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By finding your big idea and expressing it through your people 

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I’d like to introduce you to Alanko Consulting and some of my marketing insights and tools. If you are a senior business executive concerned about performance issues related to marketing, sales, branding, customer service or internal relations, you may find this site of interest, which will hopefully prompt you to get in touch.

Having spent all my professional life (40+ years) international marketing, advising both global and local companies, it was time to ‘re-tyre’ and launch my own 'boutique' consultancy. Put simply, I am a lousy golfer, but I love marketing. So I wanted to continue to be of service to enterprises and executives receptive to the lessons I’ve learnt over the years.

I started my career working primarily with consumer brand marketers, but my ultimate calling was in B2B marketing. You’ll find more details about my experience in the biography underneath, including the many great brands I’ve had a privilege to work for.

If what you read is of interest, please don’t hesitate to get in touch. I’d be delighted to discuss your particular business interests and issues. We can then explore whether and how my professional â ‘toolbox’ might be of use to you and your enterprise.

Jaakko Alanko - Biography

Following a life-long career in international marketing and communications, Jaakko now runs his own consultancy, which specialises in the formulation and activation of the Enterprise Brand vision, mission and values, as well skilling the customer-facing parts of business organisations to deliver their Total Value Proposition. He consults industrial, technology and other types of B2B companies directly or as an associate director to a client’s preferred consultancy partner.

Having graduated from Turku School of Economics in Finland in 1970, Jaakko started his marketing career with the packaging division of Ahlstrom. He soon realised, however, that marketing strategy and creative communications were his true calling and joined the Swedish-based communication agency Ervaco to work with clients such as AEG-Telefunken, Lapin Kulta Breweries and Sterling Winthrop.

Hungry for greater international involvement Jaakko moved to the American-based agency McCann Erickson in Helsinki, which opened the doors to global client work. His early clients at McCann Helsinki were IBM, Kodak, Unilever, Nestle, Esso, Coca Cola and GM, as well as some prominent Finnish companies such as Huhtamaki (packaging), Rautakirja (retail), Rautia (DIY) and Osy (engineering). In due course he was promoted to an international client coordinator at McCann World HQ in New York, where his key global client involvement included Goodyear, Exxon, Gillette, Nabisco and Coca Cola.

Specialisation in Business to Business marketing, however, turned out to be Jaakko’s ultimate vocation and following his transfer to the UK in 1983 he acquired jointly the London operation of Anderson & Lembke, a well-known international Business to Business agency. As an entrepreneur and B2B practitioner Jaakko gained in-depth experience of clients in a wide variety of business sectors - such as telecommunications, IT, chemicals, engineering, food ingredients, environment, financial services, healthcare and others. Jaakko’s client relationships included global enterprises such as Nokia, Ericsson, Siemens, Huawei, Dow, Fujitsu, DiverseyLever, Lloyds Bank, American Cyanamid, Kerry Foods, Sodexo, Stora Enso, UPM, M-Real, Valmet, Danisco and Fiskars.

After 17 fulfilling and successful years running his own B2B agency business, Jaakko merged the company in 2000 with his alma mater McCann in London and established McCann Enterprise as the agency’s specialist B2B division. As Executive Chairman Jaakko advised senior client management in the development of their Enterprise Brand and harnessing it as a strategic management tool. Activating the Enterprise Brand throughout the organisation often calls for behavioural transformation and this became the focus of Jaakko’s work with clients such as Sony Professional, Nestle Professional, Barclays Bank, MasterCard, Kimberly Clark Professional, The Carbon Trust, iSoft, Intervet, Merck Animal Health, Cemex, Sabic, DSM, Fiberweb and World Steel Association. 

In 2012 Jaakko retired from McCann Enterprise and launched his own boutique consultancy, which specialises in Enterprise Brand development, and its activation throughout the organisation as the emphasis has shifted to greater service and solution content, and Joint Value Creating partnerships with customers. This work requires close engagement with both senior management and key employee groups in facilitating a cultural and behavioural transformation in the enterprise - most particularly in the customer interface. 

In addition to developing his own portfolio of clients Jaakko also collaborates with a number of agencies and consultancies as an associate consultant on a project basis. Jaakko’s personal mission builds on ‘creating emotional connectedness and behavioural alignment among employees, which energises the whole enterprise and thereby enhances its competitiveness both strategically and sustainably.’

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