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A-State Radio-TV Graduate Returns to Campus as Part of Professional-in-Residence Series


JONESBORO, Ark. — Farren Bennett, the senior brand consultant for a European business-to-business company who specializes in brand positioning for corporate topics as well as branding issues for European markets, will return to Arkansas State University Tuesday and Wednesday, Oct. 22-23, for the Fall 2013 Department of Media Professional-in-Residence series.

Bennett, a 1982 A-State graduate with a bachelor of science degree in radio-television, has worked on brand and communication issues in more than 20 countries, balancing the imperative of building a strong global brand with reflecting local cultural differences and sensitivities. His areas of expertise include integrated marketing communications, brand strategy, brand positioning, public relations, social media, customer engagement, brand research and internal communications.

His company, Hilti AG, is based in the principality of Liechtenstein. Hilti AG is a top global tool manufacturer and direct sales company operating in more than 100 countries with 22,000 employees and sales of four billion U.S. Dollars.

While on campus, Bennett will have the opportunity to sit in on several classes in the College of Media and Communication and visit with students.

Bennett’s communications career began at age 16 at radio stations in Thayer, Mo., and Mammoth Spring, where he worked throughout his time at Arkansas State. After graduation, Bennett joined that radio group as news and program director and subsequently managed other radio stations in northern Arkansas. Moving to Oklahoma, he led the communication and public relations teams for two prominent national associations – the U.S. Junior Chamber of Commerce and Tulsa Chamber of Commerce – focusing on corporate and crisis communication.

He joined his current employer as head of marketing communication for the North American headquarters in Tulsa, leading a team of 10, providing integrated communications to support a large direct sales force and 100-plus branded retail outlets.

While working in the United States, Bennett was active in the Public Relations Society of America (PRSA), with leadership roles for many years in the Tulsa chapter; the Business Marketing Association; numerous community service organizations; and the American Chamber of Commerce Executives Communications Council. He is currently a member of the international chapter of the American Marketing Association.

Recently, Bennett was involved in “Thought Leaders in Brand Management” at the University of Lugano in Switzerland, which brings together global brand strategy academics and European brand professionals.

He is a frequent trainer on marketing, communications and brand building topics.

With more than a decade of living and working in Switzerland, Austria and Liechtenstein, Bennett frequently guides potential expats through the pros and cons of international assignments.

He is a 1924 Sustaining Life Member of the ASU Alumni Association. Bennett lives in Austria and is married to an Austrian native. They have a 10-year old bilingual daughter.

Farren Bennett
Farren Bennett