This report is unique due to its inclusion of historical data and a high rate of participation from BIPOC employees, exceeding industry demographics and allowing for more statistically significant findings. The high BIPOC response rate indicates trust in The BrandLab as an ally, facilitating open discussions about unfiltered experiences and perspectives.
Addicks currently heads a restaurant business, Mason Jar Kitchen & Cupcake Bakery, and is working on two consumer product start-ups for launch in Spring 2021. He has previously served as a Director on boards for The Big Know, Ruby Tuesday and Farmwise. He currently serves as a Director for rWorld, the market leader in reusable cups and restaurant ware, as well as Bussin’ Birria, a fast casual start-up in the Twin Cities. His non-profit work includes serving on the Board of Trustees for the Walker Arts Center, The Spoon Foundation and the Minneapolis Good Chair Project. He is a founding Board member for The BrandLab, a national organization dedicated to changing the face of the marketing and advertising industries by making them more reflective of the diverse consumer population. Addicks is a Professor at the University of St. Thomas’ Opus School of Business where he holds a Chair in Marketing Innovation and is also an Advisory Board member for the Rise and Shine agency based in Minneapolis. He also completed the Master Gardener qualification at the University of Minnesota
Mark Addicks spent the majority of his career with General Mills, a Fortune 500 global foods company, where he retired in 2015 as the Chief Marketing Office, after 27 years of total service.
Addicks joined General Mills in 1988 and held a variety of marketing leadership roles with increased responsibility during his tenure. He managed many of General Mills’ flagship brands, including general management of the Cheerios franchise with revenues exceeding $1 billion annually.
As Chief Marketing Officer—a position he held for over 12 years—Addicks was responsible for the brand-building activities for the Company’s global set of brands as well as the training and continuing development of General Mills’ marketing organization and associated creative agencies. Addicks also led the innovation and expansion behind the Company’s Box Tops for Education initiative which upon his departure donated over $80MM annually to U.S. schools and was a major social responsibility platform at retail and through its 90,000 school coordinators. Addicks also championed the Company’s digital and social efforts as a leading top 5 food content provider across digital sites, apps, and through traditional print including cookbooks. At his departure, the General Mills food sites (including bettycrocker.com, tablespoon.com, quericavida.com, pillsbury.com) attracted over 300 million annual visits with a robust Consumer Relationship Marketing (CRM) capability.
Addicks worked across the General Mills portfolio, touching virtually all the Company’s brands, and has been recognized as a top marketer by Ad Age. He has been a guest lecturer at many of the nation’s leading business schools including Harvard Business School, the Tuck School of Business at Dartmouth, the Darden Business School at the University of Virginia and many others.
Addicks graduated Magna Cum Laude with a Bachelor of Arts degree in Government from the University of Texas at Austin. He received his Master of Business degree from Harvard Business School in 1988.
After 20 years of working in education and the nonprofit sector I launched Cufflink, my consulting practice. A large part of my professional life was spent growing The BrandLab from a start up to a multi market organization serving over 1000 students annually. Starting in 2009 as their first program director I spent the next 12 years growing the organization. From designing holistic programs focused on impact, to hiring the team, managing the board, and developing a social venture 100% focused on the mission, I have been able to wear just about every hat in a growing non profit.
Prior to working for The BrandLab I worked in schools locally and internationally where I held various leadership roles inside and outside the classroom. I get the most energy from helping organizations deliver against their vision. My passion lies in seeing people come together to move closer to the vision they imagine for the world.
An upper-echelon business mind who thrives on guiding clients to the mountaintop with integrity and commitment. Kevin has helped light the way forward for some of the world’s most intriguing brands, including Andersen Windows and Doors, Wagner, BMW, McDonald’s, Target, Capital One, Northwestern Mutual and UnitedHealth Group. Over the years, his landscape savvy and multichannel acumen has earned him multiple Effie awards for effectiveness. Prior to Rise and Shine and Partners, Kevin was CEO at Olson and built the agency to become one of the top 10 full-service independent agencies in North America. He also worked at Carmichael Lynch Spong and Fallon, where the core of his multichannel instincts and client service passions were formed.
Mia Vue Jennings is currently a junior at the University of Minnesota pursuing a double major in Marketing and Management Information Systems. Outside of school she is a professional visual artist who primarily creates murals, street art, and digital illustrations/design. A lot of her work centers around her Hmong heritage and celebrating spirituality. Some of her most notable projects include creating a mural for the 2023 Minnesota State Fair and creating illustrations for Minnesota Public Radio’s YourClassical Storytime series. For plans after college, she hopes to work as an Art Director so her creativity can really thrive. In all the work she does she strives to bring joy and encouragement to others, and have a positive impact on the communities her work is meant to serve.
