This Spring, BICster’s are zooming across the country to Pyramid Communications in Seattle for the first session of BIC’s Creative Round Robin. Pyramid is a public relations firm which provides communications and public affairs strategies to good causes that strive to have lasting impact by strengthening communities and creating a more equitable and sustainable world. 

During their virtual visit, BICsters will be guided by Gustavo Asman, SVP and Creative Director at Pyramid Communications. A seasoned, multiple award-winning creative, Gustavo is a repeat host – his Round Robin sessions last year were such a success that he’s kicking off Spring 2022 for another lucky group of talented BICsters.

In his role at Pyramid Communications, Gustavo oversees the creative team, driving strategic thinking and creative problem solving across the firm. Having worked with agencies around the globe—from Argentina to New York City to Southeast Asia—he’s developed a habit of looking at challenges from myriad perspectives. His clients at Pyramid have included Cascade Public Media, Seattle Public Utilities, Meals on Wheels People, and Central Washington University. The work he’s led in collaboration with clients and teammates has won international awards for creativity and results, including five Cannes Lions.

We asked Gustavo on why partnering with BIC is important and what he hopes the students get out of the Round Robin: “I do and will always remember all the people that played a role, made me better, gave me their time, advice, shared their experiences, helped me grow. I try to live my life in a fair way, and think it wouldn't be fair to receive a lot, and not give a lot. Each conversation is different, every class, every group of people. If they get at least something out of it, I feel it is time well spent. I can only hope it gives them another take on things, a different perspective from a place in which we do slightly different things (and sometimes very different ones) compared with a traditional ad firm from New York, or even non-traditional ones. I also believe in constant growth and learning, not just when I was starting but every year, every month and day, from everyone. So I cannot reject the opportunity to keep learning from each other and growing together.”

Each year, BICsters in the first year have the opportunity to take the Creative Round Robin as an elective which exposes them to five top agencies and their approaches to developing big ideas and multi-media execution. Agencies get two sessions to “brief and critique” BICsters on a real life assignment, exposing students not only to a fast, real-world-paced range of assignments, but to a variety of work cultures that will help shape their own preferences once they’re out looking for a job. Based on strategic thinking, students will create a number of campaign concepts that unite "art & copy" with an eye towards further development and inclusion in a spec book - or pre-professional portfolio. The course is overseen by Professor and Creative Track director Gerardo Blumenkrantz.

Agencies also benefit from getting first dibs at fresh talent and students build portfolio pieces and lasting connections so, who knows where this Spring’s experience could lead these newest BICsters? Think of it as creative speed dating — or BIC’s signature magical agency mystery tour. 

In addition to Pyramid Communications, BICsters will be visiting Publicis NY (hosted by our very own Cassondra Bazelow BIC ‘16 and her CW partner--and BIC co-instructor-- Caroline Monday), Translation (hosted by our very own Castro Desroches BIC ‘16 ) Ketchum, and Jack Morton Worldwide. 

In past years BICsters have been to RGA, Digitas, True North, DiGo, VML, D’Exposito, Edelman, McCann, AnalogFolk, Grey, Tribal DDB, and SS+K among many others. 

 

We are so lucky to have this new cohort kick off the Round Robin by virtually visiting Gustavo's agency, and learning from him. Stay tuned to find out more about our BICsters Round Robin adventures…!