Breaking News Hotline Behind the Scenes Who

BEYOND SIXTY
Winter 2014
Letter from the Director
Dear Brandcenter alumni,
I hope you had a wonderful holiday season and your 2014 is off to a great start. The
spring semester is always a busy one here. Applications are already rolling in, the first
years are getting ready to apply for internships, and the second years are preparing
for the Recruiter Session April 23-24th. We hope to see many of you there!
The past few months have been full of proud moments for the Brandcenter. It seemed
every week or so we had more alumni making the news. Jeff MacDonald (CT, 2012)
and Charles Merritt (CT, 2013) were named two of Forbes’ “30 Under 30;” Ray Del
Savio (CW, 2005) and Jerry Hoak (AD, 2005) were named two of Business Insider’s
“24 Most Creative People in Advertising Right Now;” Amanda Rue (CBM, 2011) was
named one of Luxury Daily’s “Luxury Women to Watch in 2014;” and Matt Mattox (CS,
2005) was named one of Richmond’s Top 40 Under 40 in Style Weekly. We are always
thrilled to hear of our alumni’s successes!
While the fall semester had many bright spots, we rounded out the year with heavy hearts. On December
15th, the Brandcenter/Adcenter family lost an invaluable member: Mike Hughes, our school’s greatest champion and friend, passed away after a sixteen-year battle with lung cancer. We miss him dearly and will always
remember the huge impact he had on the Brandcenter and the industry as a whole. We are in the process of
establishing a Mike Hughes Fund in his memory and we’ll send more details about it soon.
Mike served as the Brandcenter’s Board Chairman since the school’s inception in 1995. He led the board of
directors with passion and dedication until his health prevented him from doing so last year. We are honored
that John Adams, Mike’s long-time friend and partner at The Martin Agency, accepted the position of Board
Chairman last spring and took over for Mike at our board meeting this fall. John has done an exceptional job
keeping the board on track and staying focused on our strategy. We anticipate many more good things to
come under his leadership.
The Brandcenter family is a special one that I’m proud to be part of. As Mike
Hughes used to say, “Do work you love with people you love.” I’m glad I’ve
gotten to know so many of you and have seen a lot of the wonderful things you
are doing. Keep it up and stay in touch!
Click here to follow us.
Best, Helayne
Breaking News
Remembering Mike Hughes
When founding director Diane Cook-Tench approached Mike Hughes about starting a graduate advertising
program at VCU in 1995, she asked what he thought of her idea. Mike said, “Richmond isn’t a big enough
community to support a school like that.” Well (spoiler alert), it is…due in no small way to Mike’s championship. He quickly came to believe in Diane’s vision to create not just another portfolio school, not just a school
to help students get jobs, but “to create the future leaders of the industry.”
As founding Board Chairman, Mike put together a phenomenal board of directors, starting at the top with
Jay Chiat and Dan Wieden. Since then Mike’s dedication to the school has never wavered. He even made an
appearance at the Brandcenter Fall board meeting, the last one before he passed away, to say thank you to
the board members and wish them good luck moving the school forward.
Mike actually wrote his own obituary - the final post on his blog, unfinishedthinking.com. In it, he thanked
everyone who had offered their love and support and recounted the wonderfully good times as well as the
hard times he’d been through with his loved ones. In true Mike Hughes fashion, he even tried to pass off any
credit for the success of the VCU Brandcenter.
On January 3, 500+ people attended a ceremony at the Carpenter Center celebrating Mike’s life. As Dan Wieden noted fondly, only Mike would “creative direct his own funeral.” He didn’t want it to be funeral-like at all.
Instead it was a celebration of life, full of memories and tributes by Mike’s personal and industry friends. VCU
President Emeritus Eugene Trani, under whose presidency the VCU Adcenter was created, likened Mike’s
creative style to VCU basketball’s “Havoc” brand of defense, meant to disrupt and throw others out of their
comfort zone. Brandcenter director Helayne Spivak remembered Mike as not only an advisor, but as a true
friend who helped her feel at home in Richmond and at the Brandcenter. Often remembered throughout the
remarks was Mike’s lovable clumsiness, the essence of the poem Jeff Goodby wrote and read to the audience: “Mike is Bigger Than We Are.”
