Name: Jeffrey L. Bowman
Profession: Strategic Adviser
Age: 45
Simply put, Jeffrey L. Bowman is recognized as being ahead of his time. A graduate of South Carolina State University with a Bachelor of Science in marketing and a M.B.A. in marketing from Clark Atlanta University, the advertising genius has gone into business for himself after leading Ogilvy & Mather one of the world’s largest advertising and communications agencies.
A true strategist and pioneer, Bowman is known for change management and marketing effectiveness work with global brands British Petroleum (BP), British Airways, Coca-Cola, GAP, S.C. Johnson, Mass Mutual, Verizon, and Wyndham, among others. With the marketing and advertising game undergoing a complete shift to the digital landscape, Bowman had already seen the writing on the wall. Well ahead of the curve, Bowman is leading the next generation of Ad Men by sharing his vast knowledge of marketing and advertising with a community he dubs “the New Majority.”
“There is a plurality that black men have to live in while navigating the world,” Bowman explains when discussing the success gene in a black man’s DNA,” Bowman tells BE Modern Man. So the thought leader and change agent launched REFRAME: The Brand, a trademarked approach to offering advisory services and executive education for large to mid-size organizations. “Through this Total Market Enterprise approach, my associates and I are able to assess, organize, strategize, and elicit effectiveness from budding thought leaders in the industry.”
It is that effortless sense of self, a defined aura of blackness in a competitive marketplace that enabled Bowman to earn distinction. “A black man not knowing this can be the difference in selling an idea successfully or not. It’s not that other men don’t have this quality of perceiving those that identify, or are unable to make others comfortable through an
inner-strength—but black men finesse the plurality with a cool, authenticity factor,” he says. From winning the Grand Prix award at the 18th annual 4A’s Jay Chiat Awards for Strategic Excellence to being recognized by his compatriots with the “Most Creative and Effective” tag at the Twin Peaks Awards, Bowman continues to tap into emerging consumer segments with a bold audacity.Read more on page 2…
During his career Bowman has been able to successfully tap into a bold and forward way of thinking, but one campaign stands out the most. “My favorite ad initiative is Visit Mum, a British Airways spot” Bowman tells BE Modern Man. “It was engagement I worked on while at Ogilvy & Mather leading the Cross-cultural practice. It captures the essence of telling human stories and not relying on ethnic barriers to build a brand.”
As we continue to push through these ethnic barriers, Bowman knows just how critical it is for the New Majority
to be present in positions of leadership in the advertising and marketing space. “The presence is extremely important because everyone should be at the table when telling stories about the New Majority. Especially the New Majority,” says Bowman.What exactly is this New Majority? Sometime around 2020, ethnic minorities will become the majority and over the next five years Bowman predicts the industry will look and go-to clients completely different. “This is why REFRAME: is positioned a business accelerator versus an “agency”,” explains Bowman. “I think there is a debate happening in the industry. Today is less about advertising and more about marketing. Every brand is looking for growth and given how the advertising industry formed, there needs to be a re-evaluation or REFRAME: “ing” of how brands approach the Total Market.”
Jeffrey L. Bowman, a man who commands
respect through thought leadership and creativity, earned his distinction with hard work and proven results. Breaking down barriers and communicating creatively with those in-and-out of his respective lane, Bowman is showing us in real-time how to define the outcomes on one’s own terms. As a BE Modern Man, he urges us to create value in our community, as well as building institutions that solve problems such as “wealth creation, education, securing communities, and healthcare.The Black Enterprise team congratulates Jeffrey L. Bowman on his many successes and for having the foresight to launch REFRAME: The Brand. Your mission of breaking down existing barriers to create inclusive campaigns for the New Majority through performance and achievement frames us in an enthusiastic light, and is meant to be celebrated and appreciated!
It’s our normal to be extraordinary. Join the BE Modern Man conversation and follow @blackenterprise and Jeffrey L. Bowman using #BEModernMan.