Don E. Schultz Special Award Winner
Don E. Schultz's consultancy is called Agora, like the open Greek forums where people gathered to freely exchange information and ideas. Schultz helped establish an Agora for the marketing world in the 1980s, when he scuttled Northwestern University's renowned graduate advertising program and replaced it with a strange duck called Integrative Marketing Communications (IMC). It took courage—the rare attribute sought in Caples Awards winners—so it's fitting that Schultz is the recipient of this year's Emerson Award, a special honor presented as part of Direct Marketing News's Caples Awards.
But in an interview with DMN, Schultz confides that he finds little courageous about marketing today. Here's more from the master, who shares the back-story of his christening as the “Father of IMC.”