(previously VCU Adcenter)
|Virginia Commonwealth University|
|Location||Richmond, Virginia, USA|
The VCU Brandcenter (often called Brandcenter, formerly known as VCU Adcenter) is a graduate program in business, with a concentration in branding at Virginia Commonwealth University . The program won an O’Toole Award in 2009  and by Creativity Magazine in 2007. The VCU Brandcenter offers students a master’s degree to complement the advertising portfolio students create. The program is known within the advertising industry for its intensity. However, students who graduate from the program earn valuable real life experience to develop brands on a global scale.
The program allows students to choose one of five different areas of study in marketing and advertising. These sections or tracks are copywriting, art direction, communication strategy, creative brand management and creative technology. Students study within their track for roughly two thirds of their classes. For the remaining third, all tracks combine to teach how to use branding and advertising to solve business problems.
Tracks of study
||This article contains wording that promotes the subject in a subjective manner without imparting real information. (February 2012)|
The art direction track is designed to turn students who think visually into art directors in the advertising industry. Art directors apply visual solutions to solve business problems. Art directors often have a background in fine arts, or at least an appreciation for the world of visual art. In the Brandcenter's two-year program, they learn to think strategically and conceptually before beginning to create advertisements. Art directors work closely with copywriters to make ads that could run in the real world. The curriculum teaches art directors to not only how create visuals and logos, but how to think through business problems.
Communication strategists link brand and consumer. They represent the consumer within the agency and conceptual process. Through innovative primary and secondary research, they develop and apply insights. They use these insights to create a specific strategy for a campaign or branding venture, to position the brand within the daily lives of consumers. They then brief the creative team, of copywriters, art directors, and creative technologists on the strategy for the creative concept. In addition, they develop a media plan and creative vehicles for advertisements or messages.
The copywriting track teaches how to write advertising copy. The Brandcenter teaches that copywriters are storytellers who must use words to best solve business and market problems. Copywriters learn to think conceptually before launching into words. They go through two years of grueling training, learning to start with strategy and concept before crafting advertisements. They work closely with art directors to make ads that could run in the real world. The curriculum teaches that copywriters don’t just write headlines, tag lines and website descriptions, they must think through a business problem and develop a strategy to solve it.
Creative Brand Management
The creative brand management track combines business and creativity to teach students how to solve problems. On graduating, many student go to work for advertising industry clients instead of advertising agencies. The school developed this track in 2005 to help create clients that better understand how advertising agencies function. At the Brandcenter, creative brand managers are taught to act as the client.
Creative technologists use conceptual skills to advertise brands in digital spaces. They extend brand campaigns past mobile applications and websites by bringing new brand experiences to digital space. The school added the creative technology program in 2008, and its first set of graduates were expected to graduate in 2010. The program addresses the changing industry, as the digital world plays a bigger part in advertising and branding every year.
The Adcenter opened in 1996, under the leadership of Diane Cook-Tench. Cook-Tench, a former senior vice president and creative director at The Martin Agency, worked with then-president of VCU, Dr. Eugene Trani to create the school. She helped put together a board of directors that included Jay Chiat, founder of TBWA Chiat/Day, and Dan Wieden, president of Wieden & Kennedy, from her contacts in the industry. From the beginning, the program was based on what actually happens in the advertising industry. For example, it was the first program of its kind to offer account management education.
The original board of directors wanted the school to focus on diversity, and on the future of advertising rather than its past. The school added the creative brand management track in 2005. In 2008, the program changed its name from the VCU Adcenter to the VCU Brandcenter. The school felt the new name better reflected the rapidly-changing advertising industry, and changes in the curriculum.
The Brandcenter works with advertising professionals in addition to students. The Executive Education program is designed to help advertising professionals to explore innovative methods for consumer engagement, and shows them how to apply this thinking.
Sixty magazine is an annual magazine published by the Brandcenter. The title derives from the sixty weeks that students spend earning their masters degrees. Current circulation is around 8,000. The concept of the magazine is chaos. Content comes from students and faculty, and contains student work, art, interviews, and articles about the advertising industry, the Richmond area, and activities within the program.
- Wayne Gibson
- Scott Witthaus
- Mark Avnet
- Don Just
- Kelly O'Keefe
- Peter Coughter
- Mark Fenske
- Cabell Harris
- Caley Cantrell
- Karen Berndt
- Dean Collins
- Andrea Groat
- Katherine Keogh
- Lucy Moore
- Amy Robinson
- Ashley Sommardahl
Board of directors
- Lee Clow, Chairman and Chief Creative Officer of TBWA\Chiat\Day
- Jeff Goodby, Co-Chairman and Creative Director of Goodby, Silverstein & Partners
- John Hegarty, Chairman of Bartle Bogle Hegarty
- Sir Ken Robinson, Author/Consultant
- Michael Roth, Chairman & CEO of Interpublic Group
- Dan Wieden, President & Creative Director of Wieden+Kennedy
The Brandcenter Board:
- Allison Arden, Vice President and Publisher of Advertising Age
- Brian Collins, Chairman and Chief Creative Officer at COLLINS
- Earl Cox, Partner and Chief Creative Officer at The Martin Agency
- David Droga, Founder & Creative Chairman of Droga5
- Lori Erdos, Vice President, Advertising Sales of USA Today
- Bob Greenberg, Chairman, CEO, and Global Chief Creative Officer of R/GA
- Mike Hughes, Chairman of the Board, President/Creative Director of The Martin Agency
- Andrew Jaffe, President of Compass Consulting
- Lance Jensen, Founder of Modernista!
- Jon Kamen, Chairman and CEO of @radical.media
- Gareth Kay, Director of Digital Strategy of Goodby Silverstein & Partners
- Paul Lavoie, Chairman and Chief Creative Officer of Taxi
- Joseph McCarthy, CEO of Publicis New York
- Nadine McHugh, Client Leadership at Mindshare
- Matt Miller, President and CEO of Association of Independent Commercial Producers (AICP)
- Ty Montague, CEO, Co:
- Marcio Moreira, Vice Chairman of McCann-Erickson WorldGroup
- George Neill, Chief Marketing Officer of Brunswick Corporation
- John Partilla, COO, Dentsu Network West
- Kevin Proudfoot, Co-Executive Creative Director of Wieden+Kennedy
- Bob Scarpelli, Chairman and Chief Creative Officer of DDB Worldwide Comm. Group, Inc.
- Matthew J. Scheckner, President and CEO of Stillwell Partners
- Joe Sciarrotta, Chief Creative Officer of Ogilvy & Mather
- Jerry Shereshewsky, CEO of grandparents.com
- Jeff Steinhour, Managing Partner and Director of Content Management at Crispin Porter + Bogusky
- Elizabeth Talerman, CEO and Managing Partner of Nucleus
- Rick Webb, Partner and COO of Barbarian Group