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Webinar: "The COVID-19 Reset: A Value-Based Strategic Path Forward"



The FCS is proud to be a supporting partner of a new webinar series from the Marketing IMPACT Council™ on “Strategy, Marketing, and Communications in a COVID-19 Impacted World.” The inaugural online event is set for May 6th at 12 noon ET. The topic will be "The COVID-19 Reset: A Value-Based Strategic Path Forward." (A recording will be made available afterwards.)

The moderated panel discussion on a value-based strategic approach to responding to COVID-19 will feature:

  • Noel Capon, Columbia University Business School, author of Managing MARKETING in the 21st Century
  • Amy C. Edmondson, Harvard Business School, author of The Fearless Organization
  • Jeffrey Henning, Chief Research Officer of Researchscape

The panel will be moderated by John Greco, Founder & Chair of the Marketing IMPACT Council™, former CEO of the Direct Marketing Association, and Simon Erskine Locke, Founder & CEO of CommunicationsMatch™.

This webinar will address:

  • The need for businesses and nonprofits to reevaluate, adapt, and reposition their value propositions, and reset strategy/messaging for a new world.
  • The importance of research and engaging with all stakeholders to understand how to create the greatest value for them.
  • Why leaders need to have the courage to embrace uncertainty and unite their teams to succeed.

"The COVID-19 Reset” webinar is an opportunity for leaders and their teams (internal and external) to engage at all levels to directly connect strategy, marketing and communications, and maximize value. The panelists will also address questions from the audience.



Noel CaponPanelist

R.C. Kopf Professor of International Marketing

Columbia University Business School

Noel Capon is a distinguished member of the Marketing IMPACT Council Advisory Board. Professor Capon received his BSc and PhD in chemistry from the University College, London University; Dip BA from Manchester Business School; MBA from Harvard Business School; and PhD from Columbia Business School. He previously held faculty positions at UCLA and Harvard Business School before joining Columbia in 1979. He served as Chair of the Marketing Divisions at both UCLA and Columbia and is currently R.C. Kopf Professor of International Marketing at Columbia. He has been visiting professor at INSEAD (France), Hong Kong University of Science and Technology (HKUST), and the China Europe International Business School (CEIBS), Shanghai, PRC. Professor Capon teaches marketing, and sales and strategic account management courses to MBA and EMBA students at Columbia.  In addition, he has taught at many educational institutions as a visiting professor. He also contributes to Columbia Business School's Executive Education and has designed, directed, and taught in a wide variety of marketing, sales management, and strategic and global account management programs. He also designs, directs and teaches in numerous custom programs for major corporations globally. Professor Capon co-founded The Chief Sales Executive Forum, now in its 14th year and is a member of the Board of Directors of the Strategic Account Management Association (SAMA). Professor Capon teaches the Marketing Strategy core course and the electives Strategic Marketing in the Modern Corporation and Developing and Managing Strategic Customers. His research interests are in key/strategic account management, and marketing planning and strategy. He has published more than 80 articles, book chapters and books. His latest books —The Front-Line Sales Manager-Field General, Managing Global Accounts, The Marketing Mavens and a marketing-planning workbook, The Virgin Marketer. His textbooks, Managing Marketing in the 21st Century and Capon's Marketing Framework (and their corresponding Student Study Guides) printed books and downloadable PDFs, address the high cost of college textbooks and are available for reading online on a pay-what-it’s-worth basis.  Professor Capon received the Columbia Business School GBA award for outstanding teaching, as well as the Chazen International Innovation Prize. He has taught in many countries and held visiting professor appointments in France, Great Britain, Hong Kong, and the People's Republic of China.  Professor Capon is also the founder and Chairman of Wessex Press (formerly Axcess Capon). In the early 2000s, Professor Capon recognized a serious issue regarding the price of textbooks for college/graduate students. Many students could not afford to purchase textbooks, and some faculty began teaching without textbooks. Regardless of cause, classroom participation suffered, and student learning declined. Wessex Press started as a means for Professor Capon to make his work in marketing available to a global audience. Wessex has since expanded into sales and account management, and many other disciplines. 

