Matt McCutchin 205 E. 30th Street, Apt. B Austin, TX 78705 512.672.9006 mattmccutchin @ utexas.edu
EDUCATION......
Harvard University Master of Liberal Arts in English and American Literature and Language
Thesis: “From Manufacturing Truth to Exposing Illusion: The Formal and Thematic Influence of Advertising on Winesburg, Ohio, The Great Gatsby, and Catch-22” Director: Dr. Werner Sollors, Chair, History of American Civilization Program GPA = 3.7, awarded Dean’s Scholarship
The University Of Texas At Austin Bachelor of Science in Advertising
ACADEMIC EMPLOYMENT......
The University Of Texas At Austin Assistant Professor Of Practice, 1/19 to Present + Full-Time Advertising + PR Faculty Lecturer, 8/15 to 12/18 + Online Lecturer, 6/12 to 7/13 + Full-Time Advertising Faculty Lecturer, 8/06 to 8/11
Ringling College Of Art + Design, Sarasota, FL Advertising Design Full-Time Faculty, 8/11 to 8/14
University Of West Virginia Adjunct Online IMC Faculty, 8/05 to 12/05 and 9/12 to 6/14
Chicago Portfolio School Instructor, 4/04 to 3/05
Polk State College, Winter Haven, FL Professor of English, 6/02 to 8/03 Matt McCutchin p.2
Webber International University, Babson Park, FL Adjunct Professor, 8/01 to 12/02
Hillsborough Community College, Tampa, FL Adjunct Professor, 8/01 to 5/02
Miami Ad School, Miami Beach, FL Instructor, 8/00 to 12/00
COURSES TAUGHT......
Introduction To Advertising Brand Storytelling (created) Introduction To Advertising Design Long-Copy Ads (created) Introduction To IMC Creative Headlines and Taglines (created) Introduction To Creativity Heads+Tags+Body Copy (created) Creativity + American Culture Creative Writing
Digital Graphic Communication (created) Advertising Management Concept And Communication (created) IMC Management Global Branding (created) IMC Seminar Creative Strategies IMC Campaigns Creative Strategy & Execution Agency Practices (created) Advertising & Music (created) Advertising Internship
Advertising Portfolio I, II and III Public Relations Advertising Studio Writing For Public Relations Advanced Creative Concepts Public Relations Techniques Direct Marketing Communications Storytelling (created) Introduction to Copywriting Journalism I, II, and III Copywriting I and II English Composition I and II
Have taught both undergraduate and graduate students (over 3,500 total). Student course and instructor evaluations include numerous overall perfect “5” scores. Matt McCutchin p.3
STUDENT ADVISING......
Plan II Honors Program Senior Thesis: “Any Fool Can Write An Ad, Especially If There Aren’t Any Words To Write At All”
Supervised Independent Studies: “Trends In Successful Social Media,” “Student Options For Learning InDesign,” “Issues And Opportunities In Advertising Music,” “Social Media Marketing In Sports,” “An Israel Tourism Campaign,” “Burger King Hispanic Campaign,” “Corporate Identity & Branding for FreshPlus”
Internship Adviser, RCAD Faculty Adviser, “PCC Press” student-run newspaper
PUBLISHING & PRESENTATIONS......
Conferences: “Bridges: The Future Of Creativity” Presented 3/06 at the 53rd Annual Chicago Association of Direct Marketing Convention.
“Advertisements of the Self: Copywriting and The Great Gatsby” Presented 9/02 to the Sixth International F. Scott Fitzgerald Conference.
Panels: “Lessons In Leadership And Practice From The Field” Health Communication Leadership Institute 2018 Presented and discussed 6/18 at The University Of Texas At Austin.
“Color Messages: Branding and Marketing” Presented and discussed 11/07 and 11/08 at The University Of Texas At Austin.
Publishing: “Advertising Creativity 2.0” Textbook manuscript formerly under contract with Laurence King Publishing in London.
Reviewed numerous advertising texts in development, including: “The Art Of The Pitch: Persuasion and Presentation Skills That Win Business” “Copywriting: A Way With Words” “Creative Advertising” Matt McCutchin p.4
PROFESSIONAL & COMMUNITY SERVICE......
Service To The University:
Curriculum Development: Created two popular and successful new courses since returning to UT: Brand Storytelling and Digital Graphic Communication, based on feedback from outgoing students.
Both courses are now part of UT’s Bridging Disciplines Program, and attract non-majors from within Moody College as well as other schools (McCombs, Cockrell, Liberal Arts), and serve as a gateway to numerous conversions of major to ADV and PR.
From Fall 2015 to the current semester, these two courses have served over 1,300 students.
At RCAD, helped design, re-design, and continually refine the program curriculum, including an overall departmental master plan of consistent outcomes and evidence, as well as creating and gaining approval for several new courses. Also developed and refined coursework at UT and WVU.
