MUSE: AMA

Time: November 2, 2007 from 8:30am - 7pm
Location: The Jon. M. Huntsman Hall of the University of Pennsylvania
3730 Walnut St., Philadelphia, PA 19104

REGISTER NOW!

Maria Mandel currently consults across the Ogilvy Group on emerging communication platforms such as broadband, mobile, video gaming, digital out-of-home advertising, and interactive TV. Prior to joining Ogilvy, Maria was director of interactive services at Draft, where she oversaw clients such as Unilever, Jose Cuervo International, AARP/UHG and Johnson & Johnson. She joined Draft after they acquired the interactive group from Lowe Worldwide. At Lowe, Maria was an account director and led interactive advertising initiatives for Unilever, Lego, RCN, DirectHit.com, and RCA. Her client-side experience includes brand management at Kraft, where she oversaw several brands in the Maxwell House portfolio. Prior to her experience at Kraft, she was the founder and president of Market-Strat, a Philadelphia-based advertising agency with clients that included AT&T, Dow Jones & Company, Kellogg's USA and Citibank.

Maria has received over 32 industry awards, including three Echo awards and seven Caples. She is also a Global Board Member of the Mobile Marketing Association. Maria was a contributing author to Mobile Advertising: Supercharge Your Brand in the Explosive Wireless Market (to be Published by John Wiley, 2008).

She is an adjunct professor of marketing at NYU's Stern School of Business, where she teaches a course in integrated marketing communications. She is a graduate of the University of Pennsylvania's Wharton Business School and frequently speaks at conferences, seminars and is often quoted in the press.

Hugh Braithwaite is President of Braithwaite Communications, a Philadelphia-based public relations firm specializing in marketing, publicity campaigns and crisis management. With more than 20 years of diverse communications experience, he has become one of the region's most ardent evangelists for the power of public relations. He jokes that his firm's real mission is to keep half of its clients in the news and the other half out of the news.

He has developed and directed award-winning public relations and marketing campaigns for Fortune 100 and high growth companies in the technology, consumer products, financial services, pharmaceutical, and healthcare industries.

He has led successful crisis communications programs involving a range of negative scenarios – from product recalls to corporate scandals. He has directed several national product launches for clients such as Philip Morris, Hasbro Toys, Proctor & Gamble and Wyeth Pharmaceuticals. He began his career working for the Hershey Chocolate Company in sales and marketing.

He currently serves as guest lecturer on marketing and public relations at the Wharton School at the University of Pennsylvania, Villanova University and St. Joseph's University. He is a member of the Public Relations Society of America. He serves as a board member of Carelift International, and Northwest Human Services.

He is a graduate of Dickinson College and a native of the Philadelphia area. He and his family live in St. Davids, PA.

Bud Clarke, Founding Partner, Creative Director, of Clarke/Thompson Advertising & Design has developed creative strategies and tactical solutions that have helped countless businesses communicate their advertising and marketing message more effectively. Before he founded C/T twenty-four years ago, Bud had been associated with various ad agencies and publishing houses, including 12 years with McGraw-Hill’s Publications Division. He worked on Sinclair Oil, Aer Lingus and American Motors for the advertising firm Geyer, Moyer, Madden & Ballard.

As the guiding force behind C/T, he has assembled some of the most talented people working in design and marketing today. Honored with many awards (10 national honors in 2007), the company has built an impressive client list in a wide variety of industries featuring work in high-end real estate, legal marketing, publishing and hospitality. Bud has also taught Media Communications (required undergrad), Publication Design (graduate) and New Media at The School of Visual Arts in New York City, with which he has been associated for 19 years.

He is currently the President of the Business Marketing Association of the Hudson Valley, and a member of the board of directors of the Legal Marketing Association, Metropolitan Chapter, in Manhattan.

Robert Meyer is the Gayfryd Steinberg Professor and Co-Director of Wharton's Risk Management and Decision Processes Center. He is a noted scholar whose research focuses on consumer decision analysis, sales response modeling, and decision making under uncertainty. Professor Meyer's work has appeared in a wide variety of professional journals and books, including the Journal of Consumer Research, the Journal of Marketing Research, Marketing Science, and Management Science. He has served as the editor of Marketing Letters as well as an associate editor of Marketing Science and the Journal of Consumer Research, and currently serves on the editorial review board of several major journals.

