CEO Kellogg’s Spain (2005-2010). Expert in business strategy and transformation
Bill Derrenger was the CEO and Regional VP of Clear Channel (2012-2017), world leader in entertainment and outdoor advertising, and founder of Me2U Media Solutions, a company that integrates brand values into content and places advertisers in a prominent position for creating audiovisual content for both the on and offline worlds.
He is an experienced international executive who demonstrates the robustness of his way of running businesses through action and outcomes.
So in his work he makes use of his experience that spans over 20 years, half gained as a CEO and half as an advisor at the prestigious strategic consultancy Monitor Company (founded by Michael Porter of Harvard University). Over ten countries and numerous business sectors feature in his professional record. In addition, he has been involved in internationalization projects as international development advisor at the consultancy firm Improven.
From 2005 to 2010, Derrenger played a central role in the worldwide transformation of the major multinational Kellogg’s, firstly as Director of Global Strategy and then as CEO of two of its most important business units over a period of 12 years.
He has also been a member of the Kellogg’s Executive Committee for Latin America and Europe. Previously, he led the integration of commercial units at PRISA Group, heading up PRISA Brand Solutions where he comprehensively managed over 60 communication media.
In the academic arena Derrenger has taught two marketing programs at the Technical University of Madrid. As a result of his appointment as academic director of a master’s in strategy consulting at the leading business school in France ESCP, he launched a master’s to attract talent to Spain from China, Germany and France.
Derrenger has been one of the leaders and guiding lights in the Spanish fast-moving consumer goods and food industry for many years. He was in fact Chairman of the trade association AEFC for 5 years, has been a member of the board of the Fundación Alimentum, which promotes initiatives that address nutrition–related concerns, and of the governing board of Promarca, the Spanish association of manufacturers of consumer goods.
_Purpose, Focus and Commitment to People:
Bill Derrenger has developed a style of leadership over the years based on an out-of-the-ordinary commitment to people, a general management model that is simple but has a high impact on performance:
Impact on people. If we have a clear purpose in life, we can overcome any difficulty.
Love. Love is wanting what is best. We must love our organizations and this feeling has to be genuine.
Systematization. The success of a multinational firm depends on its ability to define each element of a successful business model and execute it perfectly in different markets.
Challenges and change. All the difficulties I have experienced on a business and personal level have made me a better person.
Principle of reciprocity. Life gives you back what you give to it. Our teams do too.
Integrity. Integrity allows us to make difficult decisions and sleep peacefully at night.
Creating an environment. The role of a CEO is to create an environment in which people can achieve their full potential.
Dreams. We work more than 8 hours a day, 5 days a week for 40 years. The work we do has to be part of our dreams otherwise we will be miserable.
Approach. Doing few things and doing them well yields exceptional results over many years.
Implementation. A flawless but poorly-implemented strategy is useless. A brilliantly-implemented, mediocre strategy will produce exceptional results.
Tomas Sedlacek Economist, university lecturer and Chief Macroeconomic Strategist at CSOB.
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