Kevin McTigue is a Clinical Associate Professor of Marketing at Northwestern University's Kellogg School of Management teaching multiple classes for the MBA Program and Executive Education. His career spans over 20 years in teaching, consulting, brand management, and advertising.
Before his full-time appointment, Kevin led the Strategy & Consulting practice in the central region of the U.S. for global digital agency SapientRazorfish. His work focused on driving value for clients in a digital age. From marketing strategies to digital transformation roadmaps to creation of entirely new businesses, he advised senior Fortune 500 clients on how to best leverage digital to create value.
Prior to SapientRazorfish, he spent 7 years in brand management with Tyson/Hillshire Brands/Sara Lee leading businesses including Jimmy Dean, Ball Park, and Hillshire Farm. Over this time he developed and launched multiple products, repositioned and developed new campaigns for all three major brands, and led all activities related to planning and running the business - achieving business targets, managing P&L, leading and developing teams, annual and long-range planning, pricing/trade strategy, innovation strategy, and brand building.
The first 10 Years of his career were in digital and traditional advertising at agencies such as marchFIRST, JWT, and BBDO. In this time he led brand strategy work and campaign development for clients including NestlÃ©, Unilever, and Mars/Wrigley. His earliest professional years were spent at Abercrombie & Fitch where he was part of the first official class of merchants and probably the worst one.
Marketing Fundamentals, Advertising, Digital Communications, Brand Management
Learn how to win in today’s hypercompetitive marketplace by gaining and translating insights about consumers’ goals, beliefs and behaviors into an effective marketing strategy. Go home equipped to segment, reach and convert customers more effectively.
The Kellogg Executive Development Program transforms organizational leaders. It equips top-performing, mid-level to senior managers to make decisions and take strategic action based upon both traditional and innovative business practices. Participants build skills and awareness as they realize their potential for assuming general management roles.
Learn from the people who wrote the book on branding how to build and strengthen the power of your brand. Kellogg’s latest thinking combined with hands-on experience will equip you to boost customer loyalty, heighten competitive advantage and increase profitability.
Discover how to create effective, strategy-driven marketing campaigns that move customers and consumers in today’s ever evolving digital landscape. Utilizing tools such as insight, positioning and creative brief work, along with new tactical approaches across the communication spectrum, you’ll learn to ask the right questions, and explore frameworks and examples applicable to developing both B2C and B2B marketing communications plans.