Darren Shuster emerged from the UCLA Ph.D. program in the mid-1990s and went on to build Pop Culture PR, a Consumer PR firm based in Hollywood, California. Working with celebrities and name brands like Phil Mickelson, UFC World Champion Cris “Cyborg” Justino, Ancestry.com and Starbucks; as well as start-up online gambling sites like GoldenPalace.com and BoDog.com. The organization is known for creating memorable publicity stunts in the industry, often reaching hundreds of millions of people. Examples include Poker-playing monkeys, town re-namings, and turning a house into the world’s first billboard (“homevertisement”). The team continues to earn accolades from Entrepreneur Magazine, ESPN and PRWEEK.