"><h4><div class="s-rich-text-wrapper" style="display: block;"><p class=" s-text-color-white s-rich-text-wrapper font-size-tag-custom s-text-font-size-over-50" style="font-size: 60px;"><span style="color: #ffffff;"><strong>PUSH</strong></span><span class="s-text-color-white"><strong> </strong></span><span style="color: #2ee9a6;"><strong>CHANGE.</strong></span></p><p class=" s-text-color-white s-rich-text-wrapper font-size-tag-custom s-text-font-size-over-50" style="font-size: 60px;"><span style="color: #ffffff;"><strong>PULL</strong></span><span class="s-text-color-white"><strong> </strong></span><span style="color: #2ee9a6;"><strong>CLARITY.</strong></span></p><p class=" s-text-color-white s-rich-text-wrapper font-size-tag-custom s-text-font-size-over-50" style="font-size: 60px;"><span style="color: #ffffff;"><strong>PIVOT</strong></span><span class="s-text-color-white"><strong> </strong></span><span style="color: #2ee9a6;"><strong>FAST.</strong></span></p></div></h4></div></div></div></div><div class="s-title sb-title-center-align"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-title" style="white-space:pre-wrap"><h1><div class="s-rich-text-wrapper" style="display: block;"><p class=" s-text-color-white s-rich-text-wrapper" style="text-align: center; font-size: 60%;"><span style="color: #ffffff;">I'M GERARD BABITTS AND I HELP COMPANIES MODERNIZE THE STACK, ALIGN TEAMS, AND DRIVE MEASURABLE GROWTH AT THE INTERSECTION OF TECHNOLOGY, MARKETING, AND COMMERCE.</span></p></div></h1></div></div></div></div></div></div></div>
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</div></li><li class="slide s-section-2 " id="section-f_8bb6f715-c73a-4399-bd6d-4b14c5a48825"><div class="waypoint"></div><div class="section-anchor"></div><div class="lazyload   s-icons-section s-section s-top-padding-half s-bottom-padding-half s-new-mobile-layout background-image" data-react-style="{}"><div class="container"><div class="columns sixteen"><div class="s-title-group"><div class="s-title has-fresh-line sb-title-center-align"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-title" style="white-space:pre-wrap"><h2><div class="s-rich-text-wrapper" style="display: block;"><p class=" s-text-color-custom1 s-rich-text-wrapper" style="text-align: center; font-size: 80%;"><span style="color: #2b1820;">EMPOWERING AND LEADING ORGANIZATIONAL, TECHNOLOGY, AND MARKETING TRANSFORMATIONS TO MEET CONSUMER EXPECTATIONS</span></p></div></h2></div></div></div></div><div class="s-subtitle"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-heading" style="white-space:pre-wrap"><h4><div class="s-rich-text-wrapper" style="display: block; "><p class=" s-rich-text-wrapper"><span style="color: #555555;"> </span></p><p class=" s-text-color-custom1"><span style="color: #555555;">Whether it's consumer packaged goods, healthcare, retail, entertainment, or financial services, I grow where I'm planted and transform technology, marketing, and business culture to keep pace with finicky consumers.</span></p><p><span style="color: #555555;"> </span></p><p class=" s-text-color-custom1"><span style="color: #555555;">Here are the companies I've helped on my journey:</span></p></div></h4></div></div></div></div></div></div><div class="">
      <div class="s-mh s-repeatable"><div class="s-section-item-wrapper "><div data-sorting-index="0" class="three columns half-fixed no-float s-repeatable-item"><div class="s-item-media-group s-mhi"><div class="s-component s-image  "><div><div class="s-component-content"><div class="s-img-wrapper"><a href="http://www.sanofi.com" target="_blank" aria-label="image link"><img alt="Sanofi" title="Sanofi" class="crop-default" data-description="" data-image-link="http://www.sanofi.com" src="//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_960,w_480,f_auto,q_auto/404585/231091_847951.jpeg" style="border-radius:8px"/></a></div></div></div></div></div><div class="s-item-text-group"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-body" style="white-space:pre-wrap"><div class="s-rich-text-wrapper" style="display: block;"><h5 class=" s-rich-text-wrapper s-text-color-custom1 font-size-tag-header-five s-text-font-size-over-default" style="text-align: left; font-size: 16px;"><span style="color: #555555;">Scaled digital, data, and eCommerce platforms for consumer arm