FAYETTEVILLE, Ark. – Dina Howell, former CEO and president of Saatchi & Saatchi X, recently visited with apparel merchandising and product development students in the University of Arkansas' Dale Bumpers College of Agricultural, Food and Life Sciences.

Howell was a guest speaker in assistant professor Eunjoo Cho's Fashion Brand Management class in the School of Human Environmental Sciences.

"Ms. Howell gave a memorable presentation," said Cho. "Her knowledge and experience was very interesting and informative, not only to me, but she received full attention from the students. Her video and graphics clearly explained the power of emotion in shopper marketing."

Howell, who retired from Saatchi & Saatchi X in 2015, spoke to students about shopper marketing, branding strategy and creating lovemarks, a marketing concept designed to replace the idea of brands.

"Dina left students pondering the impact of branding and marketing in the apparel industry today," said Kathy Smith, clinical associate professor in the apparel program. "She was gracious enough to offer advice and practical career information to the group based on her extensive business industry experience. We were fortunate to have this opportunity to hear from a knowledgeable leader in the marketing industry."

"My favorite part of her presentation was when she used her real-life examples of what she has done in her career," said Alyssa Schrader, an apparel merchandising and product development senior. "What I took away the most was when Mrs. Howell said 'A want is more powerful than a need,' which I never thought of much, but agree with. A want shows passion."

Saatchi & Saatchi X is an advertising agency utilizing shopper marking for global clients as well as start-ups. Howell joined the agency in 2010 following a 22-year career in brand management with Proctor & Gamble. Howell was recognized in the 2014 book Break the Ceiling, Touch the Sky; Success Secrets of the World's Most Inspirational Women, and was named 2015 Marketer of the Year by the Academy of Marketing Science.

"I absolutely loved her presentation," said Reagan Wray, an AMPD senior. "I loved how honest she was. I also loved the different interesting videos and graphics she used to show us how emotion is used in marketing."

"Students enjoyed hearing details of Ms. Howell's successful life story and key tips to a positive job search," said Cho. "She passionately emphasized 'keep trying and plugging away to your dream job.'"

Cho's class focuses on the fundamental elements of a brand, the concept of brand equity, brand relationships with consumers and the implications of technology on the branding process, all as they relate to the fashion and apparel industry.

"I appreciated her sharing her story, and how she has accomplished so much," said Julia Dalton, also a senior in AMPD. "Listening to her helped me realize you cannot stop trying and to always push yourself in order to get what you want."

About the Dale Bumpers College of Agricultural, Food and Life Sciences: Bumpers College provides life-changing opportunities to position and prepare graduates who will be leaders in the businesses associated with foods, family, the environment, agriculture, sustainability and human quality of life; and who will be first-choice candidates of employers looking for leaders, innovators, policy makers and entrepreneurs. The college is named for Dale Bumpers, former Arkansas governor and longtime U.S. senator who made the state prominent in national and international agriculture.

About the University of Arkansas: The University of Arkansas provides an internationally competitive education for undergraduate and graduate students in more than 200 academic programs. The university contributes new knowledge, economic development, basic and applied research, and creative activity while also providing service to academic and professional disciplines. The Carnegie Foundation classifies the University of Arkansas among only 2 percent of universities in America that have the highest level of research activity. U.S. News & World Report ranks the University of Arkansas among its top American public research universities. Founded in 1871, the University of Arkansas comprises 10 colleges and schools and maintains a low student-to-faculty ratio that promotes personal attention and close mentoring.