MEET THE TEAM: Mark Bennett
Communication trends come and go, but some change the course of how companies promote their brands, products and services. Meet Jeff Winton Associates (JWA) consultant Mark Bennett, who recognized the potential of digital communications early on and included social media into multi-channel campaigns before it was the norm.
When Mark was growing up in high school in a small town outside of Boston, Massachusetts, he briefly considered pursuing a career in art and graphic design. However, Mark’s portfolio was relatively small when he was applying to universities, so he declared a business major at Marist College in Poughkeepsie, New York. He still dabbled in the arts with electives in photography and sculpture which, as he notes, were great creative outlets.
Along the way, Mark changed his major to communications, thanks in large part to a professor and academic advisor who had worked as a communicator for IBM. This advisor’s stories and insights about the corporate world, and possible opportunities, solidified Mark’s interest in pursuing a career in communications.
Mark’s dry rub makes barbecues with friends and family extra special.
After college, Mark spent a summer in Annapolis, Maryland, where his parents had relocated. He explains, “Though I applied for some positions in Washington, D.C., I felt that if I was going to start a career in public relations, I wanted to be in New York. I managed to get my hands on The New York Times every Sunday and scoured the classified section. That’s how I secured my first communications job at a healthcare agency in Manhattan, and that prompted a move to Brooklyn, where I shared an apartment with two college friends.”
That agency had a staff of just six people and was a great proving ground. As Mark recalls, “Everyone did everything.” He applied what he had learned to his next job, at PRISM INTL., where he managed a range of pharmaceutical clients developing treatments for pain, HIV and vision care. This position was an important stepping stone that led to Mark spending several years in Edelman’s healthcare practice.
Though he was never bored at Edelman, Mark ultimately wanted to see how the other half lived on the client side of the business. He was hired by Bayer Pharmaceuticals to lead communications for its anti-infectives franchise. However, it wasn’t long before he became immersed in oncology when pipeline drug Nexavar™ showed promise. Mark was assigned to lead the communications team from Phase 1 trials through FDA and EMA approvals for this first new kidney cancer treatment in 30 years.
Mark recalls, “Bayer had no prior oncology footprint. For the next several years, we worked with partner Onyx Pharmaceuticals on a steady drumbeat of announcements as Nexavar advanced through milestone after milestone. The entire experience was both exhilarating and rewarding.”
Mark also assisted with merger-related communications when Bayer merged with German pharmaceutical company, Schering AG, and its U.S. affiliate Berlex. That is where he first met Jeff Winton, who was managing partner with Jim Modica at West Mill Consulting, which had Berlex as a client. “I became acquainted with Jeff from our many team meetings where we planned announcements and the internal merger rollout. We got along great and kept in touch over the years,” says Mark.
When Bayer moved its U.S. pharmaceuticals business to New Jersey, Mark took an agency position in Manhattan with WeissComm Partners (Real Chemistry). It was around this time that social media was gaining momentum.
Mark takes great pride in his vegetable garden.
“As a wearer of many hats, I felt it was important for my professional growth to embrace social media,” says Mark. “Many (pharmaceutical) companies were slow to adopt this new form of communication due to a variety of factors, including uncertainty about FDA guidance and limited understanding of its pros and cons. Whenever possible, I worked to help my clients use social as an effective way to achieve brand and corporate reputation objectives.”
Mark giving his dog, Summer, a treat.
After spending six years serving pharmaceutical clients that included Pfizer, Bristol Myers Squibb and Merck, Mark returned to Bayer for an exceptional opportunity. As director of corporate communications, Mark led a team that built Bayer’s social media strategy and content while also tracking engagement and analytics. Mark adds, “In this role, I also developed the company’s social media policy by partnering cross-functionally with teams in Germany and the U.S.”
Regarding his current role with JWA, Mark says, “This is the first time that Jeff and I have been on the same team. I really enjoy the collaboration among the JWA consultants. There’s so much support and respect for one another and a dedication to the highest level of client service.”
When Mark is not developing integrated communications campaigns, he enjoys spending time at home with his wife, two kids and his mixed breed labrador. His home time includes getting his hands dirty in his vegetable garden and creating his own barbecue dry rub that he briefly considered marketing.
“I love the work/life balance that JWA affords,” says Mark. “To be able to feel accomplished at work and relaxed at home – it’s a perfect combination.”