Michael Sussman, PhD

Questioner
DISC Type : c

Chief Product Officer & Consumer Psychology Lead at WPP

New York City Metropolitan Area, United States

Overview

Michael Sussman is an Emmy, Effie, and Cannes Lion award-winning strategist and the Chief Product Officer at WPP. He leads the BrandAsset® Valuator (BAV), the worlds largest brand equity database, leveraging his Ph. D. in applied psychology to provide data-driven brand insights for clients like Netflix, IBM, and the NFL.


Michael is an Emmy award-winning brand strategist.

Personality Overview

Value Seeker

Cautious & Analytical

Systematic

They are more likely than others to negotiate on pricing and terms.  While they don't hesitate to ask questions, they are generally risk-averse and tend to be late adopters. They prefer to do thorough analysis of any situation.

Topics They Care About

Brand Equity Modeling
As CEO of BAV Group, he leads the world's largest proprietary brand equity model and database, consulting with global companies on brand strategy.
Consumer Psychology
Holds a PhD in applied psychology and uses insights on consumer perceptions and behaviors to guide brand positioning and strategy for major corporations.
Measuring Creativity
He is a proponent of the WPP Creative Capital Index, which provides data proving that creativity is a primary driver of brand growth and financial performance.

Media Appearances

Michael has no verified media appearances

Work History

6-2022
Chief Product Officer & Consumer Psychology Lead at WPP
5-2017 - 3-2024
CEO at BAV Group
6-2014 - 3-2024
President, BAV Worldwide at Young & Rubicam
6-2014
EVP, Global Director Of Analytic Insights at Young & Rubicam
EVP, North American Director of Analytic Insights at Young & Rubicam

Education

1991 - 1994
PH.D from Hofstra University
1984 - 1989
Bachelor of Arts (BA) from University at Albany

More Information

Social Presence :

Prographics :

Exp : 17 Location : New York City Metropolitan Area, United States Job Level : Leadership Designation : Chief Product Officer & Consumer Psychology Lead at WPP
URL has been copied!

Insights For Selling To Michael

During A Call Or A Meeting

DO's

  • Back up any claims with data and numbers
  • Keep some extra margin in hand as they will likely negotiate the pricing
  • Emphasise more on facts and measurable benefits

DONT's

  • Don’t depend too much on anecdotal evidence, it reduces their confidence
  • Don’t overhype the product/pitch, keep it measured
  • Avoid rushing them, be polite and patient

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Michael is

  • Confidence that the product provides ROI, effective pricing and process adherence matter the most to them.

  • Will you ever get a clear answer from Michael

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Michael move?

  • They can move at a reasonable pace while making their decisions if they have the necessary information.

  • Can Michael take some risk or not?

  • They can take some risk if they are confident that they have analyzed the circumstances well.


You And Michael

Personality Compatibility


Other WPP Employees

Explore more public profiles from related professionals at the same organization.

More Profiles

Discover additional public profiles from our index.

Search more profiles

Looking for someone else? Search here for anyone.

Or visit Humantic AI to know more.