Michaels Stores, Inc.

Ron Stoupa, Chief Marketing Officer
AngelaMinor, VP of Marketing
Jennifer Beesley, VP Creative and Store Environment
AnnaWhite, VP, Communications
KathleenMoler, Head of digital media
JessicaJones, Sr Director, Brand and Category Marketing
Tamara Del Valle, Director of Social and Community
Brooke Ely Miller, Digital and social media manager
LauraGraff, Copy Director
Jennifer Harness, Director, Content and Experience
WalterPorras, Director, Creative

R/GA Austin *Lead Agency

Keli Hogsett, Creative Director
JP Gonzalez, Associate Creative Director
Jonathan Pelleg, Associate Creative Director
Erica Wilson, Group Account Director
Shannon Flood, Executive Producer
Amber Kazalbash, Sr. Strategist
TiffanyRolfe, Global Chief Creative Officer, R/GA
Candice Hahn, SVP, Managing Director
Megan Trinidad, Executive Creative Director
Jen Mollo, MD, Client Services
Elizabeth Thompson, Executive Strategy Director
Carla Smith, Sr. Art Director
Grace Liu, Jr. Art Director
Jennifer Diep, Copywriter
Darcy Hannon, Account Supervisor
Christina Hirsch, Associate Strategy Director
Michelle Smolik, Executive Content Producer
Peter Atherton, Senior Content Producer
Shellie Lewis, Senior Content Producer
JessJabbar, Executive Production Director
Carlos Molina, Producer
Katie Edmondson, Associate Creative Director
KatieYoder, Associate Creative Director

Camelot Strategic Marketing & Media

Dalziel and Pow

David Dalziel, Creative director and cofounder
Oliver Ellis, Design Team Leader Branding and Communications

Creator Deck Media

Corinne Pampinella, COO
Lauren Villegas, Social Media Strategist

Michaels, America’s largest arts and crafts brand, was facing lagging sales amidst stiff competition from all angles. To succeed, they had to be more than a supply business and deliver something that big box retailers couldn’t offer. Grounded in the insight that supplies don’t make magic, Makers do, Michaels completely reoriented their business around championing Makers. “Made by You,” a new brand platform celebrated Makers by existing through their work. Made by You was the lens to completely transform Michaels, driving omnichannel transformation and double-digit sales increases.