GREG HOFFMAN: Creativity That Pushes the World Forward

1700 Lida Street,Pasadena CA 91103

23 February, 2023

Description

ArtCenter College of Design welcomes renowned Creative Marketing leader Greg Hoffman. Greg Hoffman, founder of the brand advisory group Modern Arena and former Chief Marketing Officer of Nike, details the importance of creativity in a consumer driven world. This lecture and presentation provides a behind-the-scenes look at brand innovation, “because the world never stops turning and the consumer’s expectations never stop expanding.” Greg shares the characteristics that great brand leaders have to drive innovation; empathy, curiosity, risk-taking, and collaboration with examples of work centered around racial equality and social impact. Following the lecture and presentation will be a Q&A facilitated by Kevin Bethune. Kevin Bethune, Alumni (GradID ’12), ArtCenter Trustee, including Founder and Chief Creative Officer of dreams • design + life, a think tank that delivers design and innovation services using a human-centered approach. Greg Hoffman’s book “Emotion by Design: Creative Leadership Lessons from a life at Nike” will be available for purchase with opportunity for author signature. Book Purchase and Signing available before and after the event. Event sponsored by ArtCenter’s office of Diversity, Equity and Inclusion, as well as the department of Photography and Imaging. This event is FREE and open to all. RSVP is required. About the Lecturer: Greg Hoffman is the founder and principal of Modern Arena and the former Chief Marketing Officer of Nike. This year, Greg brought all of his brand experience to the world through his best-selling book Emotion by Design: Creative Leadership Lessons From a Life at Nike. For 28 years, Greg held design, innovation, and marketing leadership roles at NIKE. During that time, he was a major strategic and creative influence for the brand for the launches of its signature innovations, for its campaigns during every major global sporting event, and for the building of the brands of its athletes. Greg oversaw NIKE’s brand communications and consumer experiences as NIKE was solidifying its position as one of the preeminent brand storytellers of the modern era and the leading innovator in digital and physical brand experiences. His role in the marketing and design industry through Business Insider’s 50 Most Innovative CMOs and Fast Company’s Most Creative People in Business annual lists. He’s also been recognized for his transformative leadership in the marketing and advertising industry through Business Insider’s 50 Most Innovative CMOs and Ad Age’s Power Players annual lists. Through his leadership, Nike drove themes of equality, sustainability, and empowerment through sport in some of its most significant brand communications. That work was, in part, driven by his role on the Advisory Board of the NIKE Black Employee Network and as a member of the NIKE Foundation Board of Directors. Today as the founder of the brand advisory group, Modern Arena, Greg advises Fortune 500 brands, startups, and nonprofits on creating brand strength, business growth, and social impact. He delivers keynotes to teams at brands ranging from Apple, Google, and Netflix, to Lego, Target, and Meta, on how to build greater emotional value through branding and creativity. In addition, He is a board member for Summit Impact, the philanthropic arm of Summit Series, the Branding instructor at the University of Oregon's Lundquist College of Business, and a member of the Board of Trustees for the Minneapolis College of Art and Design.