About the Authors

Wendy Clark joined The Coca-Cola Company in September 2008 as Senior VP, Integrated Marketing Communications and Capabilities. In her role, Clark oversees global ...

Wendy Clark joined The Coca-Cola Company in September 2008 as Senior VP, Integrated Marketing Communications and Capabilities. In her role, Clark oversees global design, content excellence, media connections, interactive and community marketing, experiential marketing and partnerships, and marketing capability development for The Coca-Cola Company's 2700+ marketers around the world.

Under Wendy's guidance, her team has achieved a great deal during her time at the company, including leadership of The Coca-Cola System's largest-ever marketing activation for the 2010 FIFA World Cup in more than 160 countries. Her team has a leading voice on evolved consumer engagement under their Liquid & Linked communications strategy, leveraging the power of authentic brand stories that spread through owned, earned, shared and paid media connections to create shared value.

In 2009 and 2010 FORTUNE featured Wendy in its "40 Under 40" issue, ranking as the highest woman in 2010 (#15). She was also named one of four "Women to Watch" by FORTUNE.

Andrew Keller is CEO of Crispin Porter +Bogusky and one of the most awarded creatives in the business. He joined CP+B as an ...

Andrew Keller is CEO of Crispin Porter +Bogusky and one of the most awarded creatives in the business. He joined CP+B as an art director in 1998. Since that time, he has played a lead role in the US launch of the MINI, the turnaround of Burger King, and the Domino's brand rally. His contributions to the agency have played a major role in CP+B being named Agency of the Year fifteen times in the trade press, as well as being named Interactive Agency of the Year three times at The Cannes Lions International Advertising Festival.

In his role as Chief Marketing Office for Seventh Generation, Joey Bergstein is focused on expanding the reach of the iconic, eco-friendly brand ...

In his role as Chief Marketing Office for Seventh Generation, Joey Bergstein is focused on expanding the reach of the iconic, eco-friendly brand from its fervent core of loyal supporters to a new generation of green consumers. Since joining the company in 2011, Bergstein continues to expand his reputation for breakthrough marketing and innovative branding. Before joining Seventh Generation, Bergstein held marketing leadership roles globally at Diageo, Molson and Procter & Gamble.

Gareth is the Chief Strategy Officer at Goodby, Silverstein and Partners. He is charged with evolving the strategy discipline and keeps himself honest ...

Gareth is the Chief Strategy Officer at Goodby, Silverstein and Partners. He is charged with evolving the strategy discipline and keeps himself honest by working on the TD Ameritrade and Google accounts. Gareth serves on the boards of Boulder Digital Works and the VCU Brandcenter, and sits on the Google Creative Leadership Council where he is the only 'non-creative'. He is one of very few planners in the industry to have judged leading strategy (Jay Chiat), creative (Clio) and effectiveness (EFFIE and inaugural Cannes Effectiveness Lions) awards. Gareth writes a blog on brands and communication called “Brand New” at garethkay.com.

Caley Cantrell is a professor at the VCU Brandcenter, an award-winning graduate program in advertising and communications at Virginia Commonwealth University, where she ...

Caley Cantrell is a professor at the VCU Brandcenter, an award-winning graduate program in advertising and communications at Virginia Commonwealth University, where she leads the communications strategy track. Cantrell worked on such accounts as Colgate-Palmolive, CoverGirl Cosmetics, Sprint, Alltel and Kaiser Permanente during her career in advertising at JWT and the Martin Agency. At the Brandcenter, she’s worked to incorporate more consumer learning and “culture” exploration into the curriculum, along with Data Analytics.

John Gerzema is a world-renowned social theorist on consumerism and the president of BrandAsset Consulting and oversees strategy across the Young & Rubicam ...

John Gerzema is a world-renowned social theorist on consumerism and the president of BrandAsset Consulting and oversees strategy across the Young & Rubicam Brands Companies. He is a TED speaker, Inc. columnist and co-author with Michael D'Antonio of the best-selling book Spend Shift: How The Post-Crisis Values Revolution is Changing The Way We Buy, Sell and Live. He is a pioneer in the use of data to identify social change and to help companies both anticipate and adapt to new consumer interests and demands.

Leonard M. Lodish is the Samuel R. Harrell Professor in the Marketing Department of the Wharton School, University of Pennsylvania and Leader of ...

Leonard M. Lodish is the Samuel R. Harrell Professor in the Marketing Department of the Wharton School, University of Pennsylvania and Leader of the Wharton Global Consulting Practicum. Len was the initial Vice Dean for Wharton's San Francisco campus from 2001-2009 and is currently Senior Advisor in San Francisco. Len is also the co-founder and co-director of the Wharton-INSEAD "Leading the Effective Sales Force" executive program.

