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Creative Director

Mac is our Creative Director, and manages our creative talent. He’s a writer, which makes him part gypsy. Mac possesses a deep expertise in business-to-business marketing, mostly because he’s had lots of jobs and worked with an array of clients. That might sound a bit unstable. But, for our clients, it means that Mac can draw from several disciplines to write simply about even the most complex subjects—from construction to financial instruments. Mac gives readers clear reasons to prefer our clients. And that’s why our clients prefer him.

Mac is also an expert in brand development. He’s been at FitzMartin for 10 years, and has worked with countless clients to articulate the heart of their brands in a clear and compelling manner. An award-winning Creative Director, Mac has been recognized on numerous occasions by the Advertising Federation and the Business Marketing Association. Under Mac’s leadership, The American Marketing Association has twice named FitzMartin the Forbes McKay Marketing Firm of the Year. Prior to joining FitzMartin, he worked for many years as the Director of Marketing for United Chair, a then $100 million manufacturer. There, he managed all aspects of the company’s brand. Mac also played professional golf and peddled public relations for a minor league baseball team. So, if you need something articulated in prose, or hit with a stick, Mac can oblige.

Personally, Mac and his wife (an art director herself) are raising two small children who get less small with each passing day. At home, if someone isn’t reading, writing or drawing it’s considered a minor upset.

mac@fitzmartin.com

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We learn some lessons again and again

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Over the past several years, we’ve invested an enormous amount of time and energy understanding both the technology and the implications of the social media revolution. It’s not a static subject, and each new change, each new piece of technology that emerges requires constant attention. The implications seem to grow exponentially as well. But the more we learn, the more we adapt new tools into marketing plans we create, the more a few simple truths become self-evident.

What you are is infinitely more important than what you say. This truth has never been more important than it is today. The market free market has always been a noisy place. Social media has only turned up the volume. Never have people been more distracted, more put-upon. And the natural reaction is to tune out everything but that which is most essential to do our jobs and live our lives. Skepticism is also at an all-time high. People simply won’t believe what you say without proof. And the proof of who you are and what you can do for me is in your actions. The most stunning social media plan conceivable will fail utterly if there is no substance to your product, your service, your company. That’s not to say that social media and new technology aren’t important tools, tools that can help you effectively connect with both prospects and customers. Clearly they are. We just have to remember not to confuse the tools with what matters most.

Everyone’s favorite subject is me. I’ve said this around our office so many times, I’m sure my coworkers see it as a sign of early onset dementia. When you call on a prospect, they measure every word out of your mouth, every promise you make, every claim put down against one question—so why does that matter to me? If your entire presentation (in person, in media or online) doesn’t address this question, you cannot hope to win your prospects’ hearts and minds.

This is the least and most profound idea you’ll hear today. We all know these thoughts to be true. Like all the great verities, these simple truths don’t change with the passing of a few years or the invention of a few new tools and technology.

But then we all take this life for granted until a tragedy or a sudden illness reminds us exactly how precious and fragile each day is. Sometimes we just need to be reminded that, in the words of Goethe, one must be something before one can do anything.