Name

The BrandLab

Legal name

The BrandLab

Website

https://thebrandlab.org

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Diversity, Equity & Inclusion Workforce Development in Marketing and Advertising

NAICS

Professional Organizations (813920), Colleges, Universities, and Professional Schools (611310)

SIC

Services-Educational Services (8200), Services-Membership Organizations (8600)

akta.pro primary industry

Internships, Externships & Work-Based Learning Placement (EDAMAKAB)

Keywords

• Nonprofit career development
• Marketing diversity programs
• Paid internship programs
• Advertising talent pipeline
• Scholarship and fellowships

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Corporate Sponsorships and Donations: The BrandLab generates revenue through corporate sponsorships at various tiers (presenting, platinum, gold, silver, bronze, in-kind) and individual donations. Partners include major corporations in the marketing and advertising industry, as well as community organizations.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

The BrandLab operates career-development programs that connect underrepresented college and high-school students (Indigenous, Black, Brown, AAPI, and Hispanic/Latinx backgrounds) with paid internships, scholarships, mentorship, and fellowship opportunities at marketing and advertising agencies and corporate partners. The organization complements these programs with annual events (Fearless Conference, IGNITE Gala) and biennial industry research (State of the Profession report) to advance DEI&B outcomes in the marketing and advertising profession across Minneapolis–St. Paul, Milwaukee, and Kansas City.

Product overview

The BrandLab is a nonprofit organization that operates as a single, unified mission-driven platform focused on opening the marketing and advertising profession to all voices and perspectives. The organization delivers a coordinated set of programs built around four pillars—inclusion, exposure, access, and opportunity—which work together to create sustainable careers in inclusive workplaces. The core offerings include the Spark Program (career exposure), Internships (paid placements), Scholarships (financial support), and Fellowship (ongoing professional development), complemented by signature events Fearless Conference (annual DEI-focused conference) and IGNITE Gala (annual fundraiser), plus the biennial State of the Profession research report. These programs function as an integrated pipeline designed to introduce, guide, and prepare students from underrepresented backgrounds for careers while simultaneously addressing systemic barriers in the profession.

Differentiator

Problem solved

Functional benefit

Brands

• Fellowship: Professional development fellowship program for emerging marketing and advertising talent
• Spark Program
• Fearless Conference
• IGNITE Gala
• State of the Profession (SOTP) Report

Products and services

• Spark Program Early-exposure program that introduces students to marketing and advertising careers, helping them discover how marketing shapes their world and why their voice matters in the profession. Targeted at high-school and early-college students from underrepresented backgrounds.
• Internships Paid internship program placing college students from underrepresented backgrounds into hands-on roles at marketing and advertising partner agencies and corporate sponsors. Interns are placed across account management, creative, public relations, human resources, media, analytics, and other marketing functions.
• Scholarships Financial awards given to students participating in The BrandLab's programs to help break down economic barriers and enable access to paid internships and career opportunities in marketing and advertising.
• Fellowship (Lab Fellows) Fellowship program offering continued professional development, mentorship, and support to emerging talent as they enter and progress in the marketing and advertising industry after the initial internship experience.
• Fearless Conference Annual day-long conference that brings together marketing and advertising professionals, business leaders, public figures, and emerging talent to exchange ideas and renew commitment to innovation, inclusivity, and belonging in the profession.
• IGNITE Gala Signature annual celebration and fundraising event convened by The BrandLab to bring together the marketing and advertising community, celebrate people, partnerships, and purpose, and raise funds to support organizational programs.
• State of the Profession (SOTP) Report Biennial research report tracking demographic shifts and evolving attitudes toward inclusion and belonging in the marketing and advertising profession across Minneapolis, St. Paul, and Milwaukee.
• Job Board Online job board hosted on The BrandLab's website that connects job seekers—particularly alumni and other diverse talent—with career opportunities in marketing and advertising.

Quantifiable outcome

• 97% of interns report being happy with the program; 100% of partner agencies report satisfaction with their interns and the program.
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

24 partnerships are on record, tiered core and minor.