of €44b global healthcare company</span></h5></div></div></div></div></div></div><div data-sorting-index="1" class="three columns half-fixed no-float s-repeatable-item"><div class="s-item-media-group s-mhi"><div class="s-component s-image  "><div><div class="s-component-content"><div class="s-img-wrapper"><a href="http://www.boozallen.com/" target="_blank" aria-label="image link"><img alt="Booz Allen Hamilton" title="Booz Allen Hamilton" class="crop-default" data-description="" data-image-link="http://www.boozallen.com/" src="//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_960,w_480,f_auto,q_auto/404585/595319_719433.png" style="border-radius:8px"/></a></div></div></div></div></div><div class="s-item-text-group"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-body" style="white-space:pre-wrap"><div class="s-rich-text-wrapper" style="display: block;"><h5 class=" s-rich-text-wrapper s-text-color-custom1 font-size-tag-header-five s-text-font-size-over-default" style="text-align: left; font-size: 16px;"><span style="color: #555555;">Developed digital transformation strategy and execution for $21b US pharamcy retailer</span></h5></div></div></div></div></div></div><div data-sorting-index="2" class="three columns half-fixed no-float s-repeatable-item"><div class="s-item-media-group s-mhi"><div class="s-component s-image  "><div><div class="s-component-content"><div class="s-img-wrapper"><a href="https://www.heinz.com/" target="_blank" aria-label="image link"><img alt="H.J. Heinz" title="H.J. Heinz" class="crop-default" data-description="" data-image-link="https://www.heinz.com/" src="//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_960,w_480,f_auto,q_auto/404585/298400_721363.png" style="border-radius:8px"/></a></div></div></div></div></div><div class="s-item-text-group"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-body" style="white-space:pre-wrap"><div class="s-rich-text-wrapper" style="display: block;"><h5 class=" s-rich-text-wrapper s-text-color-custom1 font-size-tag-header-five s-text-font-size-over-default" style="text-align: left; font-size: 16px;"><span style="color: #555555;">Modernized digital and eCommerce capabilities for $13b global food company</span></h5></div></div></div></div></div></div><div data-sorting-index="3" class="three columns half-fixed no-float s-repeatable-item"><div class="s-item-media-group s-mhi"><div class="s-component s-image  "><div><div class="s-component-content"><div class="s-img-wrapper"><a href="http://www.coca-colacompany.com/" target="_blank" aria-label="image link"><img alt="The Coca-Cola Company" title="The Coca-Cola Company" class="crop-default" data-description="" data-image-link="http://www.coca-colacompany.com/" src="//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_960,w_480,f_auto,q_auto/404585/20247_747419.png" style="border-radius:8px"/></a></div></div></div></div></div><div class="s-item-text-group"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-body" style="white-space:pre-wrap"><div class="s-rich-text-wrapper" style="display: block;"><h5 class=" s-rich-text-wrapper s-text-color-custom1 font-size-tag-header-five s-text-font-size-over-default" style="text-align: left; font-size: 16px;"><span style="color: #555555;">Delivered digital, social, and tech solutions for $44b company's beloved brands</span></h5></div></div></div></div></div></div><div data-sorting-index="4" class="three columns half-fixed no-float s-repeatable-item"><div class="s-item-media-group s-mhi"><div class="s-component s-image  "><div><div class="s-component-content"><div class="s-img-wrapper"><a href="http://www.aflac.com/" target="_blank" aria-label="image link"><img alt="Aflac" title="Aflac" class="crop-default" data-description="" data-image-link="http://www.aflac.com/" src="//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_960,w_480,f_auto,q_auto/404585/439729_607484.png" style="border-radius:8px"/></a></div></div></div></div></div><div class="s-item-text-group"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-body" style="white-space:pre-wrap"><div class="s-rich-text-wrapper" style="display: block;"><h5 class=" s-text-color-custom1 s-rich-text-wrapper font-size-tag-header-five s-text-font-size-over-default" style="text-align: left; font-size: 16px;"><span style="color: #555555;">Managed