GroupM's This Year Next Year Interaction is HERE


GroupM Chief Digital Officer, Chairman GroupM North America, and BIC Board Member Rob Norman does a deep dive into the "end of the beginning of digital marketing" in GroupM's latest aggregation of digital media data and opinion. In it, Rob identifies six key aspects of the 2016 landscape (below). Read Rob's summary here and download the entire report here. It's critical analysis for everyone in advertising -- and required reading in the BIC program.

1. The integrity of the digital supply chain encompassing fraud, viewability and meaningful measurement are of existential importance to the digital advertising economy

2. Advertising stops working when it is avoided. Better design, greater value to the consumer, and the responsible use of data both in terms of cost to the consumer’s data plan and privacy are essential

3. The app ecosystem represents both challenge and opportunity. The opportunity is for brand participation in the fastest growing mode of media consumption; the challenge is for brands to create impact and value and earn the attention of the consumer.

4. Selling everywhere rather than somewhere will be the new normal for retailers and brand owners. Where intent exists so does the  need to satisfy it.

5. Consumers love video. They love it in short and long formats and increasingly they love it on demand and often free of advertising. Technology enables this, it also enables precision and relevance in targeting that will drive efficiency for advertisers and maintain “free video” as a key platform of marketing communication. This is just one part of the evolving economics of what we have traditionally referred to as television.

6. Data has changed advertising. It has not unequivocally changed it for the better. Our collection and application of data needs to be responsible in targeting and holistic in respect of  attribution. Only then we will combine respect for the individual with true understanding of behavior.

The NEW New


Over the course of two amazing weekends in April, brand catalyst, investor, and educator Scott Elias curated a series of far-ranging conversations with hand-selected leaders who disrupt, innovate, and create the future. "The NEW New @BIC" was one part dynamic conference, one part credit-bearing intensive and all parts engaging.  

The most REMARKABLE group of professionals included:

Chris Paik, co-founder of Thrive Capital who was an early investor in Instagram, Twitch, WarbyParker, Kickstarter, Harry's Shave Club.

Spencer Rice, Chief Marketing Office of SoulCycle, which was founded ten years ago with a mission to create happiness and empowerment through exercise. Spencer also treated us all to a free session).

Adrian Chernoff, Director of Innovation & Research, Johnson & Johnson, who has been honored with 89 awarded patents and 20+ awards he has helped General Motors in electric cars, NASA in medical robots, Kodak in printers, Disney in theme park rides, and Broadridge Financial Solutions in consumer apps.

Stinson Parks, Head of Digital Content at Mountain Dew whose specialities include image/lifestyle brands, disruptive innovation, brand restages/renovations, and key customer strategy development.

Nicole Gill, SKD Knickerbocker, who led New York & California marriage equality act and Planned Parenthood Crisis Response team.

Yoni Ben-Yehuda, BlueFountain Media, CMO,  a results-driven, digital marketing agency in NYC specializing in website design, mobile app development, and online marketing. 

Matt Cynamon, General Assembly, SVP Community & Opportunity. By the end of 2015, General Assembly will have nearly 40,000 alumni across the globe. Armed with intense ambition, a desire to support one another, and a wide range of the most important skills of the 21st century, this group possesses all the potential to be one of the most influential networks in the world.

Scott MacEachern, Nemo Design, VP Business Development; Nike Advanced Concept Team VP who signed & managed Nike Lance Armstrong relationship; conceived & supervised Nike's LiveStrong Bracelet, then led Nike's LiveStrong Brand.

See more photos in our gallery.


SS+K Partner Kate Rothen Joins BIC Board


Kate Rothen, Partner at SS+K and founding faculty of the BIC Program, has just been named to the BIC Board. As a member of SS+K’s Executive Leadership Team, she’s responsible for shaping internal processes, stewarding the account management group, and, along with her partners, generally managing the happy chaos of the agency.

Since joining SS+K in 2005, Kate has helped to mobilize youth to vote for President Obama [twice], devised strategies to get Americans plugged into the electric car for Chevrolet, elevated the narrative supporting teachers and teaching for the Gates Foundation, and launched a new beverage category with Kraft’s MiO brand, among dozens of other projects.  Along the way, she served as SS+K’s first Director of Social Media, helping the agency navigate the early days of social marketing.

Before that, Kate worked through the ranks at traditional PR firms: handling economic development for the Dutch government at Ruder Finn, launching Splenda at RF Binder Partners, and helping Airbus speak American (and vice versa) at AGG International.  In 2011, the Impact Center named Kate one of twelve Women’s Leadership Fellows. Kate is a graduate of Amherst College.