As co-director of Wharton's Risk center, some of Professor Meyer's recent research has focused on how individuals decide to invest in mitigation against low-probability, high-consequence, events such as hurricanes, earthquakes, or terrorist attacks. Using laboratory simulations Professor Meyer and his colleagues have been able to show that the much-publicized failures of preparation that contributed to the losses from such recent events as the Asian Tsunami and Hurricane Katrina are consistent with a number of hard-wired biases in how people respond to risk. This includes a tendency for people to fail to learn as much as they should from near-misses, and under-invest in instruments whose value can only be realized in the long run. One of the goals of the risk center is to aid the private and public sectors in developing strategies that allow these biases to be overcome.

Professor Meyer recently completed a six-year term as the Vice Dean of Wharton's doctoral programs. His teaching interests include courses in New Product Management, Research Methods, and Marketing Strategy, which he has taught at the MBA, executive MBA, and doctoral levels. He is also an active participant in a number of Wharton's executive education programs.

Professor Meyer joined the marketing faculty in 1990 after spending eight years on the faculty of the Anderson Graduate School of Management at UCLA, and two years at the Graduate School of Industrial Administration at Carnegie-Mellon University. He also has served as a visiting professor in the school of economics at the University of Sydney. He received his PhD in Transportation Geography from the University of Iowa in 1980.

Patty and Jay H. Baker Professor, Professor of Marketing at the Wharton School, Director Baker Retailing Initiative

Professor Hoch is internationally known for research on retail merchandising, assortment, pricing, and promotion strategy. He consults extensively with leading consumer goods manufacturers and retailers around the world, assisting them in focusing retail strategies and improving pricing and merchandising tactics via point-of-sale data.

A prolific scholar, Professor Hoch's research has been published in top-tier academic journals including the Journal of Marketing, the Journal of Consumer Research, Marketing Science and the Journal of Retailing. He also serves as an Associate Editor for Management Science, the Journal of Consumer Research and other leading journals, is a past president of the Association for Consumer Research, and has won numerous academic awards.

Professor Hoch's teaching interests include courses in Marketing Management, Pricing, Consumer Behavior, Retailing and Marketing-Operations Integration, as well as teaching Competitive Marketing Strategy , Essentials of Marketing and Pricing Strategies for Wharton's Executive MBA program.

Professor Hoch received his PhD in Marketing from Northwestern University , his MBA from the University of California , Los Angeles and his BA in Human Biology from Stanford University.

Managing Director of the New York office of Landor Associates and author of BrandSimple: How the Best Brands Keep it Simple and Succeed

Responsible for all aspects of the office’s operations, Allen Adamson has overseen branding efforts for a broad spectrum of corporate and consumer brands in industries ranging from technology to healthcare to fashion. Under Adamson’s leadership, Landor’s New York office partners with a wide array of clients, including ANA, Blackberry, Citigroup, Diageo, GE, Kraft, P&G, PepsiCo, Pfizer, PGA, Wyeth, the United Negro College Fund and Verizon. Additionally, he counsels professional organizations on branding.

In 2006, Palgrave MacMillian published Adamson’s BrandSimple (www.brandsimple.com), an instructive book based on the premise that the world’s leading brands are built on clear, concise ideas. Calling on his more than 25 years of industry experience, Adamson details how brands can break through in a world of communications overload. In 2007, the book will be published in China and Korea with additional case studies relevant to each market.

Before joining Landor, Adamson gained branding and marketing expertise on both the agency and client sides. As Senior Vice President, Group Director at Ammirati & Puris and DMB&B, his clients included Procter & Gamble, Kraft Foods and M&M/Mars. At Lever Brothers, he was Group Product Manager, responsible for a number of major brands. His career began at Ogilvy & Mather in 1979.

Adamson received a BS from Newhouse School of Communications at Syracuse University and an MBA from NYU’s Stern School of Business.

Scott A. Hemerling currently oversees the marketing, advertising, publicity, and promotions as the National Press Representative for the national tours of Disney’s THE LION KING. Prior to this, he worked in the same capacity representing the third national touring production of The Phantom of the Opera. Born in Michigan, raised in Fort Lauderdale, and currently residing in New York City, Scott graduated Phi Beta Kappa from the University of Florida and is an active member of the Association of Theatrical Press Agents and Managers.

