Walt Barron speaks to MBA students at Kenan-Flagler - McKinney

Walt Barron speaks to MBA students at Kenan-Flagler

October 10, 2012

First-year MBA students at the UNC Kenan-Flagler Business School learned about account planning from McKinney’s Walt Barron last Friday, October 5, at an open house on campus. “We talked about the role account planners play,” explained Walt. “It was a peak inside the agency and at some of the realities of working in advertising.”

Students asked questions throughout, only a few having heard of account planning before attending Walt’s session at the daylong Marketing Development Program. “Advertising is a hot career now,” said Walt. “But account planning wasn’t prominent during Don Draper’s era, so the more that students learn about it, the more intrigued they are.”

This was good news for McKinney Recruiter Josh Janicek. “We traditionally hire account planners from portfolio programs such as the VCU Brandcenter or Miami Ad School. While these continue to be fruitful partnerships, it’s critical that we broaden our reach as McKinney continues to grow and competes for talent,” he said. “Presentations like Walt’s at UNC Kenan-Flagler help McKinney attract innovative thinkers from nontraditional channels and strengthen our brand within their networks.”

As part of this hour-long talk, Walt showed McKinney’s strategy and creative work for Lenovo, “Boot or Bust,” as well as a case study from a recent pitch. Explains Walt, “I talked about the many reasons an agency may or may not win a pitch. What you see on TV, online, in magazines — that’s just the tip of the iceberg. So much more is actually created.”