Richard Dale
Engagement Planning Director,
Leo Burnett, Thailand

Sometimes things can start very differently from where they end up. Richard began his career as a nuclear engineer working at Commonwealth Edison in Chicago. A very atypical way to begin a career in marketing and communications, but also an original starting point to learn how to view opportunities through a very different lens. He started his career one week after the infamous Three Mile Island incident; obviously, there was cause for concern about the career choice.

Ironically, he got the advertising “bug” after working with Leo Burnett in Chicago as the liaison with Commonwealth Edison. Richard made the transition to marketing by joining the media department at Martin Lambert Advertising. He eventually was made a partner and the name was changed to Lambert/Dale Advertising. But when it was time to move on he worked at some of the most creative agencies in the U.S. - Wieden & Kennedy and Deutsch. He was involved in developing innovative communication strategies for many of the world’s most recognized brands such as Nike, IKEA, U.S. News & World Report, TV Guide, Louis Vuitton, Domecq and Memorex.

Next, as the Managing Director at Wills & Evans, he was responsible for running all strategic planning, account service and communication strategy for the company’s clients; from JP Morgan Chase to AMC Networks to AIG.

He became the Global Account Director at Bates for Cunard as well as responsible for setting the strategic and creative direction for corporate clients such as (JP Morgan) Chase, Deutsche Bank and Pitney Bowes. His ideation based strategy culminated in the first totally integrated campaign for Cunard which was executed globally.

After Bates, Richard started his own integrated marketing communications agency, BLACK Ink. The company became known for understanding the affluent market and how to best integrate brands into their lifestyle and mindset; especially in the travel industry. This resulted in a client roster that included American Express Publishing (corporate, Travel+Leisure), CNN, Forbes, Hilton Corporation, Courtyard by Marriott, Warwick Hotels, United Technologies, Royal Olympic Cruises and Money Magazine.

He’s been with Greenhouse for 7 months working across the Asia Pacific region as the Engagement Planning Director based in Bangkok.