digital marketing and social media for $22b insurance leader</span></h5></div></div></div></div></div></div><div data-sorting-index="5" class="three columns half-fixed no-float s-repeatable-item"><div class="s-item-media-group s-mhi"><div class="s-component s-image  "><div><div class="s-component-content"><div class="s-img-wrapper"><a href="https://www.adultswim.com/" target="_blank" aria-label="image link"><img alt="Adult Swim" title="Adult Swim" class="crop-default" data-description="" data-image-link="https://www.adultswim.com/" src="//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_960,w_480,f_auto,q_auto/404585/355013_460411.png" style="border-radius:8px"/></a></div></div></div></div></div><div class="s-item-text-group"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-body" style="white-space:pre-wrap"><div class="s-rich-text-wrapper" style="display: block;"><h5 class=" s-rich-text-wrapper s-text-color-custom1 font-size-tag-header-five s-text-font-size-over-default" style="text-align: left; font-size: 16px;"><span style="color: #555555;">Pioneered digital marketing for Adult Swim pureplay digital video content startup</span></h5></div></div></div></div></div></div><div data-sorting-index="6" class="three columns half-fixed no-float s-repeatable-item"><div class="s-item-media-group s-mhi"><div class="s-component s-image  "><div><div class="s-component-content"><div class="s-img-wrapper"><a href="https://www.sonymusic.com/" target="_blank" aria-label="image link"><img alt="Sony Music" title="Sony Music" class="crop-default" data-description="" data-image-link="https://www.sonymusic.com/" src="//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_960,w_480,f_auto,q_auto/404585/159468_926532.png" style="border-radius:8px"/></a></div></div></div></div></div><div class="s-item-text-group"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-body" style="white-space:pre-wrap"><div class="s-rich-text-wrapper" style="display: block;"><h5 class=" s-rich-text-wrapper s-text-color-custom1 font-size-tag-header-five s-text-font-size-over-default" style="text-align: left; font-size: 16px;"><span style="color: #555555;">Drove product innovation and marketing for Columbia Records 50+ affiliates</span></h5></div></div></div></div></div></div><div data-sorting-index="7" class="three columns half-fixed no-float s-repeatable-item"><div class="s-item-media-group s-mhi"><div class="s-component s-image  "><div><div class="s-component-content"><div class="s-img-wrapper"><a href="https://www.defjam.com/#/" target="_blank" aria-label="image link"><img alt="Def Jam Recordings" title="Def Jam Recordings" class="crop-default" data-description="" data-image-link="https://www.defjam.com/#/" src="//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_960,w_480,f_auto,q_auto/404585/495814_345508.png" style="border-radius:8px"/></a></div></div></div></div></div><div class="s-item-text-group"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-body" style="white-space:pre-wrap"><div class="s-rich-text-wrapper" style="display: block;"><h5 class=" s-rich-text-wrapper s-text-color-custom1 font-size-tag-header-five s-text-font-size-over-default" style="text-align: left; font-size: 16px;"><span style="color: #555555;">Served as marketing  lead for the world's most iconic rap label </span></h5></div></div></div></div></div></div><div data-sorting-index="8" class="three columns half-fixed no-float s-repeatable-item"><div class="s-item-media-group s-mhi"><div class="s-component s-image  "><div><div class="s-component-content"><div class="s-img-wrapper"><a href="http://www.boozallen.com/" target="_blank" aria-label="image link"><img alt="Booz Allen Hamilton" title="Booz Allen Hamilton" class="crop-default" data-description="" data-image-link="http://www.boozallen.com/" src="//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_960,w_480,f_auto,q_auto/404585/509884_202653.jpeg" style="border-radius:8px"/></a></div></div></div></div></div><div class="s-item-text-group"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-body" style="white-space:pre-wrap"><div class="s-rich-text-wrapper" style="display: block;"><h5 class=" s-rich-text-wrapper s-text-color-custom1 font-size-tag-header-five s-text-font-size-over-default" style="text-align: left; font-size: 16px;"><span style="color: #555555;">Led data, research, and investigative consultations for US government projects</span></h5></div></div></div></div></div></div></div></div>
