February 12, 2019

The not-so-obscure connection between business and the arts

By Marcus Collins

“My job is all about how do we get people to move,” Marcus Collins, the chief consumer connections officer at the advertising agency Doner Company, said. “That is, how do we leverage what we know of the behavioral sciences, the evolving media landscape and a close proximity to culture in an effort to get people to adopt behavior.”

In addition to working for Doner, Collins is an intermittent marketing lecturer at the Ross School of Business. Collins started as a musician before entering the business world and has collaborated on marketing with dominant cultural forces like Beyoncé and iTunes.