For the third year running, Edelman alumni Mitch Markson and Cathleen Johnson spent a month as professors at the American University of Paris. We sat down with Mitch and Cathleen to learn what they learned from their teaching gigs.

1. For the third year running, Edelman alumni Mitch Markson and Cathleen Johnson spent a month as
professors at the American University of Paris. Mitch taught graduate courses in global branding,
social purpose and communications (called "Brands in Motion") while Cathleen taught a graduate
practicum in Travel and Tourism Marketing.
This year, as part of the Edelman Alumni Connection, an Alumni professors-at-large pilot program
was initiated with the University. Twenty-eight students from more than five countries worked on
real Edelman global client briefs, developing creative recommendations from a millennial point of
view. In turn, Edelman secured internships for more than 10 of the best students, three of which
now have permanent jobs at the Edelman offices in Paris and London!
We sat down with Mitch and Cathleen to learn what they learned from their teaching gigs.
I found myself preparing for the course in the same way we prepared for
everything at Edelman — lots of research, over-preparation, having more
material than it’s humanly possible to deliver in the time given, finding and
using compelling images and video, drawing from past experience — and
finally practice, practice, practice. I was pleasantly surprised that there
wasn’t a question or a challenge from the students that I couldn’t answer
with authority and confidence because of the depth of experience I had
gained at Edelman.
What surprised you most about your teaching
experience at the American University of Paris?
Edelman Alumni
Professors-at-Large Program
The students’ fearlessness to go places that executives in the agency world
would not go. The students were not encumbered by the all too often heard
“but we can’t do that because…” However, overall I saw that today’s
students lack presentation skills. They had great insights, strategy and ideas
which would have come over more clearly and convincingly if they had
better debating capability.

2. Did your time at Edelman prepare you
for this new academic endeavor?
Absolutely — with one exception. At Edelman, we are trained
to be brief and to the point and find very, very practical
solutions. In academia there is a tendency to be far more
theoretical and verbose! Our tendency as professionals is to
pinpoint a problem, find a solution FAST, and get a program
underway as soon as possible. In the academic arena, the
thinking is far more long term and based in in-depth research.
It taught me how to develop an effective program
recommendation by defining the real problem, finding a
compelling insight and learning the difference between a
strategic and channel neutral idea versus the tactics that follow.
And I also learned the importance of preparation and practice. if
you ever had the pleasure to see Pam Talbot present, you know
what I’m talking about. She gave a master class in the art of
actively listening to and convincing a client every time.
What do you believe this year's
students could teach today's Edelman
executives?
To be better global citizens — particularly those of us in the US.
We have to accept that the world does not revolve around us
nearly as much as we think it does. However, we are looked at,
and looked up to, so we are role models wherever we go. We
have a responsibility to try to understand other cultures much
better, to keep up with and think about world news, particularly
from a digital perspective. All of my students came to AUP to
satisfy their curiosity about France, to learn another language,
and to broaden their perspective on the world.

3. What she said! These students have a more global point
of view and want that to be reflected in their work, both
at school and in their professional life moving forward.
Many are also passionate about finding a new metric of
success that includes financial rewards, but also time for
service and individual passions.
What do you believe this year's
students could teach today's Edelman
executives?
Mitch Markson, a 22 year Edelman veteran, was Edelman's first global creative director and first
global consumer practice leader. He also created Edelman’s first social purpose practice backed
up by a worldwide study and approach called GoodPurpose.
Cathleen Johnson served a collective 30-year stint at Edelman, starting the firm's global travel
and tourism practice and building it into the #1 tourism practice among independent agencies.
Both now have their own independent consultancies, continue to teach and pursue a variety of
passions and adventures.
Mitch and Cathleen continue to teach at AUP and look forward to welcoming more AUP students
into the global Edelman network as interns and eventual executives.