Mark Truss is a Lecturer in the Strategic Communication Master's Program and Chief Research Officer for Wunderman Thompson. In his role as Chief Research Officer, Truss oversees research, insights, and brand intelligence, using traditional and emerging research techniques to drive impactful communications. He currently teaches Communication Research & Insight and the Capstone courses. Truss recently shared insights into the communications industry, factors that have contributed to his success, and advice for incoming Strategic Communication students in the q&a below.
What drew you to a career in communications/advertising?
I’m drawn to the confluence of data and numbers, strategy, and creative - all in one job. It really lets me use and exercise both sides of my brain, usually at the same time.
What aspect of your journey has allowed you to succeed in this industry?
It may sound trite, but curiosity. Curiosity about how brands work, about how consumers make decisions, about how messages are created and ultimately internalized by audiences, and how digital changes these dynamics, or not. I’m curious by nature and by continually pushing myself to understand “why” things happen as they do has helped me immensely in my career.
What industry trends are most important for students entering this field to be aware of?
The communications industry is in a complete state of reinvention. Everything’s changing, and it’s not just digital, though digital is often at the core. So, be ready for change, all the time, and embrace it, roll around in it. It’s incredibly exciting.
First, be the person in the room who immediately embraces change and thinks about why you can adapt as opposed to why you can’t – change is going to happen whether you’re embracing it or not.
What advice would you offer to an incoming Strategic Communication student?
Two things: First, be the person in the room who immediately embraces change and thinks about why you can adapt as opposed to why you can’t – change is going to happen whether you’re embracing it or not. And second, network your brains out. Get out there; join trade organizations, attend events, connect with people through LinkedIn, find a mentor, be a mentor, share your expertise, read the latest business books, write posts, give talks. You know more and have more expertise than you think you do.
What do you enjoy most about your role as Chief Research Officer at Wunderman Thompson?
I love the variety of clients. In the morning I could be helping an auto manufacturer in the UK, then work with a healthcare company in the US, a technology company in Europe, and round out the day working on a packaged goods brand in LATAM. It’s interesting and exciting to see what’s different about all these different project, and even more so, what’s similar.
