“It’s the perfect mix of logic, psychology, writing, creativity, curiosity, strategy and wild-assed guessing. It’s fun disguised as a job.” That’s Drew McLellan talking about… well, marketing.

Life started for Drew in Minneapolis. “It was a fantastic place to grow up,” he says, reflecting on his childhood. “Lots to see and do from a culture point of view, plenty of professional and recreational sports, and some of the most beautiful natural settings I’ve ever seen.”

Marketing had kicked in by the time he reached college. A marketing degree would have been fine, but the University of Minnesota didn’t offer one back then, so he settled for a major in journalism, with advertising thrown into the mix. Agency work followed graduation.

But one thing he learned as a kid was that “being incorrigible means you get to do a lot more than if you always follow the rules.” So he started his own agency in 1995—at the ripe old age of about 31.

“I decided it must not be that hard, so why not start my own? Of course, I learned that it actually is very difficult to create and maintain a creative work environment. Rewarding but challenging.”

Being “young and naïve,” Drew didn’t do all the planning and strategizing that’s commonly recommended. “I basically just did it,” he says. “And then I worked 24/7 for the first year to get it to take hold. I didn’t know hardly anything about running a business. So that side of the business presented a very steep learning curve. But, it also made me much wiser in terms of advising clients. I get their world much more than I did before I launched McLellan Marketing Group.”

Life’s been good
“Most of our clients have been with us for five plus years. We do a lot of strategic planning with them and then execute those plans. About a third of our business is in Iowa, a third in the Midwest and about a third national, so we have a very good mix,” he says.

“We spend a great deal of time talking about and creating very well-rooted brands for our clients, most of whom are in the B-to-B sector,” he continues. “I believe that for most small to medium-sized businesses branding—and understanding their own brand—is the most important factor to success.”

Growth, even in the recession, has supported additional staff. “I work with six talented, smart, marketing geniuses,” he says. “Lucky me.” And, “knock on wood, we’re having a fantastic year. We’re really just staying the course. Very active in the community, both online and at home. Keeping our own marketing and keeping our current clients very happy so they can’t help but talk about us.”

Mind you, it hasn’t all been plain sailing. Drew recalls landing a “very prominent client” in the theatre world. “When we got the client, we were thrilled,” he says. “Very high profile, and we were really looking forward to being challenged creatively.” Unfortunately, “they wanted us to bully vendors and basically they treated everyone like we were just fortunate to be in their presence,” he says. “So we fired them.”

Blogging has contributed to his success. When Drew’s Marketing Minute was launched in September 2006, “My initial goal was to just wade into the water and be sure we understood social media from the inside out. My expectations were really that it would be like a learning lab for us—and it certainly has been that. But, it’s far exceeded that,” he says.

“I never would have anticipated that the blog would have caught on so quickly or attracted so many very loyal readers/contributors. It’s led to new clients, new collaborations, and new projects.” The blog is now a very important part of marketing the agency, says Drew. “Mentions in Wall Street Journal and other prestigious publications certainly adds to our credibility and reach for potential clients.”

Seeking meaningful connections
As for the broader world of social media, “It’s nowhere near as earth-shattering as people seem to believe,” he says. “It means using technology to create and sustain relationships.” In short, “new tools but same strategy—meaningful connections,” he says.

“But where it is earth-shattering is the scope,” he continues. “I have met and worked with marketing professionals from all over the globe—people I would have never met without the reach of social media.”

“I’m present in several places but do not kill myself trying to cover every new social media site that crops up,” he says. “I invest my time where it feels worthwhile.” 

Any heroes, Drew? “Walt Disney. He had a dream that he wouldn’t let anyone take away from him. And he was relentless until it came true. And now... his dream inspires other dreamers every day. I admire his tenacity, his faith in his own ideas, and his creativity.”

Committed marketer? Faithful blogger? Not quite. His license plate “DAD” is the giveaway. “I would hang it all up in an instant to be a stay-at-home dad,” he says, contemplating his 16-year-old daughter, who “rocks.” Becoming a father “is, without a doubt, the best thing I have ever done,” he says. “It’s fun watching her evolve into a young woman.”

Our thanks to Drew McLellan for being part of our community at MyVenturePad.