Tom Mullin talks to marketing professionals. A lot. “I constantly hear nightmarish stories about creative vendors they are using and have previously used,” he says.
He believes that negative experiences with creative vendors typically come from not having the right person for the job. “Unfortunately, the creative and design profession is highly unregulated,” Mullin explains. “You have a lot of people claiming to offer services that just aren’t in their professional skill set.”
The former Columbus ad agency business-development exec decided to do something about this creative conundrum. He established
Connected in May to help provide marketers with the right creative people.
Mullin’s goal, he says, is to make marketing professionals’ lives easier and more productive.
Using what he calls a “robust” interview process to identify skill sets, customer service, and pricing, Connected acts as a professional match maker between marketers and creatives.
According to Mullin, the due diligence Connected performs takes the guess work and time spent mulling over options out of the equation when marketers are searching for a creative partner.
In addition to streamlining what is typically an arduous process, Mullin says Connected creates an environment built around honesty and transparency. “Marketers can come to me with a need and receive an unbiased professional opinion as to not only who’s qualified for the job, but who’s going to provide the biggest return on their investment,” he explains.
Agencies – the creative vendors – hire Connected to match them with marketers who need advertising, marketing and digital services. Connected receives a percentage of what the agencies make.
To date, Mullin has developed a pre-approved list of more than 100 profiled creative vendors.
Mullin started out with one client and now has 15. To his best knowledge, Connected is the only company of its kind.
Philanthropy is an important aspect of Connected’s business model. Mullin donates a portion of his net profit from each project to the marketer’s charity of choice. “I grew up in a very philanthropic environment and was taught to give back whenever possible,” Mullin explains. “It’s my way of thanking the marketer for allowing me to help them build brand loyalty.”
Source: Tom Mullin, Connected
Writer: Lynne Meyer