The Cassie Partnershipliberating human capital

news - Feb 2007 - Merry Baskin Becomes Cassie Partner

Merry Baskin

The Cassie Partnership has invited Merry Baskin to join as a partner. Baskin has been brought on board to work alongside founding partner, Neil Cassie , to expand and deepen tcp's relationship across a portfolio of clients.

The Cassie Partnership enables the leadership of large organisations to close the gap between their vision and their peoples' behaviour. tcp's methodology creates sustainable behavioural change aligned with the vision, purpose and goals of an organisation. Their unique approach places people rather than systems at the heart of the solution to the complex, intangible and non-predictive challenges of business. The result is highly interdependent, differentiated organisations delivering peak customer value, productivity and business growth.

Baskin has enjoyed a successful career in advertising, having held various senior planner positions in world-leading agencies including J Walter Thompson and Saatchi & Saatchi. For the last six years, Baskin has been MD of her own Brand Planning Consultancy, Baskin Shark, servicing brands including Argos , Unilever, Nestle, Ogilvy and J. Walter Thompson.

Baskin has also enjoyed success in numerous international roles, including: from 1991 to 1992 - European Planning Director at GV/Brindfors in Brussels, Belgium; from 1990 to 1991 - European Planning Director at Brindfors in Stockholm, Sweden and from Oct 1986 to 1990 - Director of Account Planning at Chiat/Day in New York, USA.

Merry Baskin is also a seasoned industry author having written publications and papers including an article on Facilitating Brainstorms, Brand Strategy (2003); APG book: Brand New Brand Thinking - co-editor and contributor (2002), and Integrated Marketing Communication - a text book case history for Boots the Chemist (1999).

Neil Cassie , Managing Director of The Cassie Partnership , commented: "Merry's extensive blue chip experience and insight into how large organisations operate will prove invaluable for her work with tcp. She has one of the sharpest minds I have ever known but wrapped up in a person of great warmth and humanity. She has a passion for people and their potential. She drives towards what is possible and never allows herself or those she works with to wallow in the status quo. In short, she is inspirational and I am proud to welcome her to The Cassie Partnership ."