Amy C. EdmondsonPanelist

Novartis Professor of Leadership and Management

Harvard Business School

Amy C. Edmondson is the Novartis Professor of Leadership and Management at the Harvard Business School, a chair established to support the study of human interactions that lead to the creation of successful enterprises that contribute to the betterment of society. Edmondson has been recognized by the biannual Thinkers50 global ranking of management thinkers since 2011, and most recently was ranked #3 in 2019; she also received that organization’s Breakthrough Idea Award in 2019, and Talent Award in 2017.  She studies teaming, psychological safety, and organizational learning, and her articles have been published numerous academic and management outlets, including Administrative Science Quarterly, Academy of Management Journal, Harvard Business Review and California Management Review. Her most recent book, The Fearless Organization: Creating Psychological Safety in the Workplace for Learning, Innovation and Growth (Wiley, 2019), offers a practical guide for organizations serious about success in the modern economy and has been translated into 11 languages.
Her prior books – Teaming: How organizations learn, innovate and compete in the knowledge economy (Jossey-Bass, 2012), Teaming to Innovate (Jossey-Bass, 2013) and Extreme Teaming (Emerald, 2017) – explore teamwork in dynamic organizational environments. In Building the future: Big teaming for audacious innovation (Berrett-Koehler, 2016), she examines the challenges and opportunities of teaming across industries to build smart cities.  Before her academic career, she was Director of Research at Pecos River Learning Centers, where she worked on transformational change in large companies. In the early 1980s, she worked as Chief Engineer for architect/inventor Buckminster Fuller, and her book A Fuller Explanation: The Synergetic Geometry of R. Buckminster Fuller (Birkauser Boston, 1987) clarifies Fuller's mathematical contributions for a non-technical audience. Edmondson received her PhD in organizational behavior, AM in psychology, and AB in engineering and design from Harvard University.

Jeffrey Henning, PRCPanelist

Chief Research Officer


Jeffrey is a professionally certified researcher and has personally conducted over 1,000 survey research projects. Jeffrey is currently volunteering as the president of the Market Research Institute International, a non-profit providing continuing education to the research industry. In that role, he is overseeing a complete redesign of The Principles of Market Research course, which provides an academic foundation to researchers across hundreds of agencies and panel suppliers. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA's Impact award, which "recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession." Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 30-year veteran of the research industry, he began his career as an industry analyst for Giga Information Group (now part of Forrester).

John GrecoModerator

Founder & Chair

Marketing IMPACT Council

John Greco is an award-winning CEO and recognized thought leader in all aspects of value creation for both for-profits and nonprofits. He is Cofounder, Chairman and CEO of Greco Enterprises, LLC, which includes Greco Associates (GA) and the Marketing IMPACT Council™ (Council). Through GA, John serves as Senior Executive Advisor to and chairs the advisory board of CommunicationsMatch™, which provides powerful agency search, consulting and engagement tools and resources that help companies find communicators that match specific needs, save time, and improve agency search outcomes. He is also a member of the advisory board of WeCare4™, a new community of caregivers initially focused on caregivers of the aging with plans to evolve to other caregiver segments. Read John’s full bio at:

Simon Erskine LockeModerator

Founder & CEO


The founder & CEO of CommunicationsMatch™, Townhub and PR agencies, Simon Erskine Locke is a Hero Club member, Marketing IMPACT Council™ partner, & former head of communications functions at Morgan Stanley, Deutsche Bank & Prudential Financial. CommunicationsMatch™’s search & online RFP tools are used by companies, startups and C-SUITE Network™ members to find, shortlist and engage PR, digital and marketing agencies, consultants and freelancers with industry and communications expertise that match needs. Locke has written more than than 100 articles on communications and marketing topics and is the author of research reports and guides on the agency search process. He has established partnerships with diverse industry associations to support diversity and inclusion.  He played a key role in the development of Morgan Stanley’s global Intranet platform, developed a global intranet platform for Deutsche Bank. He launched his first technology-based startup in 2000, and developed and launched Townhub, a town-resident communications platform in 2016. He is an executive committee member of the Foreign Press Association and a former board member of the American Scottish Foundation.  In Japan, he co-founded “FIT For Charity” – an annual financial industry charity run that has to date raised more than $8 million for under-served charitable organizations. He has lived in seven countries speaks French and basic Japanese.


  • Event organizer:

    Marketing IMPACT Council
  • Organizer:

    Communications Match
  • Supporting partner:

    Financial Communications Society
  • Supporting partner:
  • Supporting partner:

    Capitol Communicator


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