To Take a Stand or Not



Today, most consumers won't invest in a brand unless it's somehow helping to better the world and taking on corporate social responsibility (CSR). Yes, brands should take a stand, but deciding which issues are just as important. Businesses should ideally be beyond maximizing profits for shareholders, making decisions for moral reasons that benefit their employees, communities, and the environment.

For example, SoulCycle's Stephen Ross contributing to a campaign for President Trump and Apple's Tim Cook publicly announcing the ban against the North Carolina transgender bathroom bill are more than political statements — they're defining the company's culture and values. But while boycotting a brand can be effective, most times it hurts a company's reputation more than it does their finances.

In this piece, Brayden King, a professor of management and organizations at Kellogg, offers advice for how companies can continue to engage with their customers and their communities, while minimizing the risk of backlash.

Read the full article here: https://bit.ly/2WU2LGe

Read Yourself Better



To attract new subscribers and encourage readers to subscribe to their publication online, The Wall Street Journal has launched its latest campaign encouraging readers to "read themselves better." WSJ is also dropping their paywall from November 9-11 so that readers can view an unlimited number of articles. The "Read Yourself Better" campaign urges readers to turn to WSJ for quality and trustworthy news. To accomplish this, they worked with creative agency, The&Partnership to generate T.V. spots, murals in relation to the spots, and OOH ads. “We were really clear that everything we create—the quality and the positioning of it—has to be that premium nature, said WSJ CMO Suzi Watford. "That’s why we spent the time and effort that we did."

Read the full article here: https://bit.ly/2qu9Vos

BICsters Keep Rising



Bringing a wealth of experience into their new roles, BIC alumni are taking the marketing, media, and corporate worlds to new heights. Here are a few more alumni highlights:

Kelvin Morales BIC '19 is now an Integrated Media Planner at Essence, under Group M (WPP), working on the Google team, specifically Google Cloud. In his day to day, Kelvin supports his team as he works on executing multi-channel media plans inclusive of audience research, budget allocation across channels, tactical strategies, RFP development and reviews, program selection and reporting. He plays a key role in the budget and client billing process to ensure accuracy.

Clarissa Moses BIC '19 is now Senior Associate of Diversity & Inclusion at New York Life where she will be focused on developing campaigns around diversity and inclusion for the company as well as managing its Employee Resource Groups. Clarissa is also energizing the Black Public Relations Society in her role as a Board member.

Joseph Yoo BIC '18 snagged a job at American Express as a Marketing Analyst. He works specifically on the creation and design of select brand assets/communications across the U.S. Merchant Marketing team, where he updates and customizes existing marketing assets for a variety of partner needs.

From China to CCNY, Shandong Delegation Visits MCA


On October 22nd, a delegation from Shandong Communication & Media College stopped off at the BIC space to hear more about the Media & Communication Arts Department at The City College of New York. Deputy Secretary Hu Jianjun and Professors Song Xiezhu and Ma Shusheng included CCNY on their itinerary based on the strength of its graduate programs in applied communications. The delegation is also exploring possible cooperation in the area of joint-education programs, co-construction of research platforms, and exchanging scholars and teachers.

MCA Chair Jerry Carlson and BIC Director Nancy R. Tag presented an overview of both the BIC MPS and MFA in Film programs as well as ideas for potential collaboration. Current BIC student Lu Lu '21 provided the student perspective as well as stepped into the role of translator -- doing an awesome job.

Located in Jinan City, Shandong Communication and Media College is a top college for media in Shandong Province. The college has three campuses with over 6,000 students studying here. It consists of six main departments, including Department of Broadcasting and Hosting, Department of Film and TV Production, Department of Journalism and Communication, Department of Information Engineering, Department of Animation, Department of Art Design, etc. As a professional college, it implements the open and internationalized development strategy, dedicating itself to promoting its capability on media education by visiting advanced universities and colleges all around the world.

