Knowledge@Wharton features WFoA’s Beyond Advertising

WFoA’s new bookBeyond Advertising: Creating Value Through All Customer Touchpoints,  was the featured topic on a recent Knowledge@Wharton podcast about the book.

Lauder professor and professor of marketing Yoram (Jerry) Wind and WFoA executive director Catharine Findiesen Hays discuss some of the new ways people are interacting with brands on the Knowledge@Wharton radio show on Wharton Business Radio on SiriusXM channel 111. The show addresses how companies can build better relationships with their customers and the power that people now hold in today’s world of marketing.

Listen to the entire podcast here.




Turner’s Chief Research Officer cites Beyond Advertising in AdWeek article

In an article in this week’s AdWeek, Chief Research Officer at Turner Howard Shimmel cites WFoA’s recent book, Beyond Advertising, saying that it: “paints such an interesting vision for the future” in which “my relationship with brands helps me navigate through the day.”

Turner has assembled a 28-member advisory board comprised of buyers, professors, and technologists to help the company make strategic, forward-thinking decisions about the evolving television landscape.

Further evidence of Turner’s forward-thinking perspective, we would argue, is that they not only invited Jerry Wind to join the advisory board, but also two Advertising 2020 contributors and one WFoA Global Advisory Board member: Duane Varan, CEO, Mediascience; Dr. Carl Marci, Chief Neuroscientist, Nielsen Consumer Neuroscience; and Gayle Fuguitt, CEO, The ARF.

Jerry Wind will present WFoA’s findings at the first board meeting this Thursday.

Beyond Advertising on

WFoA’s new book Beyond Advertising: Creating Value Through All Customer Touchpoints, authored by Yoram (Jerry) Wind, Catharine Findiesen Hays, and the Wharton Future of Advertising Innovation Network is featured in the recent article “Advertising in 2020 – And Beyond” by Cheryl Burgess, CEO of Blue Focus Marketing, on

The article highlights main findings of Beyond Advertising, which features insights from 200+ thought leaders including Cheryl Burgess. Burgess writes, “Tomorrow’s brands will change the common perspective of advertising as a necessary evil to one of mutual value exchange… This is the true meaning of moving beyond advertising: complete organizational buy-in across departments and hierarchical structures. It starts with the C-suite.” Full article.

Cheryl Burgess and Mark Burgess are co-authors of The Social Employee.

WFoA Shortlisted for Warc’s Admap Prize 2016

Warc-logoThe recent essay “Meeting the challenge of personalization at scale” authored by Lauder Professor and Professor of Marketing at the Wharton School & WFoA Academic Director Jerry Wind and WFoA Editorial Manager Alexa de los Reyes has been shortlisted for the 2016 Admap Prize. Warc’s Admap prize “encourages and rewards excellence in strategic thinking in brand communications.” The essay topic this year is “How should marketing adapt to the era of personalization?” Professor Wind and de los Reyes in their essay argue people want “choice, control, and opportunities to customize, and that personalisation is today more possible than ever because big data, new platforms and the ability to facilitate co-creation are all leading to customer-centricity.” Full article.

Chief Content Officer Magazine: The Audience Takes Charge & Book Review by Kirk Cheyfitz

In the most recent issue of Chief Content Officer Magazine, Kirk Cheyfitz, Founder, Co-CEO and Chief Storyteller of Story Worldwide, reflects on his conversations about ad blocking with other industry leaders at the Wharton Future of Advertising’s 2015 Annual Conference. In the article, titled “The Audience Takes Charge,” Cheyfitz discusses “the most visible and (to the industry) most terrifying symptom of the powerful phenomenon at the heart of the Internet: audience control.” Read the full article on page 8.

In the same issue Cheyfitz reviews the newly released book, Beyond Advertising: Creating Value Through All Customer Touchpoints, authored by Yoram (Jerry) Wind, Catharine Findiesen Hays, and the Wharton Future of Advertising Innovation Network. Cheyfitz writes, “Beyond Advertising envisions a new mental model in which marketing addresses ‘people,’ not, myopically, ‘consumers’ and thinks about ‘inspiring and enabling,’ not just ‘persuading.’ It presents a model where advertising ‘serves’ people instead of just ‘selling’ to them; a model where brands use their $500 billion in annual spend to bring valuable content to people and make “a net positive impact on society and culture.” Think of that. I mean, really, think of it.Read the full review on page 13.

Want to read more from Kirk Cheyfitz? Find the collection online: