Workhouse lands HeroicU, a workforce development company committed to preparing students and families for the challenges of the New Workforce, focusing on skills development, engagement, and accountability. WORKHOUSE will direct a program of international branded visibility for HeroicU, including global public relations, domestic promotions, and celebrity partnerships. HeroicU comprises approximately 100 experts in game-based learning, social and economic success, health and wellness, 21st-century skills, and character development. Offering services across a wide range of entertainment, culture, fashion, and lifestyle sectors, Workhouse has served such clients as The Rolling Stones, Hugh Jackman, Francis Ford Coppola, Porsche, Ford Motor Company, Virgin, and Jazz at Lincoln Center. HeroicU, a pioneering force in workforce development, is set to revolutionize education through a strategic partnership naming Workhouse as Agency of Record. This collaboration represents a pivotal step toward reshaping the future of learning. As the Public Relations Agency of Record, Workhouse will direct a program of international branded visibility for HeroicU, including global public relations, domestic promotions, and celebrity partnerships. The assignment is effective immediately.
A Transformation in Education: HeroicU is on a mission to assist the existing education system in delivering prepared and motivated workers into our communities, starting in K-6, as this is when education needs to start building a world-leading skilled workforce in the USA. The core mission of HeroicU is to address a critical issue: the bottom 40% of students consistently score 10-20% lower on state reading and math tests starting in the 3rd grade. They need social and emotional help; they need motivation to succeed, and most of all they need hope. We can deliver an extra 30 mins per day without any classroom or teacher time, and we guarantee our results. Breaking Generational Cycles: Many of these students and their parents are trapped in generational cycles that seem impossible to escape. HeroicU has harnessed technology, specifically their kid-driven, game-based skills learning platform called Heroic Game Day, to break these cycles. Engaging Students and Empowering Parents: HeroicU's approach not only engages students through relevant skill-building games but also connects with parents. It helps parents see the myriad opportunities within their communities to upskill and improve their social standing. These skills are integrated into gameplay through collaboration with the business community, educators, and gamers. Scalable and Predictable Learning Outcomes: HeroicU's technology-driven approach is scalable, with predictable learning outcomes. Whether it's one family or millions, the impact remains consistent. By connecting with and engaging these families, HeroicU is ushering the bottom 40% of the population into the current and future workforce, effectively addressing workforce shortages within communities that are right under our noses. The Rising Tide of Disadvantaged Families: HeroicU's strategy aims to lift disadvantaged families, ultimately benefiting the entire community as they become productive contributors. A Bold Guarantee Backed by Data: HeroicU is confident in the data it has collected and will guarantee results. If students spend at least 30 minutes per day, 5 days a week, completing Heroic Game Day missions and do not improve their state reading and math assessment scores to proficiency and above, HeroicU will provide continued service and coaching at no cost. A Perfect Storm for Scaling Workforce Development: Several factors align to create the perfect storm for scaling HeroicU's workforce development platform, including high student learning loss, a growing shortage of teachers and classroom learning time, the desire of parents for greater influence in their children's education, the need for a more effective education system, and corporate America's interest in shaping its future workforce. A Win-Win-Win for All: This partnership promises to benefit all stakeholders: students, families, businesses, communities, and schools. To arrange an interview with HeroicU Founder Scott Dow, contact Workhouse, CEO Adam Nelson via nelson@workhousepr.com or telephone +1 212. 645. 8006. HeroicU is a leading workforce development company committed to preparing today's students and families for the challenges of the New Workforce. The organization focuses on skills development, engagement, and accountability, fundamentally transforming education on a global scale. The Heroic Team comprises approximately 100 experts in game-based learning, social and economic success, health and wellness, 21st-century skills, and character development. With a collective experience of providing learning to over 10 million K-6 students, the team is committed to creating the world’s largest and most impactful global learning community for kids and their families. For more information, visit, heroicu.org WORKHOUSE is one of the country’s leading public relations and integrated creative agencies. Celebrating 25 years of service, the agency provides forward-thinking public relations, social media, brand promotion, creative consulting, and modern-day marketing. Workhouse has an impressive roster of clients, including Lou Reed, The Rolling Stones, Hugh Jackman, Francis Ford Coppola, David LaChapelle, CBGB, Max’s Kansas City, Interview Magazine, Galeries Lafayette, Porsche, Ford Motor Company, Virgin, Jazz at Lincoln Center, International Emmy Awards, Assouline Editions, Rizzoli International Publications, Tony Shafrazi Gallery, Chase Contemporary, Versace, and AvroKO. The agency is known for offering unconventional services across a wide range of entertainment, culture, fashion, and lifestyle sectors. For more information, visit Workhousepr.com
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Matthew Modine has been making his way through the entertainment world since the 1980s. But the actor found himself in a new level of prominence in the 2010s. He became an internet sensation overnight, taking the role of complicated and devious Dr. Brenner in Stranger Things. The American star embodied the character so magnificently that now people cannot imagine the evil scientist without him. Sadly, fans said goodbye to him in the penultimate season when he was shot brutally while saving Eleven. Although the audience never got to know what happened to Papa, the future of the portrayer is certainly bright. The latest endeavor of the 64-year-old tells the man has much bigger things coming for his fans. Adam Nelson, Workhouse PR’s founder, recently took to his Twitter (now X) account to share some pictures. The first showed Matthew Modine posing in front of the Secret Stash while, in the second, the Stranger Things star held Batman comics in his hand. Nelson revealed in the caption that they coincidentally went to the store on Batman Day. So it turned out to be a double celebration for them because Modine’s short film I Am What You Imagine screened on the same day at the ISFF. For the unversed, the California native wrote and directed this short film. The Hollywood Times has praised the acclaimed actor and filmmaker for creating such a fine work of art. “It is an immersive experience that takes viewers on a profound journey of the heart and mind,” read the review. In fact, the movie has earned selection for the Oscar-Qualifying Hollyshorts for its amazing depiction. Fans saw the character of Matthew Modine getting killed during the last moments of season 4. However, the actor does not seem ready to say goodbye to his beloved show. In his interview with Radio Times on the red carpet of the BAFTA Film Awards in February, the actor was asked if Martin Brenner died. In his response, the Birdy star said he does not know but he would love to be a part of the final season, even in a callback. “I hope that there’s some way to resuscitate Dr. Brenner and put him in season 5,” he added. This comment from the actor hinted at the possibility that the character might not have succumbed to his wounds. Considering the scientist has survived in the most deadly phases of this storyline, who knows? He might show up again.