BICsters Rising



BIC alums are on the rise — snagging new post-graduation jobs, getting promoted, shifting gears at new agencies, and even launching new product lines! Sofia, Matt, and Dalisbeth are crushing it at their new jobs as they put their BIC skills to use:

Sofia Maayah BIC '19 is a Project Manager at Intercos Americas, a leading cosmetic contract manufacturer specialized in Development, Production and Packaging for major beauty labels. She supports the development of new projects and products with the west coast brands from start to finish and works within the lab, industrialization, supply chain, production, marketing and branding; a perfect blend of her engineering background and BIC chops.

Matt Hamilton BIC '19 was just promoted to the Director of Development and Alumnae Communications at Barnard College. He now oversees a team to drive fundraising and engagement for the premier liberal arts college for women and is charged with ensuring that all materials are consistent in brand and messaging.

Dalisbeth Galvez BIC '17 is an Account Executive at HUNTER, a strategic and creative communications firm focused on earning consumer attention for leading brands around the world. As part of the Health & Beauty team, Dalisbeth manages the execution of client projects for several Church & Dwight brands.

Jason Chebib @BIC Shares Marketing Insights



Join us Thursday, November 14th at 6PM at The City College of New York for our upcoming @BIC Lecture "Marketing: Dead or Alive" by Diageo's Jason Chebib. According to a recent Forbes article, "Are CMOs becoming extinct?" the role of the marketing professional has become more challenging, more stressful, and perhaps even...obsolete? Come hear Jason argue why marketing is actually more exciting and vital than ever.
ABOUT Jason Chebib. As VP, Consumer Planning at Diageo North America, Jason oversees consumer strategy across Diageo’s portfolio of leading Spirits and Beer Brands in the US and Canada. Prior to moving to New York, Jason was Global Planning Director, Whiskies, based in Amsterdam. Unsurprisingly (he loves Scotch), this was the role that tempted Jason into joining Diageo. Preceding a six-year stint as a Brand Consultant and Marketing trainer, Jason had a career in ad agencies in London, including Ogilvy, J Walter Thompson, Publicis and BBDO.

Alongside multiple creative awards, he won two APG Creative Planning Golds, an IPA Effectiveness Award and a Marketing Society Award. Jason is a founding member of The Marketing Society New York, and Chair of the ANA’s Agency Relations Committee. Jason has a First from Oxford, but would cheerfully swap it for Arsenal FC to win the Premier League.


ABOUT The @BIC Lecture Series: BIC's signature forum brings thought leaders and industry icons to campus each semester. Past speakers have included IPG's Michael Roth, Ketchum CEO Barri Rafferty, Iconic Designer Paula Scher, TBWA\Chiat\DayNY CEO Rob Schwartz, GroupM CDO/CEO Rob Norman, Golin CEO+ Matt Neale, Weber Shandwick President Gail Heimann, digital theorist Douglas Rushkoff, founder of WPP Sir Martin Sorell as well as authors Michael Farmer, Douglas Davis, Marion Salzman, and Sandra Stahl.

RSVP here

P&G's Force for Good. Force for Growth.


P&G’s Jeremy K. Smith inspired an SRO crowd at our first @BIC of the semester "Force for Good. Force for Growth.” His presentation detailed how Procter & Gamble has been harnessing the societal shift that requires successful brands to have a point of view and take a stance on everyday issues that connect with consumers. Starting first by amplifying brand impact, P&G learned lessons from its groundbreaking campaign “Like a Girl” for Always and Gillette’s “The Best Men Can Be.”

As one of America's leading consumer goods corporations, P&G drives CSR success by aligning brand promise with social issues that ultimately provide functional value in five areas: education, entertainment, utility, access and community. This empowers its efforts to not just “feel good,” but good for brand growth in socially responsible and sustainable ways.

By codifying its approach and being prepared for an intense and speedy life cycle of public reaction to provocative creative (Praise/Backlash/Advocacy), P&G was able to apply those brand successes to its own recent corporate social responsibility campaigns such as “The Talk” and “The Look.”

