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Maxwell School

Yiwei Wu

'12 BA (IR)

Senior Manager
Interactive Advertising Bureau

Yiwei Wu is senior manager of the Interactive Advertising Bureau, which represents more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. On behalf of this sector, the IAB develops standards of advertising practices, conducts research on marketing and advertising strategies, and provides consultation and assistance to brands and agencies. 

In her role as senior manager, Wu is responsible for leading various mobile advertising work groups and committees that comprise of member companies and firms to cultivate industry standards and guidelines. In addition, she also moderates discussions that "aim to develop industry guidelines and trying to gain consensus from member companies regarding the content of the guidelines."

Wu recalls taking National Model United Nations, a course taught by her favorite professor at Maxwell, Francine D'Amico. She says the course gave her a "hands-on experience of practicing diplomacy and leadership," that she could not find anywhere else. "I learn better not from books, but from experience, and that is exactly what the NMUN course and Dr. D offered me," says Wu, who also earned a BA in advertising from Syracuse University's Newhouse School..

"Talk to different professors and to students who are older than you. Through these conversations, you’ll learn more about what you would like to do and the opportunities Maxwell offers for you to develop your interest. However, don’t stretch yourself too thin in getting involved with more than you can chew. It is better to do a few things well than do a lot of things half-baked," Wu suggests to current Maxwell students.