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Articles by Kass
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Exploring New Avenues of Creativity in the Age of AI
Exploring New Avenues of Creativity in the Age of AI
By Kass Sells
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AI, Sustainability and Societal Concerns: South Africa’s C-Suite Dilemmas
AI, Sustainability and Societal Concerns: South Africa’s C-Suite Dilemmas
By Kass Sells
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Brand Communications in China's New Business Environment
Brand Communications in China's New Business Environment
By Kass Sells
Activity
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Hi - Today is a bittersweet day as I announced that May 30th, 2025 will be my last day as CEO of the 4A's after what will be 8 years. It's time to…
Hi - Today is a bittersweet day as I announced that May 30th, 2025 will be my last day as CEO of the 4A's after what will be 8 years. It's time to…
Liked by Kass Sells
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Congratulations to Melissa Waggener Zorkin on being recognised on the PRWeek US Power List 2024! Your exceptional leadership and innovation at WE…
Congratulations to Melissa Waggener Zorkin on being recognised on the PRWeek US Power List 2024! Your exceptional leadership and innovation at WE…
Liked by Kass Sells
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Relationships Matter!! Out with Zoom calls...It's back to Experiences and Face to Face time for Companies, Brands and Customers. Our Trip to Punta…
Relationships Matter!! Out with Zoom calls...It's back to Experiences and Face to Face time for Companies, Brands and Customers. Our Trip to Punta…
Liked by Kass Sells
Experience & Education
Volunteer Experience
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Foundation Board Member
Bellevue College
- 3 years
Education
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Board Member
The LAGRANT Foundation
- Present 7 years 7 months
Education
The LAGRANT Foundation is a nonprofit 501 (c)(3) organization whose mission is to increase the number of ethnic minorities in the fields of advertising, marketing and public relations by providing scholarships, career & professional development workshops, mentors and internships to African American/Black, Alaska Native/Native American, Asian American/ Pacific Islander and Hispanic/Latino undergraduate and graduate students. Our goal is to open the proverbial “door” for minorities by providing…
The LAGRANT Foundation is a nonprofit 501 (c)(3) organization whose mission is to increase the number of ethnic minorities in the fields of advertising, marketing and public relations by providing scholarships, career & professional development workshops, mentors and internships to African American/Black, Alaska Native/Native American, Asian American/ Pacific Islander and Hispanic/Latino undergraduate and graduate students. Our goal is to open the proverbial “door” for minorities by providing the necessary resources and tools not commonly available to many minorities entering the fields of advertising, marketing and public relations.
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Communications Advisory Committee Member
UNIVERSITY OF WASHINGTON FOUNDATION
- Present 5 years 4 months
Education
The University of Washington Foundation exists to help the University of Washington be recognized as the best public university in the world as measured by our impact on students, the state and the world.
The Communications Committee advises the Foundation in its marketing efforts to attract and develop Washington’s and the world’s most promising students, grow public and private support, be a destination for world-class faculty and staff, and grow passion for the University.
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Member Board Of Directors
PR Council
- Present 2 years 7 months
PR Council is a U.S. membership-based industry association designed to empower the present and next generation of communications professionals, industry innovators and business leaders through education, events and industry resources. The PRC plays a critical role in elevating the practice of integrated communications and continuing to ensure its future as a leader in strategy and execution, and as a valuable part of the broader integrated marketing ecosystem.
Projects
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Communication in Unprecedent Times
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Your communications function provides a red thread and a catalyst for change. WE created six guiding principles to put communications at the center of your brand’s recovery planning and ensure your brand leads with purpose and humanity.
Other creatorsSee project -
Insights into Brand Purpose
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For the second year running, WE Communications partnered with Quartz Research to uncover how communications can move people to positive action. Read and review the newest thinking on brands taking a stand on social issues, employee engagement and more.
Other creatorsSee project -
Business Continuity & COVID19
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Months into the pandemic, business leaders in China are picking up the pieces of their 2020 plans and figuring out what the “new normal” might look like. From crisis preparedness to building brand equity in a radically changed world, WE looks to China for a glimpse of life after the coronavirus.
