Marcus Graham Project

What Marcus Graham Project does

Marcus Graham Project is a 501(c)(3) nonprofit workforce development organization founded in 2007 and headquartered in Dallas, Texas. Its core product is the iCR8® Methodology — a federally registered, incontestable trademark (Reg. #4856359) — which trains emerging multicultural marketing talent through a structured pop-up agency model in which cohorts of Fellows execute live brand briefs across strategy, creative, media, and communications disciplines and present to actual executives. The flagship iCR8® Bootcamp runs 10–12 weeks and costs brand partners approximately $500K per cohort; the iCR8® Workshop is a 4-day program priced at approximately $35K per engagement and serves as a low-risk entry point. Supporting revenue streams include 501(c)(3) tax-deductible donations, agency partnership fees, and the newly launched iCR8® Studio licensing practice, which licenses the methodology to agencies, brands, and universities.

The organization operates in 12+ U.S. cities plus Johannesburg, South Africa, and runs programming partnerships with five professional sports leagues (NBA, NFL, NHL, MLS, WNBA). Named enterprise customers include General Motors, McDonald's, Moët Hennessy, Apple, Google, PepsiCo, AT&T, P&G, Beats by Dre, Patrόn Tequila, and Fossil; agency partners include Wieden+Kennedy, Giant Spoon, Leo Burnett, 72andSunny, The Golin Group, Weber Shandwick, and TracyLocke. Co-founders Lincoln Stephens (CEO) and Larry Yarrell (COO) lead a team that has trained over 1,000 Fellows since 2009, with a 96% placement rate within six months and average starting salaries of $60–75K — meaningfully above the $38–52K industry average for entry-level marketing talent. Gamma House, a $2M permanent creator and maker space opened in 2025 at 2509 MLK Blvd in Dallas, anchors the organization's infrastructure for its 20th anniversary cycle in 2027, when iCR8® Online (full virtual Bootcamp) and iCR8® On-Demand (self-paced curriculum) are scheduled to launch.

Revenue mechanics blend large-ticket corporate partnership fees (Bootcamp tier ~$500K), smaller Workshop engagements (~$35K), tax-deductible donations including a $2M Gamma House capital campaign, a $1M Moët Hennessy Never Stop Never Settle Society grant, and emerging licensing income through iCR8® Studio. The organization reports 90% of funding directed to Fellows and maintains nonprofit governance under a board that includes senior executives from VML, Giant Spoon, BNY, iHeartMedia, Monumental Sports, and other major industry employers.

Name

Marcus Graham Project

Legal name

Marcus Graham Project

Website

https://marcusgrahamproject.org

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Marcus Graham Project is a 501(c)(3) nonprofit that runs the iCR8® Methodology, training emerging multicultural marketing talent through pop-up agency programs for Fortune 500 brands and top creative agencies. It has trained 1,000+ Fellows with a 96% placement rate since 2007.

Ownership category

akta.pro rank

Product category

Workforce Development and Multicultural Talent Training

NAICS

Professional and Management Development Training (611430), Technical and Trade Schools (61151)

SIC

Services-Employment Agencies (7361), Services-Management Consulting Services (8742)

akta.pro primary industry

Cohort-Based Courses & Live Bootcamps (MPACALAC)

akta.pro secondary industries

Technical Bootcamps & Accelerated Reskilling (Full-time/Part-time) (BPAEANAE), Workplace Culture, Engagement & Wellbeing Training (EDABAIAG), Certification & Credentialed Creator Programs (MPACALAI)

Keywords

• Advertising workforce development
• Multicultural talent training
• Experiential marketing programs
• Brand partnership programs
• Pop-up agency training