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  <div class="lazyload  s-bg-image s-bg-blurred s-bg-dark-text s-new-title-section s-section s-section-full  s-top-padding-none s-bottom-padding-none  background-image" style="background-repeat:repeat;background-size:unset;background-color:#E8EAEC;background-position:50% 50%;background-image:url(https://uploads.strikinglycdn.com/static/backgrounds/patterns/t32.jpg)" data-bg="https://uploads.strikinglycdn.com/static/backgrounds/patterns/32.jpg" data-react-style="{&quot;backgroundRepeat&quot;:&quot;repeat&quot;,&quot;backgroundSize&quot;:&quot;unset&quot;,&quot;backgroundColor&quot;:&quot;#E8EAEC&quot;,&quot;backgroundPosition&quot;:&quot;50% 50%&quot;}"><style data-emotion="css 1tnf9eu">.css-1tnf9eu{position:absolute;top:0;left:0;width:100%;height:100%;line-height:1;-webkit-backdrop-filter:blur(10px);-webkit-backdrop-filter:blur(10px);backdrop-filter:blur(10px);-webkit-transition:all ease-in 0.2s;transition:all ease-in 0.2s;}.css-1tnf9eu.loaded{-webkit-backdrop-filter:blur(0px);-webkit-backdrop-filter:blur(0px);backdrop-filter:blur(0px);visibility:hidden;}</style><div class="blurred-layer css-1tnf9eu css-19g8d280"></div>
  <div class="container" style="z-index:3"><div class="sixteen columns"><div class="s-title-group s-only-title-group"><div class="s-subtitle"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-heading" style="white-space:pre-wrap"><div class="s-rich-text-wrapper" style="display: block; "><h2 class=" s-rich-text-wrapper font-size-tag-header-two s-text-font-size-over-default" style="font-size: 28px;">WHAT OTHERS SAY ABOUT GERARD</h2><h5 class=" font-size-tag-header-five s-text-font-size-over-default" style="font-size: 16px;"><span style="color: #555555;">(click quotes for more)</span></h5></div></div></div></div></div><div class="s-title sb-title-center-align"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-title" style="white-space:pre-wrap"><h2><div class="s-rich-text-wrapper" style="display: block; "><p class=" s-rich-text-wrapper" style="text-align: center;"><a href="https://www.linkedin.com/in/gerardbabitts#endorsements" data-type="" target="_blank"><em> </em></a></p><p style="text-align: center; font-size: 60%;"><span style="color: #4da3ff;"><a style="color: #4da3ff;" href="https://www.linkedin.com/in/gerardbabitts#endorsements" data-type="" target="_blank"><em>"BRINGS NOT ONLY THE VISIONARY, STRATEGIC PERSPECTIVE OF A THOUGHT LEADER, BUT ALSO THE PRACTICAL, BUSINESS MINDSET OF A SKILLED PRACTITIONER THAT IS SO CRITICAL TO BEING A CHANGE AGENT."</em></a></span></p><p><em> </em></p><p style="text-align: center; font-size: 60%;"><span style="color: #4da3ff;"><a style="color: #4da3ff;" href="https://www.linkedin.com/in/gerardbabitts#endorsements" data-type="" target="_blank"><em>"A GREAT STEWARD OF BRANDS AND BUSINESS."</em></a></span></p><p><em> </em></p><p style="text-align: center; font-size: 60%;"><span style="color: #4da3ff;"><a style="color: #4da3ff;" href="https://www.linkedin.com/in/gerardbabitts#endorsements" data-type="" target="_blank"><em>"HAS THE INNATE ABILITY TO ANALYZE, PLAN, AND EXECUTE ON HIGH-LEVEL MARKETING PLANS THAT DELIVER CONCRETE ROI."</em></a></span><span style="color: #4da3ff;"><em> </em></span></p><p><span style="display: inline-block"></span></p><p style="text-align: center; font-size: 60%;"><span style="color: #4da3ff;"><a style="color: #4da3ff;" href="https://www.linkedin.com/in/gerardbabitts#endorsements" data-type="" target="_blank"><em>"BRINGS CLARITY AND KEEN INSIGHT TO THE EVER EVOLVING CONSUMER JOURNEY AND PROVIDES CREATIVE, STRATEGIC, AND WELL-ALIGNED SOLUTIONS TO GLOBAL BRANDS."</em></a></span></p></div></h2></div></div></div></div></div></div></div>
