Helayne Spivak, former Chief Creative Officer of Saatchi & Saatchi Wellness, joined the VCU Brandcenter on August 15, 2012 as its director. Helayne is leading the Brandcenter in its mission of helping the industry navigate change and fueling it with future leaders. She oversees financial and personnel management of the school as well as fundraising and outreach to individuals and firms in the advertising industry and brand community.
Helayne began her award winning advertising career in NY as a copywriter at Ally & Gargano. After 10 years of gaining recognition for her creative work, Helayne went on to take larger and larger roles in the advertising community. Hal Riney hired her to head up the New York office of Hal Riney & Partners. From there, she went on to become Chief Creative Officer of Young & Rubicam NY as well being appointed one of the first women on their Board of Directors. She has since served as Chief Creative Officer of Ammirati Puris Lintas and Chief Creative Officer of JWT, NY. She has created campaigns for Sears (Come See the Softer Side of Sears), Burger King, UPS, Club Med, Kraft, Kodak, Barneys New York, and a U. S. President, to name just a few.
In 1997 Helayne formed her own company HRS Consulting where she worked with agencies such as Hill Holiday, McGarryBowen and EuroRSCG in New York and Chicago. After taking a 2-year break to buy and run a restaurant (long story available upon request), she returned to advertising in 2003 joining Energy BBDO in Chicago as Group Creative Director. In this role she ran Roche and the Bayer account including Aleve, OneADay Vitamins, Bayer Nutritional Science and Midol. Her Super Bowl spot for Aleve, featuring Leonard Nimoy, made USA Today’s Top Ten Memorable spots for that year.
Helayne came back to NY in 2006 and was asked to join Saatchi & Saatchi Wellness to help them improve their creative product and move from an all DTC agency specializing in traditional broadcast advertising to a fully integrated, full channel communications company. In her 5 years as Chief Creative Officer, Saatchi & Saatchi Wellness have built their interactive capabilities from scratch, were named Agency Of The Year for 3 years running by MM&M Awards, and have already begun winning awards for their interactive work for a new MS drug, Transitions Lenses, and Durex. The newly formed Clio Healthcare Awards honored the agency’s work for its “Silence Your Rooster” campaign with Best In Category and a Grand Clio.
Her extensive experience in the advertising business has given her the opportunity to work on herself or oversee work on an incredible range of clients in all industries: MCI, ATT, Sprint; UPS, FEDEX, USPS; American Express, MasterCard, Bayer, Bristol Myers, Ciba-Geigy, American Home Products, Reebok, General Motors, Fuji, Kodak, MONY, Johnson & Johnson, Kraft, Colgate, Philip Morris, Dr. Pepper, Cadbury Schweppes, Club Med, Burger King, Four Seasons Hotels, Andrew Jergens Company, Shiseido, Bill Blass, Vanity Fair Magazine and The New Yorker.
Over the course of the years Helayne has been recognized by The Wall Street Journal’s Leaders Campaign, was honored with The Matrix Award for Women in Communications, appeared on the cover of Working Woman Magazine for which she wrote the cover article, was named one of the top 50 Women In Business by Business Week magazine (1992), served as a judge on the television panel at the Cannes Advertising Festival, was a member of the board of directors of The One Club, and has received many individual awards for her work from the Clio Awards (including best writer), The One Club, Cannes, The Andy’s, and the Effie’s.
Don Just has had a fascinating career, or shall he say four careers. At age 28 armed with an MBA from UVA’s Darden, he was named president of an international banking company, two years later named president of a large domestic bank in Northern Virginia, and at 34, chief banking officer of a major Richmond-based bank holding company. He traveled the world, dealing with various heads of states, global political figures and international financiers, including, Aristotle Onassis.
Along the way, Don established branch offices in the Bahamas, the Cayman Islands and Mexico city, and experienced a variety of adventures. He delivered the first domesticated sea turtle eggs from the stern of a 300-pound mother on a manmade beach in the Cayman Islands. He was on the negotiating team working to acquire Onassis’s Zurich-based bank. He financed infrastructure projects throughout South America, including the effort to rebuild Nicaragua following the earthquake.
