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Keynote Topics
THE CURIOUS CASE OF CULTURAL CONSUMPTION
Since its modern conception, marketing and advertising have relied on creativity as a catalyst for commerce. Marketers use copy and images to evoke desired behaviors from a target populous in hopes that it will impact the brand’s bottom line.
While the convergence of the two—creativity and commerce—is considered the hallmark of “good marketing communications” (sought after by ad agencies and ambitious brand managers alike), there is an unspoken factor that frames its relevance and significance.
That factor is “culture” and this talk ventures to explore the unwritten rules about culture and why its simultaneous salience and nebulousness should be the backbone of how we approach marketing in today’s hyper-connected world.
UNLOCKING THE POWER OF NETWORKS
Today’s connected-world provides marketers unprecedented access to consumer data. We can track what people like, where they go, what they share, what they buy, and so on.
The reams of passive information that people shed on a daily basis allow for more targeted messaging and measurement. However, while this intelligence has made marketers more confident, it has not made them more accurate in their efforts.
This deficiency is not due to a lack of available data, rather, it is born from a lack of truly understanding people. Marketers have mistaken consumer information for consumer intimacy and, therefore, have not been able to fully leverage the power of the data and the connectivity of the ever-evolving media landscape.
This talk uncovers a new and more accurate approach to segmentation so that we might improve our marketing accuracy, extract the true potential of data, and, ultimately, get closer to predictive modeling.
CREATING CULTURAL CONTAGION
In today’s hyper-connected world, the allure of “going viral” continues to seduce marketers and idea-generators into investing significant time and resources toward the creation of content – videos, memes, tweets, posts, etc. – that spreads.
There is seemingly no shortage of brands, business owners, or storytellers who covet the opportunity to have their ideas trend on Twitter, rake up 1 million+ views on Youtube, or garner thousands of Facebook “likes.”
Metrics of social-chatter are then used as a proxy for success with the inclination that virality leads to reach and reach implies potential action.
Though there are benefits to “going viral,” one must wonder if virality is truly what we’re after or if perhaps there is something far greater worth pursuing.
This talk reframes the benefits of “going viral” and provides an alternative aim. It explores the impact of culture on consumer behavior and offers an actionable framework that enables marketers to create ideas/messages/ products/content that not only spread but also take hold in culture.
THE LIFE OF A BLACK SHEEP
This talk discusses the concept of foreignness and how the adoption of perspective helps us to be more empathetic and, consequently, more human.
Here, I share my experiences as an educated black man in a white-dominated career and how feeling “too foreign for home, too foreign for here. Never enough for both” has shaped how I see the world and the way I show up in it.
The hope is that my story might widen the aperture of how you see the world also, and lubricate the connective ties that bind us all.
NUMBERS DON’T LIE, RIGHT?
These days, there is no shortage of marketers looking for “data-driven” insights that lead to informed creative ideas. The use of data help reduce risk in our communication efforts and often times optimizes the effectiveness of the media we allocate to support said efforts.
What a great time to be a marketer?!
Or perhaps we’re looking at the wrong data.
This talk explores a calibrated look at data and how it might better serve the marketing function by analyzing a case study in motion.
Videos
Dr. Marcus Collins is an award-winning marketer, cultural translator, and best-selling author who has spent his career translating culture for brands and translating brands for culture.
He currently serves as Clinical Assistant Professor of Marketing at Ross School of Business, University of Michigan and as a regular contributor to Forbes, where he writes about subjects ranging from the business cost of canceling diversity efforts to the impact of AI on creativity.
Previously, he served as Chief Strategy Officer at Wieden + Kennedy, New York, where he was the architect of some of the best-known advertising campaigns of our time. Collins has championed strategies for blue chip brands such as McDonald’s, Apple, Google, State Farm, Target, Peloton, and Budweiser.
Earlier in his career, he ran digital strategy for Beyoncé. Marcus Collins honors include being an AAF Advertising Hall of Achievement Inductee, 2022 Cannes Lions Jury Member, a member of the 2023 Thinkers50 Radar Class and one of the favorite professors of the University of Michigan MBA class of 2022.
He is also the recipient of Advertising Age’s 40 Under 40 award and Crain’s Business’ 40 Under 40 award.
Marcus Collins best-selling book, For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be, examines the influence of culture on consumption and unpacks how everyone from marketers to activists can leverage culture to get people to take action.
Throughout the book, he relies on literature, case studies, his work with brands, and academic data to illustrate the “whys” and the “hows” so that readers will be empowered to successfully apply these learnings to their own pursuits.
Since its release, For the Culture has received numerous accolades—making it to Thinkers 50’s Best New Management Booklist 2023, Forbes “6 Must-Read Books for Spring Reading”, Amazon’s #1 New Release list, and receiving rave reviews in the Wall Street Journal and Los Angeles Times.
For the Culture was recognized by the National Association of Black Journalists (NABJ) with the Outstanding Book Award for 2023.
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Dr. Marcus Collins is an award-winning marketer, cultural translator, and best-selling author who has spent his career translating culture for brands and translating brands for culture.
He currently serves as Clinical Assistant Professor of Marketing at Ross School of Business, University of Michigan and as a regular contributor to Forbes, where he writes about subjects ranging from the business cost of canceling diversity efforts to the impact of AI on creativity.
