• by Joe Mandese  @mp_joemandese, September 23, 2022

Long-time agency creative executive -- and one of the first to serve as Chief Creative Officer of a major media agency (UM) -- Alan Schulman has launched a new consulting firm advising clients on optimizing marketing technology with a focus on Salesforce.

The new firm, UpperRight, was announced this week at Salesforce’s annual Dreamforce conference in San Francisco.

Schulman, who served as Chief Creative Officer, managing director and content practice lead at Deloitte Digital until earlier this year, previously held similar positions at SapientNitro, McCann Worldgroup, UM and other shops.

Adam Lavelle, who previously served as Chief Solutions Officer-Global Alliances at Dentsu, joins Schulman as a partner.

Jessica Burdman, another former Dentsu exec, joins as Chief Operator of the new advisory service.

“There are too many instances of companies investing in modern platforms like Salesforce, but not getting the full value out of them,”states Schulman, adding: “Personalized experiences that successfully meet customers in the moment can only be realized when you have the right organization, processes, and technology brought together.”