Keynote presentation from the Forte Career Lab Conference for college students.

1. It’s no longe a
longer
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bored room.
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Business is changing. Be part of it.
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2. Kirsten Osolind
CEO – RE:INVENTION Marketing
November 13, 2007
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The Rules Are Changing:
Headlines from
the M k ti
th Marketing
Industry

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We are here today to talk about
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your illustrious, award-winning
award-
future career in marketing
marketing.
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(you gotta believe it
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before it can happen)
pp )
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8. THE 200 FORTÉ ANNUAL MEMBERS
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But.

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What is marketing?

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How does it intersect
with PR and advertising?
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A very good
book itt b
b k written by
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Adam Lury,
Former CEO of
“Agency of the
Decade.”
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(his agency closed this year)

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19. “Marketing is
“M k ti i 90% strategy and
t t d
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10% execution. With the right
name, the right target audience,
g g
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the right position and the right
timing, most marketing programs
are bound to work. The difficult
work
part is the 90%. The easy part is
the 10%.”
Al Ries
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22 Immutable Laws of Marketing Guru
Ad Age 2005 Article

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50 / 50

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(whatever that means)

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…expanded to 7 Ps
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+ people
+ process
+ physical evidence
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29. Now we h
N have th NEW 4Ps?
the 4P ?
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1 2 3 4
Peer-to-Peer
P t P Predictive
P di ti
Personalization Neworks Participation Modeling
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XCMXLLIV
Branding is Dead.

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new big!
Small is the

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“Nothing about
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marketing is simple
anymore…
anymore ”
- B.L. Ochman, Marketing
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Expert and Blogger.

37. Marketing is the result of everything a company says
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and does.
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It provides consumers with a consistent,
personalized experience across the many available
channels of communication.
h l f i i
For companies to win and keep customers they
customers,
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have to be able to interact with them on all channels.

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39. CMO Tenure Report
T R t
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(Source: Spencer Stuart)
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23. 3 <14% of 50% of all
Months CMOs with CMOs within
Average current 12 months of
Tenure company for being on the
>3 years job.
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the state of
g
WOMEN in marketing

41. Companies i
C i in % MEN who thi k
h think
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BrandWeek Directory women are
with a Woman CMO achieving greater
success in
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marketing today.
% WOMEN who thi k
h think % of people who
f l h
women are achieving think women in
greater success in marketing are more
marketing today than
g y successful relative to
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in the past. other departments
Source: 2005 BrandWeek Survey

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in marketing?
considering a career

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“A successful person is one who
can lay a firm foundation with the
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bricks that others throw at him (or
her!).
her!).”
- David Brink
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infinite
career possibilities

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51. Getting THERE f
G tti from HERE
HERE.
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So many different routes…

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my life as a
corporate marketing exec

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me.
that was

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data analysis

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number crunching

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big b d t
bi budgets
bright lights,
marketing

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l
RE:INVENTION…O
4 years ago I launched
h d

63. • Nationally noted and quoted marketing and PR firm.
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• 500MM impressions for Fortune 500 clients like Genworth and Vanguard
Group to startups like JAJAH and Phatnoise.
• Crain's Chicago Business lists RE:INVENTION as one of Chicago's respected
Crain s Chicago s
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PR agencies.
• RE:INVENTION was a 2004 Stevie Awards for Women in Business finalist
and CEO Kirsten Osolind now sits on the organization’s National Board.
organization s
• RE:INVENTION's 2004 "Venture Funding for Women" report - frequently
referenced as an industry barometer - has been featured in Inc.,
BusinessWeek, multiple US Dailies.
, p
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• RE:INVENTION's blog ranks #1 out of 22MM returned results when you
GOOGLE: "marketing and PR firms." And a GOOGLE Page Rank of 6.
• Advertising Age Magazine has recognized RE:INVENTION’s
RE:INVENTION s
blog as one of the nation's top 150 marketing blogs.

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my life as a
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virtual marketing agency CEO
g g y
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“Nothing happens
until you sell
y
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something.
Until then, it's all
j
just activity and
y
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no results.”

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to summarize…

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Corporate America?
Agency Life?
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some good, some bad to both.

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so.

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let’s talk career prep.

78. College Courses:
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• Quantitative/qualitative research
/ g
• Production/design
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• Consumer behavior
• Marketing and communications
• Mass media
• Anthropology/sociology/psychology
• Social change methods
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• Accounting/financial analysis
• Statistics
• Program planning

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internships = good

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~ 30%

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can’t hurt

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contacts!

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credentials!

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teaches you how to keep
score!
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“in business the score is kept in $, and
in
the system of accounting provides
the rules for keeping score.”
score.
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real world 101
more important =

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healthy dose of curiosity,
creativity and
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common sense…
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89. ability to see the world
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through someone else s
else's
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eyes…
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world.
the external
awareness about

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ili
nailing your first job
fi t j b

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once you get
that first gig?

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By William Aruda
and Kirsten Dixon.
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• Stand out/stand for something
• B your own boss
Be b
• Forget the ladder – it’s a ramp
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• Build your personal brand

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keep me posted on
k t d
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you success
your success.
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