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Brand Partnership Fees: Fortune 500 brands and organizations pay to partner with MGP through structured partnership tracks: Legacy Partner (multi-year Bootcamp, ~$500K), Strategic Partner (ongoing Bootcamp and Workshop), and Program Partner (single Bootcamp or Workshop, ~$35K). Partnerships provide live brand briefs, talent preview, cultural insight, and brand innovation.
2. Donations and Contributions: MGP is a 501(c)(3) nonprofit (EIN: 27-1172238) that accepts tax-deductible donations. Donations fund program operations, Fellow stipends, travel, and Gamma House infrastructure. The organization ran a $2M capital campaign for Gamma House. Individual donor support supplements corporate partnerships.
3. Agency Partnership Fees: Agency partners pay for tracks including AOR for 20th Anniversary + Capital Campaign, Workshop Sponsorship, Alumni Association Partnership, and Bootcamp Client Partner engagement. Fees vary by track scope and duration.
4. iCR8® Studio Licensing: MGP licenses the iCR8® methodology to agencies, brands, and universities who want to build their own programs modeled on the MGP Bootcamp. This is a founding-cohort licensing model with custom scope based on organizational needs.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Marcus Graham Project operates a workforce development portfolio built around the iCR8® Methodology, training multicultural talent for careers in advertising, marketing, and media. The flagship iCR8® Bootcamp is a 10–12-week immersive cohort program structured as a pop-up agency in which Fellows solve live brand briefs and deliver 360° campaigns to real executives. Supporting programs include iCR8® Workshop (4-day multi-city intensive) and iCR8® Studio (licensed methodology practice for agencies, brands, and universities). Corporate partners — including AT&T, Apple, Google, GM, McDonald's, Moët Hennessy, PepsiCo, and the NBA — fund the programs and gain access to a culturally fluent talent pipeline.

Product overview

Marcus Graham Project operates a portfolio of workforce development programs centered on the iCR8® Methodology - a registered trademark (Reg. #4856359) that transforms multicultural talent into deployment-ready marketing professionals. The core offerings include: iCR8® Bootcamp (10-12 week flagship pop-up agency experience), iCR8® Workshop (4-day intensive), iCR8® Online (virtual bootcamp launching 2027), and iCR8® On-Demand (self-paced curriculum launching 2027). The iCR8® Studio provides licensed methodology for agencies, brands, and universities to build their own programs. Supporting infrastructure includes Gamma House (permanent maker space in Dallas), partnership programs for agencies and brands, and structured mentorship/volunteer opportunities. MGP is a 501(c)(3) nonprofit founded in 2007, having trained over 1,000 Fellows with 96% employed within 6 months.

Differentiator

Problem solved

Functional benefit

Brands

• iCR8 Studio: Licensed methodology practice for agencies, brands, and universities to build their own iCR8-designed programs.
• iCR8 Online
• iCR8 On-Demand
• Gamma House

Products and services

• iCR8® Bootcamp MGP's flagship 10–12-week immersive talent accelerator. A cohort operates as a fully functional pop-up agency, executing a complete 360° campaign for a real brand partner across strategy, creative, media, and communications disciplines. Client presentations happen in front of actual decision-makers. Fellows do not pay to participate; brand partners fund the cohort at approximately $500K per cohort.
• iCR8® Workshop A 4-day intensive multi-city program serving up to 30 Fellows. Fellows receive a live brief on Day 1 and present a complete 360° campaign to brand executives on Day 4. Operated in Cleveland, Chicago, Detroit, Washington DC, Miami, Atlanta, New York, and additional cities. Priced at approximately $35K per workshop.
• iCR8® Studio Licensed methodology practice that allows agencies, brands, and universities to build iCR8®-designed programs internally. MGP designs the infrastructure; the partner organization runs it year over year. Founding cohort of licensees currently forming, with priority given to HBCUs and MSIs.
• Agency Partnership Program Partnership track for creative, media, strategy, and PR agencies seeking first access to MGP's talent pipeline. Includes AOR role for the 20th Anniversary + Capital Campaign, Workshop Sponsorship, Alumni Association Partnership, and Bootcamp Client Partner engagement. Partners include Wieden+Kennedy, Giant Spoon, Leo Burnett, 72andSunny, The Golin Group, Weber Shandwick, and TracyLocke.
• Brand & Organization Partnership Program Partnership track for brands and organizations to engage with MGP's talent pipeline, gain cultural insight, and access live brand briefs. Tiers include iCR8™ Bootcamp Partner at $500K per cohort, iCR8™ Workshop Partner at $35K per workshop, and custom-scoped Culture. Content. Code. co-creation engagements.
• Gamma House A permanent creator and maker space at 2509 Martin Luther King Jr. Blvd in Dallas, TX, purpose-built for emerging professionals. Includes a collaboration space, creator studio, and commercial kitchen. Provides resources, community, and professional proximity to turn ambition into a career. Opened following a $2M capital campaign.

