Über die Autorinnen und Autoren
Laurence Minsky is renowned in professional and academic circles for his strategic and creative leadership and expertise in brand development; brand activation; channel communications; content marketing, digital, direct response, and social media marketing, local store marketing, new product development, and more.He is also known for developing the effective award-winning cross-channel solutions that boost marketing ROI.Laurence currently serves as professor in the School of Business and Entrepreneurship, Columbia College Chicago and as a strategic and creative marketing consultant serving ad agencies, corporations, design firms, and nonprofits across the globe.He is also the co-author of Voice Marketing: Harnessing the Power Conversational AI to Drive Customer Engagement (Rowman & Littlefield 2023); Global Brand Management: A Guide to Developing, Building & Managing an International Brand (Kogan Page 2019); Audio Branding: Using Sound to Build Your Brand (Kogan Page 2017); and The Activation Imperative: How to Build Brands and Business by Inspiring Action (Rowman & Littlefield, 2017); executive editor of The Get A Job Workshop: How to Find Your Way to a Creative Career in Advertising, Branding, Collateral, Digital, Experiential & More (Copy Workshop, 2013); the author of How to Succeed in Advertising When All You Have Is Talent Second Edition (Copy Workshop 2007) and Advertising Under One Hour (Under One Hour LLC 2-18), and a contributor to Advertising and the Business of Brands Media Revolution Edition (Copy Workshop 2009).As an industry thought-leader, he has been published by The Harvard Business Review, The European Business Review, MarketingProfs, Journal of Healthcare Management Standards, and others, and has been quoted in the New York Times, CNN Business, Chicago Tribune, Chicago Sun-Times, San Diego Union Tribune, The Telegraph, Exame (Brazil's largest business and economics magazine), Shopify's blog, Racked, Wallet Hub, The Financial Brand, Crain's Chicago Business, and many more.Laurence has also presented at Chicago Ideas Week, The Voice Summit, RelativityFest (twice), Here Are All the Black People (The One Club Multicultural Career Fair offered as part of Advertising Week), The National Association of Mutual Insurance Companies (NAMIC), The National Guild for Community Arts Education, The American Marketing Association Chicago BrandSmart Conference (twice), The Direct Marketing Association of Kansas City, and many others. He is also contracted by the ANA (Association of National Advertisers) to provide training to their member organizations on an as- needed basis.His agency experience includes a tenure at Frankel (now Arc Worldwide) and engagements with more than 25 other agencies as a consultant, including 141 Worldwide (now the Chicago office of Ogilvy), Brand Action, DiSanti Hicks, Draft Worldwide (now FCB), IDM Brand, March Marketing, Marketing for Wellness, Slack and Company, VSA Partners, and more. And, he's created strategic communications solutions for many blue-chip clients, including AARP, Laila Ali, Amazon, Ambius, AON, Bay Valley Foods (various brands), Beltone, Black & Decker Spacemaker, Bristol-Myers Squibb, Coca-Cola Products, Connie's Pizza, DTE Energy, Encyclopaedia Britannica, Fleetwood Homes, Frito-Lay, George Foreman Products, GE, Google, Kraft Foods, The Lakeside Collection, Lamin-Art, Mayo Medical Laboratories (Mayo Clinic), McDonald's, MetLife, Midtown Athletic Clubs, Motorola, PetSmart, Sleep Number, Spacelabs Healthcare, Taiwan External Trade Development Council (TAITRA), True Value, Unilever, United Airlines, United States Postal Service, VA/the US Department of Veteran Affairs, Veterans Florida, Vita Foods, Westinghouse, and many others.An award-winning creative with more than 125 industry accolades to date, Laurence has served on the juries of many leading industry award shows, including Lürzer's International Archive 200 Best Digital Artists Worldwide, The
Anthony Giordano is a prestigious member of the illustrious Forbes 30 under 30 & currently serving as the Vice President of Growth Marketing at Sermo, the leading global community of healthcare professionals with over 1 million members across 150+ countries. His role is to grow the community and increase the value that healthcare professionals get from Sermo through member recruitment, engagement and experience. Throughout the last 2+ years, monthly member growth has increased by over 5x and marketing has delivered tens of millions in value to the business.Previously, Anthony was VP, Marketing at OurBus where he helped to double customers, improve customer satisfaction, launch new product offerings and merge with fellow transportation tech company Rally. His career began within the media agency space where he held roles in strategy, marketing and client management, including leading Business Development across North America and launching Innovation in the Middle East North Africa region.As an active member of the startup community, he has served as growth marketing consultant and advisory board member to startups within the health, mobility, wellness, and ecommerce industries, a judge for Brown University's B-Lab, a coach and judge for Villanova's briefCASE Challenge and an advisor to IE University's Venture Day. He received his MBA from Brown University and IE Business School and Bachelor's in Marketing and Cognitive Science from Villanova University, graduating with honors. He served on the board of Villanova University's Mentor Program and IE's NYC Alumni Committee. Anthony has traveled to 55+ countries and lived and worked on 4 continents. He achieved a 1st Dan Black Belt in Seibukan Karatedo. His research 'Three Stages to a Virtual Workforce' was published in 2019 and his writing has been featured in industry publications including Campaign and Arabian Marketer.Anthony knows Adi Soozin through the IE Business School alumni network. To discuss the work in this book or how to approach your growth challenges, contact Anthony at www.TheGrowthPrinciples.com
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