Wharton Future of Advertising Program

Reinventing the scope, practice, and value of advertising

Program Objective

Provide an intellectual hub to study, debate and influence the global trends and innovations in the broadly-‐ defined advertising field and their impact on business results, consumers’ lives and society. Click here to download the Program Description.

Program Overview

Motivated by an uncertain and shifting consumer, media and technology landscape, the Wharton Future of Advertising Program was launched in 2008 in Wharton's SEI Center for Advanced Studies in Management. The mission of the project is to reinvent the scope, practice and value of "advertising" by melding academic rigor and real world experience to create content that is compelling, current, credible, collaborative and convenient for senior-level practitioners.

The FoA Global Advisory Board of 65 thought leaders from around the world and across the industry meet annually and in smaller working sessions to assure research relevance, share insights, vet findings and ensure project sustainability. The program is supported by senior advisors Phil Cowdell, Mark Morris and Joe Plummer and a team of student research assistants.

Program Leadership

Dr. Yoram (Jerry) Wind, The Lauder Professor; Professor of Marketing; Director, SEI Center for Advanced Studies in Management; Academic Director, Wharton Fellows Program

Catharine Findiesen Hays, Managing Director, Wharton Future of Advertising Program

Global Advisory Board

At the heart of the FoA Program is a global group of forward-‐looking thought leaders from across industry and academia who come together, along with others from their networks of influentials, to share and debate innovations, insights and trends. Click here to view the membership of our board.

Upcoming Events

Wharton Customer Analytics Initiative and the Wharton Future of Advertising Program: Innovative Approaches to Measuring Advertising Effectiveness - Proposals due April 23, 2012

Click here to view the call for papers.

Wharton Future of Advertising Program: Empirical Generalizations in Advertising II Conference: What Works in the New Age of Advertising & Marketing, Philadelphia - May 31 - June 1, 2012

Click here to view the call for papers.

Past Events

The Wharton Future of Advertising Super Bowl Ad Tweet Meet - February 5th, 2012

Click here to view an archive of the event.

Dr. Yoram (Jerry) Wind talks about the genesis and focus of the Wharton Future of Advertising Program.

Catharine Findiesen Hays discusses the need and social impact of reinventing advertising.