McKinney

McKinney is an American advertising and communications agency headquartered in Durham, North Carolina. Founded in 1969 as McKinney & Silver by Charles “Chick” McKinney and Mike Silver, the agency developed from a regional independent shop into a nationally recognized creative agency. Its work has covered brand strategy, advertising, digital experiences, social and content development, media, and integrated campaigns for consumer, technology, automotive, financial, sports, retail, and public-interest clients. The agency’s history is closely associated with North Carolina’s advertising and entrepreneurial communities. It moved from Raleigh to Durham’s American Tobacco Campus in 2004, establishing a highly visible base in a renovated former tobacco-factory complex. That location became part of the agency’s public identity and was later featured in a short documentary involving then-chief executive Brad Brinegar about the restoration of the campus. McKinney remained independent for much of its history and received significant industry recognition for effectiveness and creative work. In 2012, Effie Awards and WARC identified it as the world’s most effective independent agency. The same period included the agency’s work on Mizuno’s Mezamashii Run Project, which helped Mizuno receive recognition as the most effective brand in North America in 2013. McKinney has also been recognized by Ad Age, Adweek, the 4As, and other industry organizations for agency performance and individual leadership. Cheil Worldwide acquired McKinney in 2012, adding the agency to the South Korean communications group’s international network. Following the acquisition, McKinney opened a New York office in 2013. In 2018, Joe Maglio became chief executive, while Brad Brinegar moved into the chairman role after leading the agency as CEO from 2002 to 2018. In 2019, McKinney expanded to the West Coast through the acquisition of Operam Creative Group and the opening of a Los Angeles office. The agency has also been associated with offices or operations in Dallas–Fort Worth and Phoenix. McKinney’s portfolio includes mainstream commercial advertising as well as public-service and social-impact work. Notable examples include Travelocity’s “Where Is My Gnome?”, Audi’s “The Art of the Heist,” ESPN’s college-football championship work, the Ad Council’s “No One Gets a Diploma Alone,” Samsung Family Hub advertising featuring Dax Shepard and Kristen Bell, CarMax’s “Getting Greenie,” and the online financial-hardship experience “SPENT” for Urban Ministries of Durham. Other projects addressed LGBTQ rights, workplace diversity, entrepreneurship, personal finance education, and sleep technology. The agency’s positioning combines creative development with effectiveness-oriented planning and integrated execution. Its ownership by Cheil Worldwide gives it access to a larger international network while preserving McKinney as a distinct agency brand. Publicly available reference material does not establish a complete current client roster, revenue figure, or detailed present-day office structure, so those aspects remain unspecified.

McKinney traces its origins to 1969, when Charles “Chick” McKinney and Mike Silver founded an agency called McKinney & Silver. The business later adopted the shorter McKinney name and built a reputation as an independent advertising agency based in North Carolina. Its work expanded beyond conventional advertising into integrated brand communications, digital experiences, public-service campaigns, and creative programs designed to produce measurable effectiveness. A major physical and cultural transition occurred in 2004, when McKinney moved from Raleigh to Durham’s American Tobacco Campus. The campus, a redeveloped former tobacco-factory complex, became the agency’s home and an important part of its public profile. In 2014, CEO Brad Brinegar appeared in a short documentary connected with the anniversary of the campus’s restoration, linking the agency to Durham’s broader urban-renewal story. McKinney reached a notable point in its independent history in 2012, when the Effie Awards and WARC identified it as the world’s most effective independent agency. Its effectiveness credentials were reinforced by the Mezamashii Run Project for Mizuno, which contributed to Mizuno being recognized as the most effective brand in North America in 2013. The agency’s campaign portfolio also included work for Travelocity, Audi, ESPN, the Ad Council, Samsung, CarMax, Urban Ministries of Durham, Next Gen Personal Finance, Marpac, Equality North Carolina, and the Human Rights Campaign. In 2012, Cheil Worldwide acquired McKinney. The transaction placed the agency within a larger global communications group while retaining McKinney as a separate brand. McKinney opened a New York office in 2013, broadening its reach beyond its North Carolina base. The agency continued to receive industry attention: Ad Age named it one of ten agencies to watch in 2015, Adweek recognized Chief Creative Officer Jonathan Cude among its vital leaders in technology, media, and marketing that year, and the 4As recognized Group Creative Director Jenny Nicholson in 2017. McKinney also pursued initiatives connected to inclusion, entrepreneurship, and community engagement. In 2016, it created the Joni Madison Mtern Diversity Scholarship in honor of former Chief Operating Officer Joni Madison, who later held a leadership role at the Human Rights Campaign. In 2018, McKinney partnered with American Underground on Startup Stampede, an initiative associated with the Durham startup ecosystem. Leadership changed in 2018, when Joe Maglio became CEO and Brad Brinegar, who had led the agency as CEO since 2002, became chairman. In 2019, McKinney acquired Operam Creative Group and opened a Los Angeles office, extending its geographic presence to the West Coast. Reference material also identifies offices or operations in New York City, Dallas–Fort Worth, and Phoenix, alongside the Durham headquarters. Public sources supplied for this entry do not provide a current revenue figure, complete client list, or definitive current executive roster beyond the named historical and leadership figures.

