If MDC Partners has their way, advertising will soon be an industry of insurgents who live alone in bungalows hidden in various city-centers where advertising normally doesn’t happen. At least that’s the take away from the odd press release they issued today, which seemingly was meant to clear up questions no one asked. We bolded some stuff after the jump, but as far as we can tell, it’s a pointless release you should not waste your precious time reading.
Some of you scoffed when word broke that the University of Colorado at Boulder and Crispin Porter + Bogusky launched Boulder Digital Works, the creative school that kids today are undoubtedly calling the CP+B Factory Farm. The school’s first crop of students have begun their year-long education, and after 10 weeks, they’ve learned some stuff. Cue convenient montage-y video (below).
Though the clip was probably intended to rouse the interest of the actively creative feels a bit like a community college infomercial. Get past that part though and there’s a takeaway on what the 12 students, ages 22-28, have been learning: human-centered design (a theory that, so you know it’s real.
“You’re considering the user, the environment that they’re using it in, how they’re using it,” says Nick Williams, who speaks in the video. But “it” is we still aren’t sure. Probably advertising.
The ten-minute clip is more than you’re going to want, but it’s worth taking a look if you’re into promotional videos. Or reaffirming yourself about the decision to apply next year. Each student has a blog, here.
Lest you’d forgotten, the list of participants in BDW includes: MDC Partners, Hyper Island, Microsoft, Society of Digital Agencies (SoDA), Modernista!, Lynda, Emma Mail and Ruckus Wireless.
MDC Partners’ multicultural marketing agency Adrenalina welcomed four new creatives to the fold including former Bromley AD Mauricio Garcia and AC&M alum Juan Marin as “visual geniuses”. Fernando Paz (ex-Vidal AD) and Hugo Sanchez (ex-JWT Mexico CW) meanwhile join as “senior visual genius” and “senior content genius”, respectively.
If you must know, “Visual genius” is Adrenalina’s cute, perhaps overreaching way of saying art director while “content genius” means copywriter. Regardless, the four new creatives join a handful of other hires made by the New York-based agency in the last year that come from various notable firms like Pentagram and Alma DDB.
Watch out, world, MDC Partners has invested in Attention Partners LLC, a social media marketing and communications agency. Our sibling site PRNewser reported the story yesterday.
Attention founder Curtis Hougland wrote on Attention’s blog about why his company partnered with MDC:
“Well, we are at an inflection point in social media, the shift from early adopter to early majority, a horizontal skill set requiring more and more vertical market expertise. Our appetite for data is voracious; the role of technology in marketing is exploding; our clients are smarter; we require talent equally skilled in data and conversation; and we found a partner who respects our idiosyncratic identity, our DNA. Unlike most potential partners, they respect our entrepreneurship, and won’t, one day, wake-up and join us with an advertising agency. They get it.”
PRWeek later reported that “MDC Partners is looking to find ‘the next Crispin Porter & Bogusky of PR,’ according to chairman and CEO Miles Nadal.”