Quantifiable outcome

• 96% of all program completers employed within 6 months
• +5 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

25 partnerships are on record, tiered flagship and core.

• General MotorsflagshipGTM or Marketing PartnerGMC and General Motors launched a multi-year collaboration with MGP — the organization's first contractual, multi-year commitment with a brand partner. GMC Life collaboration covering workforce development mission and bootcamp program visibility.
• McDonald'sflagshipGTM or Marketing PartnerMcDonald's partnered with MGP for multiple years. 2023: rebrand of McDonald's Black employee resource group MA2C from the inside out. 2024: full brand identity build for new Hispanic and Latinx community initiative including name, logo, internal event, and communication plan.
• PepsiCocoreGTM or Marketing PartnerPepsiCo Americas Beverages sponsored the 2015 iCR8® Bootcamp — Fellows created real campaigns for Pepsi, Mountain Dew, Aquafina, and Beats by Dre. Partnership marked MGP's 7th year and launch of its $1.25M Boomerang Effect capacity campaign.
• Moët HennessycoreGTM or Marketing PartnerMoët Hennessy partnered with MGP to develop the 'WE ARE' 360° campaign during Black History Month 2019 (ran two consecutive years). This evolved into the 'Never Stop Never Settle Society' — a multi-year program awarding $1M to 20 Black-owned businesses at Tulsa's Black Wall Street centennial.
• ApplecoreGTM or Marketing PartnerApple is a long-standing MGP brand partner. Fellows work on Apple brand challenges as part of the iCR8® Bootcamp program, with real deliverables presented to Apple executives.
• AT&TcoreGTM or Marketing PartnerAT&T is listed as a current and past MGP brand partner. MGP Fellows have worked on AT&T brand briefs as part of the pop-up agency structure.
• GooglecoreGTM or Marketing PartnerGoogle is a current MGP brand partner. Fellows have worked on Google brand challenges as part of the bootcamp program.
• P&G (Procter & Gamble)coreGTM or Marketing PartnerP&G is a current and past MGP brand partner, engaging with Fellows on live brand briefs as part of the bootcamp.
• Beats by DrecoreGTM or Marketing PartnerBeats by Dre is listed as a past brand partner, with Fellows creating campaigns for the brand through PepsiCo's 2015 sponsorship.
• Fossil GroupcoreGTM or Marketing PartnerFossil sponsored MGP's iCR8® Bootcamp for its 10th anniversary — featuring The Kinxion cohort agency and their real-world work on Fossil campaigns.
• Facebook (Meta)coreGTM or Marketing PartnerFacebook is listed as a past MGP brand partner, engaging with Fellows through the bootcamp program.
• Patrón TequilacoreGTM or Marketing PartnerPatrón recruited a dozen emerging creatives of color through MGP with the stated objective of bringing the bulk on as full-time hires after the program. Coverage in Ad Age January 2021.
• Dallas MaverickscoreGTM or Marketing PartnerDallas Mavericks and MGP joined forces in 2025 to create new pathways for emerging multicultural talent in sports marketing. Game-changing bootcamp hosted at American Airlines Center.
• Atlanta HawkscoreGTM or Marketing PartnerAtlanta Hawks and Moët Hennessy partnered with MGP to create real-world pathways for emerging multicultural marketing talent. Hawks x Hennessy MGP Workshop held in Atlanta, GA.
• Washington WizardscoreGTM or Marketing PartnerWashington Wizards partnered with MGP for sports marketing workshops. MGP alumni including Saxx Booker hired as Manager, Social Influence. Sports Marketing Workshop held in Cleveland.
• Cleveland CavalierscoreGTM or Marketing PartnerCleveland Cavaliers partnered with MGP. In 2023, MGP alumni designed the marker commemorating the 55th Anniversary of the Cleveland Summit, unveiled alongside the Cleveland Cavaliers.
• NBA FoundationflagshipGTM or Marketing PartnerNBA Foundation awarded MGP an inaugural grant in 2020 as one of seven organizations receiving first-round funding. Funds earmarked to expand training, mentorship, and professional development for talent of color in media and sports marketing.
• CIAAcoreStrategic or Co-development PartnerThe nation's oldest HBCU athletic conference partnered with MGP to launch the 'D9 Campaign Clash: A Battle of the Brands' creative workshop in Charlotte, NC, empowering Divine Nine students through competitive sports marketing workshops.
• Giant SpooncoreGTM or Marketing PartnerGiant Spoon is a core agency partner and serves as the host agency for MGP's LA-based iCR8® Bootcamp. Marc Simons, Co-Founder of Giant Spoon, is on the MGP Board of Directors. Giant Spoon's office houses the 12-week summer bootcamp.
