I Help Organizations Navigate Our Combative, Litigious, and Regulated World.
About Max
The Full Story
Max Krangle is internationally recognized as an expert in business growth and development in highly regulated industries. A graduate of the University of Law in London, and the holder of a Bachelor of Science degree from the University of Bristol, Max is a Solicitor of the Supreme Court of England and Wales and a Commissioner for Oaths.
Additionally, he is the Managing Director of the Toronto, Ontario-based international legal and business consulting firm Counsel Strategy, where he helps businesses grow and remain competitive in increasingly regulated domestic and international environments by providing compliance services and legal expertise from a business perspective, and to implement business strategies. He is also the Managing Partner of Consumer Outreach, a premier digital marketing agency servicing high regulated and contetious industries.
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Early Career
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Max began his legal career as a London, UK-based lawyer in the entertainment industry. He entered the world of Big Tobacco, where he remained for many years, advancing quickly in the legal ranks. He served as Legal Counsel (UK & Ireland), Senior Counsel (Europe), and Assistant Counsel and Director at Japan Tobacco International SA (Geneva, Switzerland) which purchased his former employer, the Gallaher Group PLC (London, UK). He then advanced to become the General Counsel and Senior Director of R.J. Reynolds Global Products, Inc. in Zurich, Switzerland and Winston-Salem, North Carolina.
For practically his entire adult life, Max had been fascinated with cigarettes. From a very young age, he was a fan of The Tonight Show Starring Johnny Carson. The idea of Johnny Carson smoking his Pall Mall cigarettes on set, looked to him like the ultimate in “cool.”
His professional dream had nothing to do with Tobacco. After he realized that Jay Leno would be replacing Johnny Carson on The Tonight Show, he switched his attention to replacing Tom Brokaw as anchor of The NBC Nightly News, which of course was a pie-in-the-sky idea that was nothing short of unrealistic. But all kidding aside, for five years, he worked as an intern and junior researcher for NBC News Worldwide in London, during university and law school, respectively. He was at NBC for some fairly big stories including the war in Bosnia, and the death and funeral of Princess Diana. On the radio side of the business, he covered major events including Wimbledon and music concerts. During this time, he also had a stint at the BBC World Service news department.
Max joined the media and entertainment firm Fenton Hills Solicitors in London in 1998, working mostly in Intellectual Property. He worked for the restaurant chain Pret a Manger, doing their international brand protection work as the company grew from a single sandwich shop in London to an international presence.
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​After three years he was headhunted to work for the old English Bond Street tobacco company, Gallaher Group Plc, in a junior management position at their worldwide headquarters based in the United Kingdom. The company manufactured Benson & Hedges cigarettes, along with Silk Cut, Mayfair, Hamlet Cigars, Amber Leaf Rolling Tobacco, and multiple pipe tobaccos. This was a year after the MSA had been signed in the United States and the Tobacco environment that had been, was no more.
The Tobacco Industry
Going into the tobacco industry totally changed his life. He continued to do Intellectual Property law and brand protection. He got heavily involved with sponsorship work, particularly Formula One Motor Racing. For him, it was a fascinating industry. On the other hand, ironically, he considered legal work, especially Intellectual Property, relatively boring and mundane. But he was interested in business and was fascinated by the fact that he was in an industry that killed millions of people a year but remained completely legal. He never saw himself as someone who should be ashamed that he was working for a tobacco company because, as a lawyer he had been taught, and all lawyers believe this (or at least they should), that everyone is entitled to the best possible legal counsel they can obtain. His client was not doing anything illegal, and, as far as he was concerned, he was standing up for their rights like any other attorney stands up for their clients.
When he began in Tobacco, he was not immune to the existing preconceptions. He too thought things would be clandestine. But what he found was an industry that was very cautious, and policy and compliance oriented. Everything was run through the legal department. Compliance was everywhere. As a result, he was very involved in a business which he found fascinating. There were no clandestine measures – such as spiking cigarettes with nicotine, denying that nicotine is addictive, or that smoking kills. That may have been true once, but not in the last 30 years, and certainly not during his tenure. At Gallaher, he was their UK counsel working primarily on their business in the UK and Ireland, and various western European files (Iberia, France, Benelux, Italy, and others.) In 2005, he was sent to Lausanne in Switzerland.
It was a great growth industry not just because they valued professionalism, but also because, given the climate, good employees were hard to come by. He fit the bill and advanced very quickly. He was Counsel, then Senior Counsel, Assistant General Counsel and, finally, General Counsel. ​In 2008, Gallaher was acquired by Japan Tobacco (JTI), the third largest tobacco company in the world. Internationally, they own all the historical Reynolds’ brands, including Camel and Natural American Spirit.
