JULIE BAUER, Founder
The BauerWorks is based on Julie's unique 25 year career spent successfully introducing products and brands as well as re-imaging existing ones,
from not one, but all the possible seats at the table. Client-side. Agency-side. Business-side. Creative-side.
(Not to mention consumer-side.)
Prior to opening The BauerWorks, Julie was Global Strategist for IBM at Ogilvy & Mather. Responsible for driving and guiding the brand globally,
she helped move IBM to a target-based approach, collapsing six disparate communications efforts into two highly effective umbrella global approaches.
At the same time, same agency, Julie also oversaw The Glenlivit, a premier single malt scotch.
Before joining O&M, Julie spent nine years with Saatchi & Saatchi. She began as CEO of Saatchi/San Francisco in 1996. In what was arguably the
most dynamic and creative market in the country, she drove the agency from a single client shop—Hewlett Packard—to a vibrant 300-person agency.
While Saatchi got their fair share of dot.com business (some are still around today, i.e., C/Net, E-Loan), growth was driven by "real" businesses
like Proctor & Gamble, Barclays Global Investors, The San Jose Mercury News and Sony.
In 2000, Julie chose to move to London to undertake a different challenge: running Saatchi's Sony, Visa and T-Mobile businesses across
Europe/Middle East/Africa, while also running Guinness in Asia and Africa.
In 2003, Saatchi asked her to take on the task of overseeing all P&G business across that same region, which led to the realignment of
P&G Middle East operations; and led to Julie opening a Saatchi agency in Russia.
Pre-Saatchi, Julie opened the Atlanta office of West Advertising. She started the agency with Sprint Business and grew the client roster to
include The Atlanta Journal Constitution, Fountainhead bottled water and DCA (Digital Communications Associates). Media-neutral, the clients
came to the agency for fresh, insightful thinking that gave them a creative advantage.
Julie started her career at Commodore Computers, where she was part of the team that launched Commodore 64, the world's first home computer.
While here, she was in charge of Marketing Communications, which included Advertising, PR, Promotions, Packaging, and overseeing of the Commodore Magazine.
Throughout her career, Julie has always believed in focusing on the consumer and making sure to really understand what they want, need and desire.
That is the basis for ideas that deliver a creative edge.
In addition to making a difference in advertising and marketing, Julie is also passionate about making a difference in the lives of children
and their families. She is on the Board of Directors of the New York chapter of the Make A Wish Foundation, as well as Chair of their
Strategic Planning Committee. She is being honored with this year's Women Wishmakers award.