University of Michigan

Spring 2017 Project Description

Social Media Marketing students at University of Michigan’s Ross School of Business were tasked to develop creative ideas to bring brands to life through activations, digital media, and social media tactics surrounding Big Ten Football on FOX and FS1.

 

Professor Profile

Marcus Collins

Marcus Collins

Marcus Collins is a culturally curious thinker with an academic insight into the cognitive drivers that impact consumer behavior. He serves as the SVP of Social Engagement at Doner, a full-serve advertising agency, and is a recipient of Advertising Age’s 2016 40 Under 40. Previously, he led the Social Engagement practice across the New York advertising agency, Translation, leveraging the psychological motivators that drive what we do, say, and share in an effort to create contagious marketing programs that extend across both the online and offline world of “social.” His strategies and creative contributions have led to the success of Budweiser’s “Made In America” music festival, the launch of Bud Light Platinum, the launch of the Brooklyn Nets (Hello Brooklyn!), and State Farm’s “Cliff Paul” campaign – to name a few.

Prior to joining Translation, Marcus ran the Microsoft, GORE-TEX®, and Colgate Palmolive accounts for Big Fuel Communications – a pure play social media agency. Marcus has always found himself at the convergence of media and culture, and this is where he is most comfortable. From his time spent at Apple (iTunes Partner Marketing), leading iTunes + Nike sport music initiatives and college marketing efforts, to running digital strategy for Beyoncé (Music World Entertainment) and co-founding Muse Recordings, he combines consumer behavior with people-driven experiences that put the consumer front and center.

Beyond his professional endeavors, Marcus is an extremely passionate educator and an AACSB certified clinical instructor. He has taught Innovations in Marketing and Social Engagement as an adjunct professor at New York University’s department of Media, Culture, and Communications in the Steinhardt School. Most recently, Marcus joined the faculty at the Ross School of Business, University of Michigan, as a lecturer of marketing – leading classrooms for MBA’s and executive education. He is also among the roster of instructors at Hyper Island, leading social engagement sessions for executive leaders and digital practitioners, and frequently teaches at General Assembly (NYC) and Miami Ad School (Brooklyn, NY).

Marcus holds an MBA with an emphasis on Strategic Brand Marketing from the University of Michigan, where he also earned his undergraduate degree in Material Science Engineering. He is a proud Detroit native, a devoted husband, and loving father.

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