Other creatorsSee project -
DXT Creativity vs. Everything
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Data helps us connect to customers in a thousand ways, but is our obsession with analytics and optimization killing brands’ creative souls? WE Communications' whitepaper explores over-optimization, the “sea of sameness” and new processes to ensure your brand’s creative approach is future-proof.
Other creatorsSee project -
Brands in Motion 2019
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How do brands navigate a world of constant motion? How do they meet consumer expectations that grow higher every year? Find your brand momentum with WE’s Brands in Motion global study.
Other creatorsSee project -
Purpose in China
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How should brands lead purposefully in a market that’s still figuring out what “purpose” means? WE’s new report digs into strategies and learnings for brands seeking to define and act on their purpose in China.
Other creatorsSee project
Honors & Awards
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Best Agency in Asia Pacific
PRWeek Global Awards
WE Communications wins PRWeek's Best Agency in APAC for the second year in a row.
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China PR Consultancy of the Year
PR Awards Asia
WE Red Bridge wins PR Awards Asia Best PR Consultancy in China
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Technology PR Agency of the Year
PRovoke Media/Holmes Report Global SABRE Awards
WE Communications wins PRovoke Media/Holmes Report Tech PR Agency of the Year for 2019
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APAC Regional Consultancy of the Year (Midsize)
PRovoke Media/Holmes Report APAC Consultancies of the Year
Avian WE wins PRovoke Media/Holmes Report APAC Regional Consultancy of the Year (Midsize)
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Best Agency in Asia Pacific
PRWeek Global Awards
WE Communications wins Best Agency in APAC by PRWeek for the first time ever.
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Indian Consultancy of the Year
PRovoke Media/Holmes Report APAC Consultancies of the Year
Avian WE wins PRovoke Media/Holmes Report APAC Consultancy of the Year for India
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Large PR Consultancy of the Year
Fulcrum Awards
Avian WE in India wins Large PR Consultancy of the Year from the Fulcrum Awards
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PR Agency of the Year
Mumbrella CommsCON Awards
WE Buchan wins Agency of the Year in Australia from Mumbrella CommsCON Awards
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South Asia PR Agency of the Year
Campaign Agency of the Year Awards
Avian WE wins South Asia PR Agency of the Year from Campaign
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Cannes Lions Grand Prix Award
Cannes Lions 2015
Waggener Edstrom Communications (WE) and creative agency Grey New York took home two Cannes Lions awards for the “Greatest Interception Ever” campaign at the 2015 Cannes Lions Festival of Creativity. The campaign, done on behalf of Volvo North America and aimed at generating brand awareness during the 2015 Super Bowl, won Gold in the Automotive & Transport category and Silver in the Response/Real-time activity (including crowdsourcing) categories. Also awarded a Cannes Lions Grand Prix, the…
Waggener Edstrom Communications (WE) and creative agency Grey New York took home two Cannes Lions awards for the “Greatest Interception Ever” campaign at the 2015 Cannes Lions Festival of Creativity. The campaign, done on behalf of Volvo North America and aimed at generating brand awareness during the 2015 Super Bowl, won Gold in the Automotive & Transport category and Silver in the Response/Real-time activity (including crowdsourcing) categories. Also awarded a Cannes Lions Grand Prix, the campaign helped drive significant impact and increase visibility for the automotive brand.
“This campaign was truly a labor of love for all involved,” said Tiffany Cook, Waggener Edstrom executive vice president and consumer sector lead. “Effective collaboration is paramount to any successful integrated marketing effort — especially one that includes a crowded media landscape like the Super Bowl.”