Helayne asked the Brandcenter students to keep Mike in their thoughts as they returned from winter break
to enter Mike Hughes Hall and walk past the huge painting of Mike watching over us from the stairs. Mike
left his own message, specifically to his wife Ginny, but inspiring everyone who sees it. Before he died, he
bought ad space on a billboard near the condo where he and Ginny lived. Serendipitously, his message was
scheduled to go up three days after he passed.
Mike & Ginny Hughes
Welcome Class of 2015!
At orientation on August 20th we welcomed 108 students, our biggest class to date. While the most popular
undergrad majors were Advertising and Business Administration, our new student body has varied backgrounds in everything from Engineering and Sports Management to Religion to Political Science. Here are the
stats on the class of 2015:
Average Age: 25
44% Female
56% Male
30% Minority
52% in state
48% out-of state, and of these 7% International
70% had a year or more of prior work experience
30% joined straight from undergrad
At the beginning of this academic year we were also excited to announce and award our scholarship opportunities. We were privileged to have a total of $118,660 in scholarship funds, which resulted in 43 scholarships
with an average award of $2,750.
VCU Brandcenter Class of 2015
Brandcenter Students Work Hard/ Play Hard
It hasn’t been all work and no play here at the Brandcenter. The 1st and 2nd year students battled it out on the
softball field at our bi-annual tournament. Haik Petroisan (CS, 2014) had an inside-the-park home run that set
the second years ahead to later win the game.
Erin Ridgeway (CW, 2014) and Katie Johnston (CW, 2014) hosted our 5th annual talent show,Talentsaurus Rex.
Our student body had the opportunity to show off various talents, including a surprise drag queen dance off.
Our guest Judge, John Cerniglia (CBM, 2012), along with old pros, Professors Don Just and Peter Coughter,
shrugged their shoulders while simultaneously applauding when it was time to declare a winner.
Brandcenter Students Tackle Tough Real World Assignments in Class
Our 2nd year students in Professor Kelly O’Keefe’s Brand Interactions course, which incorporates all five of
our tracks, were busy working on real world projects for an impressive list of clients including HBO and Scotts
Miracle Grow in collaboration with Mark Avnet/ Dean of 360i, Mobile Marketing Association, Barnes and Noble
Booksellers, LGBT Tourism in conjunction with VA Tourism Corporation, and the AICP Call for Entries campaign via Matt Miller/ President of AICP and Brandcenter board member.
In addition to those projects, 2nd year students in our Creative Fusion class, led by Professor Geoff McGann,
collaborated on a project for Clear Channel Outdoor. Board members Vicki Lins and Brian Collins along with
Brandcenter alum Lacey Quarles (CBM, 2013) provided the brief. The assignment challenged our students
to demonstrate the power and potential of digital out of home by presenting them with the challenge: What
would you do with a blank digital canvas to create a movement to do good or stop bad? During our fall Board
meeting, three teams of finalists competed and our Board of Directors deemed the winning team: Karlin Lichtenberger (AD, 2014), Michelle Grant (AD, 2014), and Demian Kendall (CW, 2014).
As always, we want to thank our real world clients for giving our students these amazing opportunities. We
always welcome the chance to work with national/ global brands, which in turn allows our students to graduate with stand out portfolio pieces.
Industry Leaders Speak at Friday Forum Lecture Series
Fall 2013 brought one of the best Friday Forum line-ups to date. The students enjoyed hearing from awardwinning creative directors like Hal Curtis from Wieden + Kennedy and Scott Bell from Droga5 and brilliant planners like Jacob Braude, SVP Strategic Planning at Saatchi & Saatchi Wellness. Alum Mike Karnjanaprakorn
(CS, 2005) Founder of Skillshare spoke to a joint Forum with VCU Squared, the entrepreneurship group at the
VCU School of Business. The Creative Brand Management students were thrilled to hear from two impressive
client side speakers: John Hayes, Chief Marketing Officer at American Express, and John Costello, President,
Global Marketing and Innovation at Dunkin’ Brands, who supplied Munchkins and Dunkin’ coffee for everyone.
