To Take a Stand or Not

11/14/2019 Unknown 0 Comments



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

11/07/2019 Unknown 0 Comments



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

11/05/2019 Unknown 0 Comments



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

11/05/2019 Nancy 0 Comments


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

10/31/2019 Unknown 0 Comments



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

10/31/2019 Unknown 0 Comments



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.

10/30/2019 Unknown 0 Comments


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

10/22/2019 Unknown 0 Comments


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

10/08/2019 Unknown 0 Comments



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
>><<

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

10/05/2019 Unknown 0 Comments



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

Not a Logo -- a Promise

10/04/2019 Unknown 0 Comments


Seth Godin's recent inspiration piece in brandchannel.com emphasizes the true definition (and power) of a brand: a promise to consumers that helps them navigate through their day and make meaningful choices -- especially in an age of abundance.  As marketing communicators, "our job is to make a promise about how our intervention in the customer's world will offer them a path toward better."

 Read the full article here: http://bit.ly/2On2GIS

Amera Lulu is Finalist in Future is Female

9/27/2019 Unknown 0 Comments


For the first time ever, Advertising Week decided to celebrate outstanding female leaders - the emerging stars of our industry - in their Future Is Female Awards. The winners were announced at Advertising Week’s Opening Concert on September 23, 2019, where the legendary TLC (“No Scrubs”, “Waterfall”, “Creep”) performed in front of thousands of their peers from the advertising and marketing industry. While not among the nine winners, BIC's Amera Lulu was the youngest finalist in the room filled with amazing industry all-stars.

“Now more than ever, elevating emerging stars, shining the spotlight on the rising generation, and recognizing those who are breaking barriers in industry historically dominated by men is vital,” said Ruth Mortimer, Managing Director of Global Education and Development at Advertising Week. “TLC did that when they broke through in the 1990s and are still doing it today.”

Mortimer chaired a panel of Judges that included Gina Grillo, CEO of The Advertising Club; Deb Josephs, Chief People Officer of Ampersand; Quynh Mai, Founder & CEO of Moving Content & Image; Monique Nelson, Chair & CEO of UWG; and Elena Sotomayor, Executive Vice President of Cárdenas Marketing Network.

BIC Adds Color to the Rainbow Room

9/27/2019 Unknown 0 Comments


This year's Brave Brands ceremony celebrating the ANDY award-winning brands and their agency partners was held atop Rockefeller Center at The Rainbow Room during Advertising Week. In addition to cocktails and late-morning networking, BICsters sat down to a lunch along with over 200 top communications professionals and influencers from marketing, agency, media and technology companies to watch presentations of the 2019 honorees: AIG, Carrefour, Domino's Pizza, Essity: Libresse, KASIKORNBANK, MGM Resorts International, Nike, Procter & Gamble: Gillette, Procter & Gamble: Vicks, Mars: Skittles, SKODA, and Unilever: Ben & Jerry's. Afterwards, BICsters thanked host Gina Grillo, President of the Advertising Club of New York, promising to join her on stage to accept their own ANDY award some time in the future!


CCNY Welcomes BIC Class of 2021

9/07/2019 Unknown 0 Comments


Another year, another BIC class ready to smash silos, create interdisciplinary magic, and re-invent the communications industry. The BIC Class of 2021 arrived on campus August 22nd for a day of orientation, advising, and tips on networking — as well as celebratory drinks with the Class of 2020.

This year, BIC welcomed 35 students from all across the globe, including Guyana, Mexico, Norway, China, India, Brazil, Peru, Ecuador, Turkey, and Korea as well as faraway places such as Brooklyn and Hamilton Heights.

BICsters from the Class of 2021 have received degrees from a wide range of illustrious universities from City College to Baruch and John Jay, from Boston University to Wesleyan, from SUNY Binghamton to UCal/Irvine, from Bahcesehir University to Pontificia Universidad Javeriana.

In addition to its rich ethnic diversity, this year’s class also has a great gender balance and range of ages – from the early 20s to the mid 40s. Since integration is the future, this year's BICsters are a curious and collaborative bunch. While some enter the program with undergrad degrees in advertising, visual communication design, marketing and communications, most have studied farther afield with degrees in law, psychology, theater, computer information systems, fashion, sociology, English, journalism, entrepreneurship, French, and political science.

The day’s agenda included a design thinking exercise as well as a lecture on networking from the multi-talented Jen Nash, a Creative Director, senior strategist for Fortune 100 companies, real estate maven,  and CEO of a crypto currency company.

New BICsters also had a chance to pick the brains of BIC Alumni Ambassadors Javier Garcia ’15, Andy Kwan, ’16, Dhvani Unadkat ’17, and Natalie Alcide ’19 who fielded questions about BICster life, study, and balance.

The day wrapped up, as usual, with a welcome back mixer at Hogshead Tavern. 

Roxie Rules at Griffin Farley Beautiful Minds

7/26/2019 Unknown 0 Comments


This year, BICsters Roxie Xie '20 and Melissa Julien '18 not only scored coveted slots in the highly competitive Griffin Farley Beautiful Minds Program, but Roxie's team won the pitch.

Created by BBH to honor Strategic Planner Griffin Farley, The Beautiful Minds program (GFBM) is a hybrid planning bootcamp and networking event. Participants in this highly selective program get a free crash course in planning from some of the top planners in the industry. Thirteen teams were selected to participate in this year to crack the brief over the weekend. Participants were tasked with a brief to raise awareness of breast self-examination for early breast cancer diagnosis and to reach 500k downloads of a breast self-examination tool app, "The Daisy Wheel." Only four teams made the finals for the 48-hour Bootcamp and then got to pitch their strategy to the client, the founder of The Get In Touch Foundation who made The Daisy Wheel app. The pitch took place at Facebook here In New York on Tuesday night, July 23rd.

The idea behind Roxie's winning team was #PutHerFirst which aims to get tech-savvy millennial kids to rally their moms to put their breast health first by downloading the Daisy Wheel app. According to Roxie, "This strategy will break the barrier of the awkward breast health conversation to bring kids regardless of gender into the conversation to help the ones who're truly on high-risk--women over the age of 45, to take care of their breast health." Her team consisted of an account planner from BBH, an account intern from BBH, an account planner from Anomaly, a media planner from Horizon Media and Roxie. In addition to winning the GFBM pitch, her team also won the Facebook Impact Award.

At the end of the pitch, mentees were then "auctioned off" at a celebration at Facebook where Roxie was selected by a senior strategist mentor from mcgarrybowen. According to Roxie: "It's been one of a kind experience. BBH was amazing, and the mentor they paired us with was amazing, the mentor action in the mentor thing was amazing too!"

You can see the showcase night here where it was Livestreamed on Facebook.

Roxie and Melissa follow a tradition of BICsters who participate every summer in this competitive program. The first year, Maxime Menant won for Most Culturally Relevant Strategy in 2014.