Online Teaching: Single-handedly built Looking For The Elevator, a prototype online school and resource for advertising students and recent grads, which offered news, advice and mentorship, along with skill-building online classes and a place for a web-based community.
Responsible for literally everything, from creation, curriculum development, course content, management, branding and marketing, to web development and coding.
Before that, created and taught UT’s first online creative class (ADV 325/387 in the Summer of 2010), which earned excellent feedback from students and helped attract positive attention from the University administration.
Successfully introduced innovative multimedia and social-media online course content, and new course structures, to all classes taught, to offer more updated and real-world connections and experiences.
Created, built, and managed UT’s first departmental blog, “The Branding Iron,” in 2007.
Began teaching online in 2005, via the University of West Virginia’s online IMC graduate program. Continued teaching and developing classes for WVU, when schedule allowed, until Spring 2014.
Student AAF Chapters: Faculty sponsor for TAG trips to New York City and San Francisco. Agency visits included Wieden + Kennedy, Goodby Silverstein & Partners, BSSP, TBWA\Chiat\Day, Grey, Digitas, AKQA, Saatchi & Saatchi, and BBDO. Also served as interim faculty advisor, 2014. Matt McCutchin p.5
Events: Open House, Career Services presentations, Pre-College (HS seniors) presentations, Accepted Students Day, Explore UT, Parents Day, Best Of Ringling juried show, Senior Show gallery exhibition
Teaching Development: Facilitated workshops at “Performance Training For Instructors,” a pilot series through the College of Natural Sciences.
Committees: Assessment, library, faculty searches, facilities planning, brand development initiatives
Service To The Community:
Judge, 2019 + 2016 The One Show Young Ones Awards
Host, 2011 Florida Governor Rick Scott and other state officials; in-class visit and media tour
Presenter and Judge, 2012 American Association Of Advertising Agencies’ Institute of Advanced Advertising Studies
Judge, 2006 National Football League’s ”Pitch Us Your Idea For the Best Super Bowl Commercial Ever. Seriously.”
Deacon + Communications Council Chair University Christian Church, Austin
Media Interviews: Texas Monthly, “Buc-ee’s: The Path To World Domination” (cover story) NPR’s “Texas Standard,” “Most Iconic Texas Brands” Advertising Age, “Stalled Auto Market a Boon for Parts, Repair” Zócalo Public Square, “Matt McCutchin on Advertising During The Recession” KVUE-TV (ABC) Austin, Super Bowl advertising commentator Also: Sarasota Times-Herald, Bradenton Herald, Lakeland Ledger, Daily Texan
Clients and Organizations Served by Classes: American Petroleum Institute (with GSD&M), West Texas Nursery, StudioVox, Save Our Seabirds, Tobacco-Free Florida, University of Texas Co-Op, Texas Longhorns sports, Expressions Fine Chocolate, Majical Miniatures exotic animal rescue, Boys & Girls Club of Sarasota, Gladys Porter Zoo Matt McCutchin p.6
INDUSTRY EXPERIENCE......
Looking For The Elevator Founder And President, 10/12 to 1/17
Rising Tide Sports & Entertainment Group Global Creative Director (Part-Time), 11/13 to 1/15
Alfredson, Inc. Co-Founder and Co-Creative Director, 1/09 to 1/13
DDB Chicago Copywriter, 10/03 to 7/06
Kirshenbaum Bond + Partners, McCann Erickson, Ogilvy & Mather, Grey + others, New York Freelance copywriter/consultant, 3/98 to 10/03
Deutsch, New York Senior Copywriter, 6/97 to 3/98
Temerlin McClain, Dallas Associate Creative Director, 3/96 to 6/97
Parrish Wickersham/Arnold, Boston Senior Copywriter, 9/95 to 3/96
Ammirati Puris Lintas, New York Copywriter, 3/94 to 9/95
Bryan & Associates, Dallas Copywriter, 8/91 to 2/94
The Weekly Tribune, Levelland, Texas Founder + Publisher, 9/88 to 8/91 Matt McCutchin p.7
STUDENT AWARDS......
National ADDYs (multiple Gold, Silver; at least 1 every year from 2009-2014)
District 10 ADDYs (multiple Gold, Silver, Bronze) Austin ADDYs (multiple Gold, Silver, Bronze, Student Best In Show)
District 4 ADDYs (multiple Gold, Silver, Bronze) Suncoast ADDYs (multiple Gold, Silver, Bronze, Student Best In Show, Judge’s Choice)
One Show College Competition / The Young Ones (multiple Bronze, Merit)
D&AD New Blood (Wood, Finalists)
ADWEEK Talent Gallery
CMYK Magazine Top New Creatives, Issues #41, #50, #52, #56
Radio Mercury Awards student category (finalist)
American Scholastic Press Association (First Place)
PROFESSIONAL AWARDS......
