Trish Michaels

Trish developed her unique ability to package messages for mass market appeal while working as a TV anchorwoman and news reporter. "We lived and died by market research and audience ratings. They're ruthless, but powerful teachers. They taught me to get to the heart of the message quickly and penetrate the audience effectively." Those skills became the foundation to Trish's success in advertising and marketing.

When Trish left TV news in the mid 80s, the corporate world eagerly welcomed her unique communication skills. She produced corporate videos and marketing campaigns for companies all over the world. "Clients appreciated my ability to tell their corporate stories in ways that deeply connected with their audiences. They kept asking me to get more involved in their marketing."

With the encouragement of key clients, Trish launched her own advertising agency in 1990. "I found my bliss," says Trish. "I get to express all my creative talents, exercise all my strategic skills, help clients reach their goals and get paid too? This must be heaven."

Trish's agency won over 50 awards for originality in its first year, then stopped entering competitions. "We weren't judged on client results — the one thing we cherished most," says Trish. "Sure, creativity is important, but it's only one strategy in successfully growing a business. We stepped up our focus on results by developing our own methodologies, beefing up our strategic planning and insisting on market research to develop, test and implement successful strategies. We attracted clients who were absolutely committed to results. We differentiated from other agencies and found our market niche."

"I took an unusual path to get here. But had I not been in the fast-paced world of TV news, I would never have developed the unique strategies that today help my clients get results. I can't tell you how fulfilling it is to help a business awaken to and fully harness the real power of marketing and advertising."