About
The digital age has reshaped advertising—how it’s viewed by consumers as well as how it’s approached by those in charge of developing it. These days, advertising is frequently a tactical endeavor. Should we be on the new social platform? Should we purchase this data or leverage that influencer?... all at the expense of strategy. But advertising often fails to create the needed impact. This failure is the result of not taking a rigorous, systematic approach to defining suitable goals, effective targeting, and creating an insight-driven message to compel the behavior change needed to get results.

While tactical decisions aren’t to blame for the failure of most advertising efforts, your best efforts won’t succeed without a solid strategy behind them. Kellogg's Advertising and Marketing Communication Strategy program has been designed to help you create a sound advertising strategy, judge an ad’s effectiveness, understand the essentials of media planning, and learn how to avoid the most common execution pitfalls advertisers face in alignment to your business goals.

Register for this informative webinar to learn more about the upcoming Advertising and Marketing Communication Strategy program from Kellogg Executive Education.
When
Mon, May 9, 2022 · 9:00 AM Central Time (US & Canada) (GMT -5:00)
Agenda
  • Hear from pioneering thought-leaders
  • Dive deeper into fascinating topics that are changing the world
  • Explore how our multifaceted learning approach will help you create lasting impact
  • ...and so much more!
Presenter
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Kevin McTigue
Clinical Associate Professor of Marketing, Kellogg School of Management
Kevin McTigue is a Clinical Associate Professor of Marketing at Northwestern University's Kellogg School of Management teaching multiple classes for the MBA Program and Executive Education. His career spans over 20 years in teaching, consulting, brand management, and advertising.

Before his full-time appointment, Kevin led the Strategy & Consulting practice in the central region of the U.S. for global digital agency SapientRazorfish. His work focused on driving value for clients in a digital age. From marketing strategies to digital transformation roadmaps to creation of entirely new businesses, he advised senior Fortune 500 clients on how to best leverage digital to create value.

Prior to SapientRazorfish, he spent 7 years in brand management with Tyson/Hillshire Brands/Sara Lee leading businesses including Jimmy Dean, Ball Park, and Hillshire Farm. Over this time he developed and launched multiple products, repositioned and developed new campaigns for all three major brands, and led all activities related to planning and running the business: achieving business targets, managing P&L, leading and developing teams, annual and long-range planning, pricing/trade strategy, innovation strategy, and brand building.

The first 10 Years of his career were in digital and traditional advertising at agencies such as marchFIRST, JWT, and BBDO. During this time, he led brand strategy work and campaign development for clients including Nestlé©, Unilever, and Mars/Wrigley. His earliest professional years were spent at Abercrombie & Fitch where he was part of the first official class of merchants and probably the worst one.
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