Rachel is on a number of journal editorial boards. Her research is focused on advertising and media knowledge to help grow brands. Rachel Kennedy is a Research Professor, Director and a cofounder of the Ehrenberg-Bass Institute. Prior to PepsiCo, she worked at Microsoft for 9 years. Director of Insights and Analytics at PepsiCo, where she has driven people-focused strategy for Mtn Dew, the PepsiCo Energy Portfolio and Starbucks. He received the inaugural 2010 INFORMS Society for Marketing Science (ISMS) Doctoral Dissertation Competition Award and Honorable Mention of Dick Wittink Prize Award in 2011. Masakazu was selected as one of the Marketing Science Institute (MSI) Young Scholars of 2017. His research focuses on quantitative marketing and empirical industrial organization with particular interest in the dynamic effects of marketing strategies, forward-looking decision making by consumers and firms and marketing and economics in the entertainment industry. Masakazu Ishihara is Associate Professor of Marketing at Stern School of Business, New York University. Previously, she led innovation insights for Mtn Dew, focusing on the brand’s flavor strategy and new launches. Julianna Hessel is currently a Consumer Insights & Analytics manager of Portfolio Innovation, wherein she helps build new beverage brands at PepsiCo. Nicole’s research in these areas has been published in the Journal of Advertising Research, Journal of Advertising and European Journal of Marketing. She has a keen interest in advertising creativity and effectiveness, considering measurement approaches and managerial decision making.
Nicole Hartnett is a Senior Marketing Scientist at the Ehrenberg-Bass Institute for Marketing Science, University of South Australia. Nick’s career spans multiple leadership roles at Unilever & PepsiCo and currently he is the VP Salty Snacks at Campbell’s. Over a 3yr period, Nick drove the turnaround of Mtn Dew and oversaw the launches of Major Melon, Dew Zero Sugar & many more. Nick is the former Head of Marketing Strategy & Innovation for Mtn Dew where he led overall brand growth strategy and innovation. Carl also led the creation of new visual identity systems for Rockstar, Brisk and Pure Leaf. Carl previously served as the Senior Director of Design for Mtn Dew, Flavors and Energy at PepsiCo Beverages North America, where he delivered elevated experiences for Mtn Dew and the NBA and breakthrough flavor innovations like Mtn Dew Major Melon. Director of Design for Pepsi North America. He coauthored this paper as a master’s candidate at the Ehrenberg-Bass Institute.Ĭarl Gerhards is the Sr.
Virginia’s work can be found in the Journal of Advertising Research, Journal of Business Research and International Journal of Advertising.Īdam Gelzinis is a Customer Insights Business Partner for Endeavour Group, Australia’s largest integrated drinks retail and hospitality business. Her research focuses on advertising effectiveness, media usage, and scheduling. Virginia Beal is a Senior Marketing Scientist at the Ehrenberg-Bass Institute. He also has authored the following texts: Consumer Behavior and Marketing Action (seven editions), Marketing (three editions) and Marketing: Principles and Strategy. Over the years, Henry has published a dozen articles in this journal, evaluating advertising and media effectiveness-most notably one titled “From Silos to Synergy” on cross-media effectiveness that was awarded the inaugural JAR Best Paper in 2011. Henry Assael is Professor Emeritus of Marketing at the Stern School of Business, New York University.
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