Integrating Marketing Communications: Past, Present, and Future

IMC 2014 Speaker Series with Dr. Don E. Schultz, Northwestern University

To watch the recorded presentation, visit

In this session, Don Schultz, who was one of the initial developers of the IMC concept, will discuss:
• How and why IMC started.
• Why it's absolute imperative for every organization today to embrace the integration of marketing communications.
• His view of the future of IMC along with his new, totally customer focused communication planning model built around the concept of SIVA (Solutions, Information, Values and Access) which he believes will revolutionize marketing and communication planning.

About the Speaker:

Don E. Schultz, Professor (Emeritus-in-Service) Integrated Marketing Communications at The Medill School, Northwestern University, Evanston, IL. He holds a BBA from University of Oklahoma and MA and PhD from Michigan State University. He is President of Agora, Inc., a global marketing, communication and branding consulting firm. Often referred to as the "father of integrated marketing", Don is most notable for his research and writing on Integrated Marketing Communication (IMC).

Prior to his academic career, Schultz spent 15 years in media and advertising agency management, the last ten at Tracy-Locke Advertising and Public Relations, Dallas, where he was a senior vice president and management supervisor on a number of national accounts. He resigned from Tracy-Locke to pursue a career in academia.

Don lectures, conducts seminars and conferences and consults on five continents. His current research and teaching focuses on communication integration, emerging markets, branding and the financial measures of marketing and communication, social media's impact on consumers, media synergy and internal marketing. He also holds or has held appointments as an adjunct/visiting professor at the Queensland University of Technology in Australia, Cranfield School of Management in the UK, Tsinghua University and Peking University, China, and the Swedish School of Economics, Finland.

Don has been a consultant to a number of major international firms including, AT&T; Baidu; Blue Cross-Blue Shield; Dell Computers; DuPont; Ford Motor Co; Hyatt International Hotels; ITT Hartford Insurance; Hewlett-Packard; IBM; Kraft-General Foods; 3M; Nestle; Nortel Networks; Philip Morris; Tencent; Texas Instruments; Visa International.
Among advertising and marketing communication agencies, Don has also served as a consultant with Leo Burnett; BBDO-Europe; McCann-Erickson; Campbell, Mithun, Esty; Blattner-Bruner, Colle & McVoy, FEDMA, InterPublic Group; Dentsu; Hakuhodo; and others.

He is also author/co-author of twenty-eight books and one hundred and fifty trade, academic and professional articles. He is a featured columnist in MARKETING NEWS, and MARKETING INSIGHTS, published by the American Marketing Association.


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