Master's Alumni On Their ASC Experience
Adrienne Becker, M.A.C. 1994
Founder and CEO, Level Forward
ASC was the place to go if you were curious about systems of democracy, participation, and communication. I have used so much of what I learned [at Annenberg] in my role at Level Forward, and throughout my career. My thesis was about the value of intermediaries in communication systems – specifically, the press in elections. To this day, the training, resources and commitment of information professionals clearly prove that AI will only get us so far.
Being able to break down problems and questions in society and culture and policy requires theoretical frameworks and, more specifically, the practice of thinking through theories in order to get to practical solutions. I really do believe that. I hope it is helpful advice for those considering their options.
Tom Newman, M.A.C. 1975
Multimedia Producer
When I graduated in 1975, there was no job for me, which was a big disappointment. After a couple of years, the Metropolitan Museum of Art contacted me about a tenure-track position that would use all my abilities. This was basically my dream job at that point, and I stayed at the Met for 10 years.
A chance to work on a project to create the first livestreamed, interactive, distance learning science program at the Met was irresistible. This occupied me for over two years, was very successful, and led to virtually my only industry job, heading the interactive practice at a major public relations agency. My clients were multinational corporations launching their first online identities.
There is no question that the Annenberg master’s degree as a credential was crucial to my being hired by the Met. No doubt it was helpful for subsequent jobs. However, my success in those jobs was largely due to how Annenberg shaped my intellect. I had learned to think in a profoundly different way. I always had ideas; at Annenberg, I learned how to articulate, refine and translate them into useful forms.
Bill Novelli, M.A.C. 1964
Retired CEO, AARP
As soon as I graduated from Annenberg with a master’s degree, I began 11 months of sales training with Unilever. I left Unilever to move to a hot Madison Avenue ad agency, Wells Rich Greene. But my accounts weren’t exciting, and my big problem was facing a career without social relevance. Then the agency assigned me to a new account — public television, to build an audience. My first step was to go to a press conference presided over by [television writer and producer] Joan Ganz Cooney. She told the media that public broadcasting was about to transform children’s TV education with a new program: “Sesame Street.”
This made me realize I could apply marketing skills for social impact marketing. Jack Porter (1955 Wharton graduate, another émigré from Madison Ave.) and I left the Peace Corps to start our own company, Porter Novelli. Our idea was to apply what we knew — marketing and marketing communications, to health and social issues. Today, Porter Novelli is one of the world’s foremost global public relations agencies and part of [global media, marketing and communications company] Omnicom. We were pioneers in what became social marketing.
I eventually left Porter Novelli to become Chief Operating Officer at CARE, the big international relief and development NGO and then left CARE to become the CEO of AARP, the largest nonprofit in America, with some 40 million members.
We had a great run in my tenure, and I “retired” from AARP to join the faculty in the McDonough School of Business at Georgetown University, where I taught in the MBA program for over a decade.
My Annenberg experience was foundational. My undergrad and master’s experiences shaped my career start, my communication skills and my life. I would tell undergrads and those in the early stages of their careers to very seriously consider enrolling. A master’s degree in communication — especially at Penn — can open doors and provide opportunities for successful careers.
Darry Sragow, M.A.C. 1968
Political Strategist, Attorney
I was on the radio even before I arrived at Annenberg. And after completing my master’s, I was the news person for WAMS Wilmington and WFIL Philadelphia. After that, I moved back to California and formed a partnership to build a radio station on the Monterey Peninsula.
During the Vietnam War, I served as a naval officer stationed at the Pentagon. And after that I entered politics by managing a congressional campaign in Muncie, Indiana. That led to jobs back in Washington D.C., including with the Committee on Veterans Affairs.
I've had a long career serving as campaign manager in California, including three campaigns for governor, and two for the U.S. Senate. I then served as the chief campaign strategist for the Assembly Democratic Caucus, reporting directly to the Speaker. I have also managed a number of school and community college bond campaigns. I would say that the skills I learned at Annenberg have allowed me to thrive in many different professions — as a communicator, as a lawyer and also as a campaign manager.
Communications is undergoing change at breakneck speed now. I can say with confidence that the master’s program at Annenberg will help students decipher it and provide the skills in an academic setting that can be used in life.
