Management Magazine Spring 2016

Management Magazine
Autumn 2016

Marketing Legends


Marketing Legends Lecture and Awards Banquet

Stan Rapp

2016 Honoree: Stan Rapp
Thursday, October 27, 2016
Canyon Creek Country Club
625 West Lookout Drive
Richardson, TX 75080

Reception: 6:00-6:55 p.m.
Dinner: 7:00 p.m.
Welcome and Award Presentation by Jindal School Dean Hasan Pirkul: 7:35 p.m.
Presentation of Award to Stan Rapp: 7:40 p.m.
Presentation by Stan Rapp: 7:45 p.m., followed by Q&A

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Every year through the Marketing Legends Scholarship Banquet and Awards Ceremony, we honor a professional who has transformed the marketing landscape by thought-leadership, books and/or launch of successful new companies or platforms. This year we are very pleased and honored to award Mr. Stan Rapp the 2016 Marketing Legends Award on Thursday, October 27.

Stan Rapp is a marketing and advertising visionary who has built businesses and influenced the future direction of his profession as a best-selling author and public speaker around the world.

When it comes to selling to a segment of one, he got there first. This year Rapp published his latest book, co-authored with Sebastian Jespersen, Release the Power of Entangled Marketing (The Internationalist Press.) Their breakthrough business model goes beyond engagement to keep the customer and the brand entangled in a never-ending relationship.

Rapp is the co-founder of Rapp & Collins (rebranded as RAPP), a direct marketing agency that rose from startup in 1965 to become one of the top 10 agencies in the world. He is the highly regarded author of seven books that first predicted and then tracked the turnaround from mass marketing to digitally targeting a single consumer.

An ongoing influencer, Rapp will speak about the Entangled Marketing™ approach he and Sebastian Jespersen, CEO of the global digital agency Vertic, have developed and introduced in their new book.

“Engagement in the here and now — the next click, “like,” tweet or uploaded video;” Rapp says, “is easily followed by disengagement in a click-obsessed society. Much more is needed to keep the connection between brand and consumer alive.”

Entangled Marketing™ is the new business model for building a supportive, enduring and mutually rewarding customer relationship in the digital age.

With change the only constant, holding on to what once was gospel no longer works. One-to-One is yesterday’s news. It is time to take the “to” out of One-to-One. Tomorrow’s pacesetters will be those who create a One-plus-One twosome focused on making life better for the customer. “Doing to” has been replaced by “Doing with” in creating a close-knit relationship rather than going in different directions with combative agendas.

Book themes he will cover include:

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  • About JSOM
  • About Stan Rapp

About JSOM

Naveen Jindal School of Management is the largest of the eight schools at UT Dallas. This year, Jindal School celebrates its 40th anniversary. It has grown from a school with about 45 students in its inaugural year to about 7,500 undergraduate and graduate students today. The Jindal School’s faculty rank among the top 15 worldwide in terms of research productivity.Leading publications, including Bloomberg Businessweek, Financial Times and U.S. News & World Report, have recognized it as a leading business school in the United States and around the globe.

Diane McNulty, PhD Associate Dean, for External Affairs and Corporate Development

About Stan Rapp

Stan Rapp

Stan Rapp and his partner, Thomas L. Collins, built Rapp Collins into a giant global agency with a major office in Dallas. The co-founder of Rapp Collins (rebranded as RAPP) has served as chairman and CEO of ad agencies with combined annual revenues that have surpassed a billion dollars. He is the highly regarded author of seven books tracking the turnaround from mass marketing to digitally targeting a segment of one.

When MaxiMarketing, co-authored with Collins, was published, “Father of Advertising” executive David Ogilvy said: “Everyone in advertising must read this book.” More than 250,000 copies were sold in more than a dozen languages. Six books followed: Beyond MaxiMarketing, The Great Marketing Turnaround, Send ’Em One White Sock, Max-E-Marketing in the Net Future and Reinventing Interactive Marketing. Each title offers fresh insight into the marketing transformation fully realized in the Internet era.

His latest book published a few months ago is Release the Power of Entangled Marketing, co-authored with digital visionary Sebastian Jespersen. It underscores the importance of moving beyond mere engagement to entangle the brand and the consumer in an unbreakable relationship.

The 2016 Marketing Legends honoree, Rapp is a globally recognized marketing icon. He was elected to the Direct Marketing Hall of Fame and was named by Advertising Age as one of the 101 stars who shaped the history of advertising in the 20th century.

Rapp was the first American admitted as a Freeman of the British Worshipful Company of Marketors. He has been featured on the prestigious “Leaders & Success” page of Investor’s Business Daily. Rance Crain hailed Rapp as “one of the original influencers.” Direct Marketing News, in its 30th anniversary issue, named him one of the all-time legendary marketing pioneers.

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