Who We Are
The Wharton Future of Advertising Program (WFoA), launched in 2008, is the preeminent academic institution bridging academia and practitioners to transform the scope, value, and impact of advertising and marketing.
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.
Leadership and Team
Jerry (Yoram) Wind, Academic Director
Jerry (Yoram) Wind, The Lauder Professor and Professor of Marketing, joined The Wharton School faculty in 1967 with a doctorate from Stanford University. From 1995 to 1997, he led the development of the Wharton globalization strategy. Dr. Wind led the reinvention of the Wharton MBA curriculum (1991-93) and the creation of the Wharton Executive MBA Program (1974). He was founding director of the Joseph H. Lauder Institute (1983-1988) and the Wharton International Forum (1987). He is the founding director of the Wharton SEI Center, whose mission is to ensure the relevance of management research and education to the evolving needs of business and society in the 21st century by partnering with global thought leaders in diverse fields to anticipate the needs of management, identify forces of change, and understand and create emerging management paradigms.
He has served in editorial positions for many top marketing journals, and published over 250 papers and articles and over 20 books. He has consulted with more than 100 companies, and provided expert testimony in many intellectual property and antitrust cases. He is a member of the advisory boards for various entrepreneurial ventures, Board member of Fox Chase Cancer Center, Trustee of the Philadelphia Museum of Art and Co-Chair of its Digital Age Committee. Dr. Wind has received numerous awards, including the four major marketing awards: The Buck Weaver Award (2007), The Charles Coolidge Parlin Award (1985), AMA/Irwin Distinguished Educator Award (1993), the Paul D. Converse Award (1996). He was selected as one of the 10 Legends in Marketing, with eight volumes of his writing anthologized by Sage in early 2014. His current research focuses on the Network Challenge; reinventing advertising; creativity and innovation; and challenging one’s mental models.
Catharine Hays, Executive Director
Catharine is the founding Director of the Future of Advertising Program at the Wharton School. The program’s mission is to bridge academic rigor and real world relevance as a catalyst for deeper insights, bolder innovation and broader positive impact of advertising. Her professional passion lies in the emerging potential, if not imperative, for positive social impact of advertising in the digital age of empowered consumers.
Previously, Catharine held numerous pioneering positions during a 15-year career in B2B marketing and sales at AT&T. She earned an MBA in marketing from the Wharton School, as a Lauder Institute Fellow, an MA in International Studies, University of Pennsylvania, a BS in Foreign Service, Georgetown University and an AA, Franklin College, Lugano, Switzerland.
Shannon Cantrell, Interim Program Manager
Shannon is WFoA’s Interim Program Manager. She is a management consultant and freelance writer who has provided services to more than 25 university, multimedia, federal government and city government clients over the course of her career.