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Govil Summer Fellowship Program
Thanks to a generous grant from Sanjay Govil, the Wharton Future of Advertising Program runs a summer fellowship program for select high school and college students. The Program benefits from the students’ high quality work and fresh perspectives, and the students gain experience working in a collaborative team environment on projects with a high degree of relevance in their lives as they consider possible career paths. Last summer, we hosted 15 students for three-week internships.
Hearts & Science – “The Unreachables” Project
In WFoA’s recently published book, Beyond Advertising: Creating Value Through All Customer Touchpoints, we identified five “Forces of Change” that fundamentally alter the relationship between brands, media, and people. We now hope to bring the practical implications of these to life by sharing observations and experiences from across the industry made possible by a generous gift, and in collaboration with, marketing and media agency, Hearts & Science. As the first element of our collaboration, Hearts & Science conducted research to understand the growing audience of mainly Millennials and Gen Xers called the “Unreachables” who aren’t tracked, targeted or measured by traditional advertising tools. These findings, along with articles, an e-book, infographics, and videos with industry execs, discuss the implications of this group for conventional media planning strategies and how companies can begin to address the challenge. We encourage you to access these resources here and share your own thoughts and reactions to continue the discussion.