"Cleve's capacity to engender trust together with his compassion and humor enable him to draw out foundational issues and motivators in even the most sensitive situations. The insights he gained have changed the national approach to promoting organ and tissue donation." Melissa Devenny Assistant Director, Coalition on Donation "Cleve has a wonderful ability to tap into key consumer insights and attitudes. And, with his understanding of the brand-building process, he is able to translate the information into strategically-based briefs that make our jobs easier. Cleve is also a great guy to work with." Scott Mackey Freelance Writer/CD (formerly with Arnold Worldwide, GSD&M, Earle Palmer Brown) "Is Cleve going to be there?" was a commonly asked question when scheduling meetings with Clients. His ability to get to the core issue was invaluable to our clients. Consistently, Cleve provided insight and strategic leadership that lead to very effective "on target" communications. A very effective strategist and a great guy to work with. Scott Stoughton Account Director, Arnold Worldwide "Cleve is a great listener -- he carefully assesses the client's needs and recommends the appropriate approach given our budget, timing and learning needs. Most important, he listens to consumers when they share their experience with and opinions about brands. In my experience working with Cleve over the past four years, I've always found him to be highly responsive, proactive and clear in his communication throughout the research and planning process. He's a great collaborator who works well with researchers, creatives, account people and clients at all levels. He's a consummate professional who works well under pressure and readily adapts to change." Wendy Hagen Senior Vice President Porter Novelli / Washington

Background: Cleve has spent more than 18 years directing marketing research, strategic planning and branding efforts for new and existing products and services to ensure that marketing communication efforts have the greatest impact on the target audience. His doctorate in Mass Communication emphasized behavioral effects research, advertising, the psychology of persuasion, statistical analysis and research design.

Cleve's expertise involves discovering key motivations for consumer attitudes and behaviors, and guiding creative efforts to take advantage of these insights so that the resulting marketing efforts motivate and persuade the target audience.

Prior to forming Brand Planning, Cleve was the Director of Account Planning for Arnold Worldwide, the largest advertising agency in Washington, D.C. and owned by Paris-based Havas, the 4^th largest global agency network. Cleve was responsible for guiding all account planning and branding efforts for over 50 brands, including Choice Hotels International, Sallie Mae, PNC Financial Services, ExxonMobil, The Washington Post, Dominion Energy, Eskimo Pie, CORT furniture, STIHL tools, HealthNow, BearingPoint, the National Trust for Historic Preservation, the Coalition on Organ Donation, the Virginia Lottery, the YWCA and others.

Cleve frequently lectures to ad clubs and other groups on branding strategy. Most recently, he presented his viewpoints to a collection of executive MBA students in Paris, France. His doctoral dissertation on television commercial wearout is cited in Psychological Processes and Advertising Effects (published by Lawrence Erlbaum and Associates).

Charles has more than 30 years' experience in solving business problems by designing marketing research studies that deal with communications, customer service and new products.

For 25 years, Charles was the President and Founder of Riter Research, with clients spanning communications, financial services, travel and leisure, education, health care, business-to-business and package goods. In 1993, Charles introduced OpinionsCount.Com to the hotel industry, the first proprietary online guest satisfaction program designed to evaluate satisfaction at the property level which was adopted by Choice Hotels, La Quinta and Accor Hotels.

Prior to forming Riter Research in 1981, Charles held corporate management positions at The Pillsbury Company and W. B. Doner Advertising that have equipped him to understand the complex needs of individual organizations.

Some of his clients have included Choice Hotels International (Comfort Inn, Quality Inn, EconoLodge, MainStay, Clarion), DuPont, ICI, Honeywell, Marriott Corporation, Maryland Aviation Administration (BWI Airport), Johns Hopkins University, Giant Food, Ryland Homes, Adventure World (Six Flags Theme Parks), University of Virginia (Darden Graduate Business School), Coca-Cola, Georgia Pacific, Florida Department of Citrus, John Hancock, Rubbermaid, WJZ-TV, Samsung, Air Products, and AT&T. Association clients have included American Hotel and Motel Association, United Way, American Association of Architects, Association of Private Psychiatric Hospitals and National Association of REALTORS®.

Mr. Riter has been published in the Journal of Advertising, Journal of Marketing, Food Technology Today and has authored the report, Teenagers at Risk: An Adult Perspective for the National Association of Private Psychiatric Hospitals. He has served on the Editorial Board of the Journal of Health Care Marketing.