Master of Science inStrategic Communications

In the age of a fundamentally new media environment, does traditional television image advertising still have a role in brand building? Consumers are expecting brands to maintain a dialogue with them and are rejecting the 'interruption' model of traditional television advertising. But does traditional TV do things that cannot be done through the new media channels--mobile and social marketing? Can major brands develop full, powerful consumer equity without old-fashioned TV?

This workshop will explore whether new media can convey what traditional advertising communicates-emotion, quality, personality-and if the critical and essential parts of brand building are being left behind in the mad dash to the future.

Speaker

Jeff DeJoseph is a recognized leader in the fields of brand planning, agency management and entertainment marketing. His expertise spans local and global, consumer and B2B, corporate and entrepreneurial business.

As chairman and CEO of ConstellationNY, LLc he runs a business-to-business marketing services company providing growth strategies that use branding, communications and content solutions for diversified industrials, financial services, pharmaceutical and media clients.

When DeJoseph was chairman of Omnicom's corporate branding unit, Doremus & Company, he successfully reoriented a traditional financial advertising agency into a strategy driven consulting shop with a national presence in the corporate space. During his six-year tenure, Doremus was named BtoB Magazine Agency of the Year three times. DeJoseph led the creation of a proprietary media planning model focused on the real media habits of senior business decision makers.

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