Marketing Sales

Michael J. McLean

***** ****** ******

Overland Park, KS 66213

913-***-****; abhnjp@r.postjobfree.com; Online Portfolio:

www.creativehotlist.com/mmclean2

SUMMARY

Senior Writer and Creative Director with over 25 years' success in Direct

Marketing, Brand Advertising, CRM, Loyalty Marketing and Promotions. Award-

winning work with consistently strong results for major national accounts.

Team player with a reputation for strategic insights, creativity,

exceptional writing, and effective leadership. Experience in all media:

print, direct mail, e-marketing, SEO web content, TV, radio, catalog,

merchandising, POS, packaging, collateral, and product. Both agency and

client-side experience.

PROFESSIONAL EXPERIENCE

Hallmark Cards, Inc., Kansas City, MO 2001-

2010

Assoc. Editorial Director . Hallmark Party and Gift Presentation (2008-

Dec., 2010)

. Directed editorial for $160 MM line of party and gift presentation

product. Absorbed the workload of three laid off/reassigned Editorial

Directors in 2009, and comp sales increased by 4.5% from 2009 to 2010.

. Partnered with eight art directors, directed teams of writers, and

wrote/edited copy for product, packaging, web site and trade ads.

. Directed editorial for two new lines of innovation product projected

to bring in $6 MM in incremental revenue in 2011. Secured 12 feet of

incremental space in over 3,000 WalMart stores.

Senior Writer/Editor . Hallmark Direct - New Ventures Marketing Studio

(2003-2008)

. Concepted and wrote print ads, direct mail, SEO website editorial,

and catalogs for Hallmark.com.

Managed increase in online product offering from 100 to over 1,500 skus in

one year.

. Wrote and edited product editorial that ranked at or near the top in

sales for several product categories.

. Partnered with Brand Essencing Group to develop corporate brand

vision and strategies for Hallmark.

Creative Director-Design and Editorial . Hallmark Loyalty Marketing (2001-

2003)

Clients: State Farm, Wells Fargo, Saks Incorporated, Nestle Infant

Nutrition, Schwan's, Busch Entertainment, Cendant Corporation, Huntington

Bank, Alltel Wireless.

. Directed and managed the creative department with a staff of 29

creatives and a $2.7 million budget.

. Transitioned Hallmark Loyalty Marketing's creative department from a

business-to-business model selling cards to outside clients to a full-

service loyalty marketing agency helping Fortune 500 clients communicate

and build loyalty with their customers.

. Introduced agency best practices, creating and staffing a traffic

department and proofreading. Assigned and managed client accounts with

teams of highly skilled Art Directors, Editorial Directors, writers,

designers, and production artists.

. Won 11 of 13 new business pitches; grew from $23 MM to $36 MM in 18

months.

. Won the $10.7 MM Nestle Infant Nutrition account (vs. OgilvyOne and

Meredith) with an integrated marketing campaign that cut costs by 21% and

increased response rates by 12% in the first year. Transitioned from a

periodic magazine to a premium baby calendar, supported by print, direct

mail and couponing.

. Staff won Regional ADDY awards and Art Director's Club awards.

Creative Director . Tracy-Locke/DDB Direct, Dallas, TX

1992-2001

Clients: American Airlines, KinderCare, PepsiCo, GTE, Phillips, Brink's

Home Security, FootAction.

. Developed creative strategies together with marketing and media

counterparts, managed art directors, writers and designers in developing

creative, and served as primary creative client contact on a wide range of

national advertising, promotion, merchandising, and direct marketing

accounts.

. Integrated with promotions and generated a 55% response and was

awarded a 1993 Gold Echo Award by the Direct Marketing Association for a

Diet Pepsi customer acquisition program. Created a bounceback that

generated a 45% response via a toll-free number with a fully automated

survey recorded by Ray Charles.

. Wrote and produced highly successful direct response TV and radio for

Brink's Home Security, a finalist for a 1994 Gold Echo Award and a 1994

Caples Award.

. Directed and wrote the direct marketing creative for an integrated

presentation to GTE during a successful review of the account.

. Served as featured speaker for the creative segments of the 1994 and

1997 Direct Marketing Association (DMA) Southwest Roundup in Dallas.

Attended DMA conventions and direct marketing workshops.

Senior Writer . McNay, Inc., Dallas, TX

1990-1992

Clients: Chefway Oil and Shortening, Fifth Generation Systems (software),

Micrografx (software), Niscan (optical scanners), Riceland Rice.

. Agency named the Southwest's Hot Shop of 1991 by Adweek Magazine.

Senior Writer . Rapp & Collins USA, Dallas, TX

1988-1990

Clients: The Associates, Comprehensive Care Corporation

(CareUnit/CarePsychCenter), Continental/Eastern Airlines, Hyatt Hotels and

Hyatt International, Oblate Missions, SuperShuttle International, Thrifty

Car Rental, Trans World Airlines.

. Successful creative concept development, copywriting and client

presentations.

Creative Director/Copywriter . Heritage Capital Corp., Dallas, TX

1987-1988

In-house clients: Heritage Numismatic Auctions, Heritage Rare Coin

Galleries, Steve Ivy Philatelic Auctions, Steve Ivy Rare Stamps, U.S.

Tangible Investment Corp.

. Concepted and wrote highly successful direct marketing print ads,

direct mail, trade show materials and collateral.

. Attended DMA seminars and workshops in Chicago, Los Angeles and

Dallas.

Copywriter . The Zipkes Agency, Dallas, TX 1984-

1987

Clients: Dimension Computers, Genstar Gypsum Products, Hawthorne Suites,

Marriott Hotels, Pizza Inn, Residence Inn, STB Systems.

EDUCATION

Bachelor of Science in Advertising . The University of Texas at Austin .

1981-1983

Liberal Arts Major . The University of Dallas, Irving . 1979 -1981

PROFICIENCIES

PC and Mac

Microsoft Office

Text Functions in QuarkXpress, Adobe InDesign

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