Yichi Zhang, '13, and McGann | Zhang
When done right, advertising is one of the most powerful art forms. My business partner Geoff McGann and I share this belief. We met while he was teaching at VCU Brandcenter where I was finishing a master’s degree in creative brand management. After some conversation following my graduation last year, we decided to start an advertising agency that focuses on brand voice. Since the launch of McGann | Zhang, a full-service advertising firm based in Los Angeles, CA, we have been able to create work of which we are truly proud; doing socially conscious creative work will always be part of our DNA.
I earned a bachelor’s degree from Robins School of Business with concentrations in management, marketing and international business. Many people think a person’s education is largely over once he or she receives a diploma. When I first came to University of Richmond, I thought this, too. Over time, my experiences at the Robins School helped me realize how much I had yet to grow. I understood quickly that I never wanted to stop learning, and this desire continues to fuel my drive and the decisions I make to this day at the firm and in my life.
Dr. Dana Lascu, professor of marketing, encouraged us not to lose ourselves in our majors. At the end of every Friday class, she insisted we have fun and embrace new ideas during the weekend. She prompted us to dive into subjects like art, music and film to broaden our worldviews. I began investing time in these other subjects and found myself able to relate many cultural elements back to her course material. This greatly enhanced my experience in her class and influenced my pursuit of the creative side of business.
Dr. Steve Tallman, professor of management, challenged me to work smarter, and he helped me become self-aware. I learned a presentation is much more compelling when it’s a conversation with the audience. Thanks to Dr. Tallman, one of the best strategic thinkers I’ve ever known, I’ve been able to apply this and every other piece of constructive criticism he’s given me to my own business.
I was a hardworking student, but I wasn’t always the best test taker. Despite this, Dr. Tom Cossé, associate dean for international business programs and my advisor, believed in me. During my junior and senior year, he sent me across the U.S. and abroad to participate in conferences and competitions. These opportunities greatly boosted my confidence, but more importantly, allowed me to experience the wider world through a business lens.
My experience at the Robins School was a journey of self-discovery. Dr. Lascu led me to see that I love art, music, film and commerce and these passions can all live harmoniously in the same space. Dr. Tallman prepared me to be a better strategic thinker and presenter, and Dr. Cossé empowered me to have the confidence and strength to believe in myself to do what I truly love. As a result, in the spring of 2013, I declined a job offer and decided to pursue creative brand management through the Brandcenter. Two years later, our team is creating meaningful and inspiring work in Los Angeles.
The inspiration I have received from the Robins School lives within me. I received my diploma two years ago marking the end of my formal education at Richmond; however, I still see myself as a student of life, and I’m constantly in search of the next learning adventure.