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At the time, JTI was half owned by the Japanese Ministry of Finance. So, for a period of time, technically, he was a Japanese civil servant. (Their offices were located in Geneva, so he commuted there every day from Lausanne.)
He was high enough up in the organization at the time of the takeover to be of interest to the JTI management takeover team, but not so high that, unlike his boss and her boss, he wasn’t immediately let go. That made him the senior most ranking lawyer to stay with the company. ​At JTI he had been given a portfolio that he had never done before. He went from being Senior Counsel for Europe to being the lawyer for Business Development. Even though he had the title of Assistant General Counsel, his job for the year and a half that he was there was to sell off the parts of Gallaher that they did not want to keep. So, in truth, it was not “Business Development” but rather “Business Undevelopment.”
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Based on his performance, he was promoted well above where he should have been for someone his age. He was sitting on boards of directors in his 30s, with men and women 20-25 years older than he was, in different stages of their careers, laughing at him because he would arrive with dark bags under his eyes from not getting any sleep because he had two screaming babies at home. As some of them were pleased to point out, their kids had graduated from college around the time his were born! Eventually, he decided to leave R.J. Reynolds, partially because of the need to move and partially because of a Christmas card.
Being an Ex-pat
He was a Canadian ex-pat. Ex-pats are paid a lot of money. They get their salary. Their taxes are equalized to make sure they are not losing out on what they would have paid if they had been working from “home.” They are paid for their housing, their children’s school fees, nannies, cars, everything. The object of any ex-pat is to find locals to take over and then move on to the next project. In a nutshell, that’s what happened to him.
Moving
Reynolds wanted to localize the position. He was offered the opportunity to move to Winston-Salem for a permanent position. He decided not to. It’s a lovely city, far less expensive than either Toronto or London, but, and this is not a reflection on the city and certainly not the people, he and his wife preferred Toronto. (For context, his wife was born and grew up in Hong Kong. She went to high school in Rome, and attended university in Paris. They met and lived in London and moved to Lausanne. They were simply used to large cities, not small-town America.)
Usually, when International General Counsels retire from corporate life, they retire to the golf course. Max was in his late 30s. He had many years before retiring to a country club. Due to an excellent severance package, he was able to do what he wanted, namely, to start a consulting business and, more personally, to be near his aging parents. Reynolds paid for the move to Canada, and he started his own business.
What Max did next
Reynolds wanted to localize the position. He was offered the opportunity to move to Winston-Salem for a permanent position. He decided not to. It’s a lovely city, far less expensive than either Toronto or London, but, and this is not a reflection on the city and certainly not the people, he and his wife preferred Toronto. (For context, his wife was born and grew up in Hong Kong. She went to high school in Rome, and attended university in Paris. They met and lived in London and moved to Lausanne. They were simply used to large cities, not small-town America.)
Usually, when International General Counsels retire from corporate life, they retire to the golf course. Max was in his late 30s. He had many years before retiring to a country club. Due to an excellent severance package, he was able to do what he wanted, namely, to start a consulting business and, more personally, to be near his aging parents. Reynolds paid for the move to Canada, and he started his own business.​​
Highly Contentious Industries
Money aside, the most valuable thing he received from his years in Tobacco was the legal experience which very few lawyers have. He has therefore become a source that can provide business owners with knowledge that is unique: He has worked in Fast Moving Consumer Goods (FMCG), marketing, law, insurance, risk management and business, and all in an international context. He was not a third-party attorney working for a company, but an employee of the company in operational and managerial capacities.
Max has a lot to bring to other industries that are heading to the highly regulated and monitored environment of Tobacco such as: online gambling, sports betting, a client who was trying to acquire the entire Playboy catalogue, cannabis, and the psilocybin and magic mushroom industry. He has also had skincare and pharmaceuticals clients. His clients’ thinking is, if he could protect Tobacco, keep them not only on the straight and narrow, but also keep them profitable, he was the one they wanted on their teams.
In a nutshell, what this all comes down to is the fact that for most, if not all of his professional life, he has worked in a highly regulated, highly monitored and highly restricted industry. That is a situation which many businesses are now facing, or anticipating that they will be facing. It is important to understand that within contentious industries problems are potentially going to happen on a grander scale than normal.
The subject of the critically acclaimed book, Firebrand: A Tobacco Lawyer’s Journey, by Joshua Knelman, Max and his wife, Melany, still reside in Toronto, with their two daughters