As President of BAV Worldwide and head of BAVLAB Worldwide, a brand consultancy within Young & Rubicam, Michael Sussman oversees BrandAsset Valuator. He is responsible for the integration of BAV and other quantitatively driven tools into the agency’s strategic process, bridging brand planning with analytics.
Michael’s strategy team utilizes data to uncover opportunities for brands and provide meaningful insights to drive brand strategies. Michael and his team continue to build tools and products to make BAV® deliverables perceptive, creative, and actionable.
Michael’s brand positioning framework, Brand Tensity®, has become a standard Y&R approach to identify compelling platforms for its clients.
Michael has worked with brands across sectors including Netflix, Hillshire Farms, Land Rover, Target, Dannon, Colgate, Hilton, Campbell's, Dr. Pepper, Bel, NFL, NHL, Panera, Harley Davidson, T-Mobile, and Yahoo.
Michael holds a Ph.D. in Applied Research and Evaluation in Psychology from Hofstra University. He has been invited to lecture on consumer psychology and product positioning at Yale, Columbia and NYU Business Schools, and the Graduate Psychology program at Hofstra University. Michael is an avid snowboarder living in Westchester, N.Y., with his wife, Kristen, and two sons, Aidan Jack and Holden River.