Spring 2014 is off to a great start with Bill Davenport, CEO of Wieden + Kennedy Entertainment as well as the
OREO team from The Martin Agency. Whenever we have permission from our speakers, we will post full footage to the Friday Forum page of our website, as well as posting the 5Q video interviews.
Brandcenter Resources
Just making sure you all know about these resources:
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are a freelancer and would like to be included in this directory, please email [email protected].
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Brandcenter Sponsors Richmond AICP Show
Matt Miller, President of the AICP (Association for Independent Commercial Producers) and long-time Brandcenter board
member, continued the tradition of bringing the AICP Show to
Richmond for the 9th year on October 24, 2013. The students
loved seeing the best commercials of the year on the big screen
including several spots from Brandcenter alumni:
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Jeff Dryer (AD, 2010)
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and Mark Peters (AD, 2000)
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and Mark Peters (AD, 2000)
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Behind the Scenes
Karen Berndt, former Admissions Coordinator at the
Brandcenter, welcomed a son, Cooper Berlin Berndt, on
November 21st. He joins big brother, Charlie.
Cooper Berlin Berndt
Caley Cantrell served as a judge for the 2013 Jay Chiat
Account Planning Awards and the 2013 Grant McCracken
Minerva Awards.
Kelly O’Keefe has been selected for induction into the
2014 Virginia Communications Hall of Fame. Kelly joins
the ranks of luminaries such as Mike Hughes, John Adams,
William Westbrook, Rosser Reeves, and Tom Wolfe.
The students made a site inspired by creative professor, Geoff McGann. It features watches and other products inspired by the watch designs that made
him (in?)famous. The pieces are on display at The Page Bond Gallery in Rich“œ˜`Ê>˜`Ê܈ÊÌÀ>ÛiÊÌœÊ 9
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www.thebombwatch.com
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Welcome Spring 2014 Adjuncts:
UÊAllison Duffee (CS, 2001) is a Brand Manager at Capital One.
UÊAndrew Augeri (CS, 2008) is a VP/ Sr. Strategic Planner at The Martin Agency.
UÊAndrew LeVasseur is a Group Director at Create Digital.
UÊJason Komulainen is SVP/Group Creative Director at The Martin Agency.
UÊMichael Chapman is SVP/ Group Planning Director at The Martin Agency.
UÊPaul Seward is a Digital Strategist at ICF Ironworks.
ÊÊÊÊÊUÊTrent Patterson is a VP/ Creative Director/Copywriter at The Martin Agency.
Hotline
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please e-mail [email protected] and we’ll add them to our database.
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[email protected]. The students have recently worked on real world projects for The Boy
Scouts of America, HBO, Barnes & Noble, Google, Coke, Lexus, Microsoft, Audi, Venture Richmond,
Hamilton Beach and new business pitches for agencies. If you’re looking for some strategic and creative
firepower, please let us know.
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œ““Õ˜ˆV>tions Strategy students on conducting research to help agencies with new business pitches. The students have worked on pitches for Team One and Cramer-Krasselt. If your agency could use the help of
Brandcenter Communications Strategy students, please contact Caley Cantrell at [email protected].
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hearing from our grads about their lives in the “real world” of advertising. If you are interested
in recruiting for the Brandcenter at a nearby university or at your alma mater, please let us
know. If you have a contact, that’s great. If not, we can help you connect with an advertising/
“>ÀŽï˜}Ê«ÀœviÃÜÀʜÀÊ>˜Ê>`ÊVÕL°Ê7i½Ê>ÃœÊň«ÊÀiVÀՈ̈˜}ʓ>ÌiÀˆ>ÃÊ­-8/9Ã]ʎiޘœÌi]ÊiÌV°®Ê̜Ê
the school in preparation for your arrival. Contact Katherine Keogh ([email protected]) if you
are interested. Thanks to all of the alums who have already been promoting the school with
their alma maters.