Christine Fruechte believes the best way to predict the future is to create it. Under her leadership as CEO of Colle McVoy, the agency has achieved international acclaim, record-setting growth, B Corp Certification, and best-place-to-work honors for 14 consecutive years. Colle McVoy was recently named Adweek’s Midsized Agency of the Year, an Ad Age A-List Standout Agency, and Innovation SABREs Disruptive Agency of the Year.
Since The BrandLab’s inception, Christine and Colle McVoy have supported its mission to change the face and voice of the industry by volunteering in classrooms, conferences, fundraising and agency tours. Christine is a BrandLab founding board member, former Board Chair, long-time donor and volunteer. She remains one of the organization’s greatest champions. Since 2009, Colle McVoy has hired over 30 BrandLab interns—many of whom converted into full-time Account Management, Creative, Public Relations, and Human Resource roles.
Christine’s passion for creativity, transformation, and building inclusive cultures is contagious. She has been named an Adweek Women Trailblazer, a Woman to Watch by Ad Age, a Working Mother of the Year by She Runs It, and the 4A’s named her one of 100 People Who Make Advertising Great.
In her free time, Christine serves as an Advisory Board Member for The BrandLab, Board Chair for the Star Tribune Media Company, Board Member for Wenger Corporation, Vice Chair for the 4A’s, Co-Chair for the SeeHer Creative Council, and member of the Ad Council’s Leadership Council.
Will Xiong is a dedicated marketing coordinator and proud alumnus of The BrandLab. His journey with The BrandLab began in 2016, where he interned for two years and was honored as the 2019 Ovative Scholarship Recipient. Will’s diverse experience spans nonprofit, corporate, and agency environments, with notable internships at the Minnesota Historical Society, Ovative Group, and SPS Commerce, focusing on marketing analytics.
Graduating in 2020 with a major in marketing analytics, a minor in information systems, and a digital marketing certification, Will launched his professional career at Haworth Marketing + Media as a media planner. He later transitioned to the nonprofit sector as a teen tech coordinator, pursuing his passion for youth work. Currently, Will brings together his love for youth development and marketing at The BrandLab, where he continues to make a significant impact.
Cindy Olson is co-founder of Olson Advertising and The BrandLab. Her innovative approach as Executive Creative Director set the tempo for the formation of one of the top independent agencies in North America. Cindy has received numerous Effie awards for her contributions to the advertising world. Throughout her 30 years of experience, she choreographed impactful campaigns with partners such as Target, Minnesota Wild, Allianz, and Detroit Pistons.
Cindy Olson is a trailblazer in the advertising industry, known for her visionary leadership as the co-founder of Olson Advertising and The BrandLab. As the Executive Creative Director, she played a pivotal role in shaping Olson Advertising into one of the top independent agencies in North America, setting new standards for creativity and innovation.
With over 30 years of experience, Cindy has left an indelible mark on the advertising landscape. Her innovative campaigns have earned her numerous Effie awards, a testament to her ability to drive impactful results and inspire audiences.
Throughout her career, Cindy has orchestrated memorable campaigns in collaboration with esteemed partners such as Target, Minnesota Wild, Allianz, and the Detroit Pistons. Her strategic insights and creative prowess have consistently elevated brands and resonated with consumers, earning her a reputation as a trusted leader in the industry.
Cindy’s dedication to excellence and passion for storytelling continue to drive her forward as she seeks to push the boundaries of creativity and make a lasting impact on the world of advertising.
Miss Shannan was named “Best Stand-up Comedian” by City Pages Magazine in their “2020 Best of the Twin Cities.” Campus Activities Magazine® included her as one of eight Top Speaker Picks for 2015.
A self-labeled Geek, Miss Shannan Paul brings roaring laughter to even the most curmudgeonly of crowds. Twin Cities newspaper, the City Pages says, “No matter where you’ve seen (or heard) her, you know just how great Miss Shannan is. With comedy that’s personal and relatable, she has the ability to make you feel like you’ve been friends for years, even if you’re only seeing her for the very first time.” Her storytelling and irresistible smile are sure to crack up even the most stone-faced curmudgeon. She can relate to everyone whether they be business professionals, students, Sci-Fi fans, sports enthusiasts, or suburban moms.
Miss Shannan is a Comedian, Radio and Television host, Corporate Speaker, Benefit Auctioneer, Voice Actor and Event Emcee. She has appeared on “Nick Mom’s Night Out,” “Laughs TV,” Hulu and as part of the SXSW Comedy and Music Festival. She has performed with Louie Anderson, Sinbad, and Christopher “Kid” Reid.
