The Kellogg School Super Bowl Ad Review (#KelloggSB)

Faculty Bios

Professor Tim Calkins

Photo © Evanston Photographic

Professor Tim Calkins is a clinical professor of marketing at the Kellogg School of Management at Northwestern University. He teaches several marketing classes, including marketing strategy and bio-medical marketing.

A Kellogg School faculty member since 1998, Professor Tim Calkins also serves as co-academic director of the Executive Education program Kellogg on Branding. He is the author of Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks (Palgrave Macmillan, 2012) and Breakthrough Marketing Plans (Palgrave Macmillan, 2008). He is co-editor of Kellogg on Branding (John Wiley & Sons, 2005) and has authored numerous Kellogg case studies.

In 2006, the Kellogg School recognized Professor Calkins with the coveted L.G. Lavengood Outstanding Professor of the Year Award. Students bestowed the honor on the marketing professor for his dynamic teaching style and the ability to convey his subject in rich and vivid detail.

Professor Calkins compiled the first Super Bowl Advertising Review in 1999, and expanded it to the current format to include student input in 2005. His focus in evaluating Super Bowl advertising is simple: will the advertising build the brand and drive sales? Does the advertising make strategic sense? According to Professor Calkins, “Creativity is great, and popularity is great, but at the end the day advertising has to build the business.” 

In addition to his academic accomplishments, Professor Calkins has worked with major corporations around the world on marketing strategy and branding issues.  He spent nearly 11 years managing brands including Miracle Whip, Taco Bell, A.1.® Steaksauce and DiGiorno at Kraft Foods. In the process, he received numerous industry awards, including a gold EFFIE and Hill and Holiday’s Against All Odds Award, for his direction and vision in creative advertising campaigns. Professor Calkins continues to work with and counsel companies on marketing issues. Locally, he served on the Chicago 2016 marketing committee, successfully helping to secure Chicago as the official U.S. Olympic Committee Applicant City for the 2016 Olympic and Paralympic Games. Professor Calkins has been featured in outlets including Good Morning America, The Wall Street Journal, Associated Press and The New York Times.

Professor Calkins received his undergraduate degree from Yale University and his MBA from Harvard Business School.

Professor Derek Rucker

Photo © Evanston Photographic

Derek D. Rucker is the Sandy and Morton Goldman Professor of Entrepreneurial Studies in Marketing at the Kellogg School of Management at Northwestern University, where he teaches advertising strategy. Professor Rucker’s primary research focuses on the study of attitudes, persuasion, and social influence. His work seeks to explore what makes for effective advertising communications and to understand the motives underlying consumer consumption. Professor Rucker draws on his rich training in social psychology and evokes the constructs of certainty, power, and human emotion.

A Kellogg School faculty member since 2005, Professor Rucker has had his research published in a number of academic journals, including the Journal of Personality and Social Psychology, the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Consumer Psychology. He also serves as the academic director of the Kellogg Center for Global Marketing Practice and is one of the lead researchers for the Kellogg Shopper Index, an ongoing study of consumers and their spending habits.

Professor Rucker has been lauded for his performance with a number of awards and honors. In recognition of his passion for teaching, he was nominated as a finalist for the 2008 L.G. Lavengood Outstanding Professor of the Year Award. In 2006, he was awarded with the Kraft Research Professorship Chair at the Kellogg School of Management for his efforts in the field of marketing. Professor Rucker is the co-author of Advertising Strategy (Copley Custom Textbooks, 2009) and has been featured in numerous outlets including, Chicago Tribune, Advertising Age and Brandweek. With Kellogg School Professor Brian Sternthal, Professor Rucker developed the ADPLAN framework, which emphasizes the assessment of advertising from a strategic perspective.

Professor Rucker received his undergraduate degree from the University of California, Santa Cruz and both his master’s and doctorate from Ohio State University.


Taryn Tawoda
Assistant Director, External Communications Email Taryn 847.467.1492
Molly Lynch
External Communications Email Molly 773.505.9719

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