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Mac Logue

Recent Posts

Why content isn't the problem — a lack of insight is

By Mac Logue | November 01, 2016

There are few absolutes in life, much less in the world of marketing. But in our experience, about the closest thing to an absolute is this: if a project is going to fail to meet its objectives, it will fail because of content. It doesn’t really matter if it’s a new website or an integrated campaign, most projects fail because they don’t say anything of consequence.


Posted in: Content Marketing

It's Official

By Mac Logue | February 19, 2016

We're moving again, this time for good. Starting April 1, you'll find us on Central Avenue in Homewood (2917 Central Avenue to be precise). The building is called Central (not very ironically) but you'll know it as the Boutwell Studios building. Tons of work going on there right now, more to come on that front. 


Posted in: About FitzMartin

Why We Learn: the question of our time

By Mac Logue | January 26, 2016

This past fall, we were fortunate to work with the marketing communications people at Auburn University Montgomery on a new branding campaign. Their expectations were high, asking to help engage people in one of the biggest questions of our time: Is college worth the cost? The result, Why We Learn, is a unique ad that begins the dialog with prospectrive students and parents. It also presents AUM in an entirely new light, while challenging the perceptions of University marketing.  


Posted in: Branding

We Wish You a Merry Christmas

By Mac Logue | December 18, 2015


From everyone at FitzMartin, we wish you the happiest of holidays and a New Year that promises to be your best yet.


“Renewed focus will enhance FitzMartin’s legacy of helping business leaders achieve revenue goals”

By Mac Logue | November 23, 2015

FitzMartin Business-to-Business Marketing Firm Shifts Focus


Posted in: Agencies, B2B Marketing, CEO

We are hiring a Production Artist for Web and Print

By Mac Logue | November 04, 2015

FitzMartin is looking to hire a talented production artist to join our creative team. This position will involve a number of responsibilities and play a major role in the quality of the work our agency produces. If you thrive in a fast-paced, highly collaborative and creative environment, we’d love to see your portfolio. Here’s what we’re looking for:


Posted in: Creative, hiring

The key to magic, and good advertising, is surprise

By Mac Logue | July 24, 2015

You have to love the Internet. You never can tell what you're going to find. Today, I stumbled on this letter from a wannabe magician to Teller of Penn & Teller. (Small warning, you may encounter a slightly off-color joke in this post.)


Posted in: Why good advertising surprises

Land Aid 2015: interested in FREE tickets?

By Mac Logue | July 20, 2015

On July 31, one of our favorite clients is having an event at Avondale Brewery that you really need to plan on attending: Land Aid 2015 is a fantastic event to support the Freshwater Land Trust. The night will be headlined by Kopecky, an American Indie-rock band.


Posted in: Just for Fun

Old School Art: Telling a Corporate Story

By Mac Logue | May 04, 2015

Our client, as they aptly put it, makes small rocks out of big rocks. Granted, these rocks form the foundation for our country's infrastructure. The challenge: how to use those rocks to represent Vulcan's commitment to the communities in which they live and work. It turns out that not everything in our business these days is made from pixels. 


Posted in: Branding, B2B Marketing, Creative, Art

How Better Writing Can Help You Sell More

By Mac Logue | April 28, 2015

Aristotle and Good Copywriting


Aristotle and the art of writing that sellsSo, does good writing sell?

In the world of business-to-business marketing, in particular complex industries like financial services, the short answer is of course yes. In fact, good writing sells exponentially more than poor or mediocre writing. But what is good writing?

Above all else, good writing is compelling. The trick is that there are an almost limitless number of ways to compel people to action. One sound way to prepare your argument follows the ancient science of rhetoric. It’s amazing that after thousands of years, the basic principles that Aristotle defined still apply to your business.


Posted in: Content Marketing, B2B Sales, B2B Marketing, Copywriting, Creative, Financial Services