Marcus Collins: "For the Culture: Exploring Unwritten Rules Which Drive [...]" | Talks at Google


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Marcus Collins is a culturally curious thinker with an academic insight into the cognitive drivers that impact consumer behavior. His strategies and creative contributions have led to the success of Budweiser’s “Made In America” music festival, the launch of Bud Light Platinum, the launch of the Brooklyn Nets (Hello Brooklyn!), and State Farm’s “Cliff Paul” campaign and even ran the digital strategy for Beyoncé (Music World Entertainment) – to name a few. He serves as the SVP of Social Engagement at Doner and is a recipient of Advertising Age's 2016 40 Under 40. Most recently, Marcus joined the University of Michigan faculty at the Ross School of Business as a lecturer of MBA marketing and holds an MBA with an emphasis on Strategic Brand Marketing from the University of Michigan.
Marcus discusses how culture connects people and commerce. Since its modern conception, marketing and advertising have relied on creativity as a catalyst for commerce. We use copy and images to evoke desired behaviors from a target populous in hopes that it will impact the brand’s bottomline. While the convergence of the two — creativity and commerce — is considered the hallmark of ‘good marketing communications’ (sought after by ad agencies and ambitious brand managers alike), there is an unspoken factor which frames it relevance and significance. That factor is ‘culture’ and this talk explores the unwritten rules about culture and why it should be the backbone of how we approach marketing in today’s hyper-connected world. Enjoy!

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