Marketing Ethics in the Era of Openness
The globalization of human behavior & increasing the channels where people can voice opinions is forcing transparency & openness to its peak. In a world where there’s no place to hide, how do organizations transcend the complexities of a global workplace and reach the connected consumer? There’s no easy answer, but an increasing orientation toward ethics and values-based decision making is enabling organizations to commit to a level of openness that employees & consumers have been hoping for. For marketers, globalization presents a number of challenges and opportunities. A more connected, interdependent world means more opportunity to reach stakeholders, affect decisions, create change and build relationships. It also puts more power in the hands of the consumer. We’ll examine the increased scrutiny on ethics/values in the marketing industry and the role marketers play to ensure brands behave ethically, openly and transparently.
University of Southern California’s Annenberg School for Communication
Burghardt Tenderich is an Associate Professor and the Associate Director of the Strategic Communication and Public Relations Center at the University of Southern California’s Annenberg School for Communication. Prior to joining the USC faculty, Burghardt Tenderich was the executive director of the Center for Entrepreneurship & Technology at the University of California at Berkeley, where he lectured on technology innovation. He has over 20 years of experience in marketing and communication in the information technology and Internet industries, both in the United States and Europe.
The Weather Company
EVP, Regional Dir North America
Text100 Global Communications
Rowan Benecke is a member of Text100’s global Executive Leadership Team with responsibility for the agency’s consultancy and business operations across North America. He previously held the same regional role in Europe and Asia. His mandate includes leading a team of managing directors and consultants, developing key client relationships and strategic partnerships, and driving business growth across markets.
Rowan has 20 years experience developing strategic communications for consumer and technology brands in the United States, Asia and Europe. He has managed communications campaigns for several of Text100’s clients including American Express, BlackBerry, Broadcom, Cisco, Facebook, IBM, Lenovo, NXP Semiconductors, PayPal, Philips, SanDisk and Vodafone.
Steve DelBianco is Executive Director of NetChoice, a trade association of leading online businesses, including AoL, Yahoo, Facebook, eBay, and LivingSocial.
Steve is an expert on Internet governance, online consumer protection, online privacy, and Internet taxation. He's become a fixture in Internet policy debates in the states, in Washington, and at the global level in ICANN and the UN.
Steve has provided expert testimony in 12 Congressional hearings, and is a frequent witness in state legislatures.
Steve is frequently quoted on technology issues in themedia, including a segment on "60 Minutes" to expose barriers to innovation in residential real estate. Recently, Steve debated online taxes on CNN Situation Room, CNBC, PBS Nightly Business Report, and CBS This Morning.
His analysis of new Internet sales taxes was featured in a full-page debate in the Wall Street Journal. In the past year, Steve’s editorials have run in POLITICO, National Journal, Chicago Tribune, CNet, PC World, the Washington Post, and the San Francisco Chronicle.
Before NetChoice, Steve started Financial Dynamics, an IT consulting firm that he led through its acquisition in 1997.