1. 2019Los Angeles expansion

   The acquisition of Operam Creative Group supported McKinney’s expansion to Los Angeles and the West Coast.

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2. 2018CEO transition

   Joe Maglio became CEO and Brad Brinegar moved to the chairman role.

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3. 2013New York expansion

   McKinney opened an office in New York following its integration into Cheil Worldwide.

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4. 2012Cheil Worldwide acquisition

   McKinney joined Cheil Worldwide after being acquired by the communications group.

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5. 2012Effectiveness recognition

   Effie Awards and WARC named McKinney the world’s most effective independent agency.

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6. 2004Move to the American Tobacco Campus

   McKinney relocated from Raleigh to the redeveloped American Tobacco Campus in Durham.

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7. 1969Agency founded as McKinney & Silver

   Charles “Chick” McKinney and Mike Silver founded the agency that later became McKinney.

   Source

An effectiveness-oriented creative advertising agency combining brand strategy, integrated communications, digital work, and culturally focused campaigns within the Cheil Worldwide network.

• Integrated advertising campaignsAdvertising services

  McKinney develops integrated campaigns that combine strategic planning, creative concepts, advertising production, media, digital experiences, social content, and other communications channels. Its work spans commercial brands and public-interest organizations, with an emphasis on connecting creative storytelling to measurable brand or behavioral outcomes.

• Brand strategy and creative developmentBrand consulting and creative services

  The agency provides brand positioning, campaign platforms, creative direction, and communications planning. These capabilities support clients seeking to define a distinctive market voice, create recognizable brand systems, and translate strategic ideas into advertising and content across multiple channels.

• Digital, social, and experiential workDigital communications

  McKinney’s portfolio includes online experiences, social and content programs, interactive storytelling, and experiential initiatives. Examples such as SPENT demonstrate the agency’s use of digital formats to explain complex social issues and encourage audience participation rather than relying only on conventional broadcast advertising.

• 2018Startup Stampede

  United States

  An initiative created with American Underground, a Google Tech Hub, connecting McKinney with Durham’s startup and entrepreneurial community.

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• 2011SPENT

  United States

  An online experience for Urban Ministries of Durham portraying the difficult choices faced by people living close to homelessness. The project was reported to have received 10 million views since its launch.

  Outcome. The experience reportedly reached 10 million views.

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• Where Is My Gnome?

  United States

  A campaign created for Travelocity built on the brand’s recognizable roaming gnome character.

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• The Art of the Heist

  United States

  An Audi campaign using an extended, story-driven premise around a fictional heist to generate attention and engagement for the automotive brand.

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• Mezamashii Run Project

  North America

  McKinney created this Mizuno initiative around running culture and participation. The work was associated with Mizuno’s recognition as the most effective brand in North America in 2013.

  Outcome. Mizuno received recognition as the most effective brand in North America in 2013.