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Showcase on the Brandcenter website. If you have some great work that you would like us to feature on
the site, please send it either via a vimeo link or as a .mov file to Katherine Keogh at [email protected].
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support a wide variety of things to include:
- VCU Brandcenter Scholarships: as you know, scholarship support to our students is so important
as it helps offset the cost of tuition and other costs associated with attending a full-time graduate
program.
- Brandcenter Areas of Greatest Priority and Need: unrestricted gifts to the school are counted in
the Brandcenter Annual Fund. This is a powerful way to give because we can use your gift immediately wherever the strategic need is greatest (recruiting materials, mailings, special events, etc).
1˜ÀiÃÌÀˆVÌi`Ê}ˆvÌÃÊ>œÜÊÕÃÊ̜ÊÃiˆâiʜ««œÀÌ՘ˆÌˆiÃÊ>˜`ʓœÛiÊ܈̅Ê̅iÊ«>ViʜvÊLÕȘiÃðÊ9œÕÀÊ}ˆvÌ]ʘœÊ
matter how small, can go a long way.
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be mailed to the VCU Brandcenter (103 S. Jefferson Street Richmond, VA 23284) or donations can be
made online at: www.support.vcu.edu/opportunityvcu/
Who? What? When?
UÊManisha Bhatia (CS, 2012) is a Creative Strategist at Jack Morton Worldwide in London.
UÊColin Beirne (CS, 2011) has been promoted to Marketing Director for Ellwood Thompson’s in Richmond.
UÊAndrew Butler (CS, 2003) is Head of Brand Strategy at Toth + Co in Boston.
UÊDavid Byrd (AD, 2008) is a Creative Director at EVB in San Francisco.
UÊClaiborne Buckingham Colombo (CT, 2012) is a Designer at AKQA in Portland.
UÊAdam Calvert (CW, 2006) is an ACD at Mullen in LA.
UÊScott Cooney (CW, 1998) is a Creative Director at DDB
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°ÊiÊÀiVi˜ÌÞÊVœ‡ÜÀœÌiÊ>ÊLœœŽÊV>i`ÊÝ̈˜VÌÊvœÀÊ
a Reason: A Field Guide to Failimals and Evolosers.
UÊMike Cox ­
-]ÊÓääx®ÊʈÃÊ-ÌÀ>Ìi}ÞʈÀiV̜ÀÊ>ÌÊ,9ʈ˜Ê 9
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UÊWill Decher (CW, 2010) is a Copywriter for Gold Front Creative Studio.
UÊAbbey Dethlefs (CBM, 2011) is Strategic Planning Director
at FRUKT in LA. She’s part of the #GlassExplorer beta test
group for Google Glass.
UÊDanielle Eck (CT, 2011) is a UX Designer at Mullen in
Winston-Salem, NC.
UÊJacob Fields (CW, 2000) is a Sr. Copywriter at GS&F in Nashville.
UÊKristina Ford (CS, 2012) is a Planner at TDA in Boulder. She’s also an adjuct professor at CU Boulder.
UÊCJ Franzitta (CS, 2002) is a VP, Associate Planning Director at BBDO Atlanta.
UÊJustin Gamero ­
-]ÊÓä£ä®ÊˆÃÊ>Ê-ÌÀ>Ìi}ˆÃÌÊ>ÌÊ,i>`ÞÎÈÈʈ˜Ê 9
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UÊJessica Garrett (CS, 2008) is a Marketing Project Manager at Publix Super Markets Inc. in Lakeland, FL.
UÊJoel Gryniewski (CW, 2005) and Lauren Weinblatt Gryniewski (AD, 2005) own Old Tom Foolery, a
company specializing in “unsappy, unscrappy cards” as well as posters, t-shirts, and totes. Their
cards are carried in hundreds of specialty shops as well as in national stores like Nordstrom and
Target. They recently opened their first “brick and mortar” store in Minneapolis. It’s called Greater
Goods.