• Best BuycoreStrategic or Co-development PartnerBest Buy serves as a major sponsor and internship host for The BrandLab, providing technology-focused internship opportunities and significant financial support for organizational programs.
• TargetcoreStrategic or Co-development PartnerTarget is a presenting sponsor and internship host, supporting The BrandLab's mission to diversify the marketing and advertising industry with significant financial contributions.
• General MillscoreStrategic or Co-development PartnerGeneral Mills provides gold sponsorship and has supported the organization since its founding, with company leaders serving on the board and providing industry expertise.
• UnitedHealth GroupcoreStrategic or Co-development PartnerUnitedHealth Group is a gold sponsor providing financial support and potential internship or career opportunities for program participants.
• Colle McVoycoreStrategic or Co-development PartnerColle McVoy has hired over 30 BrandLab interns who converted into full-time roles. CEO Christine Fruechte is a founding board member and long-time donor and volunteer. The agency provides gold sponsorship and actively supports programs.
• QuadcoreStrategic or Co-development PartnerQuad and the Quadracci family's Windhover Foundation committed a new three-year, $1 million investment plus a new scholarship program in Milwaukee. Quad also provides in-kind printing services for IGNITE events.
• Folklore DigitalcoreStrategic or Co-development PartnerFolklore Digital, led by CEO Lorenz Esguerra, is a gold sponsor and internship host. Lorenz serves as Chair of The BrandLab's board of directors, demonstrating deep organizational commitment.
• Ovative GroupcoreStrategic or Co-development PartnerOvative Group provides gold sponsorship and hosts interns. Senior Director Sean Irwin serves as Treasurer on the board. The organization provides internship opportunities in media and analytics.
• Land O'LakescoreStrategic or Co-development PartnerLand O'Lakes provides platinum sponsorship and supports The BrandLab's mission to diversify the marketing and advertising industry.
• Rise and Shine and PartnerscoreStrategic or Co-development PartnerRise and Shine and Partners is a gold sponsor and internship host. Kevin DiLorenzo served as CEO at Olson and is a key supporter. Aaron Komo serves on the board.
• BroadheadcoreStrategic or Co-development PartnerBroadhead is a bronze sponsor and internship host, providing marketing and advertising experience opportunities for program participants.
• KNOCK, Inc.coreStrategic or Co-development PartnerKNOCK, Inc. provides gold sponsorship and has hosted joint apprenticeship opportunities with other partners. Alex Miranda serves on the board as Director of Inclusive Marketing.
• YamamotocoreStrategic or Co-development PartnerYamamoto, led by CEO Kathy McCuskey who serves as Vice Chair of the board, provides strategic leadership and sponsorship support for The BrandLab.
• FalloncoreStrategic or Co-development PartnerFallon provides gold sponsorship and has been a long-time supporter of The BrandLab's mission and programs.
• Fusion HillcoreStrategic or Co-development PartnerFusion Hill is a Minneapolis women-owned marketing agency partnering with The BrandLab for survey execution and the creation of the State of the Profession report.
• Collective MeasurescoreStrategic or Co-development PartnerCollective Measures is a Minneapolis women-owned marketing agency partnering with The BrandLab for survey execution and the creation of the State of the Profession report.
• Carmichael LynchcoreStrategic or Co-development PartnerCarmichael Lynch provides bronze sponsorship and has supported The BrandLab since its founding in 2009, contributing to the initial coalition of agencies.
• SiriusXM MediacoreStrategic or Co-development PartnerSiriusXM Media provides gold sponsorship and Taylor Harris, Sr. Sales Executive, serves as Secretary on the board.
• The Minnesota Star TribunecoreStrategic or Co-development PartnerThe Minnesota Star Tribune provides gold sponsorship and CEO Steve Grove serves as Board Chair, demonstrating deep organizational commitment.
• Olson AdvertisingcoreStrategic or Co-development PartnerOlson Advertising, co-founded by John and Cindy Olson in 1992, was instrumental in founding The BrandLab in 2009. The agency helped launch the organization and secure initial agency participation.
• BVKminorStrategic or Co-development PartnerBVK hosts a Milwaukee satellite location for The BrandLab programs and events, supporting regional expansion into the Wisconsin market.
• Minneapolis Public SchoolscoreStrategic or Co-development PartnerMinneapolis Public Schools partners with The BrandLab for early exposure programs, including partnerships with South High School, helping students discover careers in marketing and advertising.
• University of MinnesotacoreStrategic or Co-development PartnerThe University of Minnesota provides student participants for The BrandLab programs, with alumni like Mia V. Jennings participating in internships and career development.
• Capella UniversitycoreStrategic or Co-development PartnerCapella University serves as a presenting sponsor for The BrandLab events, providing financial support for organizational programs and initiatives.

Scale indicators11 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• 4A's Foundation / MAIP (Multicultural Advertising Internship Program): The 4A's Foundation runs the long-standing Multicultural Advertising Internship Program (MAIP), the most direct national peer focused on placing underrepresented talent into paid advertising/marketing internships — directly overlapping The BrandLab's core mission, internship placement model, and industry partnerships.
• INROADS: INROADS is a national nonprofit providing paid internships and career development for underrepresented college students, with strong corporate sponsor network — closely comparable to The BrandLab's internship-and-scholarship model focused on minority talent.
• LAGRANT Foundation: LAGRANT Foundation focuses on increasing ethnic diversity in advertising, marketing, and PR through scholarships, internships, and career development programs — directly comparable in mission, target demographic, and industry partnerships to The BrandLab.
• AdColor: AdColor is a nonprofit driving diversity and inclusion across the advertising, marketing, and media industries via an annual awards/industry conference and talent programs — overlapping with The BrandLab's Fearless Conference and IGNITE Gala events and industry-convening mission.
• She Runs It: She Runs It (formerly AWNY) advances women in marketing, advertising, and media through mentoring, scholarships, and professional development — a comparable DEI-focused industry nonprofit with sponsorship-driven programs and conferences.
• Emma Bowen Foundation: Emma Bowen Foundation provides paid summer internships and multi-year mentoring for underrepresented students pursuing careers in media and entertainment — overlapping the internship-placement-plus-mentorship model The BrandLab runs for advertising/marketing.

Broad incumbents

• American Advertising Federation (AAF): AAF is the broader industry trade association for advertising with extensive education, diversity, and workforce development programs (including the Most Promising Multicultural Students program) — a wider-scope incumbent with overlapping DEI-in-advertising mission.
• Junior Achievement (JA): JA is a large-scale education nonprofit focused on workforce readiness and career exploration for youth — comparable to The BrandLab's Spark Program in delivering career exposure and skill-building, but at broader scale and across many industries rather than advertising-specific.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@the_brandlab
• Facebookfacebook.com/TheBrandLab
• LinkedInlinkedin.com/company/connectu---the-brandlab-alumni-association.
• Instagraminstagram.com/the_brandlab
• Xx.com/thebrandlab

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The BrandLab