Executive Creative Director Jeff Cruz speaks at Michigan State University

VSA Associate Partner and Executive Creative Director Jeff Cruz will be speaking at the MSU College of Communication Arts and Sciences annual Zabrusky lecture on Tuesday, March 24.

In a speech titled, “A Career in Creative Media: What We Do Actually Matters,” Cruz, who has worked in the advertising and marketing industry for more than 20 years, will use specific examples from his collaborations with brands ranging from Harley-Davidson to Cleveland Clinic, to shed light on how advertising impacts lives. And when he says “impact lives,” he doesn’t just mean in a big, sweeping way, but also in the smaller, everyday creative ways we approach building brands. He insists that how you engage and connect with people on an individual level – from your peers to partners, and clients to colleagues – on a day-to-day or project-to-project basis can actually go a long way when it comes to establishing your legacy in our business.

In one example, Cruz will share an interaction with Dr. Bolwell, Chairman of Cleveland Clinic’s Cancer Institute, which proves hard work and creativity pay off in a very rewarding way. “Often times in our industry, the focus is on the big splashy ad, but more often it’s the behind-the-scenes efforts that can trigger the most gratification,” Cruz says.

For the past 8 years, the College of Communication Arts and Sciences has conducted an annual Zabrusky lecture welcoming a noted advertising or PR professional to speak on a topic of current interest and importance in the field of advertising, creative media and public relations. Cruz will join an impressive roster of past speakers including leaders from BPN and Porsche.

To learn more about the lecture at MSU, click here.