UÊVan Gould ­]ÊÓä£Ó®ÊˆÃÊ>˜ÊÀÌʈÀiV̜ÀÊ>ÌÊ-ˆÛiÀʳÊ*>À̘iÀÃʈ˜Ê 9
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UÊRilee Harman (CBM, 2013) is a Digital Strategist at Rockfish Interactive in Cincinnati.
UÊGrace Harris ­
7]ÊÓä£ä®ÊˆÃÊ>Ê
œ«ÞÜÀˆÌiÀÊ>ÌÊÎÈäˆÊˆ˜Ê 9
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UÊJynelle Herbert (CW, 2001) is Sr. Communications Officer at Boston Children’s Hospital Trust.
UÊLeslie Edwards Higgins (AD, 2009) and Jarrod
Higgins (CT, 2010) welcomed a son, Alton Graham
Higgins, on August 26, 2013.
UÊMolly Hobcroft (CBM, 2011) is an Associate Plan˜iÀÊ>ÌÊ>VŽÊœÀ̜˜Ê7œÀ`܈`iʈ˜Ê 9
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UÊCharles Hodges (CW, 2009) is a Creative Director
at TBWA/Media Arts Lab.
UÊHanah Contreras Holpe (CS, 2008) is Owner and
Strategist at wonderSPROUT in Richmond.
Alton Graham Higgins
UÊEvan Husted (CS, 2012) is a Strategist at Gyro in Denver.
UÊFred Jorgensen (CS, 1998) is Lead Business Consultant at Aquilent in Washington, DC.
UÊTisa Kanchanahoti (AD, 2012) is a Digital Designer at Nike in Portland. Tisa married her partner, Sally
Elizabeth Kraynik, on August 9, 2013.
UÊEric Shabazz Larkin (AD, 2008) illustrated a children’s book called, “Farmer Will Allen and The
Growing Table.”
UÊBrianna Lohr ­]ÊÓ䣣®ÊˆÃÊ>˜ÊÀÌʈÀiV̜ÀÊ>ÌÊʈ˜Ê 9
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UÊAlina Karabaich (CW, 2012) is a Copywriter at M&C Saatchi LA.
UÊLane Karczewski (CW, 2011) is a Copywriter at Argonaut in San Francisco.
UÊAndrew Kong (CW, 2013) is a Copywriter at Goodness Mfg. In LA.
UÊLauren Kosteski ­
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UÊMeggie McArthur (CT, 2011) is a Creative Technologist at Motive in Denver.
UÊChris Martin (CW, 2013) is a Copywriter at Fallon in Minneapolis.
UÊDiana Tung Ojibway (AD, 2002) and her husband,
Danny, welcomed a son, Emmit Cheng-Xin, on
October 21, 2013. He joins big brothers Manning
and Nolan.
Manning, Emmit and Nolan Ojibway
UÊAvery Oldfield (AD, 2011) is an Art Director at Venables Bell & Partners in San Francisco.
UÊBrian Naujelis (CW, 2011) is a Copywriter at Mother
ˆ˜Ê 9
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UÊNicole Przybojewski (CW, 2006) is a Sr. Copywriter
at Hill Holliday in Boston.
UÊCasey Rand ­
7]ÊÓään®ÊˆÃÊ>˜Ê
Ê>ÌÊÀœ}>xʈ˜Ê 9
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UÊKaty Reyers ­
-]ÊÓä£ä®ÊˆÃÊ>ʈ}ˆÌ>Ê-ÌÀ>Ìi}ˆÃÌÊ>ÌÊ/7É
…ˆ>ÌÉ>Þʈ˜Ê 9
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UÊJim Robbins ­
7]ÊÓääǮʈÃÊ>˜Ê
Ê>ÌÊ/7É
…ˆ>ÌÉ>Þʈ˜Ê 9
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UÊKate Rogers (CBM, 2008) is a Brand Manager for Greenies in Nashville.