• Wieden+KennedycoreGTM or Marketing PartnerWieden+Kennedy is a long-standing MGP agency partner. Jason White, President of W+K, serves on the MGP Board of Directors. W+K has hired MGP alumni and participates as judges and mentors in the bootcamp.
• Leo BurnettcoreGTM or Marketing PartnerLeo Burnett is a current MGP agency partner. Alumni including Bri Hudson work as Creative Strategist at Leo Burnett.
• 72andSunnycoreGTM or Marketing Partner72andSunny is a current MGP agency partner, engaging with the talent pipeline through bootcamp and workshop programs.
• The Golin GroupcoreGTM or Marketing PartnerThe Golin Group is a current MGP agency partner and has provided interview access for MGP Fellows as part of the McDonald's bootcamp program.
• Weber ShandwickcoreGTM or Marketing PartnerWeber Shandwick is a current MGP agency partner, engaging with MGP's talent pipeline and bootcamp programs.
• TracyLockecoreGTM or Marketing PartnerTracyLocke is listed as a current agency partner. Lincoln Stephens began his career at TracyLocke before founding MGP.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Year Up: Large-scale workforce development nonprofit training young adults from underserved communities for corporate careers through cohort-based programs and corporate partnerships. Operates a similar high-throughput, outcomes-tracked, employer-partner-funded model across multiple US markets.
• Braven: Career accelerator nonprofit for first-generation and students of color from underrepresented backgrounds, with structured corporate partnerships and outcomes tracking. Closely mirrors MGP's talent-pipeline-plus-employer-partnership delivery model.
• SEO (Sponsors for Educational Opportunity): Career-accelerator nonprofit placing diverse college students into top corporate roles through structured programs, mentorship, and corporate partnerships. Operates an outcomes-driven talent development model similar to MGP's 96% placement promise with Fortune 500 sponsorship pipelines.
• Generation (McKinsey Social Initiative): Global nonprofit providing training, placement, and mentorship to underserved young adults across multiple industries and geographies. Operates cohort-based, employer-funded, outcomes-tracked talent programs structurally comparable to MGP's Bootcamp and Workshop tracks.
• Code2040: Nonprofit focused on building pathways for Black and Latinx talent into the technology industry through fellowships, programs, and corporate partnerships. Operates the same nonprofit talent-pipeline-plus-employer-partnership structure as MGP, oriented at tech rather than advertising.
• NPower: Workforce development nonprofit providing training, certification, and job placement in technology and adjacent fields to underserved young adults and veterans. Comparable to MGP in operating as a 501(c)(3) with corporate-sponsored tuition-free cohorts and high-touch employer placement.
• 4A's Foundation (Advertising Futures): Foundation arm of the American Association of Advertising Agencies focused on diversity programs and talent pipeline development for the advertising industry. Directly comparable mission - advancing multicultural talent pipelines into ad agencies and brand marketing organizations.
• American Advertising Federation (AAF) Most Promising Multicultural Students: Industry recognition and development program connecting top multicultural advertising students with leading agencies and brands. Overlaps directly with MGP's emerging multicultural talent mission, though framed as recognition over immersive training.

Broad incumbents

• General Assembly: Large-scale bootcamp operator offering digital marketing, data, and product courses to working professionals and career changers. Comparable to MGP as a cohort-based skills accelerator with employer-hiring partnerships, though broader in scope and for-profit.

Others

• ADCOLOR: Industry advocacy organization advancing diversity, equity, and inclusion in advertising and marketing. Operates as an industry recognition and DEI infrastructure organization serving overlapping advertising talent diversity goals and featuring MGP founders as award recipients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/MGProject
• LinkedInlinkedin.com/company/the-marcus-graham-project
• Instagraminstagram.com/mgproject
• Facebookfacebook.com/MGProject

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 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 Marcus Graham Project