edward boches

Hi, I’m Edward Boches, professor of advertising at Boston University’s College of Communication where I teach creative and strategic courses with an emphasis on emerging and digital media.

In a previous life I was one of the four early partners at Mullen, an Ad-Age A-list agency. I spent 31 years there, most of them as executive creative director, chief creative officer and ultimately chief innovation officer.

It was more fun than anyone deserves to have. I actually got paid to make Super Bowl ads, including one of the top 10 of all time; co-write spots with Ellen DeGeneres (she even gave me her personal phone number for a while); and presented concepts to Oprah Winfrey.

I shot with great directors and photographers. And in the pre-digital age I spent months at a time in London, working on cell animation projects with Academy Award winning animators. According to Cannes, One Show, Clio, New York Art Directors and the Andy Awards, some of the work was good enough to win those those useless pieces of metal that so-called “creatives” like to display on their bookshelves.

Of course, there was hard work, too. I helped define the company’s creative culture and standards, established its public relations group, integrated digital design and production into the agency's operations and launched Mullen’s highly regarded social media practice.

For over 30 years, companies entrusted me with their reputations. Entrepreneurs sought my help launching startups. And clients let me write manifestos, invent apps, build websites and define their brands.

However, I’m glad it’s over. Someone else’s turn. Besides, teaching is far more rewarding than anything I can remember doing in the advertising business.

Join me at Creativity_Unbound, where I try to share ideas and perspectives that might be useful.