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| McSweeney & Antman's strategic management consulting partner is Market Strategy Group, LLC. |
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| McSweeney & Antman's strategic media relations partner is Walek & Associates. |
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| McSweeney & Antman's strategic design partner is Mease Communications. |
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| McSweeney & Antman's strategic sales-consulting partner is The Waterhouse Group. |
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| McSweeney & Antman's strategic research partner is The Guild Group. |
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McSweeney & Antman Advertising Creative Services
McSweeney & Antman is a full-service advertising strategic and creative-development shop. Our services include:- Development and execution of marketing research
- Development and execution of branding and positioning for complex product and service offerings
- Development of marketing communications strategy
- Television, radio, print and internet advertising strategy, conceptual development, copywriting and design
- Print and online marketing collateral strategy, conceptual development, copywriting and design
- Video production, creative development and scriptwriting
- New product and service launches
- Trade show marketing
- Coordination of marketing and sales
- Recruitment and training of marketing team
Our Approach:
As with all of our marketing communications services, our aproach to advertising is based on a thorough understanding of our clients’ business needs and competitive situation. All of our advertising work is based on a clearly articulated strategy, and most of it contains a direct-response element that gives our clients a means of assessing its effectiveness quantitatively.
We believe that while b-to-b buying decisions are more rational and less emotional than b-to-c decisions, all advertising must contain an emotional element, because all buying decisions are made by individuals, not by institutions. On the b-to-b side, these individuals are exposed to a multitude of advertising messages every day, including sophisticated consumer advertising, and as a result we believe that b-to-b advertising must have a b-to-c sensibility and reach its target audiences on both a rational and an emotional level.
Because we are not solely an advertising agency, we do not attempt to sell advertising to our clients in those situations where other forms of marketing communications would work better. Advertising is just one of many tools we use to help our clients reach their target audiences, and we design all of our marketing communications tools to work together in an integrated fashion to help our clients reach their business goals with maximum effectiveness and minimal waste.
We also believe that agencies themselves should be integrated across all strategic and creative functions. The same McSweeney & Antman principals that create and execute research and developing branding and positioning plans and advertising strategies also create the advertising concepts, write the copy, work directly with trusted design partners and supervise the production process.
Clients:
Over the years, our principals have created advertising and collateral for many organizations, including the following:- Deloitte & Touche – B-to-B newspaper, magazine, radio and collateral.
- Humana – B-to-C collateral and video productions.
- Chicago Board Options Exchange – B-to-B and B-to-C collateral.
- Chicago Stock Exchange – B-to-B newspaper, magazine, television, Internet and collateral.
- Chicago Mercantile Exchange – B-to-B and B-to-C magazine, television and video productions.
- Catholic Health Care Network – B-to-C magazine and newspaper.
- Arkidata – B-to-B magazine.
- National Market Exchanges – B-to-B magazine and newspaper.
- Philadelphia Stock Exchange – B-to-B and B-to-C magazine, newspaper, collateral and video productions.
- Health Insurance Plan of California – B-to-C newspaper, magazine and radio.
- Saint Francis Hospital (New York) – B-to C television.
- Mexico City Stock Exchange – B-to-C magazine.
- Bermuda Commodities Exchange – B-to-B newspaper and magazine.
- Pedestal Capital – B-to-B newspaper and magazine.
- IceCorp – B-to-B newspaper and magazine.
- Integrion Financial Network – B-to-B magazine.
- Lind-Waldock – B-to-C newspaper, radio and television.
- Pulse Trading – B-to-B newspaper, magazine and Internet.
Awards:
Over the years, our principals have won many awards and citations for their advertising and collateral work, including the following:- IABC Gold Quill Award of Merit
- Publicity Club of Chicago Silver Trumpet Award
- Eagle Awards Certificate of Excellence
- Summit Advertising Awards Silver and Bronze
- Vision Awards National Finalist
- Advertising Club of Delaware Gold and Silver
- Adweek Magazine “New Campaigns” creative review
- Creativity 26 Award of Distinction
- Print Magazine 1997 Regional Design Annual Certificate of Design Excellence
- Print Magazine Digital Art and Design Annual
- Art Directors and Copywriters Club of Chicago, Chicago Show Medal Award
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UPDATES:
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August 14, 2009
I’m extremely gratified to report that, as of August 3rd, I’ve joined FCStone Group (NASDAQ: FCSX), www.fcstone.com, as Vice President, Marketing Communications, after more than 20 months of serving the firm as a marketing consultant. It’s a great company and a great job, and I couldn’t be more pleased.
I’ll continue to be reachable at michael@mcsweeneyantman.com, at my FCStone e-mail address, michael.antman@fcstone.com, or by phone at 847-636-2715.
I will keep this site, www.mcsweeneyantman.com, active so that I can continue to post occasional articles on marketing topics.
I've also posted the final edition of the firm newsletter, in this case consisting of a very personal and informal essay about some of the fun and interesting moments I've experienced in my first thirty-plus years in the marketing communications business.
This essay can be found by clicking the "Op Ed" section on the left-hand side of this page, where other articles on marketing can also be found. The 15 previous issues of my newsletter will continue to be available on the site under "Newsletter Archive."
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