He calls what he does "calculated boldness," which is "understanding your landscape and what you need to do, then doing it boldly. Bold strategy wins, boring strategy does not," he says.
With more than 15 year's advertising experience, Shuttleworth, B.A. Advertising '92, has worked for a wide range of clients including such iconic companies as Boeing, the Chicago Cubs, Coors, Dow, Ford Motor Company, Pizza Hut, KFC, Taco Bell, John Deere, Kmart, Kraft, Mattel, Purina, Quaker, Sharpie, State Farm, the United States Postal Service and Volkswagen.
One of his favorite campaigns he has worked on was "The Human Element" campaign for Dow Chemical Company. That campaign, which launched in 2006, helped solidify Dow's vision internally and externally and became a rally cry for the organization. It was about redefining the company through a human lens to give meaning and purpose to a business that can otherwise be seen as producing commodities.
Shuttleworth has worked for mcgarrybowen since July 2012. Before that, he was at DraftFCB for 10 years, starting out as an account planner and going on to receive numerous promotions, the last naming him chief strategy officer.
He was back on MSU's campus Feb. 13 and spoke to students in Advertising Instructor Dave Regan's Integrated Campaigns class, ADV 486, about what he does and how to put together a sensible, smart, integrated strategy.
"Strategy is an art form," Shuttleworth said. "You start at the beginning with nothing and you set the direction."
While a student at MSU, Shuttleworth supported his education by working in the Alaskan oil fields during the summers. From May to September, he worked in Alaska's Prudhoe Bay oil field, working 12 hours on and 12 hours off with no days off. He says it was an interesting and formative experience.
"I did it because I wanted to get a college education and I wanted to do advertising," he said.
This experience impressed Young & Rubicam, which hired him as an account planner out of college. It was there where he became interested in the creative side of strategy. Four years later, he joined Foote, Cone & Belding (FCB) as an account planner and worked on numerous accounts. He quickly made his mark at the agency and assumed the duties of director of account planning for the Chicago office in 2003.
With the 2006 merger of Draft and FCB, Shuttleworth became the chief strategy officer for DraftFCB. Under his leadership, DraftFCB created many fortune-changing ideas and won numerous Effie Awards, the marketing communications awards given out each year by Effie Worldwide Inc. to honor the most effective marketing communications ideas.Share via these networks: