WVU Marketing Communications Today
Design Thinking: What Does It Mean to Marketers?

Design Thinking: What Does It Mean to Marketers?

May 13, 2021

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Design thinking has been around a while, and it sounds alluring, but there’s still some confusion about what it means to marketers. Roger Mader sets us straight in this podcast, explaining the skills and tools of design thinking that apply to marketing practice, and how it can be used to improve marketing results. In short, he describes a process for predicting your customers’ future needs and interests and serving them better than the competition. Join Roger, Managing Partner at Ampersand and professor at the School of Visual Arts in New York, to hear where design thinking can take marketers, on the sub-series, Marketing Horizons.

About our Guest:

Roger Mader is on a mission to “make better”—to equip leaders and entrepreneurs, experts and students to change the world. Declare purpose. Make a promise. Act on principle. Measure performance. Learn. Grow. Roger serves as the Managing Partner of Ampersand, a global team of partners who help big companies act small, and small companies get big. Ampersand uses design practices honed in the field, in collaboration with teams to conceive, test, iterate and launch new offerings and experiences. He serves on the graduate program faculty of the School of Visual Arts in Manhattan. His course on Strategic Innovation introduces teams of students to Ampersand’s 4D method to design breakthroughs for corporate sponsors, including Accenture, Cap Gemini, Capital One, Chase, Citi, Deloitte, EY, Lippincott, McKinsey, RGA and SYP. His writing includes Purposeful Enterprise, a thesis on the power of purpose to guide strategy, attract demand and compel people on a shared mission.


WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

West Virginia University Marketing Communications 

Hack Human Behavior to Increase Marketing Results

Hack Human Behavior to Increase Marketing Results

April 29, 2021

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Behavioral science is a relatively new field, with huge implications for marketing. Neuromarketing can actually help you develop more persuasive communications that will increase your response rates. Join Nancy Harhut, Chief Creative Officer at HBT Marketing, as she explains how she persuades her target audiences successfully, using the lessons of behavioral science, on the sub-series, Marketing Horizons.

About our Guest:

Getting people to take action is what Nancy’s all about. Her specialty is blending best-of-breed creative with decision science to prompt response. A frequent speaker at industry conferences, Nancy’s shared her passion with audiences in London, Sydney, Moscow, Madrid, Stockholm, Sao Paulo, Berlin, and all over the US, including SXSW. Along the way, she's been named Online Marketing Institute Top 40 Digital Strategist, Ad Club Top 100 Creative Influencer, and Social Top 50 Email Marketing Leader. Prior to co-founding HBT Marketing, Nancy held senior creative management positions with Hill Holliday, Mullen and Digitas. She and her teams have won over 200 awards for digital and direct marketing effectiveness.


WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

West Virginia University Marketing Communications 

Humanizing Chatbots with Next-Generation AI

Humanizing Chatbots with Next-Generation AI

April 15, 2021

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Chatbot technology in B2B is developing quickly beyond customer experience to becoming an important part of Top of Funnel (TOF) tactics. Join Koen de Witte, Managing Director at Leadfabric, and Drift's exclusive certified partner in Europe, to hear his insights around next-generation Chatbots in the sub-series, Marketing Horizons hosted by Ruth Stevens and Cyndi Greenglass.

About our Guest:

Koen de Witte is one of the leading martech experts in Europe. He runs a martech services company, Leadfabric, that helps B2B companies across Europe select and install the right marketing technology — CRM, campaign automation — to manage their prospecting and current customer marketing efforts efficiently. Leadfabric also offers full demand gen services to clients — in fact, his was the first full-service B2B demand gen agency in Europe, started in 2008. He’s also a leading expert on chatbot technology, being a certified partner of Drift, one of the leading chatbot providers.


WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

West Virginia University Marketing Communications 

Where’s the Beef with Mixed Reality Marketing

Where’s the Beef with Mixed Reality Marketing

March 25, 2021

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Mixed reality is everything between AR to VR and in-between, evolving the consumer experience with virtual try ons, but where is mixed reality marketing going? Instagram and Snapchat have embraced AR and VR more than other platforms, people are virtually viewing houses, trying on lipstick, glasses and more and the outlook for mixed reality is bright. Join David Smith, Teaching Assistant Professor with West Virginia University's Reed College of Media as he discusses "Where's the Beef with Mixed Reality Marketing" on the sub-series, Marketing Horizons.

About our Guest:

David Smith is a Teaching Assistant Professor at the West Virginia University Reed College of Media, where he teaches multimedia storytelling – including augmented and virtual reality (AR & VR) – to students across all majors. Before joining the faculty at WVU, he was a visual journalist for several news organizations in North and South Carolina, Alabama, Ohio and West Virginia. He’s always looking for innovative ways to use new tech for storytelling and education.


WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

West Virginia University Marketing Communications 

Follow the Money: The Future of Multichannel Measurement

Follow the Money: The Future of Multichannel Measurement

March 11, 2021

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As a big data expert and a lifelong fan of competitive sports, FanAI is the culmination of two of Johannes Waldstein's passions. A serial entrepreneur, he has founded four other startups that tackled marketplace issues surrounding data, mobile payments, and sports tech. As a Product Manager at dunnhumby, the world’s largest loyalty data sciences company, Johannes helped build data platforms that provided 360° customer insights for some of the world’s largest global agencies and brands, including retail chains such as Best Buy, Home Depot, Tesco, and Macy’s.

Brands really want to understand the gaming and e-sports for attribution and have migrated to the traditional sports where the BIG money is. Join Johannes as he discusses "Follow the Money: The Future of Multichannel Measurement" on the sub-series, Marketing Horizons.

About our Guest:

Johannes Waldstein is the Founder and CEO of FanAI, Inc. FanAI is the first sponsorship data platform to connect audience data to real purchase outcomes through bottom-of-funnel sponsorship metrics. Through a combination of fan data and purchase data, FanAI’s technology improves sponsorship and digital media effectiveness across the sports & entertainment industries through its sales-attribution technology. FanAI works with brands, agencies, and sports and entertainment rights-holders. Founded in 2016, FanAI has raised over $12.5 million in funding.


WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

West Virginia University Marketing Communications 

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