Since 1992, Dan Wieden has offered an annual workshop for advertising students. Many workshop graduates view it as a defining moment in their careers.
Wieden is the creative force behind Wieden + Kennedy, the Portland-based advertising agency. Recently, the agency was described as being “consistently brilliant … may be the best in the world.” More importantly, Wieden has high ethical standards and cares deeply about young people entering advertising.
The May 24 edition of the Oregon Daily Emerald reported on the workshop (“Students face fears in unique workshop”) and published a column by Marissa Jones, one of the students in the workshop (“Dan Wieden says ‘Jump,’ I say…”). The story was fair and I respect Marissa’s opinions; however, the coverage provided a less than complete picture.

Taken out of context, it could appear as if the students are being asked to engage in potentially illegal or unethical behaviors — for example, streaking. That view ignores the School of Journalism and Communication’s clearly stated standards, the ongoing mentoring by the SOJC faculty and the purpose of the workshop:
* The SOJC will not encourage or condone any illegal or unethical behavior. Professional ethics and practice are integral to all that we teach.
* Faculty are meeting frequently with students to help them work through the ethical and creative challenges. The first meeting was the start, not the end, of a learning process.
* The workshop is an advertising creative workshop in which the students must present their work at Wieden + Kennedy in early June. The challenge is to turn the assignments into creative opportunities. The students are engaged in a rich and demanding educational experience.
That is the exciting story of every Wieden workshop.