VCU Adcenter adds executive leadership training program

By Melissa Jones

RICHMOND, Va. – Virginia Commonwealth University’s Adcenter is marking another first as it launches a new Executive Education Program – designed to further educate and train working advertising executives.

"This is the perfect next step in the evolution of the Adcenter," said Diane Cook-Tench, the Adcenter’s founder. "Over the past four years, we’ve filled a national need in graduate education and now we see an opportunity to provide a program for executives – both in the United States and abroad – who want to further develop their skills and talents."

The new program, set for launch in October, is under Cook-Tench’s direction.

Cook-Tench’s heading of the new program will mean relinquishing the day-to-day responsibilities for the Adcenter’s operation. Patricia Alvey, Ph.D., will serve as acting director of the Adcenter for a one-year term, which began this month.

Alvey comes to VCU from The University of Texas at Austin, where she directs the Texas Creative Program of the Department of Advertising in the College of Communication. The program is currently ranked third in the country by U.S. News & World Report.

"Patty is an exceptional addition to the Adcenter. She will add expertise capable of growing our academic research work and is well connected to top advertising firms," said Cook-Tench. "I can think of only a handful of people with her abilities now teaching advertising in the U.S."

"Dr. Alvey brings a national academic reputation for excellence as well as the respect of industry leaders," said Dr. Eugene P. Trani, VCU president. "Like the Adcenter, Dr. Alvey’s program was singled out as one of the top programs in the U.S. by the One Club, the advertising industry’s leading creative organization."

Alvey is taking a one-year sabbatical from UT Austin to work with the Adcenter in outlining its future academic growth. A national search for a permanent Adcenter director will begin this fall.

"I will remain heavily involved in the Adcenter’s strategic direction," said Cook-Tench. "At this point, however, I want to devote all of my time and energy to shepherding this new initiative. As I see it, we’re adding to the family, and I’d like to give this program my full attention."

The program will feature a series of one-week sessions that Cook-Tench expects will attract about 30 executives at a time. She is planning an initial session that will focus on improving advertising skills in art direction, copy writing, account planning and account leadership.

"The Adcenter has the advertising industry’s most impressive board of directors," said Mike Hughes, president and creative director of The Martin Agency and chairman of the Adcenter’s board. "Early on we felt the need for an executive education program, but we’ve been so busy getting the basic program up and running that we haven’t had time to concentrate on this natural outgrowth. I’m incredibly excited that Diane’s going to be able to devote her full attention to this new endeavor."

The sessions will be taught by the Adcenter’s award-winning faculty who will occasionally be joined by members of the Adcenter’s board of directors, which is made up of top advertising executives in the U.S. and Great Britain.

"In some ways, the sessions will be similar to the training that we offer our graduate students. But we believe that the addition of board members to our faculty roster will challenge our executive-students to raise their sights and reach for new goals."

Cook-Tench has been developing the concept for the executive education program for the better part of a year. She also will focus attention on fundraising and building an endowment for the Adcenter.

"I’m grateful for the support that the university has consistently given to the Adcenter. And I’m excited that they are now allowing the program to move beyond what we initially envisioned."

The Adcenter is a two-year graduate program dedicated to developing creative and strategic professionals. The VCU Adcenter’s unique approach to student education replicates real-world agency life in that art direction and copy writing students work side-by-side with account planning students to develop campaigns.

Since its creation in 1996, the Adcenter has made a name for itself by repeatedly taking top awards in student competitions. Its graduates are highly sought after. In fact, of its three graduating classes, the Adcenter currently has a 100 percent graduate placement record. Graduates are currently working in top agencies across the U.S., in India, Britain and throughout Europe. They are working on brands that include Nike, Kellogg’s, Disney, ESPN and Taco Bell.