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The Wharton Future of Advertising Program (WFoA), launched in 2008 in the SEI Center for Advanced Studies in Management by Jerry Wind and founding executive director, Catharine Hays, is broadly viewed as the preeminent academic institution bridging academia and practitioners to transform the scope, value, and impact of advertising and marketing, with a who’s who Global Advisory board and a growing global network of innovators. Corporate supporters and grants enable WFoA’s network enrichment, research collaborations, adaptive experimentation initiatives, thought-leadership roundtables and conferences, student- and alumni-focused programs, and presentation content development and delivery for influential executive audiences. The Program’s recently published book, Beyond Advertising: Creating Value Through All Customer Touchpoints (Wiley, 2016), presents a concrete set of principles and actionable steps, including the All Touchpoint Value Creation Model, designed to lift us out of reactive thinking and encourage the co-creation of a better future for business, people, and society. Experimentation is advocated as mandatory for marketers.

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