MARK MASTERSON
It’s always been about something more, a need to see things that others haven't and somehow keep myself from experiencing something new. That's a part of why I wake up and continue exploring the unfolding everythingness. It's my dysfunction.
We are travellers, traveling through time, space, place, and even in our own heads. My journeys take me through brands, cultures, creativity, and self-discovery as well. It's the faces, places, looks, and everything around us that stoke the engine in my head and seep out of it.
The first creative stumbles were like most people's, but then came a chance to create an outdoor retailer called Porcupine in Boston, Boulder, and Seattle. It was a hint to the iconic consumer promotions, events, and platforms for AB/Inbev and Coca-Cola to come. I've distilled myself into new liquor brands for Sauza and Justin Timberlake, created events in New York's Central Park for AOL/Yahoo and Amex, and taken Harley-Davidson all over China. Beyond this incomplete list, I've also created for Electrolux, GM, Sony Pictures, Princess Cruises, SAB Miller, Nestlé Nordic, Ramlösa, Disney, Harley-Davidson, Tag-Heuer, Porsche, and Volvo as part of my grand tour.
The real challenges arrived in my growth as the head of creative for the Coca-Cola Companies and Brown-Forman at Momentum Worldwide. This immersion led me to create platforms and launch brands, and even garnered some media attention. It also took me to Sweden, where I lived and worked. Then embracing a taste for change I became a partner in the boutique innovations agency white_space, focusing on brand creation, strategy, and new technologies. These moves, along with my ever-changing experiences, expanded my horizons, which eventually led me back to Momentum/McCann as ECD/Country CEO of Greater China.
From there, McCann asked me to be the global creative head for GumboLive, a millennial think-tank partnership between IPG MediaBrands and Momentum Worldwide. And then, I returned to APAC, joining another IPG agency, doing some consulting work, and after a stint in Singapore, I made a jump to Ghana/West Africa as Group ECD for DDB Innova + M&C Saatchi Rezultz + iD Digital + TouchPoint + Brand Alert, part of an African group. Then, Covid came along, and there was an embassy call for hasty evacuation. Eventually, I found my way back to Singapore, where my family calls home, and joined Chab Group as their Chief Creative Officer. Now it’s time to flirt with the one that brought me to creative again.
As with the ends (for now) of many stories, mine goes back even further. Without being mentored by Soviet-era design and illustration legends, Roman Duszek, Cedomir Kostovic, and Eric Pervukhin, I would have never truly understood how to use my curiosity and develop a real creative work ethic. I would have never done a lot of things.
Maybe it's time to do something new together?
CHRIS COCHRAN
Chris Cochran knows the restaurant industry. He started his long and diverse career at age 13, earned degrees in Culinary Arts and Restaurant Management, and spent his formative years working with renowned chefs, including David Burke, Charlie Palmer, Judy Rogers, and Alice Waters.
After opening two successful restaurants in San Francisco, he brought his expertise to his hometown of St. Louis, Missouri, where he added franchising to his repertoire as a successful multi-unit operator. His expertise extends further, having managed the U.S. launch of international brands and crafted strategy for U.S. national brands distributed in over 10,000 retailers.
Chris has since provided consulting to startups, existing restaurants desiring improvements, and those with franchise goals. His consulting services cover a wide spectrum, including brand and competitive analysis, consumer engagement, positioning, and messaging. He excels in product and brand development, creating brand identity systems, and ensuring brand relevancy through customer satisfaction benchmarking.
In addition to his work in branding, Chris specializes in manufacturing development, navigating licensing vs. co-packing, contract negotiation, and broker networking. His proficiency in retail extends to brand packaging development, retail shelf analysis, and providing packaging structure solutions.
Chris also offers proprietary software solutions tailored to the restaurant, hospitality, and food distribution industries. His approach emphasizes custom solutions that eliminate licensing fees, promote an aggressive revenue-sharing model, and ultimately make the software free through cost recovery.
Chris’s business acumen has grown right along with his passion for food and style. In addition to consulting, he helps international franchisors bring successful concepts to the U.S., guiding them through the complex business landscape, translating necessary documents, and identifying the best markets for rollout.
Beyond consulting, Chris contributes to cookbooks and industry journals as an author and food stylist. He is a member of the American Bar Association.
Likes: Fountain pens, negronis, dogs, cigars
Dislikes: Ballpoint pens, pop culture, suburbia