Don once financed a ship called the Night Train and had to repossess and sell it. A buyer showed up in Richmond with a grocery bag full of cash and purchased it on the spot. Today, Don wouldn’t be surprised to hear that some months later the DEA seized the ship in Miami and the buyer’s body was discovered in a river. Thirty years ago he was naive in such matters. There are many more stories, including spending time in dictator Anastasio Samosa’s underground bunker, duck hunting with Uzis in Central America (there were no ducks killed) and financing an island in the Bahamas that some years later became a drop point for the South American drug cartel.
In 1982, Don traded his pinstripes for a designer suit and a longer hairstyle and was named President of the Martin Agency, a small local shop with about 18 very talented people who were seeking to play on the national stage. Over the next decade, the agency ranks grew more than tenfold, agency billings approached $250 million and the agency had satellite offices throughout the country.
After negotiating the sale of the agency to a major global marketing conglomerate, Just left to purchase, together with his wife, an inn and restaurant in the Outer Banks and to pursue a variety of successful entrepreneurial ventures. He left the agency in the capable hands of his long time partner, John Adams, who over the next two decades directed its continuing phenomenal growth trajectory.
Finally, ten years ago, a fourth career opportunity opened when Don was challenged to develop and head the creative brand management track at the VCU Business School’s prestigious and globally acclaimed Brandcenter, where he continues to serve today as a professor who is consistently rated by the students as one of the best and interim director. He’ll tell you that this last career stop has been the most fulfilling, because successfully sparring with 100 brilliant graduate students every day, all of whom are daring you to teach them something, can be challenging indeed!
Caley was called “an unguided missile waiting to explode” by one of her college professors and “a bull in a china shop” by a former boss. Fortunately, she stumbled upon advertising as a career and the fast pace and creative climate suited her just fine. Caley is at her happiest when she is trying to unpack and solve a problem – making strategy the perfect focus for her. She is forever grateful to the person who invented the white board – it’s hard to keep her from doodling. She is devoted to The New York Times, NPR and watching her students hit a project out of the park. She uses far too many ALL CAPS and exclamation points in her emails.
Professor Peter Coughter is the author of the highly acclaimed The Art of the Pitch—Persuasion and Presentation Skills that Win Business, so it makes perfect sense that he teaches Persuasion to students in all tracks.
He knows what he’s talking about, having spent the past 40 years persuading audiences, first as a Founder and President of Siddall, Matus & Coughter, for years one of the most respected advertising agencies in the Southeast, and more recently as President of Coughter & Company, helping businesses and people from all over the world prosper and grow.
In the past few years, he’s helped win well over $100 Million in revenue for his advertising agency clients. Perhaps his biggest win was helping the City of Boston convince the United States Olympic Committee to choose Boston as the United States candidate for the 2024 Olympic Games.
He’s been called “the preeminent trainer of presentation skills for the advertising industry,” and his lessons are a valuable component of our Brandcenter curriculum.
Peter resides in Richmond, Virginia with his wife, Cynthia.
In 1978 he started at a small agency in Atlanta that no longer exists. Then 2 years at a small agency in Chicago that no longer exists. Followed by 5 years at the then largest agency in the world, Young & Rubicam.
In 1984, he went to Zechman & Associates in Chicago, where, he says, “I finally started to do what I do.”
In 1986 he went to work at Wieden & Kennedy in Portland, where he “learned how high to aim.” In 1990 he started the Bomb Factory in Los Angeles, an ad agency/commercial production hybrid. He wrote and directed Van Halen’s “Right Now” music video— which won MTVVideo of theYear and Director of theYear in 1992—directed music videos for the Indigo Girls and commercials for Coke, Nike, Coors Light and others, and at the same time was Visiting Creative Director at Cole & Weber in Seattle as well as an instructor at Art Center College of Design in Pasadena from 1989 to 2000.
In 1995 he became Chief Creative Officer of N.W. Ayer in New York. They fired him in 1996.
A member of the Screen Actors Guild, he has done numerous voiceovers, including Nike, Subaru, and Cheese-It.
He’s been teaching at the VCU Brandcenter in Richmond, Virginia, since 2001.
As a director, Wayne has won numerous national and international awards, including two Gold medals in the New York Film Festival and a Gold and Silver in the Houston Film Festival. His work has been recognized by the One Show, CA Annuals, Clio’s, Awards Magazine, Campaigns Magazine, Adweek, Creativity and the Canadian Marketing Awards.
Wayne has been represented by HSI, Populuxe Pictures, The Story Companies and Radke Films in Canada. He has freelanced with numerous production companies such as RSA, EUE Screen Gems and Tate and Partners to name a few. Having directed over 300 commercials, two shorts and one feature, Wayne now owns and operates his own production company, Mad Fish Films.
