Previously he was a partner, chief innovation officer, chief creative officer and executive creative director at the ad agency Mullen, where he worked for 31 years. Boches joined Mullen in 1983 as a vice president/account director and director of public relations. He launched the agency"s Puerto Rico practice and shortly afterward joined the creative department.
During his tenure at the agency he created campaigns for brands that included General Motors, Panera Bread, Lending Tree, Smartfood Popcorn, LL Bean, and Monster.com, including the job board"s When I Grow Up Super Bowl commercial.
In 1990 he was named print copywriter of the year by AdWeek. He was an early industry advocate for the use of Twitter and social media. encouraging the use of new platforms long before they were popular.
In 2011, he created "Brand Bowl", which used Twitter to monitor and measure reaction to Super Bowl advertising. While chief innovation officer, Fast Company named Mullen the fourth most innovative marketing company in the United States in 2011.
Boches left the agency in 2014, having worked his last two years part-time in order to transition into his career as a professor