UÊRebecca Rodrigues (CBM, 2008) is Marketing Manager at The Bozzuto Group in Greenbelt, MD.
UÊKrissie Morris Rothermel (CS, 2006) and Kevin
Rothermel (CW, 2006) welcomed a son, Bennett
Rhodes Rothermel, on October 15, 2013. He joins
big brother, Ryan.
Bennett Rhodes Rothermel
UÊBeth Ryan (CW, 2002) is a Creative Director at
/7É
…ˆ>ÌÉ>Þʈ˜Ê 9
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UÊClaire Wyckoff (Satterfield) (CW, 2011) is a Writer
at Venables Bell & Partners in San Francisco.
UÊDavid Satterfield (CW, 2012) is a Sr. Writer at EVB
in San Francisco.
UÊKat Ford (AD, 2010) and Thomas Scaglione (CW,
2009) were married June 23, 2013.
Kat and Thomas Scaglioine
UÊShanna Scott (AD, 2012) is a Jr. Art Director at
/7É
…ˆ>ÌÉ>Þʈ˜Ê 9
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UÊAlina Shabashevich (CS, 2009) is a Design Researcher at IDEO in San Francisco.
UÊKatherine Stewart (CBM, 2013) works for Park
West, a company that manages art auctions on
over 90 different cruise ships. She’s enjoying the
opportunity to blend her loves of art, marketing
and travel.
UÊAdam Stockton (AD, 2003) is an Art Director at
The Martin Agency. He illustrated and co-created
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Only Human: A Guide to Life.” The book is written
from the perspective of the GEICO gecko.
UÊJennifer Stopka (CW, 2011) is a Copywriter at
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UÊAnthony Tharpe (CBM, 2008) is a Sr. Strategist at
Goodness Mfg. in LA.
UÊRob Thiemann (CW, 2010) is a Copywriter at
Eleven in San Francisco.
UÊSarah Thomas (AD, 2011) is an ACD at Dimassimo
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UÊHaywood Watkins (CS, 2012) is in his second year of the WPP Fellowship rotation at VICE Media in
Melbourne, Australia.
UÊKatlyn Williams (CW, 2013) is a Copywriter at Create Digital in Richmond.
UÊTom Wilson (CW, 1998) is Creative Director at JWT Atlanta.
UÊKatherine Wintsch (CS, 2001) is now the founder and CEO of The Mom Complex. Joining her team
is Jessica Collins (CS, 2010), Senior Strategist. The Mom Complex is a global consultancy whose
number one mission is to turn the challenges of modern motherhood into growth opportunities for
brands across the world. Check them out at www.themomcomplex.com and visit them in their new
office in the heart of Carytown in Richmond, Virginia.
UÊAdam Wolinsky (CW, 2011) is a Copywriter at Venables Bell & Partners in San Francisco.
UʜœŽÊœÕÌÊvœÀÊܜÀŽÊvÀœ“Ê̅iÊvœœÜˆ˜}Ê>Õ“Ãʈ˜Ê̅iÊ-Õ«iÀʜ܏\
Jillian Dresser (AD, 2008), Casey Rand (CW, 2008) and Howard FinkelsteinÊ­
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(Silver + Partners)
Lauren Geisler ­]ÊÓä£ä®ÊqÊ1-Ê
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Kris Kennedy ­
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Karen Land ­]ÊÓään®ÊqÊ
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Joe Quattrone (CBM, 2008) - Jaguar (GroupM/ M80)
Marika Wiggan (CS, 2010) - VW (Argonaut)
Mike Wilson ­]ÊÓ䣣®ÊqÊÊÊ­>ۈ`ÊEʜˆ>̅ʮ
Tom WIlson (CW, 1998) - Weathertech (Pinnacle)
UÊ
œ˜}À>ÌՏ>̈œ˜ÃÊ̜ÊCharles Merritt (CT, 2013) and Jeff MacDonald (CT,
2012) who were named to Forbes magazine’s “30 Under 30” list for
Marketing/Advertising.