In 2014, Kate joined the BIC team in its first year teaching students in B3003 Internal Management about the inner workings of branding and marketing organizations. As a cornerstone project, students developed their own agencies. As someone on the frontline of change, Kate has been an invaluable mentor to BIC students ever since. We are so lucky to have her join the BIC Board and look forward to collaborating with her for years to come. 

To learn more about Kate and SS+K, follow their accounts on Twitter: @katerothen @ssandk.

Three BICsters Win Prestigious The LAGRANT Foundation Scholarship


Three-peat with THREE: Dalisbeth Galvez, Melissa Julien, and Priscilla Parra (all BIC Class of 2017) have been selected -- among just 19 graduate students nationwide -- to receive The LAGRANT Foundation (TLF) scholarship for students who share the foundation's mission of increasing ethnic diversity in the advertising, marketing and public relations industries. This is the third year in a row -- in BIC's three year existence -- that BIC students have been selected to win the highly selective The LAGRANT Foundation Scholarship. Fred Garcia and Amber Jackson, BIC '15, and Donna Dei-Baning, BIC '16, received the $5,000 scholarship in 2014 and 2015 respectively. Dalis, Melissa, and Priscilla join students from such prestigious institutions as University of Chicago, Columbia, Emory, Syracuse, and Hampton University.  

Prior to enrolling in BIC, Dalisbeth Galvez received a Bachelor's Degree in Journalism from Lehigh University in 2014. Since joining BIC, she has held an internship at Epiphany and will work this summer at Quinn. Melissa Julien received her Bachelor's in English from Hunter College. She is a 2016 MAIP winner and will be interning this summer at DigitasLBi. Priscilla Parra graduated in 2012 from University of Texas El Paso with a BA in Media Advertising. She is an account manager at Hilti Center in Brooklyn.

The LAGRANT Foundation’s 2016 scholarship recipients will be recognized during the 18th Anniversary Scholarship and Donor Recognition Reception on May 23rd at The World of Coca-Cola. This is the first time in its history the Foundation will hold the annual reception in Atlanta. Scholarship events will kick off with a welcome dinner hosted by WE Communications on Sunday, May 22. On May 23rd, Porter Novelli will host a career and professional development workshop for the recipients. After the workshop, students will receive their scholarships at the 18th Anniversary Scholarship and Donor Recognition Reception. The Host Committee Chair is Lori George Billingsley, vice president of community relations at The Coca-Cola Company and the Host Committee Co-Chair and master of ceremonies is Brad MacAfee, CEO and senior partner of Porter Novelli.

Since its inception in 1998, The LAGRANT Foundation (TLF) has provided 372 scholarships and $1.98 million to continue its mission to increase the number of ethnic minorities in the fields of advertising, marketing and public relations. With the generous support of its major donors and supporters, TLF provides students with career & professional development workshops, scholarships, internships, entry-level positions and mentors to African American/Black, Alaska Native/Native American, Asian American/Pacific Islander and Hispanic/Latino undergraduate and graduate students.

Read the full TLF scholarship announcement here.

BIC Clean Sweep AGAIN at CCNY Grad Symposium


For the second year in a row,  BIC students placed 1st, 2nd, and 3rd at the CCNY Graduate Research Symposium. The annual event held on April 14th in CCNY's Great Hall was particularly great for BICsters Marika Bailey '16 and Naushi Perera '17 who won first prize in the Humanities and the Arts Division for their TogetHER app, a charitable project designed to create empathy around global gender inequality in a way that  avoids “donor fatigue.” Their app leverages self-improvement fitness devices that people wear every day to improve the lives of women who are less fortunate – and to do so in a way that is long-term and sustainable. Their presentation included print promotions and a video case study that discussed ways in which the app will create a new kind of charitable giving which is transparent for the giver and transformative for the recipient.

Second place went to BICster Megan Fullagar '16 who presented "Effigies for Equality," a project developed with BICsters Benjamin Kent, Karina Ramos Salce, Marta Mugica, and Liana Pantzari for the 2016 YOUNG ONES competition. As a finalist in that international competition, the team will find out if they've won top prize at a ceremony on May 10th. This project highlights the fact that Central Park — the crown jewel of New York City —  has a glaring omission: there are no sculptures of women. On behalf of the organization, Central Park: Where Are the Women, Megan's team mounted a campaign to ensure that women secure their rightful place in this significant public space by building "Effigies for Equality.” Her case study video dramatized the campaign's approach to draw attention to this huge discrepancy and help correct history. Last year, Megan placed third at the Symposium.

