Integrated Marketing Communications
Barry Callen
Barry Callen has been concepting, writing, art-directing and producing advertising since 1976 and has worked at Ogilvy & Mather, Lintas, Lois/USA and The Hiebing Group in Madison, Wisconsin. Barry’s job is to make sure the creative work is powerful, unexpected and relevant to the brand. He’s created national advertising campaigns for brands like Huffy Bikes, First Alert, Zataraines, CSC, Holly Farms, Hanes, Culligan, Fruit Stripe Gum, Shell and the U.S. Council for Energy Awareness.
Barry’s creative work has won many advertising awards, including Addy awards, a John Caples Creative Award for direct response, an International ECHO Award and several EFFIE awards for advertising effectiveness. His United Way campaign was recently selected as the best in the nation.
Barry has a B.F.A. in painting. He has studied improvisational comedy at Chicago’s Second City and has been struck by lightning.
“Barry was knowledgeable, lively, sharp, in-the-moment, sensitive, grounded, enlightening. He offered an incredible shift in consciousness regarding creating communications.”
Tony Coray, MiniTab, Inc., State College, PA
Dave Florin
Dave Florin became president of Hiebing in 2002. Dave’s job is to see that his clients are served by the latest and best practices in the tried-and-true area of Hiebing’s expertise: target market-driven communications. Therefore, he has continued to attract top talent from around the country, add new areas of knowledge and set new standards of performance across all communication disciplines.
Dave’s passion is his proven commitment to client service, creative quality and brand strategy. He has been an invited speaker for the National Retail Federation, the Retail Advertising and Marketing Association, the International Institute for Research and the Investment Council Institute. His client experience includes Nestlé, Famous Footwear, General Motors, Northwestern Mutual Life, the National Retail Federation, Coors, Coca-Cola, PerkinElmer and JanSport.
Dave is married and has three daughters. He is an avid reader who enjoys the great outdoors and anything related to the Wisconsin Badgers.
“I was impressed by how well Dave adjusted his presentation to give us what we asked for halfway through the day. Good use of questions and real life examples to make concepts relevant.”
Tammy Behrens, Market Communications Manager, Waukesha Electric Systems, Waukesha, WI
Jeane Kropp
Jeane Kropp knows data…and she understands just how crucial it is to creating an effective marketing plan. Her career path has taken her from Procter & Gamble, where she worked as a market research supervisor providing data on a variety of health and beauty care products, to Oscar Mayer, where she played a leadership role in differentiating Oscar Mayer meats from commodity products.
As the director of Pam Murtaugh & Co., Jeane worked with a broad range of business-to-business and business-to-consumer clients, including Motorola, Con Agra, ICI Glidden, MasterCard, Boise Cascade and Kraft. There, she used data to re-launch a 60-year-old brand, brought new products to market and showed a customer how better end-user service led to stronger retailer relationships.
Today Jeane holds the dual positions of strategy director and director of client service for The Hiebing Group. She has an MBA from Indiana University, and an undergraduate degree in human resource management from Carroll College.
“The class and content were refreshing. I will definitely be able to apply the message strategy when I return to the office. A class has never entertained yet educated me so much! I’ll never look at a pickle the same way again!”
Staci West, Communications Manager, Pacific Northwest National Lab, Richland, W
Linda Gorchels
As part of the Executive Education faculty for the University of Wisconsin-Madison’s School of Business, Linda Gorchels is responsible for the financial performance of and long-term strategy for the marketing program. She had previous strategy responsibility in the insurance, publishing and robotics industries, and has provided strategy consulting or training to such organizations as Trane Commercial Systems, Kerry Group, the University of Wisconsin-Extension and CUNA Service Group. Linda has been published in the Journal of International Marketing, the Academy of Marketing Studies Journal, the Journal of Contemporary Business Issues, and Industrial Marketing Management. She is co-author of The Manager’s Guide to Distribution Channels, and is author of The Product Manager’s Handbook and The Product Manager’s Field Guide.
“A very knowledgeable instructor, with very good presentation skills. Great understanding of topic. Answered questions properly and effectively. Very enjoyable session.”
Greg Fry, Phoenix Contact, Harrisburg, PA
The University of Wisconsin–Madison, as a member of the University Continuing Education Association (UCEA), authorizes this course for 2.1 Continuing Education Units (CEUs) or 21 hours.
bwolfe@exed.wisc.edu