Keith E. Niedermeier is currently the Director of the Undergraduate Program in Marketing and a Lecture of Marketing at the Wharton School, University of Pennsylvania. He was previously a Visiting Assistant Professor of Marketing at the Wharton School and spent five years as an Assistant Professor of Marketing at Penn State University. He received his Ph.D. in social psychology from Michigan State University in 1999. Before going into academics, Keith worked in advertising at a large Midwest firm specializing in the automotive industry and business-to-business marketing.

Keith has been recognized as an outstanding teacher, recently receiving the prestigious Wharton MBA Excellence in Teaching Award and the Whitney Award for outstanding undergraduate teaching. Dr. Niedermeier has also taught specialized executive education sessions to firms such as Merrill Lynch, Bank of America, Janney Montgomery Scott, and AXA/Equitable. Additionally, he serves as the president of the American Marketing Association, Collegiate Chapters Division. Dr. Niedermeier has consulted for General Motors, Proctor and Gamble, ESPN, and the U.S. Floral industry, among others.

Dr. Niedermeier’s research focuses on the social cognitive elements of consumer decision-making. His specific interests involve mental simulation, counterfactual thinking, regret, branding, and the role of possessions in consumers’ self-concept. Dr. Niedermeier’s research has been published in the Journal of Public Policy & Marketing, Journal of Personality and Social Psychology, Psychology and Marketing as well as several other journals and conferences proceedings. He is also the co-author of a book on longitudinal categorical analysis.

Mr. Adler received his B.S.E. in Marketing and Decision Sciences from The Wharton School of the University of Pennsylvania. His professional experience includes over twenty years in various research and consulting assignments. Mr. Adler's expertise in both quantitative and qualitative research methods is applied to such areas as product testing, new product development and positioning, customer satisfaction studies, and advertising research. Mr. Adler is skilled in all areas of survey research, including study design, questionnaire development, and analysis. Mr. Adler has personally supervised well over 1,000 studies, and has analyzed results from hundreds more.

Prior to purchasing Centrac DC, Mr. Adler was Vice President of Woelfel Research, Inc., which was listed as one of Advertising Age's "Top 100" largest marketing research companies. Mr. Adler's previous experience also includes positions as Supervisor, Market Research for Procter & Gamble, and Senior Product Manager and Statewide Marketing Officer for Florida National Bank. Mr. Adler has worked across many categories, including: Beauty Care, Foods, Power Tools, Dental Supplies, Utilities, Gasoline Stations, Automotive Products, Industrial Products, Household Products, Lodging, Telecommunications, Retail Stores, Pharmaceuticals, Pharmaceutical Publications, Mail Order Catalogs, Magazine Publishing, and Financial Services.

Mr. Adler is a Past President of the Mid-Atlantic Chapter of the Marketing Research Association, and is responsible for the Chapter's Job Bank. Mr. Adler also serves on the Association's National Business Services Work Group. Mr. Adler has held a variety of positions in the Metropolitan Washington Chapter of the American Marketing Association including Assistant Vice President, Speaker Recruitment and Chairman, Annual Marketing Research Program & Trade Show. He is currently the Co-Chair of the Chapter’s Market Research Special Interest Group. At the national level, Mr. Adler is one of the presenters of AMA’s Market Research Boot Camp™. While at Wharton, Mr. Adler was AMA Membership Committee Co-chair. Mr. Adler is currently Membership Director of the Pharmaceutical Marketing Research Group.

Mr. Adler is one of the first few individuals to receive Professional Researcher Certification from the Marketing Research Association. The PRC certifies an individual is proficient in current research practices related to his or her job category, and signifies that the individual has met a stringent set of criteria and possesses the knowledge and practical experience in marketing research necessary to earn this esteemed credential.

Nancy Lee graduated in 2007 with a BS in Economics from Wharton where she concentrated in Marketing and Management. Nancy joined MUSE Board in 2005 as Vice President of Alumni Relations and served as President in 2006. During her time in MUSE, Nancy worked closely with Wharton’s Marketing Department to strengthen MUSE’s affiliation with the American Marketing Association and initiated the rebranding and restructuring of MUSE. She was Captain of the winning 2006 AMA case team (Kwik Trip) and, in 2007, was Co-Captain of the winning team (Renew New Orleans). She is an Analyst on Global Merchant Services Pricing Strategy within American Express and serves as Penn Ambassador for Amex Campus Recruiting.