Third prize went to Tung-Han Lin '17 for his presentation of a multi-media campaign for Top of the Rock which showcased its amazingly immersive view at night in which the starry sky and New York’s buildings blend together in a magically disorienting combination of pure beauty. His presentation included 2D communication, video, and experiential in order to realize his goal of making people realize that the Top of the Rock is the only observation deck “where New York City becomes the stars.”

Other BIC finalists included Ahmet Reisli's presentation for Turkish Airlines and Wenqian Lin's presentation of her BIC Identity Guidelines. 

Now in its 9th year, the CCNY Graduate Student Symposium is a platform for graduate students to gain recognition for their work by faculty, students and potential employers. It raises awareness about the wide gamut of programs housed at CCNY and helps distinguish the college as one of the premier higher learning institutions in the CUNY system.



ONE-derful NEWS: BIC team is FINALIST in The ONE Show

This JUST in: a BIC submission in the Empathy to Equality video category has been chosen as a Finalist in The One Club's YOUNG ONES Competition. Chosen from among submissions all over the globe (from Milan to Mumbai, Rio de Janeiro to Stockholm) by a jury of top industry professionals and educators, the BIC team of Megan Fullagar, Karina Ramos Salce, Marta Mugica, Liana Pantzari, and Benjamin Kent steamrolled over the competition with "Effigies to Equality," a campaign that seeks to address the shocking fact that there are no female statues among the numerous effigies in Central Park (which include the rescue dog Balto and King Władysław II Jagiełło of Poland).  

All finalist will be awarded at least the title of Merit Winner, be feted at the Awards Show during Creative Week in May, and be included in the prestigious ONE Show Annual as well as online in the Young Ones Awards Archive. Finalists will find out if they’ve been selected to receive the very highest honors of a PENCIL at The Young One Awards ceremony and celebration at the Metropolitan Pavilion on May 10th. 

As the Academy Award of our industry, just being considered for a Pencil is ALMOST an award in itself. But actually WINNING a Pencil is a life changing honor. Will the BICsters win a Bronze? A Silver? A Gold?!?!? Stay tuned…

A BIG BIC Congrats to the entire BIC team with kudos going to the awesome guidance and support of BIC instructor Jason Stefanik and BIC Creative Track Director Gerardo Blumenkrantz. 

As a judge at this year's 2016 Young Ones Competition, BIC Program Director Nancy R. Tag noted that "the student submissions this year were absolutely AMAZING. The competition was stiff. I was so proud to see our CCNY submission 'Effigies for Equality' among the finalists and with total confidence ABSTAINED from voting on it. This win could not make me prouder."  

More about Creative Week:  this year, it will be held from May 9-13 in New York. It is the preeminent festival showcasing the intersection of advertising, innovation and creative thinking. Home to The ONE Show, Young Ones Competition, The ONE Show Creative Summit as well as networking and learning events that highlight the power of creativity, it will attract thousands of creative types from all over the world.

Shout out to BIC from City College President Lisa S. Coico


In her April message to the City College of New York community, President Lisa S. Coico made special note of some recent BIC accomplishments.

"A team of students from MCA’s graduate Branded + Integrated Communications program, under advisor and program director Nancy Tag, won the highest praise from a group of top experts and executives from PRWeek, Contently, IBM, Wall Street Journal, and The New York Times at the CCNY/CUNY J-School conference on “Journalism in the Age of Branded Content…and Vice Versa.” The team of CCNY students won kudos for its speed campaign for Girls Who Code, a national nonprofit organization working to close the gender gap in the technology and engineering sectors. Through these projects, these students not only took the opportunity for invaluable, possibly life-changing experiences in their fields.  They also took the opportunity to change the lives of so many others. I salute all of the CCNY students who go the extra mile, through internships, study abroad, community service, and many other service and learning related experiences.

Speaking of our graduate MCA students, please join me in congratulating graduate student Melissa Julien, just named a winner of the Multicultural Advertising Internship Program, or MAIP – the third CCNY student in CCNY’s Branding + Integrated Communications program in three years to win this prestigious national award. One of only 120 Fellows selected from across the United States, Melissa will intern this summer at DigitasLBi, a global marketing and technology agency, giving her real-world experience and extraordinary networking opportunities that will help her attain the goal of opening her own integrated communications company."