Prior to directing, Wayne spent several years on the agency side as both Art Director and Creative Director. Most of his career was spent at the Martin Agency but he also worked at Earle Palmer Brown, Tracey Locke, Hill Holliday and Westbrook Inc.
While on the agency side of advertising, he was twice named as one of the top ten creatives in America. As an art director, Wayne received over two hundred regional, national and international awards, including six Gold, three Silver, and three Bronze Pencils at The One Show.
Various other awards include the London International Awards, The L.A. Art Directors Awards, Clio’s and Andy’s. Wayne was one of the first Americans to have work recognized twice in the prestigious British D&AD Annuals. Several of his ads are archived in the Smithsonian Institution.
Wayne is a graduate of Virginia Commonwealth University with a Bachelor of Science Degree in Advertising. He also has an Associates Degree in Fine Arts.
Andy Spade, CEO of Kate Spade may have said it best.
“Cabell has one of those minds that combines a military strategist with a sense of humor, A.D.D. child with business acumen, and a mad professor with taste and a sense of composition. He’s a wonderful, bright creative solver with more going on in his own head than most of the entire advertising industry today.”
Cabell’s career began in Richmond, Virginia. Fortunately he was at the right place at the right time. Richmond was getting national attention as being one of the few creative hot spots outside of New York.
He then continued building his portfolio and reputation by working for well-respected companies in Boston, New York and Los Angeles.
In 1994 Cabell founded WORK Inc., an agency for agencies. Today, Work has evolved to work directly with its own clients.
Few individuals have worked for more agencies or brands as Cabell. Along with running WORK, creating books, building APPs, and taking his own brands and products to market, Cabell has been a professor at the VCU Brandcenter for over 10 years. It’s the number one ad school in the country.
Cabell has been recognized multiple times in every major industry award show including Cannes, the Clios, the One Show, New York Addy’s, Art Director’s Club, Graphis, Effie’s, Athenas, Andy’s, British Design & Art Direction, Effie’s and Communication Arts, and 8 Best of Shows for the local Richmond Addy’s. Various publications have also declared him one of the top creatives in the country.
Berwyn has had an interesting journey so far. He's always been fascinated by how things work. Through the years, many items were taken apart and occasionally improved. He's definitely a tinkerer, but his tinkering is not limited to technology. Every board game had house rules. Every object had dual purpose. Questioning to learn the why was a constant and understanding the why became a necessity. Setting out on a path of art and self discovery brought new insights from within. From master bookmaker and printer to eastern and western paper maker, from the early days of computer programming to a focus on futurism, Berwyn is an amalgamation of very different parts into a somewhat coherent whole. He exists in the now but also looks to the future with AR eyes, constantly picturing how a new reality will affect the development of communication in our society. *
*Oh yea, He's also concepts, designs, has a micro targeting system built into his vision, 3-D rendering machine in his brain, a letterpress studio, the power to find 4+ leaf clovers, heal computers and people without needing to touch them and an overactive EM field. **
**Don't be surprised if he references something he's invented in his head as something that actually exists. The 2 realities he lives in often are hard to tell apart.
On on any given day you will find Andrew working with others to concept, design, prototype, and bring their original ideas to life. He helps our students make things: ads, interfaces, apps, wearables, robots, flying machines, ... things we haven't yet dreamed of.
As head of the Experience Design track, he helps shape the vision, curriculum and course content. As a professor, he teaches multiple courses focused on strategy, design and technology. Andrew joined the Brandcenter as an adjunct in 2009 where he played a large role in establishing the Creative Technology track (a precursor to the Experience Design track).
In his career, Andrew has worked for top agencies like Razorfish and The Martin Agency. He has also launched and helped grow multiple start-up companies. His brand credits include Barclays, Best Buy, Capella University, Capital One, Harrahs Entertainment, Hawaiian Airlines, Holland America, Microsoft, Michelin – BFGoodrich, Verizon FiOS, Weight Watchers, among others.
His focus areas include brand strategy, user experience design, information architecture, interaction design, software, information systems and process design, technology and new media, applied research and analytics.
Michael got his start in advertising by bumping into a brand manager from Gillette at a cocktail party. Clichéd, but true. It was 1988, and Michael’s solution to the brand manager’s marketing problem was bought on the spot.