Steven Gibson graduated from the Wharton School in May 2007 with concentrations in Finance and Marketing. As an undergraduate, Steve was the Director of AMA Affairs for MUSE, a role in which he and then MUSE president, Nancy Lee, integrated AMA and MUSE on Penn's campus. He was also the co-captain (also with Nancy Lee) of Penn's 2006-2007 winning collegiate case competition team with the "NOLA: Your Taste, Our Flavor" campaign prescribed for the New Orleans Metropolitan Convention & Visitors Bureau. During the summer of 2006, he interned in the Brand Valuation department of global brand consultancy, Interbrand. He is currently employed at Oliver Wyman | Financial Services (formerly Mercer Oliver Wyman) as a Consultant.

Patti Williams received a BA in communication from Stanford University and an MBA and PhD in marketing from UCLA. Prior to joining the Wharton School in 2000, she was an assistant professor at the Stern School of Business at NYU. Patti teaches courses on advertising/marketing communication to both undergraduates and MBAs at Wharton, and has also taught on marketing and the internet. She currently serves as the coordinator for the PhD program in marketing. She is the recipient of several Excellence in Teaching Awards. She teaches courses including marketing strategy, branding and experiential marketing to participants in Wharton Executive Education programs.

Her current research interests include the role of emotions in persuasion and consumer decision-making, with a particular focus on when consumers experience mixed emotions and how they cope with such experiences, as well as work on automatic and effortful processes in consumer behavior. Her papers have appeared in the top journals in the marketing, including the Journal of Consumer Research and the Journal of Marketing Research. She serves on the Editorial Review Board for the Journal of Consumer Research and the Journal of Consumer Psychology. She was recognized by the Marketing Science Institute as an outstanding Young Scholar.

MaryHelen Votral serves as the lead Career Advocate for the Philadelphia office of CM Access, a representation firm for professionals in the creative and marketing industries. Founded in 1996 in Boston as Wennick & Motta, the niche specialty staffing firm approaches the job search and placement process from a different perspective, recognizing the unique qualities and experiences that the advertising, marketing and communications industries require. Serving as a personal representative for a wide variety of creative professionals, MaryHelen is proud to be a part of an agency that offers a tailored matching system to jobs that require a personal touch.

Now serving as the Vice President of Programming and Events for the Philadelphia chapter of the American Marketing Association, and formerly the VP of Publicity, MaryHelen has learned first-hand how valuable professional associations and continued development are to career success. She is passionate about new technology, and marvels at how quickly changes in our world are affecting not only cultures and communications on a global level, but also on the person-to-person level. MaryHelen earned degrees from Penn State in Public Relations and Spanish, and is a student of all media, marketing and international relations. She is an avid reader of fiction and non-fiction, an adventurous traveler eager for her next excursion, and a spirited young professional.

Professor Fader's expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with a wide range of data sources from industries such as consumer packaged goods, e-commerce, and music (online and offline). Much of his research highlights the common behavioral patterns that exist across these and other seemingly different domains. Currently, he is focusing on demonstrating the usefulness of probability models for data-intensive managerial problems, as a contrast to data mining and other popular (but often inappropriate) techniques. He covers these methods in a rigorous new course, "Applied Probability Models in Marketing" (syllabus available below). Professor Fader believes that marketing should not be viewed as a "soft" discipline, and he frequently works with different companies and industry associations to improve managerial perspectives and practices in this regard. His work has been published in (and he serves on the editorial boards of) a number of leading journals in marketing, statistics, and the management sciences.

Ben Levin joined the company in 2000, and serves as Director of Strategic Services for G2 Interactive. As such, he oversees the User Experience, Strategic Consulting and Performance Marketing practices. His primary responsibilities include the development and delivery of proprietary research, competitive intelligence and digitial marketing consulting services for clients such as Merck, Campbell's, Merrill Lynch, Procter & Gamble and Mars Snackfoods. Prior to joining G2 Interactive, he provided business development and user interface design expertise at a financial services ASP, and served as Chief Technical Officer at one of the nation's leading college student-oriented publications.