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• College Football Championship

  United States

  McKinney produced advertising work connected with ESPN’s college-football championship coverage.

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• No One Gets a Diploma Alone

  United States

  A public-service campaign for the Ad Council emphasizing the support networks and assistance that help students complete their education.

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• Family Hub: Birthday Party

  United States

  One of McKinney’s Samsung Family Hub commercials, part of a series featuring actors Dax Shepard and Kristen Bell between 2014 and 2016.

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• Getting Greenie

  United States

  A McKinney campaign for CarMax centered on the search for or acquisition of a vehicle represented by the Greenie concept.

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• Payback

  United States

  A campaign for Next Gen Personal Finance addressing personal-finance education and the practical consequences of financial decisions.

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• Competitive Sleeping League

  United States

  A playful campaign for Marpac that used a competitive-sleeping premise to draw attention to sleep products and rest.

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• Stop HB2

  United States

  A public-interest campaign for Equality North Carolina and the Human Rights Campaign opposing North Carolina’s House Bill 2 and advocating for LGBTQ rights.

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• 2019Acquire Operam Creative GroupM&A

  McKinney sought to extend its geographic presence beyond its established East Coast and Southern bases.

  What changed. The agency acquired Operam Creative Group and opened a Los Angeles office.

  Aftermath. The transaction supported McKinney’s expansion to the West Coast.

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• 2018Appoint Joe Maglio as CEOOther

  Brad Brinegar had led McKinney as CEO since 2002.

  What changed. Joe Maglio became chief executive and Brinegar assumed the chairman role.

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• 2012Join Cheil Worldwide through acquisitionM&A

  McKinney had operated as an independent agency and was acquired by Cheil Worldwide.

  What changed. The agency became part of Cheil Worldwide while continuing to operate under the McKinney name.

  Aftermath. McKinney expanded its office network, including a New York location opened in 2013.

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• 2019McKinney expands to the West Coast through Operam acquisition

  McKinney acquired Operam Creative Group and opened a Los Angeles office.

  M&A
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• 2018Joe Maglio becomes McKinney CEO

  Joe Maglio succeeded Brad Brinegar as chief executive, while Brinegar became chairman.

  Leadership change
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• 2018McKinney and American Underground launch Startup Stampede

  The agency partnered with American Underground, a Google Tech Hub, on an initiative focused on startups and entrepreneurship.

  Campaign
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• 2017Jenny Nicholson recognized by the 4As

  Group Creative Director Jenny Nicholson was included in the 4As list of people recognized for contributions to advertising.

  Other
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• 2016McKinney launches the Joni Madison Mtern Diversity Scholarship

  The agency created a diversity scholarship honoring former COO Joni Madison and her LGBTQ-rights advocacy work.

  Campaign
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• 2015McKinney named an agency to watch by Ad Age

  Ad Age included McKinney among ten agencies to watch.

  Other
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• 2015Jonathan Cude recognized by Adweek

  Chief Creative Officer Jonathan Cude was included in Adweek’s list of vital leaders in technology, media, and marketing.

  Other
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• 2013McKinney opens New York office

  The agency expanded its United States footprint with a New York office following the Cheil Worldwide acquisition.

  Other
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• 2013McKinney’s Mizuno work contributes to effectiveness recognition

  The Mezamashii Run Project helped Mizuno receive recognition as the most effective brand in North America.

  Campaign
  Source
• 2012McKinney recognized as the world’s most effective independent agency

  The Effie Awards and WARC recognized McKinney for effectiveness among independent agencies worldwide.

  Other
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• 2012Cheil Worldwide acquires McKinney

  McKinney became part of Cheil Worldwide, ending its long period as an independent agency.

  M&A
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• 2004McKinney relocates to Durham’s American Tobacco Campus

  The agency moved from Raleigh to the American Tobacco Campus in Durham, North Carolina.

  Other
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• 1969McKinney founded as McKinney & Silver

  Charles “Chick” McKinney and Mike Silver established the agency that later became McKinney.

  Other
  Source

1. McKinney (advertising agency)
2. McKinney official website