Is this the end of an era? Why is this guy scraping off the VCU Adcenter logo? VCU Adcenter has been known as the number one school for advertising by many. The school offers a masters degree in art direction, copywriting, and strategic planning. The school prides itself on keeping up with the changing industry. But what happens when advertising begins to fade?

In 2005, the school added a new track to prepare students to work on the client side. Creative Brand Management is a Marketing MBA alternative. It prepares students for leadership roles with major brands. Teams at the school simulate the entire industry process from problem to solution. Creatives, strategists and brand managers work together to solve complex business problems. Sometimes they advertise, sometimes they create new products, channels, or business models. The cross disciplinary program recently put VCU in the ranks of the top global design schools. Creative Brand Management represents a changing of the guard in the industry.

VCU Adcenter has been teaching more than advertising. The students here have been learning branding and business fundamentals. Industry leaders demanded the change. They wanted to create better clients. The board of directors is chaired by Mike Hughes of the Martin Agency, which is a block away. The board also includes dozens of creative leaders, including Bob Greenberg, the man behind R/GA, the digital agency responsible for Nike+, among other ground breaking non-ad campaigns. Other board members come from Ogilvy, Chiat, CP+B, Taxi, Wieden+Kennedy, Motorolla, and Martha Stewart Omniliving.

Advertising is still one of the best things done at Adcenter, but a broader approach is now the industry standard. It all starts with a solid strategy with a clear understanding of the consumer, the brand and the competitive landscape. It should be no surprise that VCU Adcenter will cease to exist in a few short days. Change is coming. VCU Brandcenter is coming. On January 14, students return to class in a new building with a new name and a new promise to the industry. A brand is born.
Paul Lavoie, Chairman and Chief Creative Officer of Taxi

Filed under: Advertising, Branding, Industry News, Luis Carranza, Marketing Trends, Strategy, VCU Brandcenter