Boyko On Board

By Ti/jh Published on .

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In his first big move since taking over as managing director of the VCU Adcenter in Richmond, Va., former Ogilvy & Mather chief creative officer Rick Boyko has announced a significant expansion of the ad school's board of directors. Drawing from the agency, client and production sides, the expansion aims to include a broader range of voices and skills on the board to ensure the school's programs are addressing the changing demands of the ad industry.

The new board, which is expanding from 15 to 36 members, includes such agency heavy hitters as Berlin Cameron's Andy Berlin, Alex Bogusky of Crispin Porter + Bogusky, Wieden + Kennedy's Hal Curtis, Arnold Worldwide's Ron Lawner, Publicis Worldwide's Dave Droga and Bob Scarpelli of DDB. The board will also include star clients like Geoffrey Frost of Motorola and Esther Lee of Coca-Cola, and production movers like Jon Kamen of Boyko has also added an advisory board that includes top-flight creative directors Lee Clow, Phil Dusenberry, Neil French, Jeff Goodby, John Hegarty, Bill Westbrook and Dan Wieden.

Boyko says he wanted to add to the board to ensure broad industry participation, with an eye to some of the changes that are widely acknowledged to be transforming the industry but which have not been fully addressed, inside or outside of the ad school framework. The new board members were chosen to bring a new set of disciplines to the table, says Boyko, whether production, photography, entertainment, content or education. "I wanted to bring people who, if I were a student, could help me broaden my thinking toward the way the industry is going," he says. "So it's no longer just creative people and some planners. We've all been talking about media-neutral ideas and branded content and all those things, and now it's about how to get people to start thinking about how we're going to solve those problems. Nobody has really attacked how to do that yet." Boyko plans to institute committees to provide ongoing focus and action on three main areas: promoting "psychological and financial" participation; curriculum, to ensure the ad school's program stays ahead of industry trends; and promoting industry diversity.

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