The audience was treated to behind-the-scenes thinking and Procter & Gamble’s evolution into being a more prominent voice on social issues. Beyond the emotional messaging, Jeremy challenged those interested in making an impact to increase opportunities in the owned media space where the dialogue can continue and become more actionable. When asked for career advice, he championed his own path that started on the agency side: "That's where you learn how it all fits together. You have more doors open to you from there."

@BIC's "Force for Good. Force for Growth" followed BIC's Fall Open House. Many who attended not only stayed around for this lecture, but sat in on Professor Belle Frank's Research class.

ABOUT: Jeremy K. Smith is entering his 3rd year with Procter & Gamble where he leads digital strategy for corporate communications. This role is responsible for 43 PG.com's around the world and the U.S. social media accounts.

His inspiration stems from a fascination with the ever-changing worlds of tech and new media. Jeremy's skill-set is built on leveraging technology, remaining aware of emerging digital/social trends, redefining how content is delivered, discovering new storytelling methods, and creating social media marketing strategies. His influence has impacted global brands including Verizon Wireless, The Estate of Tupac Shakur, Nissan Automotive, D'USSÉ, MillerCoors, Coca-Cola, Little Caesars, Chick-fil-A, Bacardi International, and Jordan Brand.

Jeremy's mission is to change the way people interact with each other and connect with the real world. He's an alum and on the advisory board of the Marcus Graham Project where he mentored two BICsters Natalie Alcide BIC '19 and Kelvin Morales BIC '19 who fortuitously introduced Jeremy to BIC Program Director Nancy Tag last Spring.


R/GA Hosts the Future at Transformative Speed


On Thursday night, October 17th, BIC held its annual Mix+Mentor networking event at the AMAZING offices of R/GA in Hudson Yards.  A crowd of nearly 100 guests showed their commitment to the future by meeting and promising to mentor members of BIC's Class of 2021 featuring 35 hard-working grad students from across the globe, around the United States, and right here from New York City. Industry professionals, consultants, and recruiters from agencies such as R/GA, Ketchum, VMLY&R, Golin, Citizen Relations, FutureBrand, Vision7, Publicis, The ONE Club, Arnold, Hunter, HBO, Carat, Penthera, WPP, mcgarrybowen, Canvas Blue, Stanton, GroupM, NBC, Menos es Mas, American Express, Kepler Group and Egami offered encouragement, exchanged business cards, and made commitments to mentor.

Many BIC faculty including Professor Gerardo Blumenkrantz, Belle Frank, Carole Walker, Rodes Ponzer, Cassondra Bazelow, Caroline Monday, Amy Gomez, and Gabriela Mirensky as well as board member Gustavo Stecher (all the way from Buenos Aires) along with a ton of BIC alums were also among our distinguished guests. BIC Program Director Nancy R. Tag thanked R/GA for hosting this year’s event, with special thanks to R/GA Manager of Talent Transformation Liz Zenz who helped organize the Mix+Mentor along with the powerhouse BIC team of Marlene Leo and Mira Steinzor. Professor Tag then welcomed the crowd by introducing BIC's Class of 2021, the seventh since the program's launch in 2013.

She also noted some of last year's outstanding accomplishments which were featured on monitors around the room, creating an immersive BIC experience and dramatizing R/GA's motto "transformation at speed." Highlights included BIC’s One Show wins, a MAIP scholar, and six TLF fellows as well as a robust roster of @BIC lectures that welcomed such leaders to campus as Michael Roth, Paula Scher, Barri Rafferty, Douglas Rushkoff, Matt Neale, Gail Heimann, and Sir Martin Sorell. 

But the focus of the evening was really on the incoming BIC Class of 2021: "By committing to BIC's two-year master's degree program in order to think more deeply about the issues impacting media and communications today," Professor 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 TBWA\Chiat\DayNY, Y&R, Ketchum, McCann, and GREY.

