Founder, Executive Creative Director, Factory Detroit Inc., USA
In 2013, after more than 20 years working for some of the largest national and global ad agencies, Mark Lantz made a major career change and founded one of the country’s smallest boutique advertising firms, Factory Detroit Inc. Mark has been best known as one of the creators of the groundbreaking Pure Michigan brand and campaign. Not only did he provide the strategic guidance for the campaign at its inception and through its first three years, he came up with that brand line, Pure Michigan, which is now seen on welcome signs, milk bottles, produce crates and license plates all around the Great Lakes State. That all happened during his time as Chief Strategy Officer at McCann Erickson in Detroit, where he also led all things strategy on Colonial Williamsburg, Children’s Hospital Of Michigan, Detroit Medical Center, General Motors, ALDI Food Stores and more. Before McCann, Mark worked at FCB San Francisco, Ogilvy & Mather Chicago, Rubin Postaer in LA and Wyse Advertising in Cleveland – on such brands as Honda, AT&T Wireless, Taco Bell, ampm minimarts, Suave and a few dozen more. In 2013, Mark founded Factory, now a nine-person creative agency focused on branding, advertising and design, with offices in Royal Oak, Michigan. In the four years Factory’s doors have been open, the agency has worked with such clients as First Citizens Bank, TextbookRush, IronPlanet, mParks, Genesee County Parks, the Detroit Regional Chamber and Detroit Public Television. At Factory, Mark oversees everything related to the work. And does more than a little of the writing.