Len has published over 60 articles and book publications include Entrepreneurial Marketing: Lessons from Wharton's Pioneering MBA Course, 2001, Marketing that Works: How Entrepreneurial Marketing can Add Sustainable Value to Any Sized Company, 2007 and The Advertising and Promotion Challenge: Vaguely Right or Precisely Wrong.

Professor Lodish has developed models and decision support systems that have been syndicated to worldwide use. They include MEDIAC for media planning, CALLPLAN for sales force deployment, and PROMOTER and PROMOTIONSCAN for promotion planning and evaluation. In the 90's, Len conducted a comprehensive analysis of 381 real world split cable TV experiments entitled "How T.V. Advertising Works" which won Len an American Marketing Association's new Paul E. Green award.

He has been a Corporate Director of J&J Snack Foods, Inc since 1992. He has also served as a director or advisory board member of private companies, including Compete.com, Diapers.com (now Quidsi), and Powergetics, Inc. He continues to serve as an advisor to First Round Capital, Vintage Venture Funds, Mentor Tech Funds, Lumia Capital, and the Jerusalem Global Venture Funds. Professor Lodish has consulted with many major firms world wide, including Procter and Gamble, Anheuser Busch, Merck and Company, Merrill Lynch and many more.

Len and his wife Susan have pedaled their tandem bicycle across the U.S., and have raised over $1,300,000 for the A.L.S. ( Lou Gehrig's Disease) Association.

Kevin Werbach is an Associate Professor of Legal Studies at The Wharton School, University of Pennsylvania, and the founder of Supernova Group. A ...

Kevin Werbach is an Associate Professor of Legal Studies at The Wharton School, University of Pennsylvania, and the founder of Supernova Group. A leading expert on the legal, business, and public policy impacts of the Network Age, he served on the Obama Administration's Presidential Transition Team, and was as an advisor on broadband issues to the US Federal Communications Commission and the National Telecommunications and Information Administration. He is the co-author of For the Win: How Game Thinking Can Revolutionize Your Business.

Kevin also organized Supernova, a major annual executive technology conference. Earlier in his career, he served as Editor of Release 1.0, a renowned technology report for investors and senior executives, and as Counsel for New Technology Policy at the FCC, where he helped develop the US Government's Internet and e-commerce policies. He has authored numerous scholarly and popular articles on a wide range of technology topics, and appears frequently as an expert in print, online, and broadcast media.

Shawndra Hill is an Assistant Professor in Operations and Information Management at the Wharton School of the University of Pennsylvania. Her recent research ...

Shawndra Hill is an Assistant Professor in Operations and Information Management at the Wharton School of the University of Pennsylvania. Her recent research investigates the links between TV and Social Media (www.thesocialtvlab.com). Generally, she studies data mining, machine learning and statistical relational learning and their alignment with business problems. Specifically, she researches the value to companies of mining data on how consumers interact with each other -- for targeted marketing, advertising and fraud detection.

Her past and present industry partners include AT&T Labs Research, 33 Across, ClearForest, and Siemens Energy & Automation. Her recent work appears in Bioinformatics, IEEE Transactions on Data and Knowledge Engineering, Journal of Computational and Graphical Statistics, SIGKDD Explorations, and Statistical Science. Her research is funded in part by the Office of Naval Research, Google, and the National Institutes of Health (NIH). Shawndra holds a B.S. in Mathematics from Spelman College, a B.E.E. from the Georgia Institute of Technology and a Ph.D. in Information Systems from NYU's Stern School of Business.

Eric T. Bradlow is currently Vice-Dean and Director, Wharton Doctoral Programs, The K.P. Chao Professor, Professor of Marketing, Statistics, and Education, and Co-Director ...

Eric T. Bradlow is currently Vice-Dean and Director, Wharton Doctoral Programs, The K.P. Chao Professor, Professor of Marketing, Statistics, and Education, and Co-Director of the Wharton Customer Analytics Initiative at The Wharton School of the University of Pennsylvania. He earned a Bachelor of Science in Economics from The Wharton School in 1988, an A.M. in Mathematical Statistics in 1990, and a Ph.D. in Mathematical Statistics in 1994 from Harvard University. He joined the Wharton faculty in 1996.

