Alvin Achenbaum

Achenbaum served as chairman at a series of marketing management consultancies for 40 years, including Canter, Achenbaum and Associates, which he co-founded with longtime colleague Stanley Canter in 1974,[3] and Achenbaum, Bogda Associates, which he formed with Pete Bogda in 1993.[4] Some of these firms' clients included Procter and Gamble, GE, Nestle, Kraft, Honda, and the United States Department of Defense.[5]

Achenbaum regularly spoke out about emerging trends and the future of advertising and marketing, challenging many of the accepted business practices of the day.[6] He wrote weekly columns for Ad Age and Marketing Week in the 1980s.[7] He generated considerable controversy by challenging the nature of the relationship between advertising agencies and their clients. His consulting work contributed to major changes in both the advertising agency selection process and the development of negotiated agency compensation agreements.[8]

In addition to his work as a practitioner, Achenbaum was an adjunct professor of marketing at the Baruch College of the City University of New York. He also guest lectured at numerous universities, including New York University, Columbia University, and McGill. He was a member of the editorial board of many key professional organizations, including the Market Research Council and the American Marketing Association. Achenbaum is also the author of Lessons Learned: A Practitioner's Guide to Successful Marketing.[9]

In 2005, Achenbaum retired from management consulting and turned his efforts toward preparing aspiring marketing professionals and scholars. He founded the Achenbaum Institute of Marketing. In 2012, the Institute donated Achenbaum's professional papers (research studies, presentations, articles, correspondence and speeches) to The John W. Hartman Center for Sales, Advertising & Marketing History at Duke University Libraries.[10] The Hartman Center praised the collection as "one of the rare collections which covers the breadth of a person’s career, while also documenting the internal workings of a number of agencies and consulting firms."[11] The papers comprise over 80,000 items and contain approximately 100 linear feet of material, documenting over fifty years of Achenbaum's professional life.

In 2013, the Achenbaum Institute of Marketing established the Alvin A. Achenbaum Travel Grant Program, which sponsors travel for scholars of marketing, research and advertising to study at the Hartman Center. In 2013, the Institute published Lessons Learned: A Practitioner’s Guide to Successful Marketing, an instructional guide for students and marketers based on the business lessons Achenbaum learned during his long career.[12]

In 1987, Achenbaum was elected to the Market Research Hall of Fame.[13] In 2000, he was named one of the most influential advertising people of the 20th century by Advertising Age.[14]