As McLuhan's reputation grew, he received a growing number of offers from other universities and, to keep him, the university created the Centre for Culture and Technology in 1963.
He published his first major work during this period: The Mechanical Bride (1951) was an examination of the effect of advertising on society and culture. He also produced an important journal, Explorations, with Edmund Carpenter, throughout the 1950s.
Together with Harold Innis, Eric A. Havelock, Derrick de Kerckhove, and Barry Wellman, McLuhan and Carpenter have been characterized as the Toronto School of Communication. McLuhan remained at the University of Toronto through 1979, spending much of this time as head of his Centre for Culture and Technology.