Bruce has been retained more than 160 times on cases involving false and deceptive advertising, trademark infringement, branding, Lanham Act violations, publicity rights and advertising industry custom and practice. He has been deposed more than 80 times and has testified in federal courts in Delaware, Florida, Arizona, California, Illinois and Oregon, in state courts in California and Missouri, at arbitrations and before the Copyright Royalty Judges of the Library of Congress. Based in Los Angeles, Bruce has worked with firms located throughout the U.S. as well as with firms in the U.K.
Approximately 40 percent of his consulting practice is devoted to expert witness work. On the commercial side, he provides advice and counsel to American, European and Chinese companies that market consumer goods and services across the world.
A graduate of Adelphi University in New York (where he has been honored as a Distinguished Alumnus), Bruce spent 38 years in the advertising agency business, serving as a C-level executive at six of the largest and most successful agencies in the U.S. (See "Experience" section below for details.) He has been retained as an expert witness more than 160 times since 2005 by law firms throughout the U.S. and the U.K., and has testified numerous times in federal and state courts as well as at arbitrations.
Bruce served as EVP/Chief Creative Officer at three of America's largest advertising agencies (Ogilvy, Bozell and BBDO), as President and equity partner at two of the nation's best privately-owned agencies (Asher/Gould and Wong Doody), and as President/CEO of the principal U.S. unit of the world's largest media planning and buying shop (Initiative Worldwide). A long-time member of the Board of Directors of the American Association of Advertising Agencies, Bruce also served as Vice Chairman of the Western Region of the AAAA and Vice President of the Los Angeles Advertising Agency Association.
Bruce was the creative mind behind Don't Leave Home Without It for American Express, Bullish on America (Merrill Lynch), Something Special in the Air (American Airlines), Not made in Nooo Yawk Ciddy (Pace Picante), The Shell Answer Man and more than a dozen other award winning campaigns for such clients as Baskin-Robbins, British Travel Association, Hershey's, IBM, Mattel, Maxwell House, Mercedes-Benz, Post cereals, Shell, the United States Travel Service and Unilever.
He is particularly proud of the very successful tobacco-use prevention campaign he created and directed for the California Department of Health Services which became the prototype for virtually every anti-tobacco advertising campaign in the world. At Initiative Media, he supervised more than $10 billion in annual media planning and buying for Disney, Electronic Arts, Carl's Jr., Taco Bell, Albertson's, Acura, Bally's Health & Fitness, Six Flags, Johnson & Johnson, Unilever, the United States Navy and Yahoo!
Bruce has appeared frequently on television and radio and has been interviewed by The New York Times, The Wall Street Journal, The Washington Post, The New Yorker and many other newspapers and magazines on subjects related to advertising and media. He has taught advertising at Pepperdine University and UCLA Extension, and has guest lectured at the UCLA Anderson School of Management, the University of Southern California, California State University Northridge, California State University San Diego, California State University San Francisco, Rice University, the University of Houston, the University of Texas, the Thunderbird School of Management, NYU, Stanford University and the University of Hawaii.
Bruce has served as a board director and/or advisory board member for a number of media-related companies including Triton Media, 24/6, Inc., NFH, Inc., Adam, Inc., Telecentris, Inc., Big Moving Pictures, Inc., NTB Media, Inc., Bulzi Media, Inc. and Madison Avenue Media, Inc. Triton Media, 24/6, Inc., NFH, Inc., Adam, Inc., Telecentris, Inc., Big Moving Pictures, Inc., NTB Media, Inc., Bulzi Media, Inc. and Madison Avenue Media, Inc.
