Koeppel Tapped for Wharton's Advertising 2020 Project

DALLAS - Nov. 12, 2013 - PRLog -- Direct marketing industry authority Peter Koeppel has been tapped to contribute to the Wharton Future of Advertising Program's Advertising 2020 project. The project asks thought leaders to answer two simple but profound questions: "What could/should advertising look like in 2020?" and "What can we do now for this future?" The project's intention is to provide an intellectual hub to challenge prevailing mental models by inspiring, engaging, and bridging academic and practitioner visionaries and innovators from all corners of a broader world of “advertising.”

"I am delighted to be a part of this important initiative," remarked Koeppel, President of Koeppel Direct, a full-service media buying agency based in Dallas. The alumnus of the University of Pennsylvania's prestigious Wharton School of Business continued, "The viewer's ability to decouple programming content from traditional broadcast television where the broadcaster sets the appointment is having a profound impact on advertising. This will create new models as we move forward. As an industry it's essential that we migrate from an interruptive advertising model to a participative one reflective of consumer behaviors and wants."

The project will glean insights from industry luminaries such as Koeppel to create a book and ebook in the coming year.


About Koeppel Direct: Koeppel Direct uses DRTV as the hub for integrated campaigns to create awareness and drive sales across all channels. Their direct marketing arsenal includes DRTV, online, radio, print, and mobile engineered to seamlessly integrate and deliver accountable results. Whether your customer picks up the phone, orders online, or buys at retail, their media will drive purchase intent, deliver ROI, and engage your consumer with a consistent and cost-effective media presence. Learn more at http://www.koeppeldirect.com.

About the Wharton Future of Advertising Program's Advertising 2020 Project: The project synthesizes, analyses, and features "best of" concepts, short essays and other media submissions from thought leaders and innovators from around the world, representing highly diverse perspectives, disciplines, and areas of expertise both within and outside the traditional boundaries of "advertising." Learn more at http://wfoa.wharton.upenn.edu/ad2020/.