Since then, Michael has created work for dozens of other big brands such as Career Builder, Cox Digital Cable, Dove, Lipton, Nintendo, and Sony. As both a senior copywriter and a creative director at the Martin Agency, he’s also produced work for Fairfield Inn, Geico, Lender’s Bagels, Network Solutions, Saab, and Walmart. Along the way, he’s racked up thousands of print ads, more than 300 radio spots and over 400 TV/video shoots with budgets ranging from $0 to $1.2 million.
A storyteller to his core, Michael is also a published poet and a produced screenwriter. His 100+ awards and recognitions include Communication Arts, Graphis, the New York Festival, Print Magazine, Shoot Magazine, Adweek, ADDYs, and various film festivals.
Michael has also taught freshman composition at VCU and was an adjunct professor at the VCU Brandcenter for three years before becoming a full-time professor in 2015. He holds a BA in Philosophy and Religion from Hampden-Sydney College and an MFA in Creative Writing from Virginia Commonwealth University.
Kelly O'Keefe | Professor, Creative Brand Management
Kelly O’Keefe has been a marketing innovator for over 20 years. Prior to becoming a professor and managing director of the VCU Brandcenter, Kelly led O’Keefe Marketing, a pioneer in digital marketing and branding.
O’Keefe Marketing received over 100 major awards and its work is cited in numerous books and journals, including Business @ the Speed of Thought by Bill Gates. The agency was named Southeast Agency of the Year by Adweek Southeast, and Kelly was named Virginia Entrepreneur of the Year and Richmond Ad Person of the Year.
Kelly has been a strategic brand advisor to clients like GE, ESPN, Walmart, Hamilton Beach, Sesame Workshop, National Association of Broadcasters, UPS and The Home Depot. He has served as a founding board member of both the VCU Brandcenter and the Ad:Tech conference, and has been a board member of the Future of Advertising Project at Wharton, Southern Technology Council, FIRST Robotics Competition, September 11 Victims’ Relief Fund, Virginia Council of CEOs, Boys & Girls Clubs of Metro Richmond, St. Joseph’s Villa, Trinity Episcopal School and several corporations.
Kelly’s commentary on branding has been featured in media like CNBC, CNN/fn, Fox, MSNBC, The New York Times, The Wall Street Journal, USAToday, BusinessWeek, Brandweek, Time Magazine, U.S. News & World Report, Advertising Age, the Washington Post and the LA Times.
The VCU Brandcenter was named the number one graduate advertising program by Creativity magazine and became the first winner of the 4A’s O’Toole award for the Best Advertising School, a title it still holds.
Kevin is an example of what can happen when someone grows up with a steady diet of music videos, sketch comedy shows, the History Channel, violent video games, a drumkit, and an unhealthy interest in technology.
After causing his parents endless nights of worry, Kevin found his way to the VCU Brandcenter, which lead to a career driving creative strategy and digital thinking for world-renowned brands like Apple, Microsoft and Cadillac at agencies like the Martin Agency, Eleven Inc, and Modernista.
Kevin believes in coffee, salsa, and the Oxford comma.
With 35 years of film and video industry experience, Scott has worked in almost every area of production and post-production, from live television to creative editorial for agency work (not to mention 6 “lost” years working in radio). After being named senior editor and general manager for several locations of Henninger Media Services, in 2001, he was promoted to Vice President and General Manager of Operations for the company, where he held a leadership role in the company’s five locations across the country.
Scott returned to Richmond and his creative roots in 2003 to start Greybox LLC, a true creative editorial house located in Shockoe Bottom. In the fall of 2006, he branched out again and created 1708 Inc./Editorial. This new company takes full advantage of emerging technologies for creative editorial and eliminates geography as a barrier to the creative process. Scott has won multiple national awards for his work. In 2011 he was asked to be a judge for the AICP Awards and still judges that competition today.
Recruited to join the Brandcenter in 2008, Scott teaches Visual Storytelling and Portfolio Development classes and also continues to edit professionally for agency clients via 1708 Editorial. In 2016, Scott branched out again and formed Low Country Creative, LLC a partnership that was awarded a United States Patent for a security product he hopes to bring to the market soon.
Scott graduated from VCU in 1981 with a degree in Mass Communications and in 2015 received a Masters of the Arts from Virginia Tech in Instructional Technology. When not working or teaching, Scott can usually be found somewhere on the Chesapeake Bay.