Marketing Communications Today is a collection of resources for marketing communications
professionals filled with industry research, marketing trends, and career
information about integrated marketing and data-driven communications.
Learn industry insights through the Marketing Communications Today blog,
podcast, as well as Integrate Online.
Omnicom Health Group is the largest healthcare marketing and communications network
in the world, with more than a dozen companies and over 4,000 talented people specializing
in every area of health. Our people come from every corner of science, medicine,
marketing, and communications, partnering with clients—and connecting with each
other— to achieve meaningful change through better, more innovative communications.
We hope this session can help students pick up skills that can help them land a
Susan K. Jones: What are your best tips for designing a resume and also
what should not be on there?
Joe Golden: I'm not a big fan of fancy resumes. We deal with creatives
a lot and they sometimes get a little too creative. Simple is best—your name, your
education, your experience, your hobbies, your skillset. Make it clear. It has
to be easily readable, easily navigable and just has to look good to the eye.
Each semester the WVU Marketing Communications online programs is excited to welcome a new
group of individuals into the MCNetwork. The WVU Marketing Communications graduate
student population consistently varies in their levels of experience and expertise,
with some just completing their undergraduate studies to those holding senior-leadership
positions at the worlds most elite agencies and brands. Each students brings unique
style and perspective to the program.
Meet some of the students who will be joining the WVU Marketing Communications
Network in the early spring semester:
Everyone has a story to tell, what’s yours? As the post-pandemic job market slowly
opens up, that story could be the key to landing your next opportunity and inspire
your personal brand. Our lives are impacted by our online presence, both personally
and professionally. Before you look for that next step in your career, consider
how you are presented.
The WVU Marketing Communications Online programs recently brought together Dr. Dawn
Edmiston, Clinical Professor of Marketing in the Raymond A. Mason School of Business
at the College of William & Mary, Brianne Fleming, marketing consultant, blogger,
podcast host, and instructor at the University of Florida, and Tod Meisner, Associate
Brand Manager — Social Media for Aflac, for an Integrate Online panel to discuss
how to define your personal brand to succeed in your career.
What is a personal brand and how would each of you describe your personal brand
to someone else?
Our lives are impacted by our online presence, both personally and professionally.
Before you look for that next step in your career, consider how you are presented.
On January 11, the WVU Marketing Communications Graduate Programs hosted a Twitter
Chat for faculty, staff, students and professions to discuss tips and challenges
to understand personal branding.
Did your career and professional development take a back seat to the many demands
and evolving priorities in 2020? What does the future of work look like for marcom
professionals, and how can you adapt – and thrive – in this new environment? Whether
you’re trying to land your next gig, expand your network or get serious about professional
development in the New Year – join industry veteran and career enthusiast, Bridgette
Borst Ombres for a discussion on personal branding and how to get refocused on
your career goals.
Amy Alyson Teller: Could start by addressing some of the key differences
in job searching pre-versus-post pandemic.
Bridgette Borst Ombres: We're working differently, we're collaborating
differently, and we're prioritizing differently. How we approach career development
and, more specifically, the way we job search, that's changed. I was reading an
article this morning that for many workers, the nine to five will become the three,
two, two. If you're not familiar with that it's three days in the office, two days
remote and then two days off and some employers might even cut down to a four-day
workweek all together. Change is the name of the game right now. I'm really interested
to see how that plays out, but in terms of the differences that we're seeing pre-pandemic,
we actually attended industry conferences in person, believe it or not, and now
I sit behind my computer screen. I'll add that it's important to get comfortable
in front of the camera. If you're someone who typically shies away from the camera
or you don't always think that you present yourself in the best way on camera,
now is the time to practice because I don't see that going away anytime soon. Another
big change that we are seeing on the job front is that the competition has increased,
because employers are more open to remote work arrangements now. And that means
that there is suddenly a wider net of candidates that they can consider. I think
that location has become less of a factor for many employees over the past few
years, but that became even more so the case since the pandemic.
A brand ambassador is typically thought of as a "spokesperson" for brand, product
or organization. The insight that the individual might be paid implies their recommendations
and reviews are inauthentic and untrustworthy. However — that is not the case of
all brand ambassadors.
Brand ambassadors can be individuals who authentically promote a brand, product
or organization because of their genuine passion, admiration or desire to share
their opinions on it. The individual will share recommendations or products, goods
or services, share events hosted by brands and receive exclusive perks and recognition
WVU Marketing Marketing Communications has officially selected its second group of
brand ambassadors for the 2020/2021 academic year! This group includes highly engaged
alumni and current students who have exceptional achievements in their academic
and professional career.
Programmatic media leverages data and technology to allow advertisers to identify
the exact person they are interested in reaching and serves that user a specific
ad as they visit various websites. Tzeitel Haviland dives deeper into the workings
of programmatic media, walking us through its evolution and what marketers should
consider when developing a programmatic media strategy.
Matthew Cummings: I want to start with a pretty basic question. It's basic
to you, but I think it's something that a number of listeners out there may be
wondering. Just what is programmatic media buying, and why are marketers finding
this so valuable?
Tzeitel Haviland: So at its core, programmatic is the use of technology
to buy and sell digital advertising. It's pretty simple when you think about it.
It takes out the human element, which is sort of sad, but there are still many
humans still involved with it, but it basically leverages technology and data,
which at this point in the digital ecosystem, data has really become our currency.
There's a lot of websites out there. People don't necessarily have to pay for them,
but what they're exchanging is their data for the use of these open platforms.
Today will take away practical guidance on cultivating a unique brand identity in
the modern landscape. Emphasizing the importance of being a brand "leader" instead
of a "manager," Dan Hill, CEO of Hill impact, offers valuable tips to modern branding
strategies using data-driven insights without losing sight of organizational value.
Matthew Cummings: What is Brands in Motion? That was the title of our
podcast today and it's a concept that you've developed. So, what is Brands in Motion?
Dan Hill: In my years of working with different brands one of the things
I've seen time and time again and I've even participated in and you probably have
to are these great branding exercises that take months, sometimes years to get
everything perfect because this is a brand that's going to last for the next 20
years or next 10 years. And it becomes a shiny object on a hill that we have to
dust off every now and then and protect, and there's no fluidity to it. And to
be a brand in motion is really going back to that relationship concept. If you
think about marriages for example how many times have you heard a couple who's
going through hard times, maybe 10 years into the relationship say, "The man I
married isn't the same today", or "The Woman I used to travel with and who liked
to go out and eat wants to stay home". Well, people change, organizations change,
and what a brand in motion is is a brand that from the very beginning sets itself
to be fluid, and be able to adjust to times, and really make that relationship
one that has give and take.
After an unpredictable 2020, many marketing communications professionals are ready
to seek new opportunities in 2021. On December 14 the WVU Marketing Communications
Graduate Programs hosted a Twitter Chat for faculty, staff, students and professionals
to discuss their career and academic goals for 2021.
At the conclusion of each semester the WVU Marketing Communications Programs are
excited to celebrate our graduates. Meet the members of the class of fall 2020
who have successfully completed their studies in Data and Integrated Marketing