Why I started MCRP.

Years covering the marketing business for Ad Age and working as a creative leader inside agencies taught me one thing: even the smartest companies can have outdated stories. They'd grow, evolve, and add new capabilities, but the brand wouldn’t keep up. And fixing it always took too long, cost too much, or got stuck in the gap between strategy and execution.

I started MCRP to do it differently. A lean team who can figure out the positioning and build the assets.

How I Think

A lot of marketing companies default to chasing press coverage as their brand strategy. That's backwards. Publicity matters, but it has to amplify a clear story - not substitute for one.

Get the positioning right first. Know what you're saying and why it matters. Then tell the world.

How I Work

I do the work myself. No juniors, no telephone game between the person you meet and the person who makes the thing. When you hire me, you get me - in the strategy sessions and in the details.

I use AI throughout the process, which lets me move fast without a big team. But the thinking is human.