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Joe Bogardus

Director of Client Service

Joe Bogardus brings more than 35 years of career experience working in marketing communications with multinational corporations and agencies to his position with Mary Beth West Consulting, where he informs strategies and directs services and relationship management for agency accounts.

Joe spent much of this decade with Blue Cross & Blue Shield Association (BCBSA), headquartered in Chicago, Ill., where he served as executive director of brand marketing communications. There, he led BCBSA’s development of strategic positioning and messaging for the world’s largest medical record database, Blue Health Intelligence. He replaced an ineffective 19-year-old brand advertising campaign with an integrated issues-oriented communications program, driving perceptual shifts on healthcare costs. In addition, he led a team that motivated millions of Americans to start walking by collaborating with 40 Blue Companies to launch a national lifestyle promotion, “Walking Works.”

Prior to BCBSA, Joe spent 16 years with Rochester, NY-based Eastman Kodak Company, in multiple posts, including director of marketing communications for the Japanese Region based in Tokyo; director of marketing communications for the Europe, Africa and Middle East Region (EAMER) based in London; and director of communications and marketing operations for the Latin American Region (LAR) based in Miami.

His tenure with Eastman Kodak included a range of noteworthy accomplishments, including:

  • Instituting a regional integrated marketing communications program that contributed to a 12.4 point LAR share gain in 12 months
  • Establishing the company’s first region-wide, multi-divisional public relations program exceeding planned goals by 200 percent
  • Conceiving Kodak’s regional digital online communications strategy
  • Introducing the “Un Momento Kodak” campaign region-wide, driving proven recall levels to 65 percent-plus and increasing purchase intention by nine percent
  • Dispatching all 1999-2001 LAR regional point-of-purchase programs (over 6M pieces) to 33 countries ahead of schedule and under budget
  • Organizing a multinational team delivering 20 European cross-border communications programs annually
  • Leading a multifunctional team of Japanese nationals
  • Formulating an integrated Seoul Olympic marketing communications campaign attaining record levels of communication awareness

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