2024 ExxonMobil Lecture Series: Celebrating the Decade of the Mexican Avocado featuring Avocados from Mexico CEO and President, Alvaro Luque 

On February 22, 2024, Temerlin Advertising Institute at SMU hosted their annual ExxonMobil Lecture Series on Sustainability at the Angelika Film Center in Dallas. This event offered an immersive experience, blending educational discourse with a vibrant networking atmosphere for over 200 students, professionals, and sustainability enthusiasts. All gathered to hear from the man responsible for revolutionizing the avocado market, Alvaro Luque, President and CEO of the non-profit marketing organization, Avocados from Mexico (AFM). The expanding popularity of avocados took center stage as the event seamlessly wove together the threads of sustainability, and marketing innovation. Luque’s insights provided a rich tapestry of his 30-year marketing journey, emphasizing the strategic vision that catapulted Avocados From Mexico to its status as a household name and a symbol of sustainability in the produce market. The night was a great success and we are already excited for next year!  

The evening began with a networking hour where guests could connect over drinks, avocado focused hors d’oeuvres and sweets, as well as AFM’s signature build your own guacamole cart. The cart allowed guests to pick and choose their favorite ingredients and experience AFM’s brand message of always good by showcasing how avocados can be delicious, healthy, and fun! 

When it came time for the lecture, Luque was an immediate crowd pleaser with his utilization of AFM’s  famous jingle to kick things off. His discussion centered on the remarkable journey of Mexican avocados in the U.S., where today, 8 in 10 avocados consumed are from Mexico, contributing over $11 billion in economic output. He went on to emphasize the importance of understanding their target audience and how being the first fresh produce brand to advertise in the Super Bowl played a large part in evening the playing field for them as a brand, increasing awareness in such a large market, and setting a precedent for industry innovation. 

 At the presentation’s conclusion, TAI’s Dr. Carrie La Ferle went on to engage in a lively Q&A with Luque. La Ferle shared how delighted she was by his genuine care about the next generation, engaging in every question presented, and further sharing words of wisdom with the students in the audience. Dr. La Ferle later stated how impressed she was “by Mr. Luque’s passion for strategy and his keen eye for how to, in the words of Luque, “Make AFM in the produce category, like Pepsi or Coke were to beverages.”

   

“If you ever doubted the ability to market produce like a CPK, developing a visible brand in a brandless category, doubt no more,” said Dr. Carrie La Ferle of the Temerlin Advertising Institute. 

Guests left the evening with more than valuable insights on developing visible brands in brandless categories. Each attendee received a goodie bag which included their very own Avocados From Mexico. 

The 2024 ExxonMobil Lecture Series: The Decade of the Mexican Avocado, highlighted the Temerlin Advertising Institute’s dedication to integrating sustainability with marketing excellence and moto of “Better Advertising. Better World.” 

Watch the full lecture here:

Previous ExxonMobil Lectures included brands like Publicis, Pepsi Co, Honest Company, Nike, Chick-fil-A, and Monster, features like Signs of Humanity and David Baldwin, and topics like Spirituality.

TAI hosts 14th Annual Exxon Mobil Lecture Series with David Baldwin

 Tuesday, February 6, 2018 TAI hosted “Navigating the Belief Economy” with David Baldwin at the Angelika Film Center.

Each year TAI hosts lectures and events, as part of the ExxonMobil Lecture Series, to promote corporate and advertising ethics. This series is one of many ways that TAI advocates its motto “Better Advertising. Better World.”

Baldwin is the founder of Baldwin&, a Raleigh, N.C.-based company that was named Small Agency of the Year twice in its first five years by Ad Age and the 4A’s. The former chairman of the One Club in NYC, Baldwin was also an executive producer for the Emmy-winning film Art & Copy, and an associate producer for the Emmy and Peabody Award-winning film The Loving Story. His advertising has been recognized by The One Show, Cannes, D&AD, the Clios, the Effies, the Andy Awards, the MPA Kellys, Communication Arts and more.

At this year’s ExxonMobil Lecture Series, Baldwin shared insights about The Belief Economy and discussed the power of a belief-driven brand, the era of consumerism, shared beliefs, giving back to society, and more. A Belief Driven Brand is a brand that stands for something bigger than what they do “by attaching profit to the simple idea of making good things happen for people, we can transform the world,” Baldwin explained.

TAI undergrads and faculty enjoying the event
TAI’s MA in Advertising Program

 

 

 

 

“If you had the chance to make the world better, why wouldn’t you? – David Baldwin.

In case you missed the event, you can learn more about “Baldwin&” here, and obtain a copy of his new acclaimed book The Belief Economy: How to Give a Damn, Stop Selling, and Create Buy-In here.

Video: Exxon Mobil Lecture

On November 12, 2013, TAI hosted the Exxon Mobil Lecture Series with Publicis Dallas Advertising Agency at the Angelika. Following the film, a panel made of up Rosalyn Rawitscher, VP and Group Planning Director at Publicis Dallas, and Steve McGehee, SVP and Group Account Director discussed the creation of the documentary and the implementation of the work to help clients such as CiCi’s better position their brands to this consumer group. Dr. Carrie La Ferle also spoke on the panel highlighting how advertisers can use this informative information to build stronger relationships between consumers and brands by speaking to consumers where they are and with the needs they are currently experiencing.

In case you missed the event, here’s a video of the panel discussion following the short documentary by Publicis Dallas. Sally Kennedy, CEO of Publicis Dallas introduced the documentary. The video is shown in two parts.

Exxon Mobil Lecture SeriesExxon Mobil Lecture Series: Part 1

Exxon Mobil Lecture Series: Part 2