Young Ones Student Awards

The Young Ones competition is one of the most acclaimed advertising, interactive and design student competitions. It has a tradition of excellence dating back to 1986.

Young Ones 2017 Brief - Educators Jury

Edward Boches

Professor of the Practice, Advertising

Boston University

Boston/USA

Edward Boches is a professor of advertising at Boston University's College of Communication where he teaches advertising strategy and creative in both the undergraduate and graduate programs. He joined the faculty in 2012 after 31 years as a partner at Mullen, an Ad-Age A list agency he helped build and lead in roles that included creative director, chief creative officer and chief innovation officer.

During his tenure with the agency he helped establish the agency's creative standards, launched the shop's public relations department, integrated digital operations into the creative department, and introduced the agency's highly regarded social media practice.

Along with his partners, he helped Mullen grow from a 12-person local boutique to one of the most highly regarded agencies in America. In 2011, while he was chief innovation officer, Fast Company named the agency the country's fourth most innovative marketing firm.

Edward has created advertising and social media campaigns for brands that include General Motors, Google, Lending Tree, Monster.com, Smartfood, Timberland and dozens of others. Cannes, One Show, Clio, the New York Art Directors Club and Communication Arts have recognized his work for creative excellence. "When I Grow Up," a commercial he helped create for Monster.com, remains among the all-time top 10 Super Bowl spots.

He was one of the industry's early advocates of social media and Twitter and introduced much of the industry to the power of real time conversation when he co-created Brand Bowl in 2009, a live tweeting event that used semantic analysis to rate Super Bowl advertising.

Still active creatively as a writer, blogger, and occasional columnist for Ad Week, he recently co-authored the fifth edition of the advertising classic Hey Whipple, Squeeze This with original author Luke Sullivan.

 

 

 

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