Awards for creative excellence: Advertising Age’s BEST, local and regional ADDYs, Silver Telly, Bowtie, One Club “The Contest”
Awards for campaign effectiveness: American Marketing Association Silver “ORB,” Direct Marketing Association “ECHO,” John Caples International Award, Chicago Direct Marketing Association “Tempo”
PROFESSIONAL CREDITS......
Midas Created and managed several national broadcast campaigns for the $50m Midas account (as creative director), built around the concept of “We’re On This Road Together” and featuring veteran actors Martin Sheen and Gary Sinise. Deployed an innovative mix of both traditional, digital, POS, and social media, including over 600 separate, market-tailored radio spots. Midas customer traffic shot up 17%, despite the recession. Matt McCutchin p.8
Volkswagen Part of early creative team on the influential, highly-awarded “Drivers Wanted” campaign, expanding the campaign into breakthrough targeted work, for both the college market and introduction of the TDI and Vanagon models.
Snapple Coined the product name “Whipper Snapples” for a Snapple product extension: a line of innovative fruit-flavored prepackaged smoothies.
IKEA Created successful, award-winning integrated campaigns for the Swedish retailer’s North American division, including the introduction of IKEA Business and IKEA Kitchen.
State Farm Created innovative multimedia campaigns for auto and renter’s insurance, including an early State Farm foray into social media and music tour sponsorship, as well as print and broadcast. Other successful campaigns targeted small-business owners, potential State Farm agents, regional markets, and current-client relationships via State Farm’s array of financial instruments.
Bank Of America Created several print and integrated campaigns, including a variety of consumer-banking products and an international business campaign that was translated into 12 languages.
Baskin-Robbins Helped win the $40 million Baskin-Robbins account, with a breakthrough integrated creative campaign and presentation, which helped establish Deutsch’s Los Angeles office.
Subaru Created an innovative integrated campaign that included a centralized dealer “ad creator” program, and their first major web site.
Rising Tide Sports & Entertainment Group Developed strategies, identity & branding, and web sites for a startup as they build a portfolio of experiential events and entertainment properties. Brands include “Quest For The Best,” an on-base game show event for the U.S. Army starring actor Bruce Campbell, and the American Lawn Bocce Association.
Morton Salt Print and online campaign introduced new packaging that featured the iconic Morton Salt Girl at various times throughout the century.
The Chicago Tribune Worked on the successful “What’s In It For You” integrated campaign, which helped stabilize subscription and single-copy sales, via print, broadcast, direct mail, outdoor, and events. Matt McCutchin p.9
Emerson Created a “Consider It Solved” international print campaign for this business-to-business client; this global campaign ran successfully for almost 5 years.
The Home Depot Helped take this client from a traditional bricks-and-mortar retailer to a true multichannel marketer, with an award-winning integrated campaign that included TV, print, online, and direct mail components. One TV spot was featured in Jay Leno’s “Tonight Show” monologue, while one targeted campaign had an ROI of over 8000%.
Busch Gardens Created several broadcast campaigns that built the brand and drove attendance.
Dell Helped create a “Purely You” multimedia campaign template that included an early social media component.
Citibank Worked with RG/A to concept and create their first web site. Later, created innovative print and direct mail campaigns for their consumer credit card division.
AT&T Created several print, broadcast, and direct mail campaigns for a variety of products and services, including their first internet business services. One offer-driven campaign was so successful, AT&T’s call center was overwhelmed the first day with over 800,000 calls, forcing them to terminate the campaign early.
Buick Helped create an award-winning multimedia campaign that included personalized “magazines” with customized content.
GMC Helped create an integrated campaign introducing the redesigned Sierra pickup.
Netscape Created a multimedia campaign introducing business-to-business services.
Grey Advertising Worked on a re-naming and re-branding effort for the Grey Direct (now G2) division, including a new web site. Matt McCutchin p.10
NationsBank Worked a variety of campaigns, both consumer banking and investments, including directing Academy Award® winner James Coburn in a series of radio ads.
Bose Created award-winning work for their Wave Radio product line.
Psion Created the first North American campaign for this ahead-of-its-time PDA maker based in the UK.
Compaq Created a number of highly-successful integrated campaigns, for both their enterprise and consumer divisions. One enterprise computing campaign elicited fan mail from IT departments across the country.
Other Clients: 1-800-FLOWERS UPS Sprint Mitsubishi MCI American Express Verizon Chevrolet Oracle Pontiac Keep Polk County Beautiful Wolfgang Puck restaurants MSN Tanqueray Terminix Biore skin care MasterCard QVC
SKILLS & INTERESTS......
Computer skills: Both Mac and PC platforms. Adobe CC (InDesign, Illustrator, Photoshop, Dreamweaver, Premiere Pro), MS Office, Logic Pro, Maschine, and Ableton Live.
Proficient in HTML, CSS, WordPress development, and popular Learning Management Systems including Blackboard, Moodle, and Canvas.