Dr Marcus Collins is an award-winning marketer and cultural translator. He is the former Chief Strategy Officer at Wieden+Kennedy New York, a marketing professor at the Ross School of Business, University of Michigan, in the US and the author of the best-selling book For The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be. An inductee into the American Advertising Federation’s Advertising Hall of Achievement and recipient of the Thinkers50 Radar Distinguished Achievement Award for the idea most likely to shape the future of business management, he's delivered strategic contributions that led to the launch and success of McDonald’s cultural resurgence, Google’s Real Tone technology, the Made In America music festival, and the Brooklyn Nets move from New Jersey to New York, among others. Before his advertising tenure, Marcus worked on iTunes and Nike sports music initiatives at Apple and ran digital strategy for Beyoncé.