Robert F. Lauterborn

Robert F. Lauterborn was the first James L. Knight Professor of Advertising in the UNC-Chapel Hill School of Journalism and Mass Communication, a distinguished chair made possible by a million-dollar grant from the Knight Foundation “to improve the teaching of advertising.” He is also a principal in Morgan Anderson Consulting, a marketing communications management consulting firm located in New York, and a marketing advisory board member of Aprimo, a marketing management software company.

He is a co-author of the best-selling book Integrated Marketing Communication: Pulling It Together And Making It Work (NTC, 1993), which has been translated into thirteen languages. A paperback edition is titled The New Marketing Paradigm. (In a survey among U.S. academics and agency and client-side practitioners, the IMC book was ranked 14th all-time among books influencing the study of advertising, and number one among books written since 1986.) A third co-authored book, Os 4E’s de Marketing e Branding, was published in Brazil in August 2007, and a fourth, Print Matters: How to Write Great Advertising, debuted in March 2008 at the American Academy of Advertising conference. A fifth, IMC 2.0, is in rough draft form and should come out in 2011.

In 2004, Lauterborn was named “Advertising Educator of the Year” by Advertising Club of the Triangle, which also set up two scholarships in his name, and in 2005 he received the Silver Medal Award, the American Advertising Federation’s highest honor.

Prior to joining academia, Professor Lauterborn was Director of Marketing Communication & Corporate Advertising for International Paper worldwide. He also spent 16 years with General Electric in a wide range of marketing and corporate communications management positions.

Always active in the industry, he has been vice chairman of the Association of National Advertisers, chairman of the Business Marketing Association International and the Business Advertising Research Council, and a board member of many other industry organizations, such as the Advertising Research Foundation.

In 1999, he was presented with the G. D. Crain, Jr. Award (named after the founder of Advertising Age) for "lifetime contributions to the development and improvement of business marketing," and inducted into the Business Marketing Hall of Fame.

Over the past dozen years, he has consulted or conducted seminars and workshops for more the 50 organizations in 21 countries on five continents, including IBM, General Motors, ExxonMobil, Hewlett Packard, Monsanto, AT&T, Bank of America, BASF, Kellogg’s, Eli Lilly and Philips.