Kevin Mctigue

Kevin McTigue is a clinical associate professor of marketing at Northwestern

University's Kellogg School of Management teaching multiple classes for the

MBA program and executive education. His career spans more than twenty-five years

in teaching, consulting, brand management, and advertising. He has written

or evaluated hundreds of creative briefs for everything from social media

for a children's hospital to Super Bowl ads for consumer-packaged goods.

Before his full-time appointment at Kellogg, Kevin led the strategy

and consulting practice in the central region of the US for global digital

agency SapientRazorfish. His work focused on driving value for clients in

the digital age. He advised senior Fortune 500 clients on how to best leverage

digital platforms to create value, from marketing strategies to digital

transformation road maps to the creation of entirely new businesses.

Prior to SapientRazorfish, he spent seven years in brand management

with Tyson/Hillshire Brands/Sara Lee leading businesses including Jimmy

Dean, Ball Park, and Hillshire Farm. Over this time he developed and

launched multiple products, repositioned and developed new campaigns,

and led all activities related to planning and running the business. Kevin

spent significant time working in digital and traditional advertising at

agencies such as marchFIRST, JWT, and BBDO. He also led brand strategy

and campaign development for clients including Nestlé, Unilever, and

Mars/Wrigley.