She regularly brings her wit, whimsy and pop culture expertise to Twin Cities television as part of “The Jason Show.” Plus, hear Miss Shannan weekly on MyTalk 107.1, and her podcast called “Be Our Geek.”
As the Director of Brand Planning at Carmichael Lynch, Brenna works to ensure the team is relentlessly focused on bringing smart insights to guide and inform the brand and creative strategies for all clients and initiatives. Brenna brings a balance of fresh consumer insight with sound business strategy, drawing from her experience as a highly awarded strategy lead. In addition to her work at Carmichael Lynch she serves on her local Community Health Commission focusing on social connection for community wellbeing. She is energized by places and people that feed her curiosity, put fresh air in her lungs and cultivate community.
Vlad Gaetan is currently a Senior Account Executive at Grey NY. He’s been in the advertising/marketing industry for three years, working previously at McCann New York and Red Circle Agency. Prior to entering the industry, Vlad worked in sales for Apple, Comcast, and Bank of America. He graduated from Metro State University with a degree in Communications, Public Relations track. Vlad has been a BrandLab alum since 2012. He credits The Brandlab for being a crucial part of his journey by helping him understand the advertising industry, providing internships, mentorship, and professional workshops. Vlad loves to see that The Brandlab is still growing and that they’re still changing the face and voice of the industry.
Anthony Silva, a Las Vegas Native and proud The BrandLab (TBL) alumni has been involved with the TBL for 4 years. Through his TBL tenure, Anthony has had college summer internships at Broadhead and Best Buy, an joint apprenticeship opportunity at Planned Parenthood & Knock, and was part of the Optum/Best Buy/Wunderman Thompson Fellowship cohort. During his time, Anthony has gained a variety of experiences that have allowed him to be a professional in the marketing and advertising industry. Currently, Anthony is working in the industry as an Analyst for the Video & Programmatic Media team at Ovative Group.
A native of Detroit, Michigan, Tiffani Daniels was raised in a strong community of servant leaders who taught her the importance of lifting her voice for those society ignores most. It was her upbringing and training as a business leader that prepared her to serve as the inaugural Managing Director for the Minnesota Business Coalition for Racial Equity (MBCRE), where she is responsible for building the organization’s strategy, structure and operational plans to address racial disparities in the state of Minnesota. In a little over a year, she has positioned MBCRE for a year of unprecedented impact and action.
Her career of building household brands began in global advertising agencies BBDO Worldwide and McCann Worldgroup. As a brand manager and P&L leader for General Mills, she led growth for Wheaties, LARABAR, FiberOne and more. In addition to her official roles, she has long supported and led corporate diversity, equity, and inclusion initiatives, including launching a non-profit focused on career readiness for Black and Latinx undergraduate students, designing professional development programming for Black employees and serving as the president of General Mills’ marketing inclusion council. She’s an active member of her church, Fellowship Minneapolis and volunteers her time to several community organizations and non-profits. Tiffani holds a Bachelor of Journalism from the University of Missouri and an MBA from the University of Michigan. She lives in the Minneapolis area with her husband, Dameon, and sons, Quincy and DJ.
Miss Shannan was named “Best Stand-up Comedian” by City Pages Magazine in their “2020 Best of the Twin Cities.” Campus Activities Magazine® included her as one of eight Top Speaker Picks for 2015.
A self-labeled Geek, Miss Shannan Paul brings roaring laughter to even the most curmudgeonly of crowds. Twin Cities newspaper, the City Pages says, “No matter where you’ve seen (or heard) her, you know just how great Miss Shannan is. With comedy that’s personal and relatable, she has the ability to make you feel like you’ve been friends for years, even if you’re only seeing her for the very first time.” Her storytelling and irresistible smile are sure to crack up even the most stone-faced curmudgeon. She can relate to everyone whether they be business professionals, students, Sci-Fi fans, sports enthusiasts, or suburban moms.
Miss Shannan is a Comedian, Radio and Television host, Corporate Speaker, Benefit Auctioneer, Voice Actor and Event Emcee. She has appeared on “Nick Mom’s Night Out,” “Laughs TV,” Hulu and as part of the SXSW Comedy and Music Festival. She has performed with Louie Anderson, Sinbad, and Christopher “Kid” Reid.
She regularly brings her wit, whimsy and pop culture expertise to Twin Cities television as part of “The Jason Show.” Plus, hear Miss Shannan weekly on MyTalk 107.1, and her podcast called “Be Our Geek.”
