About Jesko

Jesko Perrey, leader of the global Brand & Marketing Spend Effectiveness group, helps clients make brands successful in today’s complex branding environment. He works in brand communications and architecture; segmentation and customer-relationship management; brand building and brand portfolio optimization; and marketing ROI programs.

Jesko is the author of many articles and essays in leading journals and compendiums on subjects such as branding, marketing ROI, and segmentation. He is the co-author of the book Power Brands: Measuring, Building, and Managing Brand Success, which helps clients keep up with the latest advances in brand management, including: a systematic study quantifying the bottom-line impact of creative advertising; a segmentation-based strategic platform to support brand management decisions; a set of concrete operational measures to implement brand strategy; and insights that help improve reach, cost, and quality in places of critical interaction with customers.

Published Work

Retail Marketing and Branding , Wiley, 2010

Power Brands: Measuring, Building and Managing Brand Success , Wiley, 2008

"Boosting returns on marketing investment," McKinsey Quarterly, May 2005

"Making brand portfolios work," McKinsey Quarterly, November 2004

Education