Al Ries Biography

Al Ries attended high school in Harvey Illinois he then joined the Merchant Marines and later the US Army where he served in Korea. Upon his return Al attended and graduated from DePauw University in Greencastle Indiana with a degree in liberal arts in 1950. After school he accepted a job in the advertising and sales promotion department of General Electric in Schnectady New York.
In 1955 Al joined Needham Louis & Brorby in New York City as an account executive (and later vice president) on the Worthington and Peugeot accounts (The agency is now DDB Worldwide) In 1961 he joined Marsteller Inc as an account supervisor. In 1963 he founded his first advertising agency Ries Cappiello Colwell in New York City.
In 1972 Al Ries (with Jack Trout) wrote a three-part series of articles on positioning for Advertising Age magazine. In 1979 the agency's name was changed to Trout & Ries Advertising with Al as Chairman.
Eight years after the original positioning articles were published Al Ries (with Jack Trout) wrote his first book entitled Positioning: The Battle For Your Mind published by McGraw-Hill in 1980. Positioning has become an industry classic with estimated sales of over one million books. It is one of the best selling advertising books of all time.

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