Campaigns - Publications - Faculty & Research

October 2016 (Revised April 2018)
Case

DataXu: Selling Ad Tech

By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull

DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details

Keywords: Sales Management; Pricing; Programmatic Ad Buying; ＂Marketing Analytics＂; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Technology Industry; Advertising Industry; Boston; Massachusetts

Citation

Educators

Purchase

06 Sep 2013
News

More Seats at the Table

Stewart isn't afraid to make some noise when it's called for. When Facebook was preparing to go public in 2012, Stewart helped create a campaign that highlighted the lack of women on the social networking giant's board. Part of that View Details

Keywords: Constantine von Hoffman; Corporate Services

24 Sep 2018
Blog Post

Working to Keep Pirates At-Bay: My Summer in Cyber Security

ten weeks in the company, I was able to design an online marketing strategy and create acquisition funnel metrics to test different campaigns and selling pitches to brokers. I was also able to work closely with the product team to review... View Details

Keywords: Entrepreneurship

13 Jan 2021
Blog Post

Welcome to the BEI Blog!

Beyond that, to encourage on-campus sustainability practices, each year HBS hires ten Student Sustainability Associates (SSAs) who promote sustainable living among their peers through engaging monthly campaigns and a capstone project.... View Details

11 Oct 2022
News

On Balance

small, 35-person Workplace Gender Equality Agency not only as a resource for business, but also as an advocate for societal change. Its current initiatives include a toolkit for companies that want to perform a gender-pay-gap audit and a View Details

Keywords: April White

15 Jun 2021
News

Action Plan: Come as You Are

Museum in Salem, Massachusetts. And from 1998 to 2004, he was executive director at Harvard’s Museum of Natural History. At the ROM, Basseches is leading a campaign to make art accessible to all. He emphasizes art’s problem-solving... View Details

Keywords: Julia Hanna; museums; art; cognition; diversity; Museums, Historical Sites, and Similar Institutions; Arts, Entertainment

01 Dec 2018
News

Research Is the Foundation

addition to influencing business practice. Ethan Bernstein was recently named the Edward W. Conard Associate Professor of Business Administration. (photo by Evgenia Eliseeva) Ethan Bernstein was recently named the Edward W. Conard Associate Professor of Business... View Details

01 Jun 1997
News

David M. Hughes

the $1.5-million student activities budget as vice president of student affairs during his senior year. Signing on as a fundraising campaign manager for the United Way of Toronto at the tender age of 23, he supervised scores of volunteers... View Details

Keywords: Marguerite Rigoglioso

01 Mar 2014
News

Cutting Edge

the original recipe, and shunned artificial colors and flavors to appeal to an increasingly health-conscious public. A new ad campaign touting all this won a Clio Award. The result? Those $6 million of losses became $25 million in profits... View Details

Keywords: Manufacturing; Food and Beverage Stores; Retail Trade

01 Dec 2010
News

The Father of Modern Advertising

Don Draper and the rest of the Mad Men crew can thank Albert D. Lasker for their fame. A new biography convincingly nominates Lasker as the “father of modern advertising,” noted for creating brilliant ad campaigns selling everything from... View Details

Keywords: Sean Silverthorne; Advertising, Public Relations, and Related Services; Professional Services

01 Mar 2013
News

Can't Knock the Hustle

POSEUR: A "living statue" mysteriously materialized A guerrilla-marketing campaign designed to promote a book about rapper and entertainment mogul Jay-Z became the subject of a recent EC case by HBS professor Anita Elberse. The... View Details

Keywords: Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment

23 Jun 2016
Op-Ed

Brexit: Should Britain Stay or Go?

anticipated challenge in a forthcoming election by the United Kingdom independence Party, has had an even worse outcome. The campaign to Leave descended, as might have been predicted, primarily into a populist View Details

Keywords: by Geoffrey G. Jones & Dante Roscini

06 Mar 2006
Research & Ideas

Winners and Losers at the Olympics

There's much more at stake in the Olympics than medals. Giant corporations are eager to tie huge marketing and advertising campaigns to the Olympic rings and ideals. NBC spent more than $600 million to win the broadcast rights for the... View Details

Keywords: Re: Stephen A. Greyser; Consumer Products; Entertainment & Recreation; Sports

Web

Research Links - A Concrete Symbol: The Building of Harvard Business School 1908-1927 – Baker Library | Bloomberg Center, Historical Collections

Architects . New York: Harper and Row, 1983. Woodbridge, George. Harvard University, Early History of the Business School, History of the National Campaign . Cambridge: Harvard University, 1924, vol. 1. Young, Owen D. “Dedication... View Details

01 Sep 2007
News

A Man of Influence

encompass political consulting. After doing some work for LBJ, the vice president asked Valenti to run President Kennedy’s reelection campaign fundraiser in Houston — hardly friendly territory for an Irish-Catholic Yankee. Pleased with... View Details

27 Apr 2017
News

Enabling a Transformational Educational Experience

Saurav Patyal (MBA 2018) (photo by Susan Young) Saurav Patyal (MBA 2018) (photo by Susan Young) FELLOWSHIP RECIPIENT: HBS Fund The HBS mission—to educate leaders who make a difference in the world—resonates deeply with Saurav Patyal (MBA 2018). “My goal is to utilize... View Details

01 Mar 2016
News

The HBS Fund for Leadership and Innovation

A Resource for the Next Big Idea, and More The HBS Fund for Leadership and Innovation is instrumental in bringing innovative projects to life at the School. Recent successful HBS initiatives that are advancing management education—including the Harvard Innovation Lab... View Details

15 Jun 2021
News

Turning Point: Tell Me More

and so on. My pivot from the business world to journalism happened in 2016, when a friend who was working for Hillary Clinton’s presidential campaign called. At the time, I was CEO of an education startup, but I’d spent 14 years building... View Details

Keywords: politics; communication; voting; demographics

10 Jul 2018
Blog Post

Successful Internship Matchmaking: “With Citadel, I could be myself.”

Sarah refine her search. “I looked at industries hyper-dependent on people, and concentrated on technology and financial services.” Like her HBS colleagues, Sarah launched a campaign to “reach out and connect to people,” perusing the... View Details

Profile

Brett Gibson

rally around the people who are down; in good times, we celebrate together." Private and public ambitions In 2009, Brett served as a political strategist for Bob McDonnell's successful gubernatorial campaign in Virginia. Ultimately,... View Details

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