Kellogg World Alumni Magazine Winter 2007Kellogg School of Management
FeaturesBrand NewsFaculty NewsAlumni ProfilesClass NotesClub NewsArchivesContactKellogg Home
Brand News
Letter from the Dean
Science for Managers launched
New Gage Scholarship to benefit Kellogg and Medill students
Jain joins elite summit
Kellogg-Miami adds offerings
Celebration marks milestone anniversary for Kellogg-Sasin alliance
Vennie Lyons honored for decades of leadership
International Live-In Week brings world to Kellogg
Allstate continues its partnership with Kellogg
Kellogg EMBA graduates give back with class gifts
MBA students combine fun, and funding, for local charity
Career workshop helps alums
Kellogg School family research scholar marks 20th anniversary of his influential text
Joint Ventures at 25
Address Update
Alumni Home
Submit News
Internal Site
Northwestern University
Kellogg Search
  Skip Gage '63
  Skip Gage '63

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.

Current News
View all current news
Subscribe to Kellogg News RSS
©2002 Kellogg School of Management, Northwestern University