WE and Grey teamed up with Volvo to break into the larger conversation surrounding the Super Bowl while also remaining true to the Volvo brand and its focus on people. The “Greatest Interception Ever” contest was an opportunity for game day viewers to nominate people who inspire them to receive a brand new Volvo XC90. The socially-driven alternative to game day TV advertising became one of Volvo’s most successful viral marketing efforts. The campaign fit perfectly with Volvo’s human-centric mindset of putting people first in all areas, including the design and technology of all Volvo cars. Judges noted that Interception was a “smart, strategic, creative and real-time” use of media during the big game. -
Best in Show
National Addy Awards
Tacoma Guitars Campaign - FCB Seattle with Steve Rudasics CD, and Mary Knight ECD
How do you create buzz for a well-respected but virtually unknown guitar company? You talk to true musicians in their own language. Result: Fender became so enamored with the brand, they bought the company. -
Cannes Lions Award
Cannes Lions
Group Health WA Campaign Awards: D&AD, Cannes, Clio
Attracting a young and healthy audience to an established HMO isn't easy. We did it with humorous scenarios based on a new consumer benefit. The spots generated buzz and brand favorability went up 8%. -
Effie Award - AAA Washington
Effie Awards
2004 United States, Government, Institutional & Recruitment
BRONZE Award
Campaign: No War Stories
Agency: FCB Seattle
Brand: AAA Washington
Client: AAA Washington
Languages
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English
Native or bilingual proficiency
Recommendations received
2 people have recommended Kass
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I am thrilled to share that I’ve taken on my dream job as Chief Communications Officer at Zendesk. I’m joining Zendesk at a special moment when we…
I am thrilled to share that I’ve taken on my dream job as Chief Communications Officer at Zendesk. I’m joining Zendesk at a special moment when we…
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Melissa Waggener Zorkin, WE’s Global CEO, is passionate about working with and empowering the next generation of comms pros through Young…
Melissa Waggener Zorkin, WE’s Global CEO, is passionate about working with and empowering the next generation of comms pros through Young…
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Good things are growing. I’m thrilled by WE Communications’ appointment as the retained corporate communications agency by Sungrow Europe, a global…
Good things are growing. I’m thrilled by WE Communications’ appointment as the retained corporate communications agency by Sungrow Europe, a global…
Shared by Kass Sells
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Great minds & great teams used to inhabit this building. Anyone remember?
Great minds & great teams used to inhabit this building. Anyone remember?
Liked by Kass Sells
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Joe Biden has devoted his lifetime to public service, and today’s announcement is another example of that commitment. I want to thank him for…
Joe Biden has devoted his lifetime to public service, and today’s announcement is another example of that commitment. I want to thank him for…
Liked by Kass Sells
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As the Official AI Platform Partner for #Paris2024, Intel will introduce innovative AI experiences to help transform the Olympic experience for fans,…
As the Official AI Platform Partner for #Paris2024, Intel will introduce innovative AI experiences to help transform the Olympic experience for fans,…
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Well, that was a new experience for me this week. #microsoft
Well, that was a new experience for me this week. #microsoft
Liked by Kass Sells
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From the blog: "This incident demonstrates the interconnected nature of our broad ecosystem — global cloud providers, software platforms, security…
From the blog: "This incident demonstrates the interconnected nature of our broad ecosystem — global cloud providers, software platforms, security…
Liked by Kass Sells
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I recently celebrated 5 incredible years at AWS and just today picked up my yellow badge. I’m not sure what I expected to feel (if anything), but…
I recently celebrated 5 incredible years at AWS and just today picked up my yellow badge. I’m not sure what I expected to feel (if anything), but…
Liked by Kass Sells
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☀ Excited to be driving our newly established partnership with Sungrow Europe as their retained corporate comms agency! Our teams in the UK and…
☀ Excited to be driving our newly established partnership with Sungrow Europe as their retained corporate comms agency! Our teams in the UK and…
Liked by Kass Sells
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“We envision a future where charging your vehicle is as easy as enjoying your favorite Starbucks.” - Andrew Cornelia, President and CEO of…
“We envision a future where charging your vehicle is as easy as enjoying your favorite Starbucks.” - Andrew Cornelia, President and CEO of…
Liked by Kass Sells
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