BWorld

Kaufman Ryan Stral Inc. and BigWorld Communications are a joined-at-the-hip marketing communications consultancy geared for the 21st century application both of traditional media…advertising, public relations, graphic design (KRS) and of cyber-communications (BigWorld). Between our two identities, we offer a full capability for integrated marketing communications - projects or full programs. We've watched the business world evolve, and evolved our business, based on certain timeless principles: Effective "creative" can only emerge from cogent analysis of the client's need. The plan has to precede the project. We can't be the experts at everything, but we can access the specialized expertise the situation calls for It's the client's money. But it's our responsibility to speak up about the best way to spend it wisely. Off-the-shelf solutions don't always cut it. Sometimes - but not always - the best rule is "If it ain't broke, don't fix it. Sometimes, though, the best rule is, "If it ain't broke, break it. The trick is knowing which rule to invoke. Laurence Kaufman is the experienced "marcom" guy who orchestrates the analysis and the communications planning, and manages the implementation process. Larry specializes in creating content, and has created strategic alliances with experts in branding, web site technology, corporate identity and graphic design, to name a few of the disciplines needed by the KRS client roster. He is a graduate of the University of Chicago, with an advanced degree in English, and also studied marketing at Case Institute of Technology (now Case-Western Reserve). He speaks frequently on marketing topics across the United States and in Europe, and has published articles in numerous magazines and journals. He has also written and spoken on not-for-profit governance and leadership issues, and frequently facilitates strategic planning workshops for association and institutional boards.