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</div></li><li class="slide s-section-4 " id="section-f_fbd012ee-763b-4861-935f-a01c6ecd1569"><div class="waypoint"></div><div class="section-anchor"></div><div class="lazyload   s-icons-section s-section s-top-padding-half s-bottom-padding-none s-new-mobile-layout background-image" data-react-style="{}"><div class="container"><div class="columns sixteen"><div class="s-title-group"><div class="s-title has-fresh-line sb-title-center-align"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-title" style="white-space:pre-wrap"><h2><div class="s-rich-text-wrapper" style="display: block; "><p class=" s-text-color-custom1 s-rich-text-wrapper" style="text-align: center;"><span style="color: #2b1820;">GERARD'S ACCOMPLISHMENTS</span></p></div></h2></div></div></div></div><div class="s-subtitle"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-heading" style="white-space:pre-wrap"><h4><div class="s-rich-text-wrapper" style="display: block; "><p class=" s-rich-text-wrapper" style="font-size: 80%;"><span style="color: #555555;"><em>(Want to see more? Click on the CV icon at the bottom of the page.)</em></span></p></div></h4></div></div></div></div></div></div><div class="">
      <div class="s-mh s-repeatable"><div class="s-section-item-wrapper "><div data-sorting-index="0" class="four columns half-fixed no-float s-repeatable-item"><div class="s-item-media-group s-mhi"><div class="s-component s-image  "><div><div class="s-component-content"><div class="s-img-wrapper"><div class="s-ratio-box" style="max-width:125px;max-height:125px"><div class="s-ratio-fill" style="padding-bottom:100.00%"></div><div class="s-img-wrapper"><img alt="Section image" title="" class="lazyload crop-default" data-description="" data-image-link="javascript:void(0);" width="125" height="125" src="//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_960,w_480,f_auto,q_1/404585/59354_759276.png" data-src="//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_960,w_480,f_auto,q_auto/404585/59354_759276.png"/></div></div></div></div></div></div></div><div class="s-item-text-group"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-body" style="white-space:pre-wrap"><div class="s-rich-text-wrapper" style="display: block; "><p class=" s-text-color-custom1 s-rich-text-wrapper"><span style="color: #2ee9a6;"><strong>$30M Topline</strong></span></p><p class=" font-size-tag-small s-text-font-size-over-default" style="font-size: 14px;"><span> </span></p><p class=" font-size-tag-small s-text-font-size-over-default s-text-color-custom1" style="font-size: 14px;"><span class="font-size-tag-small s-text-font-size-over-default s-text-color-custom1">Platform modernization</span></p></div></div></div></div></div></div><div data-sorting-index="1" class="four columns half-fixed no-float s-repeatable-item"><div class="s-item-media-group s-mhi"><div class="s-component s-image  "><div><div class="s-component-content"><div class="s-img-wrapper"><div class="s-ratio-box" style="max-width:125px;max-height:125px"><div class="s-ratio-fill" style="padding-bottom:100.00%"></div><div class="s-img-wrapper"><img alt="Section image" title="" class="lazyload crop-default" data-description="" data-image-link="javascript:void(0);" width="125" height="125" src="//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_960,w_480,f_auto,q_1/404585/554852_694728.png" data-src="//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_960,w_480,f_auto,q_auto/404585/554852_694728.png"/></div></div></div></div></div></div></div><div class="s-item-text-group"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-body" style="white-space:pre-wrap"><div class="s-rich-text-wrapper" style="display: block;"><h3 class=" s-text-color-custom1 s-rich-text-wrapper font-size-tag-header-three s-text-font-size-over-default" style="font-size: 24px;"><span style="color: #2ee9a6;"><strong>$15M Savings</strong></span></h3><p class=" font-size-tag-small s-text-font-size-over-default" style="font-size: 14px;"><span> </span></p><p class=" font-size-tag-small s-text-font-size-over-default s-text-color-custom1" style="font-size: 14px; text-align: center;"><span style="color: #555555;  ">Funding + delivery process transformation</span></p></div></div></div></div></div></div><div data-sorting-index="2" class="four columns half-fixed no-float s-repeatable-item"><div class="s-item-media-group s-mhi"><div class="s-component s-image  "><div><div class="s-component-content"><div class="s-img-wrapper"><div class="s-ratio-box" style="max-width:125px;max-height:125px"><div class="s-ratio-fill" style="padding-bottom:100.00%"></div><div class="s-img-wrapper"><img alt="Section image" title="" class="lazyload