Prof. Bradlow was recently named one of eight inaugural University of Pennsylvania Fellows. He is also a Fellow of the American Statistical Association, the American Education Research Association, the Wharton Risk Center, and Senior Fellow of the Leonard Davis Institute for Health Economics. He is past chair of the American Statistical Association Section on Statistics in Marketing, a statistical Fellow of Bell Labs, and was named DuPont Corporation’s best young researcher. Prof. Bradlow’s academic research interests include Bayesian modeling, statistical computing, and developing new methodologies for unique data structures with application to business problems, education and psychometrics, and health outcomes.

Dr. David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at The Wharton School, University of Pennsylvania. He is ...

Dr. David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at The Wharton School, University of Pennsylvania. He is also the Chairman of the American Marketing Association and has authored numerous articles appearing in major marketing journals.

Dave coauthored Marketing Metrics and Financial Performance and Marketing Metrics: 50+ Metrics Every Manager Should Master and its second edition, Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. His other books include Marketing: Concepts, Strategies and Decisions, and Strategy Analysis with Value War and Cases in Marketing Research. Dave’s primary research interests are in marketing ROI, internet marketing, competitive marketing strategy, market segmentation, marketing models and understanding brand choice behavior.

He was featured in Fortune magazine as one of the nation’s eight “Favorite Business School Professors” and was recently named by Business Week as one of the “pick of the B-school crop” of professors. Dave has received the Wharton School’s Excellence in Teaching Award every year he has taught since it was initiated in 1982.

Kartik Hosanagar is a tenured Associate Professor of Internet Commerce at The Wharton School of the University of Pennsylvania. Kartik´s research work focuses ...

Kartik Hosanagar is a tenured Associate Professor of Internet Commerce at The Wharton School of the University of Pennsylvania. Kartik´s research work focuses on Internet media and Internet marketing.

Kartik has been recognized as one of the world's top 40 business professors under 40. He has received several teaching awards including the MBA and Undergraduate Excellence in Teaching awards at the Wharton School. Kartik is a cofounder of Yodle Inc., a venture-backed firm recently listed among the top 50 fastest growing private firms in the US. He has served on the advisory board of Milo Inc (acq by eBay) and is actively involved with other startups as either an investor or board member. His past consulting and executive education clients include Google, Nokia, American Express, Citi and others.

Kartik is one of the youngest professors to be tenured at Wharton. He graduated as a valedictorian from Birla Institute of Technology and Sciences (BITS, Pilani), India with a Bachelors degree in Electronics and a Masters in Information Systems, and has an MPhil in Management Science and a PhD in Management Science and Information Systems from Carnegie Mellon University.

Rob Malcolm has enjoyed a 37-year international marketing career. Joining Procter & Gamble Brand Management in 1975, Rob worked for 24 years throughout ...

Rob Malcolm has enjoyed a 37-year international marketing career. Joining Procter & Gamble Brand Management in 1975, Rob worked for 24 years throughout the U.S., the Middle East and Europe, marketing or managing more than 75 brands in over 40 countries. Moving to Diageo, Rob served as President of Marketing, Sales and Innovation, where he led their successful digital transformation while overseeing 70+ brands in 170+ countries and a total marketing budget exceeding $2.5 billion annually. With Diageo, Rob won several Effie’s, the Cannes Gold Lion, and the prestigious International IPA advertising effectiveness award. Since 2008, Rob has served on the boards of numerous companies and as an advisor to MDC Partners, Diageo and others, and has taught marketing in the Wharton School’s graduate and Executive Education Programs.

Peter Sieyes is a transformational leader in direct, CRM and digital marketing. Peter has worked in marketing at Pernod Ricard, and in direct marketing at Wunderman in London, where he was Global Account Managing Director for clients such as Ericsson Mobile, Jaguar and Land Rover. Peter returned to the client side to lead the transformation of direct, CRM and digital marketing at Diageo, as Global head of Digital and Relationship Marketing. In this role, he spearheaded an ambitious agenda in digital marketing that transformed processes, organization, talent and results. Peter now leads his own consultancy, which most recently completed the transformation of digital marketing at Barclaycard. Peter has spoken at numerous conferences and has contributed to a number of articles and books on the transformation of marketing in the digital era.

Professor David Bell is Faculty Director of The Wharton School’s Advanced Management Program. He holds a Ph.D. from the Graduate School of Business ...

Professor David Bell is Faculty Director of The Wharton School’s Advanced Management Program. He holds a Ph.D. from the Graduate School of Business at Stanford University, an M.S. in Statistics from Stanford University, an M.A. (Honorary) from the University of Pennsylvania, and M.Com and B.Com degrees from the University of Auckland, New Zealand.

