BIC Board Member Hayes Roth Sums Up The Future of Advertising

BIC Board member Hayes Roth has penned a perspective on the future of advertising and marketing. He participated in Wharton’s Future of Advertising 2020 Annual Meeting late in 2015, where 50 thought leaders in marketing communications disciplines around the world gathered to envision the future. Hayes was asked to share his personal perspective on the advertising industry and posted his thoughts in a Q&A on LinkedIn

In the article, Roth explores the changing client/agency relationship and the breakdown of traditional marketing and communications silostwo major topics of study in our Spring 2016 curriculum here at BIC.

Hayes Roth is principal of HA Roth Consulting and former CMO of Landor Associates. As a BIC Board member, Roth has helped shape the program and curriculum, and continuously counsels BIC students on the future of the industry.

Gerardo Blumenkrantz Talks the Talk at the One Club's Creative Boot Camp

The One Club's Creative Boot Camp offers students from diverse backgrounds the opportunity to learn from and collaborate with the best agencies and creatives working today. This year's first boot camp was hosted by Wunderman and took place in the company’s NYC headquarters, January 26-29.

During the four-day boot camp, students get the chance to showcase their creative talents. Participants are introduced to the advertising industry, learn about the creative process, and ultimately create and present a campaign for a real client.

Prof. Nancy Tag, BIC's program director, has been involved with the event since its inception and CCNY was fundamental in the creation of the boot camp. This year CCNY was represented by Prof. Gerardo Blumenkrantz, the BIC program's creative track director. Prof. Blumenkrantz shared a visual presentation on the importance of expressing a message in a memorable way, as opposed to simply stating it—which constitutes the basics of a creative's job.

If you are a student interested in working in the advertising industry, The One Club is a great resource! There'll be more boot camps this year in other major U.S. cities. Learn more about The One Club’s inclusion and diversity programs here.

The New York Times on George Lois' Epic Gift to CCNY

BIC is so lucky to have among its biggest champions the prolific, legendary ad man, George Lois. He sits on our Advisory Board and attends BIC networking parties, mentoring BIC students who often form a semi-circle around him at events, catching every bit of genius they can gather, while they have his attention.

The New York Times recently profiled Lois' esteemed career and his decision to donate his archive to City College in An Adman’s Big Pitch: His Life’s Work.
“From the time I was in my early 30s,” Mr. Lois said, “people wanted my archives.”

He knew Edward Keller, an associate professor at City College, who had worked in advertising. “And about six months ago, my wife said, ‘George, why don’t you give your archives to City College?’ ” Mr. Lois said.

He knew the neighborhood. He went to the High School of Music and Art when it was near City College, in the Manhattan building on West 135th Street that now houses the A. Philip Randolph Campus High School.

“George Lois is extremely important to us because we have a new program, a master’s program in advertising, branding and integrated communications,” said Jeffrey F. Machi, the vice president for development and institutional advancement of City College. “George Lois’s work is extremely critical to our ability to provide a unique approach to our advertising program.”

Read the full article on

Also read the announcement on CCNY.CUNY.EDU.

Photo credit: Damon Winter/The New York Times

THE NON-PROFIT CAPSTONE CAMPAIGN for The Colin Powell School for Civic and Global Leadership

It's a hallmark of the BIC curriculum: tackling a communications challenge for a not-for-profit client. This fall, students hit the trifecta: a client of substance (The Colin Powell School here at City College), a mission of profound meaning (positioning the school as a place where human rights issues are central to its brand character), and TIMELINESS (leveraging its Spring symposium "Women and the Veil" which explores issues surrounding religious intolerance, women's rights, and immigration).

On December 17th, student teams lead by Professor Douglas Davis pitched the results: three 360-degree integrated marketing communications campaigns that built on existing brand equity and delivered compelling communications materials for a strategic rollout of events the school has planned throughout 2016.

