Marcus Collins

Clinical Assistant Professor of Marketing

Education
DBA Temple University 2021
MBA University of Michigan 2009
BS University of Michigan 2002
BSEMS University of Michigan 2002
Biography

Dr. Marcus Collins is an award-winning marketer and cultural translator with one foot in the world of practice—formerly serving as the Head of Strategy at Wieden+Kennedy, New York—and one foot in the world of academia—as a marketing professor at the Ross School of Business, University of Michigan. His deep understanding of brand strategy and consumer behavior has helped him bridge the academic-practitioner gap for blue-chip brands and startups alike. He is a recipient of Advertising Age's 40 Under 40 award and Crain's Business' 40 Under 40 award, and an inductee into the American Advertising Federation’s Advertising Hall of Achievement. Most recently, he was recognized by Thinkers50 with the Radar Distinguished Achievement Award for the idea most likely to shape the future of business management. He has also served as a jury for the Cannes Lion International Festival of Creativity.

 

Before joining Wieden+Kennedy, he served as the Chief Consumer Connections Officer at Doner Advertising and led Social Engagement at Steve Stoute’s advertising agency, Translation. Over the course of his career, Marcus has developed a practice for creating culturally contagious ideas that inspire people to take action. Prior to his advertising tenure, Marcus began his career in music and tech with a startup he co-founded before working on iTunes + Nike sport music initiatives at Apple and running digital strategy for Beyoncé. Marcus’ work centers squarely on the impact of culture and the power that comes from having great cultural proximity. His best-selling book, For The Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be, examines the influence of culture on consumption and unpacks how everyone, from marketers to activists, can leverage culture to get people to take action. Throughout the book, he relies on literature, case studies, his work with brands, and academic data to illustrate the “whys” and the “hows” so that readers will be empowered to successfully apply these learnings in their own pursuits.

 

Marcus holds a doctorate in marketing from Temple University, where he studied cultural contagion and meaning-making. He received an MBA with an emphasis on strategic brand marketing from the University of Michigan, where he also earned his undergraduate degree in Material Science Engineering. He is a Forbes columnist and a trusted voice among CMOs and business leaders. But most importantly, he is a proud Detroit native, a devoted husband, and a loving father to Georgia and Ivy.

Latest Faculty News & Research
Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy
Authors
Collins, M
Published Date
03/2024
Authors
Collins, M
Source
Kogan Page
Forward
Anastasia Karklina Gabriel
For The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be
Authors
Marcus Collins
Published Date
5/2023
Authors
Marcus Collins
Source
New York, NY: Hachette
1541700961
Contemporary Issues in Digital Marketing: New Paradigms, Perspectives, and Practices
Authors
John Branch, Marcus Collins, Eldad Sotnick-Yogev
Published Date
08/2018
Authors
John Branch, Marcus Collins, Eldad Sotnick-Yogev
Source
Libri Publishing