Dr. Bell is an expert in shopping behavior whose current research focuses on Internet retailing, specifically why and how physical geography explains Internet retailers’ performance. Professor Bell’s research is published in premier academic marketing journals, and has received wide recognition, as has his innovative and dynamic teaching. In addition to his academic and research activities, Dr. Bell also advises and invests in numerous Internet retail start-ups.

Lauder Professor Jerry (Yoram) Wind earned his doctorate from Stanford University and joined The Wharton School faculty in 1967. Dr. Wind developed Wharton’s ...

Lauder Professor Jerry (Yoram) Wind earned his doctorate from Stanford University and joined The Wharton School faculty in 1967. Dr. Wind developed Wharton’s globalization strategy, restructured its MBA curriculum, created its Executive MBA Program, and founded both the Joseph H. Lauder Institute and the Wharton International Forum.

Dr. Wind has published extensively, and provided consulting services to over 100 clients. He is a Board member of the Fox Chase Cancer Center, and a Trustee and Co-Chair of the Digital Age Committee at the Philadelphia Museum of Art. The recipient of numerous awards, he was recently named one of the “10 Legends in Marketing.” His current research concerns the “Network Challenge”: reinventing advertising, creativity and innovation for today’s networked world.

Andrew Essex is Co-Founder and Chief Executive Officer of Droga5, a global advertising agency headquartered in New York. Founded in 2006, Droga5 has ...

Andrew Essex is Co-Founder and Chief Executive Officer of Droga5, a global advertising agency headquartered in New York. Founded in 2006, Droga5 has been named Agency of the Year three times and is the fastest growing independent agency in America.

Before co-founding Droga5 in 2006, Essex was the founding editor-in-chief of Absolute magazine and executive editor at Details magazine. He has also held editorial posts at The New Yorker, Entertainment Weekly, Salon.com and Interview.

Since Droga5's inception, Essex has overseen the growth of the company's client base to include Prudential, Mondelez International, PUMA, Kraft Foods Group, Coke Zero, Hennessy, Newcastle Brown Ale, the Bill & Melinda Gates Foundation, Unilever, Qantas and the United Nations, among others. In addition to blue-chip clients and award-winning projects with partners including Jay-Z and Usain Bolt, the agency is well known for innovative social initiatives such as UNICEF's Tap Project and The Great Schlep for the 2008 Obama campaign, both of which won Titanium Lions at the Cannes International Festival of Creativity.

In his free time, Essex can usually be found writing (he has co-authored books with Globe.com's Stephan Paternot, former Barney's CEO Gene Pressman and acclaimed musician Nile Rodgers) or around New York with his wife and two children.

Aaron Shapiro helps companies reimagine how they interact with their customers and manage their businesses in the digital economy. Since joining Huge in ...

Aaron Shapiro helps companies reimagine how they interact with their customers and manage their businesses in the digital economy. Since joining Huge in 2005, Shapiro has grown the firm from a small Web design studio into a full-service interactive agency of nearly 500 people operating out of the United States, Europe and Latin America.

Shapiro is the author of Users, Not Customers: Who Really Determines the Success of Your Business. In 2011, he was included as one of New York’s leading tech influencers in Crain’s New York Business’ “40 Under 40″ list. Prior to Huge, Shapiro spent more than a decade as a technology entrepreneur, venture capitalist and management consultant. Shapiro received his MBA from Columbia Business School and a B.A. in Economics from Harvard University. He lives in New York with his wife Carolyn and two young children.

“Never forget that only dead fish swim with the current.” This is the mantra for David Sable, whose advertising career spans more than ...

“Never forget that only dead fish swim with the current.” This is the mantra for David Sable, whose advertising career spans more than 30 years. David Sable became Chairman and CEO of Y&R in 2011. For ten years, David was COO of Wunderman, and has held positions at Wells Rich Greene, Bursten-Marsteller and Cohn & Wolfe, as well as co-founding the Israeli agency, Mimsar-Arielly. Today, David also serves as Director-at-Large of the American Association of Advertising Agencies, and is active in philanthropy and education.

An early digital entrepreneur, David created the industry’s first client website, co-founded Genesis Direct, which developed direct-to-fan Internet presences for the NHL, MLB, NFL, and NBA, and has presided over numerous similar “digital firsts.” A leading authority and frequent speaker on digital marketing, David advises start-ups worldwide, is the author of the popular Weekly Ramble blog, and his writing and interviews appear regularly in publications such as the Huffington Post, Fast Company, and Forbes.