Los Angeles Magazine: How Adam Nelson Became the Class Clown of Creative Communications

The Founder of independent creative agency, Workhouse, Defies Convention with Broken Rules Learned From Detention By Jon Stojan - July 20, 2023

​In a world consumed by the relentless pursuit of profit, the essence of genuine connection has been cast aside. We yearn for the days when conversations held weight. In today’s barren landscape of superficiality, we seek renegades who dare to defy the norm, who infuse their dealings with raw, unfiltered humanity. These individuals, like flickering stars amidst a darkened sky, remind us of the irreplaceable value of connection.

​Celebrated for his humor and wit, Adam Nelson is widely appreciated as the “Class Clown of Creative Communication” for his unique perspective on PR. His is an approach that defies conventional wisdom and standard practices. “I’d rather be sent to the principal’s office than have to listen to best practices. I’m trying to do something that promotes deviant composition. Avoiding the humdrum, the bubble gum, the ho-hum, and the deaf and dumb,” he jests with a knowing smirk.
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Born in New York, Nelson moved to Houston, Texas to attend the esteemed High School for the Performing and Visual Arts where his classmates included Grey’s Anatomy Chandra Wilson and National Book Award winner Susan Choi. This transition, along with his subsequent travels to study theatre at prestigious institutions, shaped his rebellious spirit and sowed the seeds of his future PR escapades.
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Nelson’s journey from downtown theatre artist to public relations wild child was a serendipitous ride. He recalls, “I went back to New York City to be a working actor, which meant homelessness by choice. Crashing on friends couches, watering plants, and watching a lot of cats. Over those years I took a lot of interesting artistic work, but at a certain point it truly took its toll. I had to find a job.”

​Celebrated for his humor and wit, Adam Nelson is widely appreciated as the “Class Clown of Creative Communication” for his unique perspective on PR. His is an approach that defies conventional wisdom and standard practices. “I’d rather be sent to the principal’s office than have to listen to best practices. I’m trying to do something that promotes deviant composition. Avoiding the humdrum, the bubble gum, the ho-hum, and the deaf and dumb,” he jests with a knowing smirk.

​Born in New York, Nelson moved to Houston, Texas to attend the esteemed High School for the Performing and Visual Arts where his classmates included Grey’s Anatomy Chandra Wilson and National Book Award winner Susan Choi. This transition, along with his subsequent travels to study theatre at prestigious institutions, shaped his rebellious spirit and sowed the seeds of his future PR escapades.

Nelson’s journey from downtown theatre artist to public relations wild child was a serendipitous ride. He recalls, “I went back to New York City to be a working actor, which meant homelessness by choice. Crashing on friends couches, watering plants, and watching a lot of cats. Over those years I took a lot of interesting artistic work, but at a certain point it truly took its toll. I had to find a job.”

​The 24 Hour Plays cast

This extensive journey, interweaving art, resilience, and philanthropy, underlined the breadth of Nelson’s experience and his unique ability to tell stories, both his own and those of others. His narrative, filled with compelling chapters, hinted at interesting acts waiting in the wings.“I’d rather be sent to the principal’s office than have to listen to best practices.”​Nelson got his first taste of the glittering world of paid entertainment under the tutelage of Peggy Siegal. She, a celebrity movie wrangler, orchestrated grand soirées for iconic films like James Bond and Batman. Nelson’s role? Persuading the crème de la crème of Hollywood to grace these events with their radiant presence. From intern to overseer, he eventually rose to lead the Warner Brother’s account.
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Two years later, Nelson found himself anointed as the inaugural director of publicity for the iconic Irving Plaza Concert Hall. It was an ascension that included daily encounters with every revered name in the music industry, from the enigmatic Yoko Ono to the soulful B.B. King. The allure of Irving Plaza ended with the sale of their stage, propelling him into the whirlwind of celebrity PR at Jason Weinberg & Associates. A daunting list of high-profile clients filled his time there in a test of tenacity and endurance. As taxing as it was, it was a rewarding dance with the extraordinary. However, that rhythm abruptly halted with Weinberg’s decision to relocate to Los Angeles and transition into management. It left Nelson stranded amidst the rubble of the dot-com crash. With a mere $196 in his wallet to cushion his fall, the prospect of unemployment loomed large in an economically parched landscape.

Workhouse + First Office 
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But desperation can become a great driver and from those ashes, Workhouse rose—a start-up he lovingly named after the defunct theater company whose floors he once slept on. The genesis of Workhouse was as humble as it was earnest—taking root in a rented kitchen area of a Soho film office. By 1999, Nelson was armed with little more than a fax machine and a rotary phone. It eventually grew to take over a Chelsea loft with dozens of sharp-minded staffers. Today, as Workhouse nears its silver jubilee, it stands as a beacon of creative freedom. A rough-and-ready tavern in a world of white tablecloths. Looking back over two-and-a-half decades, Nelson is overcome by a wealth of wonder. He counts his riches not in the cold cash, but in the warm, wild ride of experiences, the resilience that’s been tested and held, and the jumble of creative souls that have stirred through the years.

