Red Bull's College Marketing Whiz Strikes Out on His Own

Fights misperception of undergrad audience with a holistic approach

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After seven years working for Red Bull, and some two leading North American efforts on the brand’s much vaunted college marketing program, Mike Poznansky is striking out this week to start his own agency, Neato. With financial backing from Los Angeles agency Mistress, whose clients include Hot Wheels and Jagermeister, Poznansky seeks to leverage his experience at the energy drink giant (having overseen, for example, its popular “Air Drop” stunt, which distributed almost a million cans of the beverage to 400 campuses worldwide in a single day) into helping a broader range of brands reach undergrads, a $76 billion...

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