As the Chief Strategy Officer at Wieden+Kennedy New York, and a marketing professor at the Ross School of Business, University of Michigan, Marcus Collins bridges the academic-practitioner gap for blue-chip brands and startups alike. Over the course of his career, Collins has developed a practice for creating culturally contagious ideas that inspire people to take action. His acclaimed book For The Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be examines the influence of culture on consumption and unpacks how everyone from marketers to activists can leverage culture to get people to take action. He is a recipient of Advertising Age’s 40 Under 40 award and Crain’s Business’ 40 Under 40 award, and a recent inductee into the American Advertising Federation’s Advertising Hall of Achievement.

Learning Objectives

• Gain a profound understanding of culture’s impact on consumer behavior
• Develop successful brand strategies by connecting with your customer and leveraging cultural trends
• Create sustainable marketing campaigns with a long-lasting impact by effectively engaging with communities