DCI Welcomes Michael Mackay to Lead Creative Strategy Across Economic Development, Talent Attraction and Tourism

Michael Mackay has joined DCI in a newly created role as Vice President, Executive Creative Director, to oversee creative campaigns and branding for economic development, talent attraction, and tourism clients. Based in New York City, Michael brings game-changing experience to DCI to unify and elevate the agency’s creative team.

This new role builds on DCI’s growing portfolio of integrated campaigns, award-winning content, and immersive branding projects, reflecting the agency’s continued investment in creative excellence.

“Michael’s appointment signals DCI’s continued investment in creativity as a driver of business growth for our clients,” said Julie Curtin, President, Economic Development, DCI. “His leadership will take our creative offerings to the next level.”

His experience with global brand campaigns for Fortune 500 clients like EY, Pfizer, and SAP makes Michael a formidable addition to DCI. He has honed his expertise in brand identity and activation by leading award-winning rebrands for organizations like AmeriCorps and Monumental Sports & Entertainment.

While his advertising and campaign work has encompassed a wide range of entertainment and corporate clients, he is no stranger to placemaking. His brand work with The Greater Washington Partnership supported economic development while branding efforts at the LA Chamber Orchestra and the Liberty Science Center contributed to getting visitors in the door.

Throughout these projects, Michael has demonstrated his ability to engage existing audiences while strategically reaching new demographic segments.

Traditional advertising and lead generation formed the foundation of Michael’s career, but his digital and interdisciplinary skills have allowed him to rise to the top. A research and purpose-driven approach for clients like Pfizer and EY has allowed him to adapt to clients’ needs and pivot quickly.

Speaking to international audiences is also one of his strong suits. Michael grew up in the UK and Switzerland and has run creative brand activation projects around the world, from Shanghai to Colombia. He understands cultural differences and how to adapt content and business practices based on the needs of certain audiences.

Now at DCI, Michael will bring his B2B and B2C know-how to the table. His career trajectory has spanned the era of digital transformation, allowing him to bridge the gap between traditional branding and newer opportunities with omni-channel storytelling and building comprehensive design systems for any client interested in activating their brand strategy.

Michael is excited to strengthen DCI’s creative offering as a core driver of client success. His focus is on delivering bold, insight-led branding and campaign work that helps destinations and organizations stand out in a crowded marketplace. With a strategic and purpose-driven approach, he aims to show how great creative can elevate brand perception, drive engagement, and deliver measurable business results.

“My goal is to help clients see creativity not as a final layer, but as a strategic engine for growth. At DCI, we’re building a creative practice that brings bold thinking and brand clarity to every stage of the client journey — from awareness to activation,” said Michael.