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Developing the next-generation Don Draper
Technology and the proliferation of data have transformed the advertising industry. Those with digital and analytical skills are now more employable than those with ‘traditional’ advertising skills. At the same time, colleges and universities face increasing emphasis on job placement rates. Are advertising programmes providing students with the skills needed to win jobs today and become successful employees tomorrow? Today’s ‘next-generation Don Drapers’ must not only be fluent in creativity and big ideas, but also be fluent in analysis and Big Data.
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Valerie K. Jones holds a PhD from the University of Nebraska-Lincoln (UNL) and is Associate Professor of Advertising and Public Relations at the UNL. Her curiosity about what is next fuelled an award-winning career at agencies from San Francisco to Chicago, the creation of her own digital marketing consultancy and finally a move to academia. She brings 20 years of expertise in integrated marketing communications, branding, digital media strategy and analytics from Starcom, Fox Interactive, IBM and her consultancy into her research and teaching. A co-editor of a two-volume book set from Praeger Publishing titled The New Advertising, her research is focused around the intersection of digital media, innovation and culture.