With City College's wealth of accomplished students, faculty, researchers, artists, and scholars, it is quite an honor to be in the spotlight and recognized by our president. Bravo to those BICsters who rose to such acclaim. Read more about these stories that President Coico noted here in our BIC blog posts: "Girls Who Code..." and  "Melissa Julien: 3rd MAIP All-Star from BIC." 

TBWA/Chiat/Day CEO Rob Schwartz in the Trenches at BIC


This week, Michael Farmer treated BICsters in his Internal Management course to a bit of industry DISRUPTION®. TBWA/Chiat/Day's CEO Rob Schwartz came to campus and took students through a disruption model of a successful agency (his own) and then delighted them with stories from the front lines (also his own).  Rob moved to his current role from that of Global Creative President, where he was instrumental in overseeing the creative direction and leadership of some of TBWA’s largest global accounts, including Nissan, McDonald’s and GSK. Rob has also become an influential voice in the advertising industry. He is a frequent contributor to Forbes and Adweek named him one of the “Top 25 Advertising Voices to Follow on Twitter.”

TBWA/Chiat/Day is a top ten ranked global advertising network that holds DISRUPTION® at its core to develop business-changing ideas. Among many things, it’s the agency that brought you Apple’s famous 1984 as well as hired Chris Villanueva (BIC ’15) as a Copywriter…

Ketchum's Barri Rafferty on Secrets of a Female CEO


Coming straight from the airport to campus,  Barri Rafferty gave an interactive presentation on leadership that included secrets learned from her role as a female CEO at Ketchum North America. The significance of diversity and inclusion as a characteristic of leadership became a motivating issue for Barri during a trip to the World Economic Forum in Davos a few years ago. While mingling at a cocktail party reception that included few women, Barri was asked "Whose wife are you?"  Writing an article on her experience led to more attention than she had anticipated, leading her to formalize her views on the topic.

Being a credible leader in today's day and age, she noted, requires a combination of open communication, decisive action, and personal presence.  Among the other leadership traits that she listed were:

Being a Strong Communicator
Authenticity
Having Swagger
Generosity
Making Others the Hero
Being a Coach
Finding Your Voice
Using Communication to Build Trust

Barri wrapped up her presentation by asking students to volunteer their own communications mantra. Among the best of the evening: "Don't assume malice" and "fake it til you make it."   




The New NEW: Curated Conversations by Scott Elias @BIC


Join former CEO, venture catalyst, and educator Scott Elias in this specially curated series of conversations with a diverse group of visionary entrepreneurs and transformative innovators who will share how they work with the forces driving change to reimagine, redefine, and reinvent products, practice, and entire industry platforms. 

Co-Sponsored by the CCNY Continuing and Professional Studies Program, “The NEW New” is a part of the @BIC Series of Talks on Innovation Featuring Innovators, Business Leaders + Change Agents.

 
GUEST SPEAKERS

April 8

Chris Paik
Thrive Capital co-founder, 
Early Investor in Instagram, Twitch, WarbyParker, Kickstarter, Harry's Shave Club

Spencer Rice & Amy Peck
SoulCycle CMO & Chief Culture Officer
 
April 9
 
Adrian Chernoff 
Johnson & Johnson, Director of Innovation & Research (Diabetes)
 
Nicole Gill 
SKD Knickerbocker
Led NY & CA marriage equality act and Planned Parenthood Crisis Response team
 
April 15

Yoni Ben-Yehuda
BlueFountain Media, CMO
 
April 16
 
Matt Cynamon 
General Assembly, SVP Community & Opportunity
 
Scott MacEachern 
Nemo Design, VP Business Development; Nike Advanced Concept Team VP
Signed & managed Nike Lance Armstrong relationship; conceived & supervised Nike's LiveStrong Bracelet, then led Nike's LiveStrong Brand.
 
PLUS MORE...

Two weekends in April. Four inspiring sessions. Light refreshments.
The Saturday, April 9th session includes a networking lunch. 
 
Weekend A: FRI 6:30-9PM April 8th + SAT 11AM-4PM April 9th
Weekend B: FRI 6:30-9PM April 15th + SAT 1PM-4PM April 16th
 
Location: Room S104, Shepard Hall, The City College of New York

$199 for each 2-Day Session  or  Choose both weekends for $299

CLICK HERE to
Register for Weekend A using course code: EN03A
Register for Weekend B using course code: EN03B
Register for both weekends using course code: EN03C