Marketing Architects, an independent TV advertising agency, has welcomed two more troublemakers to its team of category disruptors: Catrina McAuliffe as Senior Vice President of Brand Strategy and Paul Schmidt as Vice President of Client Growth.
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Paul Schmidt, VP Client Growth and Catrina McAuliffe, SVP Brand Strategy (Photo: Business Wire)
Having spent a combined five-plus decades at traditional agencies, the duo brings inside-outside insights and observations about strategic planning, the client service model and creative ways to move brands forward. They bring more “how-to” and “how-not-to-do” knowledge to Marketing Architects as the company continues to question the traditional approach.
CEO Chuck Hengel touts his company’s healthy restlessness and notes that stagnant thinking, complacent approach and self-serving routines just don’t find acceptance and comfort inside the walls of Marketing Architects.
“We are constantly re-imagining things and challenging both trends and the status quo; it’s our responsibility to our clients,” he said. “The role of an agency partner is changing and the traditional model is broken. Talented people are looking to refresh the industry and we are happy to empower that advancement – and doing so by investing more in our staffing and resources, including technology.”
Hengel noted he doesn’t even like Marketing Architects being called an agency, because it misrepresents how the company thinks and does.
“We should really refer to ourselves as ‘formally known as an agency,’” he quipped. “We are on to new chapters in the industry, and are continuing to evolve our models, systems and client plans.”
As an example, Marketing Architects sets itself apart by investing its own capital into the creation and production of each TV campaign and, as a result, challenges the high costs and low accountability of traditional agencies to drive rapid growth and solve complex business challenges for clients.
This approach – along with Marketing Architects’ passion for results, openness for innovation and desire to find a better way – especially spoke to the newest hires, who have seen it all in the agency world. McAuliffe previously worked at Carmichael Lynch, Ogilvy & Mather and TBWAChiatDay, and served as Senior Vice President and Group Strategy Director at Energy BBDO. She has an extensive history of establishing account planning within agencies and is looking to develop these disciplines within Marketing Architects.
“I was excited about the idea of setting up brand planning in a non-traditional way to fit within Marketing Architects’ disruptive approach to TV advertising,” McAuliffe said. “With short timelines and a differentiated business model, there is an opportunity to use technology more effectively to speed up the brand planning process while still ensuring we are building strong creative foundations for brands in the long-term, driving short-term results and helping our clients reach major milestones.”
Paul Schmidt comes to Marketing Architects from BBDO Minneapolis, where he led the account management team as Managing Director. Schmidt’s clients included Hormel Foods, 3M, Andersen Windows and YouthLink. He’s also spent time at SVEDKA, Fallon and EURO RSCG.
“I’m excited to be able to leverage Marketing Architects’ model and tools to make television media available to brands that haven’t been able to include or fully leverage this powerful growth driver in their plans,” Schmidt said. “The model of Marketing Architects – investing in creative production and analytics – solves so many challenges that I’ve seen through the years, and it adds tons of value to the agency/client relationship that has been missing at some traditional agencies.”
The two hires are part of a long list of new leadership Marketing Architects has brought in-house over the last few months to expand its capabilities.
“We believe the best is yet to come in our industry, but it’s important to think differently and always re-evaluate,” Hengel said. “We’re investing in those who want to do things differently and challenge the norm. We are always looking for better, and we think that sets us apart.”
Marketing Architects is now accepting positions for: Account Director of Client Growth, Director of Business Development, Marketing Analyst, Media Buyer and Media Intern.
About Marketing Architects
Marketing Architects, based in Minneapolis, has a 22-year history of helping companies reach major milestones through advertising. By investing their own capital into each TV campaign, Marketing Architects challenges the high costs and low accountability of traditional agencies to drive rapid growth and solve complex business challenges for clients. For more information about Marketing Architects, visit www.marketingarchitects.com or follow us on Facebook, Twitter and LinkedIn.