Lisa Fortini-Campbell’s career has been focused on helping students and executives bring the customer to the center of their marketing and product development work. After receiving her Ph.D. in 1980, she worked in the advertising industry until 1991, in positions in market research, Account Planning, new business development, client management and finally as General Manager of the Chicago office of Hal Riney and Partners, a San Francisco-based advertising agency. In 1991, she joined the faculty of the Medill School of Journalism at Northwestern University as an Associate Professor to teach the core consumer behavior curriculum. Simultaneously, she opened her consulting practice, The Fortini-Campbell Company, to conduct customer insight and experience research for companies around the world. Also in that capacity, she developed a series of executive education programs on the application of consumer insight for multi-national companies such as Ford, Kraft, Hewlett-Packard and Motorola. In 2004, she accepted a position as Adjunct Professor of Management at the Kellogg School of Management where she continues her executive teaching work for the university’s open-enrollment programs in Integrated Marketing Communications, Consumer Insight Tools and Branding, and programs customized for companies in a wide variety of industries.
Dr. Fortini-Campbell is the author of Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising, 1991. She is also a contributor to Kellogg on Integrated Marketing, 2002, and The Handbook of Strategic Public Relations and Integrated Communications, 1997.