James R. Guthrie, Senior Consultant, Advertising and Marketing


James R. Guthrie is an advertising and marketing consultant to the Council of Better Business Bureaus (CBBB) and the Advertising Self-Regulatory Council (ASRC). He was most recently President and CEO of the National Advertising Review Council (NARC), the predecessor to ASRC charged with fostering truth and accuracy in national advertising through voluntary self-regulation. Jim led NARC through a dramatic expansion into new areas, establishing NARC’s role in examining advertising claims for dietary supplements and working with the Electronic Retailing Association (ERA) to develop a self-regulatory program for direct-response advertising. He guided the initiative to address concerns about food advertising and childhood obesity that led to the establishment of a new self-regulatory body among food and beverage advertisers to children. He is the author of “Advertising Self-Regulation” a book for advertising professionals commissioned and published by the American Association of Advertising Agencies (4A’s).

Previously, Jim served as Executive Vice President, Marketing and Sales, at Petersen Publishing, Co. and was, for 10 years, EVP of Magazine Publishers of America. His advertising career began at Ted Bates & Co., and he’s held leadership positions at a number of advertising agencies, including the former John Emmerling, Inc., where he was President/COO; Foote, Cone & Belding and SSC&B.

Jim has been a guest lecturer on advertising and ethics at the University of North Carolina School of Journalism and Mass Communication, where he is a member of the Advisory Board for the Center for Media Law and Policy. He has also been a participant in the Yale Chief Executive Leadership Institute (CELI) seminars during which he served on industry panels and moderated group discussions. Jim received his B.S. in Economics from the Wharton School at the University of Pennsylvania and his M.A. in American Civilization from the Graduate School of Arts and Science, also at the University of Pennsylvania