#REACH2014 – Careers in Marketing and Advertising

(By ALIISA LEE) “Let’s just have a nice open conversation!” opened Eric Hermelee, moderator for Saturday morning’s panel, Career in Marketing and Advertising. Joined by Tom Butta, Wendell Collins, David May, and Jessica Wey, and the panel’s attendees, Hermelee led a discussion that centered around the career options available in marketing, as well as helpful […]

#REACH2014 – Personal Branding: The need to be different: Steven Savino

(By ANEESH RAI) “The days of producing half-million dollar television commercials are over.” echoed Steven Savino, Professor in the department of Marketing at Lehigh University. We belong in an age where you have to brand not only the product you sell, but also your company, and also you, the individual. Professor Savino opened the talk […]

#REACH2014 – Beauty is only skin-deep what lies beneath?: Kat Peeler ’85

(By LACEY-ANN WISDOM) The problem with marketing and advertising beauty products is that there is no unified definition of beauty. As a result, the marketing division of L’Oreal is charged with creating products that appeal to people that come from all walks of life. Kat Peeler, ‘85 quickly listed off a couple of  L’Oreal’s beauty […]

#REACH2014 – Creativity in 140 Characters: Guy Yalif ’94

(By ALIISA LEE) The familiar clean white and baby-blue color scheme of Twitter filled McDonnel’s screen as attendees filled into Guy Yalif’s talk on Saturday morning. Through the course of his session, Yalif themes and anecdotes about just how much can be accomplished through 140 characters. Yalif shared how twitter interactions themselves are the platform’s […]

#REACH2014 – Personalized Marketing: Christopher Kuenne ’85

(By ANEESH RAI) Saturday morning presentations were kicked off by Christopher Kuenne, Lecturer of Entrepreneurship at Princeton. Despite the lack of a brand management or advertising program for undergraduates at Princeton, Mr. Kuenne has made it large – he is the Founder and CEO of Rosemark Capital Group, and Founder of Rosetta. Mr. Kuenne discussed […]

#REACH2014 – Keynote: Engage the Global Consumer: Adam Goldstein ’81

(By LACEY-ANN WISDOM) “How many of you have been on a cruise?” This was the way Adam Goldstein, the Saturday Morning Keynote speaker for the REACH Conference, began his presentation. Many hands went up. “How many of you would be at an 8:30 lecture if you were on a cruise right now?” A wave of […]

#REACH2014 – Women in Marketing and Advertising Panel: Kat Peeler

(By ALIISA LEE) “It’s your own ability, not just because of being a woman, that should give you an advantage,” noted Kat Peeler during the Women in Marketing and Advertising panel. With their range of backgrounds and specialties, each of the three panelists were able to offer a unique perspective on the moderator’s questions, while […]

#REACH2014 – Reaching Today’s Elusive Consumer: Peter DeNunzio

(By LACEY-ANN WISDOM) Peter DeNunzio dived right into his talk with a thought provoking question. “Is today’s consumer really elusive?” Today’s advertising is measured in tweets and Facebook posts. “During the Super Bowl there were 24.9 million tweets and Facebook went crazy,” DeNunzio announced. Today’s advertisers face the problem of a disappearing mass audience.  In […]

#REACH2014 – Effective Marketing Communications: Tom Magnus ’77

(By ANEESH RAI) Effective marketing communications, or “basically advertising” as Mr. Magnus succinctly put it, was the major focus of his presentation on the first day of REACH.  His five major questions were ones that all audience members had heard before – why, who, what, how, and so? His answers, on the other hand, gave a different […]

#REACH2014 – Brand and Storytelling Power: Eric Hermelee ’89

(By ANEESH RAI) “I’m not selling videogame consoles, I’m selling fun.” so began Eric Hermelee’s presentation on Brand and Storytelling Power. Building off of the opening keynote address by Ms. Hansen, Mr. Hermelee addressed three main points – building a successful brand, using the art of storytelling, and what it means to work at a […]