Jacqueline Babb
Jacqueline Babb is a senior lecturer, director of the IMC program at Northwestern University and a member of the Adweek Academic Council.
For Retailers, Experiential Brings All Parts of the Brand Together
Unlike nimble digital strategies, experiential retail has permanence and requires getting it right the first time.
Purpose Strategy Will Future-Proof Your Brand Through Economic Downturn
Consumers are on the side of doing good in the world.
The Metaverse Can Be a Force for Good in the Real World
Going virtual helps nonprofits make an impact.
Together, Brands and Nonprofits Put Purpose Into Action
Just like any relationship, brand-nonprofit impact partnerships takes time, shared goals, accountability and communication.