Tom Cordner

Tom Cordner is an Adjunct Professor renowned for his pioneering work in advertising and brand development. He founded Team One for Saatchi & Saatchi and successfully launched Lexus into the global luxury market, creating the iconic slogan "The Relentless Pursuit of Perfection." His leadership transformed Lexus into a market leader surpassing established brands like Mercedes-Benz and BMW within three years.

His research focuses on creative strategy development, luxury brand positioning, and cross-cultural marketing campaigns. Cordner has directed campaigns for major global brands including Air New Zealand, Korean Air, Yamaha Motorcycles, Microsoft, Kirin Beer, and Adidas.

At the academic level, Cordner teaches courses including Creative Direction Internship, Brand Concepts, Copywriting, and Campaign Lab. His pedagogical approach emphasizes practical industry experience combined with theoretical foundations of advertising and brand strategy.