Mojo Ad became a reality in January 2005. But the idea started long ago.

Since it was founded in 1908, the Missouri School of Journalism has set the standard for journalism and strategic communications training. Early on, the school developed an educational program that combines the teachings of the classroom with hands-on practice with the university’s professional media.

It’s called the "Missouri Method." And it works!

From the outset, the school has turned out some of the most outstanding communicators in the industry. The "Missouri Method," with its philosophy of learning by doing, has been the foundation for five of the school’s six areas of study, or "sequences." In each sequence, students work under the supervision of faculty members who are communications professionals.

And now, strategic communication students have their opportunity to gain professional training at University of Missouri School of Journalism.

It’s Mojo Ad.

The Columbia Missourian is the working newspaper lab for students in news-editorial, design, information graphics and photojournalism. The Missourian was founded on Sept. 14, 1908; the same day classes began at the School of Journalism

Adelante is a monthly bilingual newsmagazine dedicated to building a sense of community among the Spanish-speaking people of mid-Missouri and those who are interested in Latin culture.

Global Journalist is a magazine published at the School of Journalism that promotes and defends a free press to journalists around the world. The magazine reports on the state of press freedom worldwide, covers developments in international journalism and serves journalists everywhere.

KBIA 91.3 FM, owned by the University of Missouri, is one of the most successful public radio stations in the nation. Students in the Radio-television journalism sequence cover events; write stories, and air newscasts on KBIA.

KOMU, an affiliate of NBC and CNN, is the only university-owned commercial television station in the United States that uses its newsroom as a working lab for students. It’s recognized throughout the profession as the premiere training ground for television reporters and producers. KOMU's newsroom creates a real-life experience for students seeking careers in Television.

Missouri Digital News is the school's first converged newsroom. Newspaper, broadcast and new media students cover state government and political issues from MDN's statehouse office. MDN provides online service to the public (http://www.mdn.org), and distributes stories to a variety of newspaper and broadcast outlets across the state.

Vox is an award-winning publication that blends Columbia's urban mentality and hometown familiarity into a smart, small-city tabloid. The publication addresses contemporary issues with useful and provocative articles. The magazine is distributed at the Columbia Missourian and locations throughout the town.

This lineup of media sources operates under the leadership of more than 80 full-time teachers, scholars and researchers. These media leaders include Pulitzer Prize winners, academic experts, leaders of news organizations and advertising agencies, nine endowed chairs and professorships, authors of national textbooks, and more.

And then there was Mojo Ad.

Highly-motivated students wanted it.

Faculty members encouraged it.

Journalism School alumni supported it.

And in the spring of 2005, Dean Mills, dean of the Missouri School of Journalism, gave an enthusiastic nod to the establishment of Mojo Ad!

Mojo Ad hit the ground running.

Many members of the strategic communication faculty have held positions at the country’s top strategic communications firms. So building the J-School’s very own professional-services ad agency was as natural to them as breathing.

With direction from the school and encouragement of the collective strategic communication faculty, the following daring souls stepped up as Mojo Ad’s first teachers, mentors and coaches:

Margaret Duffy shared the vision for Mojo Ad with key stakeholders internally and externally. The result was instantaneous support that helped us secure our first Agency Partner, Best Buy. She is the strategic communication department chair and worked previously as a marketing, advertising and public relations executive - most recently for a fortune 100 corporation. She leads efforts for continued support and funding from alumni as well as businesses and corporations.

Steve Kopcha helped achieve early success for the strategic communication sequence by managing professional projects developed by students. He is a former Executive Vice President, Chief Creative Officer and member of the worldwide Board of Directors for a global advertising agency. He is a Clio award winner who created and supervised advertising for a number of national brands. Steve provides advisement -- as well as wisdom -- to Mojo Ad.

Shelly Rodgers led the effort to create a dynamic Web presence for Mojo Ad. Her professional experience includes a variety of positions in advertising, marketing and strategic communication. She received her Ph.D. in journalism from the Missouri School of Journalism and consults in the areas of strategic communication, health communication and interactive advertising. Shelly is Mojo Ad’s expert on all things interactive.

Larry Powell guided the planning, development and staffing of Mojo Ad. He is an agency creative veteran and entrepreneur who has worked on numerous local, regional and accounts. He now directs the agency’s day-to-day operations.

In May 2005, a Best Buy senior marketing executive embraced Mojo Ad’s early vision and decided to show his confidence in the startup by awarding the agency its first project...and its first paycheck. And the rest as they say is...in the making.