Create a Killer Marketing Plan
|Begins:||Monday, October 22, 2012 at 8:30am|
|Ends:||Monday, October 22, 2012 at 5:00pm|
599 Lexington Avenue
New York, NY 10022
Instructor: Steve Lance
Three-time Emmy Award winner Steve Lance is co-author of “The Little Blue Book of Advertising” with his partner, Jeff Woll and co-author of “The Little Blue Book of Marketing” and “Breakthrough!” with his partner, Paul Kurnit.
Steve has worked on a full range of advertising campaigns for such clients as SONY Entertainment, Crest Toothpaste, Citizen Watch, J&B Scotch, JIF Peanut Butter, Post Cereals, Verizon and Hyperion Solutions. In the area of television and multi-media, he has been Creative Director of NBC and Executive Copywriter for numerous cable television networks including The Discovery Channel, TLC, Animal Planet, Discovery Communications, Inc., History Channel, Food TV, The Travel Channel, The Hallmark Channel, National Geographic Channel, PBS, As Creative Director of NBC, he established the first copy testing and focus group testing for the network. He conceived the format for "The More You Know," and wrote the first 17 spots for the campaign.
Steve’s won Aurora, One Show, Telly, Big Apple and MARC Awards for various advertising, marketing and PR efforts, including special events such as the dedication of the World War II Memorial in Washington, DC, (writer); the 2012 and 2013 Daytime Emmy Awards (writer); Ford Motor Company’s 100th Anniversary Tour (writer); governmental image campaigns for The Government of Hong Kong and speeches for corporate CEOs and celebrities, including John Hendricks, Chairman, Discovery Communications; Christos Cotsakos, Ph.D., Chairman, E*TRADE, Phil Falcone, Chairman, Lightwave Communications, Tom Hanks, Brad Pitt and former Presidents Jimmy Carter and Gerald R. Ford.
As new media and social media have shifted the focus of branding and marketing, Steve has expanded his work to include Branded Content for numerous clients, includingAmerica’s Tailgate Cookoff. Steve works for Habitat For Humanity and is a member of the advisory board of ShareTheCaregiving, Inc. He has two sons, Max & Dan, and builds houses for a hobby.
Instructor: Paul Kurnit
Paul Kurnit is an internationally recognized marketing professional with over 25 years in the advertising and entertainment businesses. His advertising career began at Benton & Bowles and Ogilvy & Mather, where he managed a number of classic brands for Procter & Gamble, Kraft/General Foods and American Express. As president of Griffin Bacal (a DDB agency), Paul managed businesses in virtually every consumer and service business category. He was also executive vice president of Sunbow Entertainment.
As founder of Kurnit Communications, KidShop and PS Insights, Paul served as consultant for companies including Bayer, Coca-Cola, ConAgra, Disney, FEMA, General Mills, Hasbro, Mattel, MeadWestvaco, McDonald’s, Nickelodeon, Pepsi, Polaroid, Scholastic, Sony and Universal Studios.
He is coauthor of Breakthrough! A 7-Step System for Developing Unexpected and Profitable Ideas, The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day, and Food Marketing to Children and Youth: Threat or Opportunity.
A trends expert on marketing and entertainment, Paul has appeared on The Today Show, ABC, CBS News, CNN, Fox, and in publications including The Wall Street Journal, The New York Times, USA Today, Barron’s, Ad Age, AdWeek, BrandWeek, and Entrepreneur.
Paul is on the Advertising Educational Foundation board, the advisory boards of the Children’s Advertising Review Unit of the Council of Better Business Bureaus, Young Consumers: The International Journal of Advertising and Marketing to Children, and Advertising and Society Review.
He holds a B.A. in communication theory and rhetoric from the University of Wisconsin and in communication theory from Queens College, The City University of New York.
Paul is clinical professor of marketing at Pace University’s Lubin School of Business, teaching courses in advertising, marketing, marketing planning and international advertising. He also serves Pace as university advisor for the American Advertising Federation and National Advertising Student Competition. He has taught at Parsons, where he developed the school’s advertising curriculum, and at The City University of New York at its Hunter, Queens and LaGuardia campuses, teaching communication theory, small group dynamics, mass communication, film and theatre. He has been a guest lecturer at Columbia University, Cornell University, the University of Chicago, Duke, Penn State University, Tufts, the University of Massachusetts, University of South Carolina, University of Texas and University of Wisconsin.
Agenda is pending.