For the Culture

Positive Links Speaker Series
Presented by the Center for Positive Organizations (University of Michigan)

Event Details:

For the Culture, featuring Marcus Collins

Tuesday, September 12, 2023, 2:00 - 3:00 pm ET - Free, registration required to obtain login information

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About the Event: There is no force more influential on human behavior than culture. What we wear, what we watch, who we marry, how we vote, what we support, what we do, and just about every aspect of daily living is informed by—and in many ways governed by—our cultural subscription. However, our understanding of culture lacks the depth necessary to fully harness its power and integrate it into our business and leadership practices, which inhibits today’s leaders from fully leveraging its sway to get people to take action. Those who understand the dynamics of culture are more likely to have influence, while those who do not are almost always influenced by those who do. Therefore, the aim of this talk is to unpack what gets us to a level of cultural understanding that can be used to drive behavioral adoption—i.e., get people to buy, get companies to innovate, get teams to become more customer-centric, get employees to adhere to a new policy, and the like—and, subsequently, drive business success for positive leaders.

About the Speaker: Marcus Collins is an award-winning marketer and cultural translator with one foot in the world of practice—formerly serving as the Head of Strategy at Wieden+Kennedy, New York—and one foot in the world of academia—as a marketing professor at the Ross School of Business, University of Michigan.

His deep understanding of brand strategy and consumer behavior has helped him bridge the academic-practitioner gap for blue-chip brands and startups alike. He is a recipient of Advertising Age’s 40 Under 40 award and Crain’s Business’ 40 Under 40 award, and a recent inductee into the American Advertising Federation’s Advertising Hall of Achievement. Most recently, he was recognized by Thinkers50 and Deloitte among their class of 2023 Radar List of 30 thinkers with the ideas most likely to shape the future.

Before joining Wieden+Kennedy, he served as the Chief Consumer Connections Officer at Doner Advertising and led Social Engagement at Steve Stoute’s advertising agency, Translation. Over the course of his career, Marcus has developed a practice for creating culturally contagious ideas that inspire people to take action. His strategies and creative contributions have led to the launch and success of Google’s “Real Tone” technology, the “Made In America” music festival, the Brooklyn Nets, and State Farm’s “Cliff Paul” campaign – among others.

About the Positive Links Speaker Series: The Positive Links Speaker Series, presented by Michigan Ross’ Center for Positive Organizations, offers inspiring and practical science-based strategies to build and bolster thriving organizations. Attendees learn from leading positive organizational scholars and connect with our community of academics, students, staff, and leaders.