- McKinney (advertising agency)
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McKinney Industry Advertising Headquarters Durham, North Carolina, United States Website mckinney.com McKinney is an independent advertising agency based in Durham, North Carolina. One of its most notable campaigns was Art of the H3ist for the launch of the Audi A3. The 90-day, interactive campaign earned Creativity Magazine’s Campaign of the Year [1], two Effies [2] and a Cannes Lion[3]. It would also win the inaugural “Best of Show” at the 2006 MIXX Awards sponsored by the IAB [4].
Brad Brinegar is currently chairman and CEO. Jeff Jones is president and Jonathan Cude is chief creative officer. Chief Strategy Officer Andrew Delbridge is also chairman of the 4A’s Strategy Committee and founding chairman of the Jay Chiat Strategy Festival, the first international festival for strategic thinking [5]. In 2011, Jim Russell was named chief innovation officer and steers the McKinney Ten Percent, a program that encourages all McKinney employees to dedicate 10 percent of their time to innovation[6].
Contents
Campaigns
History
Founded in 1969 by Charles “Chick” McKinney, the agency is now independently owned by a management team led by Brad Brinegar.
In 2003, McKinney became one of the first agencies to pioneer connection planning, which determines the most innovative and creative ways of bringing brands and people together in mutually beneficial ways[7].
In that same year, McKinney hired a group of interactive experts and injected them into the agency’s existing disciplines. (Today, 35% of the agency’s revenue comes from interactive activities, and 88% of frontline staff is actively engaged in interactive work.)[8]
In 2004, McKinney moved from Raleigh to Durham and took over what is now 60,000 square feet (5,600 m2) of vintage factory space on the American Tobacco Campus[9].
In 2006, McKinney combined its three strategic disciplines (account planning, connection planning and interactive strategy) into one strategic offering and named Andrew Delbridge, previously director of account planning, partner and chief strategy officer[10]. That year, the Cyber Won Report ranked McKinney seventh in the U.S. and 35th in the world for 2006 interactive awards[11].
In 2008, McKinney's management acquired 100% interest in the agency from Havas[12].
External links
- McKinney.com McKinney website
- Five Words McKinney company blog
References
- ^ “Campaign of the Year,” CREATIVITY, December 2005, http://www.scribd.com/doc/24372903/Campaign-of-the-Year-Art-of-the-Heist
- ^ Effies, “2006 EFFIE Award Winning Campaigns,” http://www.tm.com/documents/effie(1).pdf
- ^ Cannes, “2006 Award Winners,” AdForum, http://www.adforum.com/creative_archive/award/award_detail.asp?tb=8&awy=2006&ID=16&orderby=intlevel&page=4
- ^ 4. MIXX Awards “IAB and ADWEEK Announce First Ever MIXX Award Winners,” http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/4912
- ^ “4A’s To Hold Inaugural Jay Chiat Festival and Awards to Celebrate Strategic Thinking October 11-13 in Miami,” Businesswire.com, August 2010, http://www.businesswire.com/news/home/20100826006199/en
- ^ "Error: no
|title=specified when using {{Cite web}}". PR Newswire. 4 October 2011. http://www.prnewswire.com/news-releases/mckinney-promotes-jim-russell-to-chief-innovation-officer-131047273.html. Retrieved 3 November 2011. - ^ “McKinney Boosts Media Capabilities,” Adweek, May 19, 2003, http://www.adweek.com/aw/esearch/article_display.jsp?vnu_content_id=1890518
- ^ “Brad Brinegar: Online Advertising,” About.com, http://video.about.com/onlineadvertising/Brad-Brinegar.htm
- ^ 8. “McKinney Heading to American Tobacco Campus,” WRAL.COM, November 21, 2003, http://www.wral.com/news/local/story/103454/
- ^ “Execs and Accounts for April 6, 2006,” ClickZ, http://www.clickz.com/3596946
- ^ “The Cyber Won Report 2006,”- The Won Report, http://mdc-partners.com/multimedia/pdf/cyberwonreport_2006.pdf
- ^ 11. “McKinney Buys Back Agency From Havas,” Reuters, June 26, 2008, http://www.reuters.com/article/pressRelease/idUS178181+26-Jun-2008+PRN20080626
Categories:- Advertising agencies of the United States
- Companies based in Durham, North Carolina
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