Kellogg 2025 Super Bowl Ad Review

Please join the Kellogg Alumni Club of Chicago-West as we welcome Tim Calkins, Kellogg Clinical Professor of Marketing, for a KACC-W tradition. Professor Calkins will present one of the most popular Kellogg programs: the Super Bowl Ad Review.

Marketers are gearing up for the biggest night in advertising: the Super Bowl. The stakes are high with advertisers paying a reported $7 million for a 30-second spot during the 2024 big game. After the Super Bowl, Kellogg’s widely respected marketing professor, Tim Calkins, will apply the strategic ADPLAN framework to evaluate an ad’s ability to build its brand against six critical criteria: Attention, Distinction, Positioning, Linkage, Amplification, and Net Equity. Prof. Calkins will discuss the ads, the trends, and what makes for a successful advertisement in the Super Bowl.

Post event reception will feature Francesca Cornelli, dean of Northwestern University's Kellogg School of Management. Dean Cornellis is also a professor of finance and holds the Donald P. Jacobs Chair of Finance.

Tuesday, February 11, 2025, 5:45 pm – 8:00 pm, Reception 8-8:30pm

Registration, Wine and Hors d'œuvres begins at 5:45pm;

Program starts at 6:30pm

Kellogg alum recetption immediate after the event, featuring Dean Francesca Cornelli, dean of Northwestern University's Kellogg School of Management

Speaker Bio

Tim Calkins helps people and organizations build strong brands. He is an award-winning marketing professor, author, speaker, and consultant.

He is Associate Chair of the Marketing Department and Clinical Professor of Marketing at Northwestern University’s Kellogg School of Management. He teaches courses including Marketing Strategy, Biomedical Marketing and Strategic Marketing Decisions.

Tim is a prolific author. His latest book, How to Wash a Chicken – Mastering the Business Presentation (Page Two, 2018), was named Top Business Book by the IndieReader Discovery Awards, and received the Gold Prize for Business and Economics from the Foreword Indie Book of the Year Awards.

Tim also wrote Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks (Palgrave Macmillan, 2012). Earlier, Tim wrote Breakthrough Marketing Plans (Palgrave Macmillan, 2012 and 2008).

Tim has received numerous awards for his teaching. He won the Lawrence G. Lavengood Outstanding Professor of the Year Award, the top teaching award at Kellogg, in 2006 and 2013, making him one of a small number of people to have won it twice. He was a finalist again in 2022 and 2023. In 2018, he received the Top Professor Award from Germany’s Kellogg-WHU Executive MBA Program. He received the Sidney J. Levy Teaching Award in 2008 and 2022. In 2016, Poets & Quants included him on its list “Favorite MBA Professors.”

Tim maintains a blog on brand strategy: Building Strong Brands. Inc. included the blog on its list of “Six Blogs That Can Teach You More Than an MBA.” You can find the blog at www.timcalkins.com

In addition to teaching at Kellogg, Tim works with major corporations on strategy and branding issues. His recent clients include Lundbeck, Abbott, Caterpillar and AbbVie.

Tim began his career at the consulting firm Booz Allen and Hamilton. He joined the marketing team at Kraft Foods in 1991. During his almost 11 years at Kraft, he led brands including Miracle Whip, Taco Bell, Parkay and DiGiorno. He was responsible for the launch of more than two dozen new products.

Speaker Bio

Francesca Cornelli is the dean of Northwestern University's Kellogg School of Management, and is also a professor of finance and holds the Donald P. Jacobs Chair of Finance.
Since joining Kellogg in 2019, Dean Cornelli has crystalized the school’s mission to shape empathetic, inclusive leaders who can operate globally, unite diverse perspectives, and lead through rapid change and constant disruption.
Under Cornelli’s leadership, Kellogg has amplified its focus in areas of critical importance for business and society. She has helmed the expansion of Kellogg’s programming on sustainability, including the creation of new courses, scholarships, and co-curriculars. She has brought the same focus to advancing Kellogg’s commitment to fostering an inclusive environment and equitable outcomes through numerous initiatives.

Our Sponsor

Dear Kellogg School of Management Alumni,Republic Bank of Chicago is pleased to host another Super Bowl Advertising Review featuring Professor Tim Calkins on February 11. We hope you can join us for what is always a very insightful and entertaining look at the efforts of those organizations who leverage the "Big Game" for its immense reach.

While this event is celebrating 21 years of success, Republic Bank proudly celebrated its 60th year of serving Chicagoland last year. Our commitment to the businesses and individuals throughout our communities, as well as strong partnerships like the one we have with the Kellogg School of Management, have positioned Republic Bank for continued growth and future success.

For more information about the Super Bowl Advertising Review, or to RSVP, please visit our website at https://republicebank.com/football.

Regards,Tom Bugielski
CEO/President
Republic Bank of Chicago

Host or Publisher KACC-West