Backpack students talk with Lecturer McCracken about what extracurriculars like NSAC and Backpack have to offer, and what employers are looking for.
Advertising is a team sport built on collaboration, curiosity and trust. For Lecturer Rich McCracken, this people-first philosophy is the groundwork for both his professional career and his approach to teaching, with success coming from rooted in his commitment to his students’ well-being and growth.
With more than 25 years in advertising, McCracken brings his past experience into the classroom at the Hubbard School of Journalism and Mass Communications, where he teaches advertising courses, advises the National Student Advertising Competition (NSAC) team and serves as faculty director of Backpack Communications, the school’s student-run creative agency.
Across each role, McCracken emphasizes experiential learning — encouraging students to take ownership, collaborate through challenges and learn from mistakes in real time. We sat down with him to discuss his path to Hubbard, what students can gain from competitions like NSAC and why curiosity remains one of the most valuable skills in the industry.
Backpack: How did you end up at Hubbard?
Rich McCracken: After spending 25 years in advertising, it was a big shift for me. About seven years ago, I was introduced to Jennifer Johnson, who is also a Hubbard lecturer, and she encouraged me to try adjunct teaching for one class per semester. I quickly fell in love with it — it became my favorite part of the day, thanks to the energy in the classroom. When a full-time opportunity opened up, I knew I had to put my hat in the ring.
B: From your experience as the Backpack advisor, how do you balance giving students real responsibility while still guiding them toward strong outcomes?
RM: For me, the biggest key is embracing the idea that it’s okay to make mistakes — I made plenty throughout my career, and that’s how real learning happens. It’s about experiential learning and not hovering over them. Students also grow through guidance and feedback, which I genuinely enjoy giving. Ultimately, it’s about “reading the room” and finding a balance.
B: What do students gain from participating in competitions like NSAC that they might not get in the classroom alone?
RM: It’s about going deeper — fully immersing themselves in a specific challenge, building stronger connections with fellow students, and pushing beyond their comfort zones. When we’re successful, they also gain exposure on a national stage. It’s an intense yet rewarding seven-month journey.
B: What is one thing you want students to know about Hubbard before graduating?
RM: When I talk to recruiters in our industry, the number one thing they say they’re looking for in an early-career candidate is curiosity. Plus, in this economic environment, showing passion is more important than ever. So, I urge students to use the resources available to them. This can be industry newsletters and podcasts, joining a Hubbard student club, volunteering at industry events, asking teachers about opportunities, etc. In summary, show up, show you care and make a connection.
B: What is your Hubbard Hot Take?
RM: I recently had a guest speaker from an ad agency who said, “AI won’t take your job; someone using AI will.” I won’t ever lose faith in the power of ideas and original creativity. Still, I do believe that students who show up with curiosity and understanding of AI will be at an advantage.
To learn more about Rich McCracken and his work, visit his CLA faculty profile.
Text by Ashaar Ali, photo by Jessica Chung, Office Hours logo by Reagan Frystak, Backpack students.