Joseph Mccormack

Joseph McCormack

Managing Director/Founder

Joseph McCormack is an experienced marketing executive and entrepreneur with a distinctive passion for helping organizations craft a better message and tell a more compelling story. Joe has more than 20 years experience as a senior marketing executive helping companies develop strategic communications that make them stand apart in the marketplace. He is a recognized expert in “Narrative Mapping,” a technique which helps clients achieve a clearer and more concise message. In 2006, Joe founded Sheffield Marketing Partners as the result of years of contemplating the profound impact technology would have on the entire marketing and media landscape. He anticipated the need for new agency models to leverage storytelling as a strategic way to achieve brand positioning and make it relevant across the marketing mix or any media channel. Sheffield specializes in message and narrative development, and also provides video production and marketing communications services to

Joseph McCormack founded Sheffield in 2006 as a boutique agency specializing in message and narrative development.

help package stories to suit the right audiences. The Sheffield name came from his hometown street in Naperville, Illinois and was the code word for his project and vision. When founding the company, Joe counted on the close collaboration of John Severance, a colleague who shared his passion. Joe has been the keynote speaker at industry conferences like the Worldwide Public Affairs Symposium and the Senior Leaders Conference at the Command and General Staff College, as well as a guest lecturer at Loyola University and the University of Illinois. He has worked extensively with leading companies like Harris Bank, Heinz, Kimberly-Clark, SAP, USG and the U.S. Army. McCormack frequently lectures on the topic of strategic narratives and effective communications.

1311 Butterfield Road, Suite 300 Downers Grove, Illinois 60515

630.310.5190 phone www.sheffieldcompany.com

Prior to founding Sheffield, Joe served as senior vice president at Ketchum, a top-five marketing/PR agency in Chicago where he ran the corporate marketing practice. His career accomplishments include starting several stand-alone marketing offerings at Ketchum, running a small marketing consultancy in the late 1980’s and serving as regional manager of Latin America for an aerospace manufacturing firm. He started his career by teaching English in Madrid where he became fluent in Spanish

Defining Moment McCormack is a close collaborator with Lt. Gen. William B. Caldwell IV, Commanding General, U.S. Army Combined Arms Center. In 2006, Joe served as General Caldwell's media trainer before his assignment as chief spokesman and Deputy Chief of Staff for Strategic Effects for the Multi-National Force – Iraq.

while learning critical lessons on the role of language and the need to be understood.

The inside story Joe was born on Chicago's southwest side in 1965 to a family of nine children. Both parents were born of Irish immigrants and stressed hard work and traditional Catholic values. His father was a Korean War combat veteran and CEO of a successful contracting business who provided a profound character influence.

1311 Butterfield Road, Suite 300 Downers Grove, Illinois 60515

Joe attended a prestigious suburban prep school and graduated Cum Laude in English Literature from Loyola University of Chicago in 1988, working throughout college as a sports writer and columnist. After graduation, he completed a seminar series in Strategic Marketing at Northwestern's Kellogg School of Management.

630.310.5190 phone www.sheffieldcompany.com

He is married to Montserrat Ginebra, a native of Barcelona, Spain. They live in suburban Naperville with their six girls and two boys. Joe serves on the board of directors of the Midtown Educational Foundation, helping inner-city youth in Chicago, and is passionate about mentoring youth for careers in marketing and media.