Fresh off the presses!

Changes at the Top

March 23, 2009

McLellan Multimedia Group Corp (McLellan Group) is one of Canada’s longest-standing integrated communications companies serving the needs of a mix of blue chip and smaller corporations as well as educational facilities.

“Today marks one of the most important moments in our continuing evolution”, says Founder and CEO Doug McLellan.

“Craig Backman, most recently with RBC as Vice-President Marketing Strategy, has joined McLellan Group as a Partner and President. I have known Craig for 10 years through our preferred supplier relationship with RBC, and together we have created innovative on-line strategies and unique storytelling solutions … many which are still in use today. Craig brings very strong strategic thinking skills to our team (he’s both a left brain and right brain guy!) and hugely strengthens our value proposition with clients looking for maximum returns in these challenging economic times.”

Craig holds a Chemical Engineering degree from University of Waterloo and an MBA in Marketing & Entrepreneurial Studies from York’s Schulich School of Business.  He spent 14 years at marketing giant P&G, ultimately as Brand and Marketing  Manager for a number of household-name products. As a key P&G resource, he was placed on Special Assignment to work with Walmart to grow sales and customer loyalty. In 1997, after achieving “Best on Team” results, Craig was recruited by RBC’s Global Private Banking and given a mandate to develop and implement aggressive client acquisition plans in a new business relationship with British Airways. Ultimately, as Vice President Marketing Strategy at RBC, he successfully managed a $150 million annual budget to create profitable market share growth in all10 target growth areas.

"I've always had a desire to work in a smaller organization but somehow life and career success always seemed to get in the way”, says Craig. “I finally realized if I didn't take the step now … I never would. I was attracted to McLellan Group after witnessing the true power of their strategic story telling approach. I was impressed how easily it could be applied to building brands, growing market share, and strengthening corporate cultures. Doug and I ran some break-through programs for RBC over the last 10 years and it was obvious to both of us that combining our joint talents could yield something truly special for our clients. As well, I can't tell you how good it feels to be working in a free spirited and creative environment where we simply focus on success."

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