The five books Rapp co-authored with Thomas L. Collins and his book, Max-e-Marketing in the Net Future, co-authored with Chuck Martin, first predicted and then put a spotlight on the shift from mass marketing to individualized marketing. More than 500,000 copies are in print worldwide, with translations into a dozen languages.
For 23 years, Rapp was CEO of what has become Omnicom’s Rapp Collins Worldwide, one of the world’s leading direct response agency groups with reported capitalized billings of more than $3 billion. In 1988, he left the agency for a career as author, public speaker and consultant to top companies on four continents.
In 1996, Rapp was recruited by IPG to serve as Chairman and CEO of a young and talented McCann Direct agency specializing in relationship marketing.
Seven years later, the name has changed twice, the business has grown eight-fold and Rapp has assumed a new role as Chairman Emeritus. Now known as MRMPartners Worldwide, this pace-setting CRM marketing agency has a global network of 64 offices in 35 countries. Its distinguished list of blue-chip clients includes General Motors, Sprint, MasterCard, Microsoft, Dell, Nestlé and UPS.
Rapp has been elected to the prestigious Hall of Fame of the U.S. Direct Marketing Association and was the Keynote Speaker at the Association’s 2002 Annual Conference with over 14,000 marketers in attendance. He is the first American admitted to the Freedom of the City of London as a Freeman of the British “Worshipful Company of Marketers” and has been named by Ad Age magazine and the Advertising Club of New York as one of the 101 “stars” that shaped the history of advertising in the twentieth century. His latest book, Business Magic: How to Make the Impossible Possible, co-authored with Andrew Cohen, was published in 2003.
Rapp is a member of the Board of McCann-Erickson WorldGroup, the world’s foremost multi-national marketing communications company; and serves on the Boards of a number of entrepreneurial companies. Early in 2003, he was appointed the US editor of AdMap, a prestigious UK advertising and marketing journal.