Welsh Marketing Associates is the consulting company of Jerry C. Welsh.
Mr. Welsh began his career in education, teaching Russian language and
literature at University of Memphis, the University of Tennessee, and
elsewhere. Deeply interested in the Russian people and fluent in Russian,
he instituted a student visitation program at a time when the Soviet
Union was a largely a closed society, believing that his students could
not fully appreciate a culture they had not experienced first-hand.
Transitioning to New York's corporate world as a young father
of three, Mr. Welsh rose through the ranks of American Express Company
under the tutelage of Lou Gerstner and Jim Robinson to become head of
Worldwide Marketing. It is in this role that he conceived of and launched
the first Cause-Related Marketing initiative, a blend of traditional
marketing and philanthropic appeal.
The now famous CRM program on behalf of American Express to raise money
for the restoration of the Statue of Liberty revolutionized the way
companies viewed their potential to do well for their businesses while
doing good for society.
Since that extraordinarily successful campaign, Cause-Related Marketing
has become a global business phenomenon and is considered to have grown
business revenues and increased market share for companies, while it
has raised several billions of dollars for charity.
After leaving American Express, Mr. Welsh briefly served as head of
Marketing and Strategic Development for E. F. Hutton Group, Inc.until
its acquisition by Shearson Lehman Brothers, then formed Welsh Marketing
As President of WMA, Mr. Welsh has consulted with organizations in both
the for-profit and not-for-profit worlds—Philip Morris, Ben & Jerry's,
Gateway, Coca-Cola, Wunderman, Special Olympics, and others—to address
issues involving corporate and product positioning, strategic planning
and resource development, event and sponsorship execution, crisis management,
advertising, marketing, and public relations. Today, he is deeply interested
in the rise of China and its impact on branding, product development,
and corporate positioning, and the role of Internet-enabled technologies
to deliver solutions to companies facing training and other communications
In his personal time, Mr. Welsh is an avid runner, reader, and motorcycle
enthusiast. A six-time finisher of the Boston Marathon, Mr. Welsh was
the first person from New York State ever to complete the Western States
100 Mile Run.