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New Gage Scholarship to benefit Kellogg and Medill students

By Aubrey Henretty

With a gift of $120,000, Gage Marketing Group Chairman and CEO Skip Gage '63 has established a new fund at the Kellogg School: The Skip Gage Scholarship in Marketing. It will benefit Kellogg students in the Integrated Marketing Communications Program at Northwestern's Medill School of Journalism or Medill students who also study at Kellogg.

"This cooperation between advertising and marketing is more important than ever," said Gage, who holds a master's degree in advertising from Medill in addition to his business degree. Himself a beneficiary (and, more recently, a benefactor) of an athletic scholarship from Northwestern University's tennis team, Gage hopes the scholarship will help a new generation of marketers and advertisers harness the power of the Internet — a challenge today's business leaders are still struggling to meet.

"I think they can find where the eyeballs are," Gage said. "What they haven't figured out is what's effective, what will change behavior." Gage contends that as firms consider whether and how to market their products online, they should remember that some products are better suited to Internet marketing than others. It has become automatic, for example, to comparison shop for cars online, but what works for minivans probably won't work for everything: "If you're selling toothpaste, it's quite a bit different."

He adds that, having grown up with the Internet, many current MBA students possess an untapped, native understanding of its laws. "Communication is moving to the Internet," said Gage. "It's a very exciting time."

The recipient of the inaugural Skip Gage Scholarship is Christopher Hamilton '08. A 2001 cum laude graduate of the University of Notre Dame, Hamilton is majoring in marketing and management and strategy at Kellogg. He has been active in the school's Marketing Conference and also is a consultant for the Neighborhood Business Initiative, which offers strategic marketing advice to local nonprofit organizations.

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