Dr. Vincent Boudreau, Dean of the Colin Powell School, was invited to hear each pitch and judge campaign presentations: "Better Possible," "You're the Leader," and "Look Past the Noise." After evaluating all three campaigns, Dean Boudreau declared team Kaleidoscope's "Look Past the Noise" campaign the winner.

The following are sample comps from the December presentation.

Linda Kaplan Thaler gets GRITTY

Illustrious CCNY alum, Chair of Publicis New York, and bestselling author Linda Kaplan Thaler returned to campus for an engaging Lunch w/Leaders chat in front of an SRO crowd of students, faculty, and members of the CCNY community. Recipient of City College degrees in both psychology and music, Linda was recently inducted into the Advertising Hall of Fame and was named one of Ad Age’s  “100 Most Influential Women in Advertising.”  As a committed alumna of the college, Linda sits on the boards of both the Colin Powell School as well as the Master’s program in Branding + Integrated Communications (BIC). She received the Townsend Harris Medal in 2005.

Ms. Kaplan Thaler’s topic, “Success is a Four Letter Word,” was based on her latest book, Grit to Great, which draws upon ground-breaking research as well as her own experiences. As a proud Bronx native and CCNY alum who now oversees a multi-billion dollar agency with over 800 employees, Linda's own story is an inspiration to us all.

BIC program director Nancy R. Tag led Linda through a curated list of student generated questions about her unconventional career path to the advertising industry and what lessons enabled her to eventually become the founder of her own agency, The Kaplan Thaler Group. The Q&A format resulted in a unique sharing of career anecdotes and life experiences which underscored the essence of GRIT -- both a motivating word and dynamic acronym for Guts, Resilience, Initiative, and Tenacity. Here are five of the most memorable GRIT-inspired takeaways.

HAVE GUTS: Don’t be scared!

BUILD RESILIENCE: Ask yourself, what can I do to improve myself today? What can I do better?

SHOW INITIATIVE: Add the phrases “yes, and...” and “yes, but…” to your on-the-job vocabulary, and eliminate “no.”

PRACTICE TENACITY: Always have a growth mindset. Be a plotter not a dreamer.

This Lunch w/Leaders event was co-sponsored by the Branding & Integrated Communications and Ad/PR programs of the Media & Communication Arts department as well as the CCNY AAF Club. Copies of Linda's new book Grit to Great were given away throughout the event. Afterwards, Linda signed copies of her book and chatted with students.

For inspiration, we HIGHLY recommend you read Grit to Great. You can start with an excerpt, here.

GREY hosts the future...

BIC's annual Mix+Mentor networking event was held on Thursday night, October 29th, at GREY Global Headquarters on 5th Avenue. A crowd of over 100 guests showed their commitment to the future by meeting and promising to mentor members of BIC's Class of 2017 featuring 30 hard-working grad students from across the globe, around the United States, and right here in New York City.

Industry professionals, consultants, and recruiters from agencies such as GREY, JWT, Ketchum, ARF, BBDO, 360i, MTV, BrainJuicer, Momentum, R/GA, Ogilvy, The ONE Club, Publicis, VML, Loyal Kaspar, TBWA, Kay & Black,  Rabin Martin, PRWeek, NBC Universal, Matter Unlimited, FCB, Coyne, AWNY, Gartner,  Weber Shandwick, and XL Alliance offered encouragement, exchanged business cards, and made a commitment to be a mentor. Special guests of the evening included members of BIC's Alumni Association from our first graduating class who honored their own mentors by bringing them along -- celebrating the power of mentorship.

BIC Program Director Nancy R. Tag expressed gratitude to GREY for sponsoring this year's Mix+Mentor with a special thanks to catalyst Paulette Forte and organizer Sabrina Mercado of Grey as well as BIC Program Specialist Christina Castro and BIC Tech Specialist Mira Steinzor. Professor Tag welcomed the crowd by introducing BIC's latest incoming class, the third since the program's launch in 2013.

