Creative / Art Director
With extensive years in the business, Michael’s marketing and advertising work has been recognized with numerous awards and accolades. A graduate of one of America’s leading advertising design colleges, he has been molded by experience with some of the largest and smallest agencies in the industry, whose clients have likewise included everything from Fortune 500 corporations to Internet startups, from international venture capital firms to sole proprietorships.
As an Art Director at Young & Rubicam, Michael contributed to national campaigns for the world’s leading brands including; AT&T, Colgate, Dr Pepper, Holiday Inn, Chef Boyardee and Johnson & Johnson. In a campaign for the U.S. Mint, his innovative repackaging of World Cup commemorative coins made a significant splash among sports enthusiasts, spurring a dramatic increase in sales outside the traditional collecting community.
A television campaign he created for the Mississippi Department of Tourism included a commercial that was pulled off the air early — the telephone response having overloaded the Department’s call center. Another went on to win the coveted Platinum Award of the Hospitality, Sales & Marketing Association International, beating out 1,650 entries from 55 countries, and top honors from the London International Advertising Awards.
It was while in Jackson that Michael honed his skills in the executive aspect of the business, pitching and winning the business of the Mississippi Department of Economic and Community Development. The campaign he helped create netted accolades from all corners, including the award for “Best Read Ad” in Fortune magazine year-end, double-issue investment guide. (Fifty-two percent of readers surveyed reported they noticed the ad and 39% reported reading it in its entirety). And the results from this award-winning campaign? An unabashed “can do” image for the Mississippi business community that netted the state a 23% increase in jobs created by new businesses and a 15% increase in new business startups, at a time when new business creation experienced a seven percent drop-off nationally.
As an Associate Creative Director at Arnold Worldwide, his clients included major national brands including Mobil Oil and STIHL, as well as financial institutions of PNC Bank and Citizens Bank. One campaign for Citizens Bank captured the New York American Marketing Association’s prestigious Effie Award, a national honor focusing specifically on results from advertising, and reserved “for campaigns that have delivered superior results in meeting the objectives they were designed to achieve.” The bank acquisition campaign resulted in virtually no loss of customers (versus 10% attrition considered average in a bank merger), and an increase in deposits.
Intrigued by the world of online communications, Michael taught himself HTML, an interest that eventually led to gaining an in-depth knowledge of website architecture, web design, SEO, social media, and Internet marketing.
Today, Michael focuses his efforts helping businesses increase leads and lower marketing costs by creating 360 marketing campaigns that efficiently integrate their traditional marketing plans into the online space so they work as a single, cohesive marketing tool.
Bottom line: Highly creative, self-motivated, and results-oriented marketing and advertising professional who understands that big pictures are only possible through the seamless formation of details.