crop-default" data-description="" data-image-link="javascript:void(0);" width="125" height="125" src="//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_960,w_480,f_auto,q_1/404585/161120_342388.png" data-src="//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_960,w_480,f_auto,q_auto/404585/161120_342388.png"/></div></div></div></div></div></div></div><div class="s-item-text-group"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-body" style="white-space:pre-wrap"><div class="s-rich-text-wrapper" style="display: block; "><p class=" s-text-color-custom1 s-rich-text-wrapper"><span style="color: #2ee9a6;"><strong>7x Revenue</strong></span></p><p class=" font-size-tag-small s-text-font-size-over-default" style="font-size: 14px;"><span> </span></p><p class=" s-text-color-custom1 font-size-tag-small s-text-font-size-over-default" style="font-size: 14px;"><span style="color: #555555;">Built scalable content &amp; commerce engine </span></p></div></div></div></div></div></div><div data-sorting-index="3" class="four columns half-fixed no-float s-repeatable-item"><div class="s-item-media-group s-mhi"><div class="s-component s-image  "><div><div class="s-component-content"><div class="s-img-wrapper"><div class="s-ratio-box" style="max-width:125px;max-height:125px"><div class="s-ratio-fill" style="padding-bottom:100.00%"></div><div class="s-img-wrapper"><img alt="Section image" title="" class="lazyload crop-default" data-description="" data-image-link="javascript:void(0);" width="125" height="125" src="//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_960,w_480,f_auto,q_1/404585/197581_802968.png" data-src="//custom-images.strikinglycdn.com/res/hrscywv4p/image/upload/c_limit,fl_lossy,h_960,w_480,f_auto,q_auto/404585/197581_802968.png"/></div></div></div></div></div></div></div><div class="s-item-text-group"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-body" style="white-space:pre-wrap"><div class="s-rich-text-wrapper" style="display: block;"><p class=" s-text-color-custom1 s-rich-text-wrapper"><span style="color: #2ee9a6;"><strong>$150M Media</strong></span></p><p class=" font-size-tag-small s-text-font-size-over-default" style="font-size: 14px;"><span> </span></p><p class=" s-text-color-custom1 font-size-tag-small s-text-font-size-over-default" style="font-size: 14px;"><span style="color: #555555;  ">Global actvation and social commerce application</span></p></div></div></div></div></div></div></div></div>
    </div></div></div></li><li class="slide s-section-5 " id="section-f_8cfb9aae-0676-4785-a23f-80b91cdfa056"><div class="waypoint"></div><div class="section-anchor"></div><div class="lazyload  s-bg-image s-bg-blurred s-bg-dark-text s-icons-section s-section  s-bottom-padding-none s-new-mobile-layout background-image" style="background-repeat:repeat;background-size:unset;background-color:transparent;background-position:50% 50%;background-image:url(https://uploads.strikinglycdn.com/static/backgrounds/patterns/t32.jpg)" data-bg="https://uploads.strikinglycdn.com/static/backgrounds/patterns/32.jpg" data-react-style="{&quot;backgroundRepeat&quot;:&quot;repeat&quot;,&quot;backgroundSize&quot;:&quot;unset&quot;,&quot;backgroundColor&quot;:&quot;transparent&quot;,&quot;backgroundPosition&quot;:&quot;50% 50%&quot;}"><style data-emotion="css 1tnf9eu">.css-1tnf9eu{position:absolute;top:0;left:0;width:100%;height:100%;line-height:1;-webkit-backdrop-filter:blur(10px);-webkit-backdrop-filter:blur(10px);backdrop-filter:blur(10px);-webkit-transition:all ease-in 0.2s;transition:all ease-in 0.2s;}.css-1tnf9eu.loaded{-webkit-backdrop-filter:blur(0px);-webkit-backdrop-filter:blur(0px);backdrop-filter:blur(0px);visibility:hidden;}</style><div class="blurred-layer css-1tnf9eu css-19g8d280"></div><div class="container"><div class="columns sixteen"><div class="s-title-group"><div class="s-title has-fresh-line sb-title-center-align"><div class="s-component s-text   "><div class=""><div class="s-component-content s-font-title" style="white-space:pre-wrap"><h2><div class="s-rich-text-wrapper" style="display: block; "><p class=" s-text-color-custom1 s-rich-text-wrapper" style="text-align: center;"><span style="color: #2b1820;">CONTACT GERARD BABITTS</span></p></div></h2></div></div></div></div></div></div><div class="center-align">
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