WORKHOUSE Wins Coveted "Lifetime Achievement Award" at the 2023 Netty AwardsWORKHOUSE, the pioneering creative agency, proudly stands as the recipient of the distinguished "Lifetime Achievement Award" at the illustrious 2023 Netty Awards. This victory marks a remarkable milestone in the agency's journey of excellence and innovation.
With a rich legacy of 25 years, WORKHOUSE has woven an extraordinary narrative of creativity, carving its niche as a public relations powerhouse. With a presence spanning both New Jersey and New York City, the agency has been recognized for its exceptional contributions across diverse communication sectors, demonstrating a consistent history of promotional prowess. Launched in 1999, WORKHOUSE has emerged as a haven for imaginative communicators specializing in an array of domains, including consumer marketing, corporate and public affairs, digital engagement, luxury, celebrity, art, travel, hospitality, retail, real estate, sports, and entertainment marketing. Adam Nelson, the Founder & CEO of WORKHOUSE, shared his sentiments on the accolade, "As we celebrate our 25th Anniversary, we are not only roused by the recognition but moved by the moment while remaining forever grateful to our clients who believed steadfast could make stardust.” The Netty Awards, renowned for their stature as an embodiment of digital excellence, pay homage to outstanding achievements within the dynamic realm of technology and creativity. By clinching the "Lifetime Achievement Award," WORKHOUSE has secured its position as a paragon of accomplishment. The Netty Awards set an unequivocal standard for excellence, singling out leaders and companies across more than 100 diverse categories. These accolades are a testament to innovation, technical mastery, and the profound impact realized by the honorees. Netty Awards recipients are meticulously selected based on a holistic evaluation encompassing creativity, technical proficiency, innovation, and overall excellence in their respective fields. WORKHOUSE's triumph stands as a testament to the dedication, ingenuity, and enduring commitment that have propelled the agency's journey to exceptional heights. In the spirit of celebration, WORKHOUSE extends its deepest appreciation to its remarkable team, whose brilliance and dedication have forged the path to this victory. The agency also extends heartfelt gratitude to its esteemed clients and patrons for their unwavering support and trust in the agency's vision. For deeper insights into WORKHOUSE and the award-winning endeavor, please visit workhousepr.com. Must Read: Los Angeles Magazine: "How Adam Nelson Became the Class Clown of Creative Communications” (July, 2023) https://lamag.com/contributor-content/how-adam-nelson-became-the-class-clown-of-creative-communications About WORKHOUSE Workhouse is one of the country’s leading public relations and integrated creative agencies. Celebrating 25 years of service, the agency provides forward-thinking public relations, social media, brand promotion, creative consulting and, modern-day marketing. Clients have included Lou Reed, The Rolling Stones, Hugh Jackman, Francis Ford Coppola, David LaChapelle, CBGB, Max’s Kansas City, Interview Magazine, Galleries Lafayette, Porsche, Ford Motor Company, Virgin, Jazz at Lincoln Center, International Emmy Awards, Assouline Editions, Rizzoli International Publications, Tony Shafrazi Gallery, Chase Contemporary, Versace and Avroko. Workhouse offers untraditional services across a broad spectrum of entertainment, culture, fashion, and lifestyle spheres. Visit http://www.workhousepr.com About The Netty Awards Established to celebrate achievement in the digital age, the Netty Awards are one of the most trusted accolades in the industry. Recognizing excellence across over 100 unique categories, the awards honor top leaders and companies that demonstrate creativity, technical proficiency, innovation, and overall impact in their field. Visit https://thenettyawards.com 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. 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.” 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. 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 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.” 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. 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.
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. |
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