Thanks to our M+M 2019 hosts!!



October @BIC Spotlights P&G's CSR Imperatives



What's the newest imperative for global companies? How does corporate leadership meaningfully manifest itself? Can profitability be tied to brand values? 

Fresh from Cincinnati, Procter & Gamble Digital Strategist Jeremy K. Smith addresses today's CSR imperatives in our first @BIC lecture of the semester, "Force for Good. Force for Growth." Join us in the BIC space on Monday, October 21st from 6PM – 7PM to learn about the societal shift that requires successful brands to have a point of view and take a stance on everyday  issues that connect with consumers. As brands are increasingly making the shift towards shared values and belief systems, they are bonding with their customers in this way. This shift sets the precedent for how brands organize and run their cultures. 

At a time where consumers want to engage with brands that understand them and interact with them as human beings, big companies like P&G are utilizing their platforms and tackling corporate social responsibility in unique ways. Smith will take us through the how and why P&G brands have masterfully evoked emotion with spots such as Always' "Hit Like a Girl," Gillette's "The Best Men Can Be," and, most recently, P&G's "The Look." 

RSVP here
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ABOUT Jeremy K. Smith: Entering his 3rd year with Procter & Gamble, Jeremy leads digital strategy for corporate communications. This role is responsible for 43 PG.com's around the world and the U.S. social media accounts.


His inspiration stems from a fascination with the ever-changing worlds of tech and new media. Jeremy's skill-set is built on leveraging technology, remaining aware of emerging digital/social trends, redefining how content is delivered, discovering new storytelling methods, and creating social media marketing strategies. His influence has impacted global brands including Verizon Wireless, The Estate of Tupac Shakur, Nissan Automotive, D'USSÉ, MillerCoors, Coca-Cola, Little Caesars, Chick-fil-A, Bacardi International, and Jordan Brand.


Jeremy's mission is to change the way people interact with each other and connect with the real world.


ABOUT The @BIC Lecture Series: BIC's signature forum brings thought leaders and industry icons to campus each semester. Past speakers have included IPG's Michael Roth, Ketchum CEO Barri Rafferty, Iconic Designer Paula Scher, TBWA\Chiat\DayNY CEO Rob Schwartz, GroupM CDO/CEO Rob Norman, Golin CEO+ Matt Neale, Weber Shandwick President Gail Heimann, digital theorist Douglas Rushkoff, founder of WPP Sir Martin Sorell as well as authors Michael Farmer, Douglas Davis, Marion Salzman, and Sandra Stahl.

Curiosity Seekers WANTED: BIC's Fall Open House



On Monday, October 21st, BIC opens its doors to inquisitive candidates interested in applying to the BIC Master's Program for Fall 2020. The afternoon begins at 4:30 in Shepard Hall, Room S104, when Program Director and Professor Nancy R. Tag presents an overview of the Branding + Integrated Communications Master's degree program, our portfolio-driven curriculum, student profile, professional opportunities of the BIC MPS, and more. You'll get details on admissions requirements and how to package your application. Includes a Q&A with BIC faculty. 

REGISTER here http://bit.ly/2oiXRVY

Stick around. At 6:00PM, BIC holds its first @BIC Lecture of the semester: "Force for Good, Force for Growth" by P&G Digital Strategist Jeremy K. Smith who will discuss the societal shift that requires successful brands to have a point of view and take a stance on everyday issues that connect with consumers. He'll take us through the how and why P&G has masterfully evoked emotion with spots such as Always' "Hit Like a Girl" and Gillette's "The Best Men Can Be." 


Immediately following: Candidates are invited to see BIC in action by sitting in on our foundational course B2000 Research & Awareness at 7PM. Hear Professor Belle Frank explain how performing quantitative and qualitative research will lead to formulating a strategic message for an integrated communications campaign.

RSVP today!!  http://bit.ly/2oiXRVY