On October 11, 2012, SJMC welcomed alumnus Chuck Porter (B.A., '67) to speak at the eighth annual Fall Forum for the Professional M.A. in Strategic Communication.
Porter is co-founder, partner and chairman of national advertising firm Crispin Porter +
Bogusky, as well as chief strategist for its holding company MDC Partners.
Nearly 100 invited guests -- including members of the professional community as well as current and former students of the program -- gathered in the West Wing of the Campus Club to hear Porter speak about advertising creative, his own national campaigns and the future of the industry.
"What you do is more important than what you say," Porter said of his attitude toward clients. "In order to really affect market performance, we have to get closer and closer to the product."
Porter's presentation included much of his agency's own work, including campaigns for Domino's, Best Buy, Kraft Macaroni & Cheese and Burger King.
Porter discussed how the shape of his agency has changed over the years with locations in Miami, Boulder and London and how one must continue to adapt. "As we've grown, we've realized that every brand is a challenger brand," he said. "If you don't think like a challenger, you're going to get eaten up."
Porter also talked about the need to think outside of the box and to adapt to client and product needs. "We never start with advertising," he said. "We always start with an idea, and sometimes it involves advertising and often times it doesn't."