Previously, he served as Chief Strategy Officer at Wieden + Kennedy, New York, where he was the architect of some of the best-known advertising campaigns of our time. Collins has championed strategies for blue chip brands such as McDonald’s, Apple, Google, State Farm, Target, Peloton, and Budweiser.
Earlier in his career, he ran digital strategy for Beyoncé. Marcus Collins honors include being an AAF Advertising Hall of Achievement Inductee, 2022 Cannes Lions Jury Member, a member of the 2023 Thinkers50 Radar Class and one of the favorite professors of the University of Michigan MBA class of 2022.
He is also the recipient of Advertising Age’s 40 Under 40 award and Crain’s Business’ 40 Under 40 award.
Marcus Collins best-selling book, For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be, examines the influence of culture on consumption and unpacks how everyone from marketers to activists can leverage culture to get people to take action.
Throughout the book, he relies on literature, case studies, his work with brands, and academic data to illustrate the “whys” and the “hows” so that readers will be empowered to successfully apply these learnings to their own pursuits.
Since its release, For the Culture has received numerous accolades—making it to Thinkers 50’s Best New Management Booklist 2023, Forbes “6 Must-Read Books for Spring Reading”, Amazon’s #1 New Release list, and receiving rave reviews in the Wall Street Journal and Los Angeles Times.
For the Culture was recognized by the National Association of Black Journalists (NABJ) with the Outstanding Book Award for 2023.
Contact us at Speakers Inc and follow us on LinkedIn
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Features:
GiGi Diaz is not just an event emcee; she is a force to be reckoned with in the world of journalism and broadcasting. From her early years, she displayed an unwavering passion for storytelling, which has propelled her to become a trailblazer in her field. As the first Hispanic sports reporter to collaborate with the […]
Mohsin Zaidi is an award-winning author, commentator and qualified lawyer. His memoir, A Dutiful Boy (Penguin, 2020) won the Polari Prize, the Lambda Literary Award and was named Guardian, GQ and New Statesman Book of the Year; providing a personal insight into issues of diversity and inclusion, mental health and justice. The Guardian describes it is ‘a profound meditation on the power of […]
Rachel Tucker is a multifaceted individual whose life’s purpose revolves around empowering women and mothers to embrace their full potential. As a mother of four and a devoted wife, she understands the intricacies of balancing family responsibilities while pursuing personal and professional goals. Rachel’s journey as a passionate coach and advocate for holistic well-being has […]
Keynote speaker Terence Mauri talks about the mindsets that leaders must embrace in order to thrive in the future – it’s all about courage, clarity, curiosity, and conviction. Without them, leadership efforts will fail. Building on lessons from diverse companies such as Netflix, Apple and Microsoft, the audience will feel inspired to create the next […]
World Renowned Happiness Strategist, Mentor Founder & Executive Director of Happily Achieving, Advisor, Best-Selling Author Greg Jacobson is the world’s leading Happiness Strategist. Specializing in Positive Mindset Training & Developing Meaningful Relationships, he has taught thousands of organizations and high-performing individuals to achieve more, be happier, more engaged, meet objectives faster, and become better team […]
Khalid Machchate is a renowned Moroccan serial techpreneur, international strategic technology consultant, and sought-after keynote speaker. With a career that bridges the gap between cutting-edge innovation and transformative impact, Khalid has become a beacon for audiences eager to understand and leverage the future of technology. His work spans multiple industries, from developing disruptive solutions to […]
Palesa Mosiea stands as a beacon of resilience and empowerment in the speaking and acting realms. Her journey from a shy child facing bullying and discrimination due to her visible skin condition to a celebrated public figure and advocate for self-acceptance illuminates her transformative power. Palesa’s life story and her ability to engage and inspire […]
Melissa Boggs career started at one of the “best places to work”, which set her expectations high for what work life looked like. After enjoying 12 years at this company and a cross country move, she found herself back on the job market. Except no other workplace felt as engaging, no other employee-leader relationship as […]
Julie Foudy, former captain of the U.S. Women’s National Soccer Team and two-time FIFA Women’s World Cup champion, is not only a sports legend but also a highly sought-after keynote speaker. With an illustrious career spanning nearly two decades, she has inspired millions through her achievements on the field and her leadership off it. As […]
A veteran of three Space Shuttle flights, Dr. Rhea Seddon spent 19 years with the National Aeronautics and Space Administration (NASA). In 1978 she was selected as one of the first six women to enter the Astronaut Program. She flew aboard her first Shuttle flight in 1985, deployed two satellites, operated the Remote Manipulator Arm, […]
Mariana Atencio is a dynamic force in the world of journalism, renowned for her insightful reporting, captivating storytelling, and empowering message of authenticity. As a Peabody award–winning journalist, author, and speaker, Mariana has garnered widespread acclaim for her ability to navigate complex global issues with compassion and clarity. Her unwavering commitment to truth-telling and her […]
Arlan Hamilton is a trailblazing entrepreneur who defies the odds and inspires countless individuals with her remarkable journey. Rising from homelessness to becoming a prominent figure in the venture capital industry, she is the epitome of resilience, determination, and unwavering belief in her vision. As the Founder and Managing Partner of Backstage Capital, Arlan has […]
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