Mike Scardino

Current responsibilities: Mike provides hands-on creative expertise on all his accounts -- from the development of an idea to the broadcast and print execution. His philosophy resides in the mathematical concept of the "prime number" -- the integer that cannot be divided by any other number -- which exists in all forms of communication. Mike's goal is to ultimately seek out the "prime number;" the essential nature of a product, service or company, and to incorporate it into advertising that captivates the minds of its audience.
Achievements and Experience: Among his manifest accomplishments, Mike most recently led the team that rediscovered the RadioShack brand -- resulting in one of the most dramatic turnarounds in retail history. Mike also created the advertising for Canon cameras which subsequently propelled them from the #5 brand to the #1 brand in less than 3 years. He executed the highly successful launches of AE-1 ("So advanced, it's simple") and the SureShot cameras -- effectively demystifying photographic technology for the masses. His advertising for Saab resulted in a 25% annual sales growth for three years running; he democratized the PC with his advertising for the Commodore 64 computer (the most successful PC launch up to that point); his work for Gravy Train reversed a 15-year decline of the brand and his campaign for Veryfine was selected as the "best of the year" by Business Week.
In addition to his previously mentioned achievements, Mike has created winning advertising and brand identities for clients that included Continental Airlines, Eckerd Drugs, Federal Express, Hefty, Hertz, IBM, Miller Beer, Pentax and Sunoco. Moreover, his effective Drunk Driving campaign significantly reduced the number of fatalities and the exposure prompted an invitation to the White House.
Mike's innumerable industry awards include a Cannes Gold Lion and two silver bowls from the NY/International Festival. His work is featured in the Advertising Archives of the Smithsonian.
Mike earned his B.A. in English Literature from Vanderbilt University where he also obtained all of his pre-med imperatives. Fortunately for us, he chose to pursue advertising over medicine.
And, if all that weren't enough, Mike is kept especially busy as the father of three daughters.