McDaniels Marketing Celebrates 45 Years of Innovative Thinking

McDaniels Marketing, a full-service agency in Pekin, Ill., is celebrating 45 years in the industry. To celebrate the milestone, the company recently launched a yearlong campaign. 

“Our 45th anniversary is a significant achievement,” Randall McDaniels, the agency’s president and CEO, said. “We are the oldest firm in the area under the same family ownership and management, and we take pride in all we have accomplished. At the same time, we recognize the role our community has played in our success and want to show our appreciation by giving back as often as we can. That’s why we are in the process of planning a special week to donate free creative development to a qualifying nonprofit organization.” He added that more details will be announced soon.

As part of the celebration, McDaniels has produced a series of ads that offer area organizations the opportunity to win marketing services. McDaniels also will host a Business After Hours at their newly renovated offices in May.

Founded by Eugene Walter (“Mac”) McDaniels, the company was first known as E.W. McDaniels & Company Advertising. In the beginning, it was operated out of Mac’s home. In 1971, Mac and his employees moved to a newly constructed building named “The Graphic Arts Center” in Pekin. The company still operates at that location – 11 Olt Avenue. 

In 1985, Mac’s son, Randall, joined the team and worked his way from copywriter/account executive to his current position as president and CEO. In his time with the firm, he’s seen many changes, including: establishing a healthcare division in 1995, creating an interactive division in 1998, remodeling the original building in 2000 and the lower level in 2003, introducing a new logo/name (McDaniels Marketing Communications) in 2006, further expanding with an exhibit staging warehouse in 2008, establishing McDaniels Promotional Products in 2010, and upgrading the offices again in 2011-2012.

Two of Mac’s daughters have also played key roles at the agency. His youngest daughter, Brenda, joined the firm in 1984. She served in a variety of roles while with the firm, culminating as an account executive and executive vice president when she retired in 2009. She continues to serve on the Board of Directors. Another daughter, Claudia, has served as vice president of finance and secretary/treasurer on the Board since 1987.

The agency also launched a refocused brand last October – shortening its core brand to McDaniels Marketing to promote the fact it offers many services outside the traditional communications arena. According to McDaniels, “Some of our client research analyzes strengths and weaknesses, as well as customer service issues, which goes way beyond typical advertising or public relations.” The agency changed its branding to focus on its core strengths and align all four of its brands under one common name – McDaniels – with three key divisions that fall under the McDaniels Marketing umbrella – healthcare marketing, interactive (formerly ie-media), and promotional products.

McDaniels Interactive specializes in developing websites, animation, videos, e-surveys, kiosks, ecommerce, content management systems, search engine marketing, optimization and social media to fit a variety of budgets. McDaniels Healthcare Marketing provides results-driven services to hospitals and physician practices throughout the Midwest. McDaniels Promotional Products features a gamut of products from t-shirts and tradeshow giveaways to high-end promotional packages that help clients achieve a good lasting impression. The agency operates client service offices in Bloomington and Rockford, Ill., as well as the Quad Cities.

Mission Statement: Always thinking of innovative ways to motivate those who have the most influence on our clients’ success.


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