TV is good for you and other lessons from Twitter creative director

Jayanta Jenkins speaks during the Brandcenter Friday Forum at the University Student Commons Theater.  Photos by Pat Kane/University Public Affairs

Jayanta Jenkins speaks during the Brandcenter Friday Forum at the University Student Commons Theater.
Photos by Pat Kane/University Public Affairs

When Jayanta Jenkins (B.F.A.’94/A) joined Twitter six weeks ago as its global group creative director — the company’s highest creative role — one thing became immediately clear.

“We need to take the hashtag back,” said Jenkins, a VCU School of the Arts alumnus who delivered the VCU Brandcenter’s Friday Forum lecture last week. “Twitter has some things that it gave to the world that I think brands have taken for granted and other platforms have basically misused. Twitter was the brand that put [the hashtag] into the world.”

Before joining Twitter, Jenkins served as global creative director of advertising at Apple/Beats by Dre. He began his career as an art director at the Martin Agency before going on to senior roles at Wieden & Kennedy and TBWA/Chiat/Day.

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