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jeanie bergin Thinking W.I.D.E - Business Coach and Psychologist 
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Showreel - click here Jeanie Bergin is an experienced business strategist, manager, writer and creator of the 4-phase process of Thinking W.I.D.E – Inside, Outside & Through the Box™. She has worked with more than a hundred organizations – and thousands of individuals - in the US, UK and across Europe. She is a frequent public speaker and has written articles for many business journals. She is an international expert in Integrated Marketing Communications and Agency Management from building big communications ideas to evaluation and remuneration. Jeanie has worked with some of the world’s biggest brands to design and teach approaches to motivate and deliver outstanding marketing communications – including package design.
One of Jeanie’s core beliefs is that the most valuable asset an organization possesses is the minds of its people. Whether you are trying to overcome an obstacle, exploit an opportunity, build a partnership, identify new markets, launch a new product, reposition an old one, get a new team working together, kick-start an existing initiative, or almost anything else – the greatest source of knowledge, insight and new ideas is usually inside your company – or within your extended team. Getting it out – fast - is Jeanie’s true specialty. She has worked in dozens of different categories, with all types of people – tapping into a wide range of thinking styles, behaviours, cultures, and experiences – to get the very best out of each mind and turn ideas into successful action.
Jeanie Bergin was educated in psychology (don't panic - her approach is much more like a lively debate at the pub than a session with a shrink!) and has worked in business for over 20 years. In the US, she worked with the inventors of Positioning - Jack Trout and Al Ries. Jack and Al have written many books, including: Positioning: The Battle for YourMind, Marketing Warfare, and The 22 Immutable Laws of Marketing. A number of Jeanie's contributions at Trout & Ries are included in the books. In the States, Jeanie also worked for one of New York's most heavily awarded agencies - Levine, Huntley, Schmidt & Beaver - and for America's most famous ad man… Jerry Della Femina. Her U.S. clients included Digital Equipment, Oscar Mayer, Holiday Inns, Frito-Lay, The Wall Street Journal, Panasonic, Maidenform Lingerie, MTV, The American Lung Association, Cancer Care and The Trump Organization (as in Donald). As Chair & Chief Executive of FCA London Advertising, she worked on L'Oreal, Nestle, Forte Group, Hotpoint, The Island of Mauritius, Ferguson Televisions & Videos, Canon Printers and Scott Paper.
For the past ten years, since creating Thinking W.I.D.E., Jeanie has worked with such organisations as: Arla Foods, Aventis Drug Company, Barclays, British Sky Broadcasting, BT, Coca-Cola, Conde Nast, Gillette, Glaxo Smith Kline, Glendinning Management Consultants, Heinz, ISBA (The Incorporated Society of British Advertisers), Jongleurs Comedy Clubs, Microsoft, NatWest, Norwich Union, OpenDemocracy, Ortho-Biotech, P&G, Profile Group, SABMiller, Sainsbury, Shell, Tesco, The Guardian, Unilever Best Foods, The Arts Council of England and others.
Thinking W.I.D.E. - Jeanie's four-step process of Warm up, Invent, Develop and Evaluate – is designed to help people to think on demand - day in and day out. This is not a formula for thinking, but a framework with a series of prompts, tools and techniques to get people coming up with lots of ideas - quickly. But, don't confuse Thinking W.I.D.E. with old-fashioned brainstorming (you know, where you walk into a room with no ideas and come out with 50 pages of flip chart scribbles without much new thinking or a clear way forward). After generating loads of ideas to work with during Invent, participants are guided through Develop and Evaluate to ensure that they come out with ideas they can actually use - straight away! Jeanie’s experience in business, communication and teaching, allows her to be a very quick study – of businesses and individuals. This enables her to not only draw out a wide range of views and ideas from a team, but to challenge them constructively and to contribute her own useful ideas.
Jeanie does conference speaking and chairing, workshops, seminars, and corporate training and development initiatives (including Train the Trainer programmes). She has built a strong reputation for creating exercises and activities to quickly engage participants and make learning fun. Her work ranges from helping top teams to determine vision, mission and useful ways forward – to inspiring and enabling the progress of young people at the very beginning of their careers. Jeanie also does one-to-one coaching to support people in new roles, through periods of change, and to help ensure that day-to-day demands don’t take them off course. In marketing communications, Jeanie teaches a wide range of courses, including: strategic development, insight, IMC, briefing and campaign management, package design, evaluating creative work, and agency management (including remuneration and evaluation)
Additionally, Jeanie does specialised business consulting and speech writing. She wrote the book BIBA: Big Ideas and Brilliant Activations for SABMiller, and has written speeches for business leaders and politicians in the US and UK. She is currently working with Coca-Cola to evolve their approach to agency compensation and evaluation, to inspire and reward Integrated Marketing Communications – based upon her experience of working with Coca-Cola teams, their agencies and bottlers around the world. She continues to work with SABMiller to propel excellence in marketing communications and agency management. She is working with Heinz teams around the world in the important area of packaging. She is also working with the three main industry bodies (ISBA, IPA & CIPS) in the hot topic of creative production decoupling.
Born in Boston, Massachusetts – Jeanie has lived in the UK since 1992 (with one year in rural Southern France) and speaks both English and American. A frequent traveler, Jeanie divides her time in the UK between London and Kirkwhelpington – a northern location some 50 miles west of nowhere, now famous as the home of Sir John Stephens. topics - The building blocks of creative thinking
- Getting ideas - fast
- Overcoming obstacles to creativity and innovation
- Pitfalls to avoid
testimonials "Jeanie brought an innovative approach to working with strong-minded teams, giving them tools to create and reinvent thinking. It was also great fun." - Carolyn McCall, Commercial Director, Guardian Newspapers Ltd "Jeanie works magic through inspiring and innovative methods to get teams to see the big picture, take a good look at themselves and create ways forward" - Robert Barclay, Managing Director, Profile Systems Ltd "This is not hugging and bonding, but a thoroughly enjoyable, useful and imaginative approach which produces both immediate and lasting results." - Simon Bee, Chief Executive, Kingsbury plc
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