"By committing to the two-year master's degree program so they can think more deeply about the issues impacting media and communications today," Tag noted, "these students have already demonstrated a commitment to the industry -- and to everyone in the room who's dedicated to future." Past sponsors of the BIC Mix+Mentor have been Y&R, Ketchum, and McCann.

See more photos of the evening here.

Lynn Appelbaum is PRSA's Outstanding Educator of the Year

Congratulations to CCNY Professor Lynn Appelbaum who is the 2015-2016 recipient of the PRSA Outstanding Educator of the Year Award. This award honors Professor Appelbaum’s commitment to public relations education, the industry, her students, and diversity. Over the course of her illustrious 30-year career as a public relations practitioner and professor, she has built City College’s AD/PR undergraduate program into the prestigious program it is today. She is currently the Program Director as well as the Internship Director of the Media & Communication Arts Department at City College. In preparing her students to meet the needs of the industry and serving as a champion and advocate on the issue of Diversity and Inclusion, Lynn fosters the careers of countless students year after year. Her latest research on the lack of diversity in the PR industry demonstrates her willingness to hold the industry accountable for recruiting, promoting, and retaining a diverse PR industry workforce. Professor Appelbaum will receive the national award this weekend at the PRSA International Conference in Atlanta on November 9th. 

New Study Addresses Diversity in the Public Relations Professions

CCNY Ad/PR Professor Lynn Appelbaum has co-authored a report with Franklin Walton, PhD, titled, "An Examination of Factors Affecting the Success of Under-represented Groups in the Public Relations Profession," funded by the PRSA Foundation. According to the report, the industry needs to make a more “concerted effort in diversifying the demographics of PR professionals to reflect the profile of the nation.” The US Census Bureau projects that by 2020 36.5% of the US population will be comprised of Hispanics, African Americans, Asians and Native Americans.

In a recent PRWeek article, Why retention is the roadblock to a more diverse PR industry, employers and employees hold differing opinions on the issue. Employers believe retaining multicultural employees is the answer.

Young Black and Hispanic PR practitioners who have graduated since 2008 were surveyed along with PR employers in the field from October 2014 to February 2015. According to the article, “Nearly 8 in 10 (79%) PR employers see their efforts to retain a diverse workforce as being successful….One-third of young professionals say the industry is not effectual at retaining a diverse workforce.”

“Other perceived biases noted in the study by young, multicultural PR pros include not feeling genuinely respected by colleagues (43%); believing they have to be more qualified than a Caucasian employee in the same situation (45%); and thinking multicultural practitioners are put on "a slow moving track" (44%).”

For more on this industry-wide conversation, read the PR Week article and Professor Appelbaum’s full report. Share your thoughts and join the conversation on Twitter via The Ad Club's #imPARTofDIVERSITY movement.

This November, BIC Board Speaks

BIC welcomes Advisory Board Members Linda Kaplan Thaler and Rob Norman to campus this November in two spotlight events.  On Thursday, November 12th, the multi-titled Linda Kaplan Thaler will be interviewed in the Lunch w/Leaders series sponsored by MCA's Ad/PR and BIC Programs along with the CCNY AAF Club.  Her topic, "Success is a Four Letter Word," is based on her latest book, Grit to Great, which draws upon ground breaking research as well as her own experiences as an Advertising Hall of Famer, Bestselling Author, Chair of Publicis New York, and CCNY Grad.

On Wednesday, November 18th, GroupM Chief Digital Officer Rob Norman will share his latest insights in his @BIC lecture "There's an App for That" in which he contemplates the end of fragmentation as he challenges familiar narratives that stifle creativity and discovery.

Come to campus and join the conversation. Contact us at for details and to RSVP.

BIC Alum at Inc. Women's Summit

On the first Thursday in October, BIC Alum Alex Suazo '15 joined some of the world's most influential entrepreneurs at the Inc. Women's Summit, where she connected with other business owners, heard inspirational stories, and learned valuable tactics. Even more important, she wrote up a summary. Check it out here.