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Bob Noble is considered a “serial entrepreneur,” in that he has started and evolved a number of successful businesses over the years. Since about 2005 he has been nurturing an insights and data company, WHYSDOM, found at


Since founding his first advertising agency, Noble (Noble Communications, Noble & Associates) in 1969, Bob has been the visionary force behind what has become one of the top independent advertising and marketing agencies in the United States.  Under his leadership, Noble quickly became a pioneer in food and foodservice marketing—one of his agency’s three core areas of practice. Bob wanted his associates in the Food Practice to understand food at its deepest levels and built a Culinary Creative Center, staffing it with professionally trained chefs, nutritionists and food scientists—establishing Noble as one of the nation’s leading food authorities.


The agency’s food clients included Tyson Foods, Schwan’s Food Company, Frito Lay, Gerber Baby Foods, Aramark, US Foodservice, American Dairy Brands, Grande Cheese, Heinz Foodservice, M&M/Mars, Smith & Wollensky Restaurant Group, Potbelly Restaurants, Otis Spunkmeyer, J.M. Smucker Company, Ventura Foods, and many more Fortune 500 brands. A desire to better understand consumer thinking led Bob to establish the International Food Futurists, a global network devoted to exploring the future of food.

Food Channel

He also created The Food Channel, an EFFIE-award winning food-trend publication that evolved to one of the  leading consumer food websites, While he sold the assets and controlling interest in The Food Channel, he remains part-owner and is anticipating a relaunch of the brand. As the creative force behind The Food Channel, Bob was heavily involved in the site’s programming and direction. Visitors to the site found a variety of articles of interest to foodies, both professional and home-based. Rich with original video programmatic offerings, The Food Channel featured chefs demonstrating today’s most on-trend recipes, including beverages, coverage of food-focused events, and the introduction of early streaming video. The site allowed both a practice ground for Noble clients to learn social media and the interest, as well as a showcase for the culinary department.

Concurrently, Bob developed CultureWaves, building software to host a proprietary creative process that delivers a wealth of valuable life insights from tangible behavioral evidence and observation. This work led to the development of WHSYDOM, which is a targeting intelligence company built upon four sciences: need-based behavior science, location science (human movement), category science, and social science.

This powerful combination leads to an end to-end targeting solution, enabling brands to directly reach the right audience with the right message. WHYSDOM, with its additional software development, provides the deep behavior insights that can be used for strategic development, marketing, advertising, and innovation.

In the early eighties, Bob expanded his operations from Springfield, Missouri, by adding a second office in Chicago. In 2002, he realized an opportunity to leverage his brand-building expertise in additional select industries. He acquired Chicago based BBDS which expanded his focus to home and building products, and services branding.

In the process of such growth, Bob began giving back to his hometown community, often contributing behind the scenes. Over the years he has provided resources and pro bono work to organizations such as the Springfield Public Schools, the Discovery Center, and the City of Springfield—most notably for its “Recreate Springfield” campaign that was part of the effort to make Jordan Valley Park and the revitalization of downtown come to life, as well as a more recent program to help develop strategy for workforce development efforts across multiple agencies.

In addition to the some of the more public work, he has provided assistance to Isabel’s House – Crisis Nursery of the Ozarks, the Kitchen, the Breast Cancer Foundation of the Ozarks, Springfield Workshop, Springfield Regional Arts Council, the American Cancer Society, Leadership Springfield, the Leadership Academy, and The Network. The contributions have been given in coordination with what the organization needed—lots of personnel hours, mentoring time, fundraising, and inspiring others by making a lead donation that would be matched.

One of his personal passions is Cents of Pride, a program offered within the Springfield Public Schools that works with schools to provide a “store” where children can trade in their vouchers earned in the classroom. The pop-up stores provide everything from basic toiletries to clothing and books, in an effort to give children a sense of earning their way. Affirming the value and business growth his business has delivered to the Midwest, Bob Noble was awarded the prestigious Entrepreneur of the Year Award for his region in 2001. Sponsored by Ernst & Young LLP, USA Today, NASDAQ and CNN, the award recognized extraordinary success through innovation, financial performance and
personal commitment.

Bob was named to the inaugural class of the Springfield Business Journal’s Men of
the Year in 2011, among other awards. He was also an original presenter at “90 Ideas in 90 Minutes.”

Bob served a full term as a governor-appointed member of the Missouri Arts Council and hosted events at his corporate retreat center in the Ozarks. He has also hosted events for the U.S. Olympic committee and other community organizations. He has served on the board of the Writer’s Hall of Fame of America, and as a Missouri State Foundation Board President and member. The hours spent over the years on these organizations is difficult to tally but accounts for hundreds of hours of his own time, not to mention the encouragement he has given his employees to participate in community

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