About Dennis

Dennis, the leader of our global Brand & Marketing Spend Effectiveness group, helps clients build successful brands in an increasingly crowded consumer and media environment. He oversees large-scale marketing return on investment programs to help his clients optimize their marketing spending. In addition, he counsels clients on digital marketing and multichannel topics.

Dennis is the author of many articles and essays on marketing topics, as well as the co-author of Retail Marketing and Branding, a book that helps retailers and consumer goods companies keep up with the latest developments in brand management, including segmentation, brand strategy, and brand delivery. The book also provides an overview of the new techniques in advanced media mix optimization and instrument optimization, including digital media topics.

As the leader of our work on retail marketing in Europe, Dennis recently served a cosmetics retailer on marketing spend effectiveness, conducted a brand portfolio optimization effort for a jewelry company, and developed the digital strategy for a nonfood retailer.


Marketing's $200 billion opportunity,” McKinsey on Marketing & Sales, July 2013

Hiring internally vs. renting talent at agencies,” McKinsey on Marketing & Sales, July 2013

CMOs in the growth driver's seat,” McKinsey on Marketing & Sales, July 2013

Marketing at ‘clickspeed’,” McKinsey on Marketing & Sales, June 2013

The hurdles to effective retail marketing,” McKinsey on Marketing & Sales, May 2013

Three critical capabilities marketing needs,” McKinsey on Marketing & Sales, April 2013

Retail marketing and branding,” (video series), YouTube, April 2013

Modern marketing: Science, art, craft,” McKinsey on Marketing & Sales, April 2013

Published work

Big Data, Analytics and the Future of Marketing and Sales (eBook), Forbes, July 2013

Marketing’s budget process is broken,” The Economist, June 2013

Experimenting without risk at the digital marketing factory” (PDF–738 KB), McKinsey, March 2013

Retail Marketing and Branding: A definitive guide to maximizing ROI, Wiley, 2013

Steal that Idea: 5 smart ways presidential candidates mine big data,” Fast Company, October 2012

Turning buzz into gold,” McKinsey on Marketing & Sales, June 2012

Taking social media along the Consumer Decision Journey,” McKinsey on Marketing & Sales, March 2012

What German consumers want tomorrow,” McKinsey on Marketing & Sales, December 2010


Otto Beisheim School of Management

Otto Beisheim School of Management