Asked about his sources of inspiration, Nelson paints a vivid picture, “I’m a big fan of the uncool. I like to look through mothballs, AM radio, Chinatown, roller rinks. I like to look at all the things that have been forgotten, and overlooked, and become passe, because my creative inspiration comes from the thinkers, the originators from before who mapped their own road and are still widely relevant today. We’re in such a disposable culture and we take all of these amazing innovations, but because we have new, better, brighter, bigger — or smaller — we don’t recognize where we can find great creative spark. I think that spark well exists in those places.”

“I’m a big fan of the uncool."

Iconic photographer and director David LaChapelle was Nelson’s first client, a creative partnership that propelled the company. Discussing those early days, Nelson’s rebellious streak becomes evident, “I would go to a nearby hotel and fax exclusive confidential gossip items so the reporters wouldn’t know who it was coming from. That’s what it took. Figuring out how to get into doors that were closed. Shucking and jiving just to make things happen. Now more than ever, that’s really, really important. But back then, it was sink or swim. Most people couldn’t last because you had to be that cat, not only off the clock, but on.”

​Interview Magazine knocking on his door marked a significant turning point. The alignment of LaChapelle and the Andy Warhol-founded magazine as Workhouse’s foundational clients revolutionized the company’s trajectory.

Nelson often likens the work to a game of Three Card Monte. “New York was like that for a large portion of Public Relations players. And I think, ultimately, that’s why we separated ourselves from firms that talk but don’t show up.” The ethos is simple: roll the dice and do big, interesting work. That’s key because, let’s face it, who reads magazines anymore?

In the face of relentless industry evolution, Workhouse remains agile, irreverent and adventurous. The secret sauce? Understanding not just who you’re speaking to, but how, when, and why. “For us, nose thumbing is key. Absolute irreverence. Look at the people who have come before who take no prisoners. Most are held in high esteem. Because confidence, sheer confidence, means knowing who you are.”
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What makes Nelson stand out in the industry is his penchant for the unconventional and his tenacity to go after galactic giants, undeterred by either a towering presence or an upstart’s emergence. His approach to Public Relations is more akin to an art form than a business, taking his theatrical background and infusing it into his methodology. With an astute eye for opportunity, Nelson recalls the daring challenge of producing the 30th anniversary of Interview Magazine. Given only 10 days, with no budget, no sponsors, and no guests, Nelson and his team managed to pull off a sensational event that solidified their place. He reflects, “From that moment, I knew we could continue. To go after the kind of clients that would normally frown upon a small shop that looked more like a Sam Spade detective office on a wayward side street in Soho than a public relations powerhouse.”

​What makes Nelson stand out in the industry is his penchant for the unconventional and his tenacity to go after galactic giants, undeterred by either a towering presence or an upstart’s emergence. His approach to Public Relations is more akin to an art form than a business, taking his theatrical background and infusing it into his methodology. With an astute eye for opportunity, Nelson recalls the daring challenge of producing the 30th anniversary of Interview Magazine. Given only 10 days, with no budget, no sponsors, and no guests, Nelson and his team managed to pull off a sensational event that solidified their place. He reflects, “From that moment, I knew we could continue. To go after the kind of clients that would normally frown upon a small shop that looked more like a Sam Spade detective office on a wayward side street in Soho than a public relations powerhouse.”

​From Lou Reed and The Rolling Stones to Francis Ford Coppola, Porsche and Ford Motors, from Jazz at Lincoln Center to the International Emmy Awards, Chase Contemporary to Versace, Matthew Modine, The Charlie Chaplin Estate, The Anthony Quinn Estate, The Montreal International Black Film Festival, and more, Workhouse has curated an impressive lineup of historical clients. With a diverse portfolio spanning music, film, fashion, literature, art, and beyond, their expertise and creative vision have left an indelible mark on the cultural landscape.
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With his distinctive approach, Nelson demonstrates the power of originality and audacity. He believes in making the most of a brand’s shortcomings and turning them into strengths. As he says, “How can we take your greatest deficiency and turn it into your greatest asset?”

“For us, nose thumbing is key.”

​In 2019, Nelson penned an oft-shared industry letter that declared PR needed a “radical rebellion” which he dispatched well before the challenges of AI-powered plagiarism. A crafty conductor, Nelson’s declaration was compared to another industry tweaker who led with his own obtuse observations, Anthony Bourdain. Both men wandered adrift before willing their way forward and each shared a love for the rough-and-tumble. So, in the best sense, Nelson, whose firm has won a number of accolades, awards, and inclusions on “Best PR Firm” lists might well be the PR punk of Public Relations.
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As he marches toward the company’s 25th anniversary, this unconventional OG of public relations shows no signs of settling. Instead, he remains steadfast in his pursuit of the uncool, the overlooked, and the unconventional, armed with a wit as sharp as his instincts and a spirit as rebellious as ever.