Dr. Marcus Collins is a Professor in Residence at TikTok, a best-selling author, and a top keynote speaker. He teaches at the Ross School of Business, University of Michigan, and has received the 2023 Thinkers50 Radar Award. Marcus is also a Forbes contributor and an award-winning marketer, recognised as a Marshall Goldsmith 100 Coach.
Marcus combines his academic expertise with extensive marketing experience, having served as head of strategy at Wieden+Kennedy, New York. His work in brand strategy and consumer behaviour has benefited both established brands and startups. He has received accolades such as Advertising Age’s 40 Under 40 and Crain’s Business’ 40 Under 40 awards, and he is an inductee into the American Advertising Federation’s Advertising Hall of Achievement. He has also participated as a jury member for the Cannes Lion International Festival of Creativity.
Before Wieden+Kennedy, Marcus was Chief Consumer Connections Officer at Doner Advertising and led Social Engagement at Translation, Steve Stoute’s agency. He has created impactful campaigns, including Google’s “Real Tone” technology, the “Made In America” music festival, and State Farm’s “Cliff Paul” campaign. His career began in music and tech, co-founding a startup and working on iTunes and Nike initiatives at Apple, as well as managing digital strategy for Beyoncé.
His book, "For The Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be", explores the relationship between culture and consumption, providing insights for marketers and activists. Marcus holds a doctorate in marketing from Temple University, focusing on cultural contagion, and an MBA from the University of Michigan, where he also completed his undergraduate degree in Material Science Engineering. He is a respected voice among CMOs and business leaders.
In his talk, Dr. Marcus Collins emphasises that culture is the most powerful force shaping human behaviour. He argues that understanding cultural dynamics is essential for anyone looking to influence others, from brand marketers to leaders. Drawing on his experiences with Beyoncé and Fortune 500 companies like Apple and Google, Collins reveals how to harness cultural insights effectively. Attendees will learn practical strategies to leverage culture for driving behaviour change.
Dr. Marcus Collins emphasises that a company’s success hinges on its organisational culture rather than just the talent of its employees. He believes that leaders must grasp both their internal culture and the external consumer culture to optimise resources effectively. In his engaging talk, Marcus shares real-life case studies, helping attendees understand the dynamics of company culture, how to influence it, and strategies for scaling it within their teams.
In today’s competitive business environment, placing the customer at the heart of decision-making is crucial. However, building organisations that effectively implement a customer-centric approach remains a challenge. In his talk, Dr. Marcus Collins offers fresh insights into customer-centricity and shares practical strategies for organisations to adopt this mindset. Attendees will learn how to enhance consumer engagement and create a more responsive business model that prioritises customer needs.
