Inspiring Conversations with Michelle McGinty of DRA Collective

Today we’d like to introduce you to Michelle McGinty. They and their team shared their story with us below:

Michelle ascended to President at DRA Collective after nearly 15 years as Denise D. Resnik’s second-in-command and trusted advisor at Denise Resnik & Associates. One year later, after much research, reflection, and outreach to clients and staff, Michelle took the opportunity to rebrand and restructure the agency to work within a model she understood her staff and clients desired.

The model was to create a purposely boutique public and community relations firm run solely by a team of senior leaders who are experts in their individual fields. Her goal was to keep the influence of her mentor, Denise Resnik, through a bespoke approach to public relations and marketing.

She focused on providing clients with the best in service while giving her staff an autonomous work environment governed by their own schedules. She structured the firm with a flat hourly rate to represent the flat structure of the staff (no titles with a team-first attitude). Michelle hand-selects the team for each client based on the needs of the assignment. More than 6 years later, the model has proven strong.

Today, DRA Collective is known for its carefully curated team, deep with professional talent. Journalists, marketers, researchers, artists, thinkers—the staff of six are communicators in pursuit of strategy and content that add value at each stage of campaign development and implementation.

The Collective provides customized, high-touch service to the Valley’s top businesses and organizations. The firm’s relationships run deep, allowing them to move swiftly through the Valley marketplace, generating top-tier results for their clients.

Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
DRA Collective is built on relationships with clients and the community. As Phoenix grows and changes, Michelle is interested in connecting with and supporting the many new voices, organizations, industries, and movements that are emerging. She believes that Phoenix is in a unique position to become a national/international leader in solving major issues such as sustainability, social justice, equality, and affordable housing.

Michelle is laser-focused on continuing the Collective’s good work on these important movements across the Valley. She and her team have coined ‘movements with purpose’, allowing them to help the individuals solving many of today’s most pressing issues gain a much louder megaphone.

In order to accomplish her desired growth in the area of ‘movements with purpose,’ Michelle has created multiple strategic partnerships with other agencies in Arizona to provide the full suite of marketing capabilities to propel these movements and create the change desired.

A continued successful future for Arizona with thriving communities for all has long been a passion of Michelle’s. Through years of professional achievements and community commitments, her relationships in Arizona run deep and have equipped the team with a strong understanding of its history and opportunities for the future. Michelle and the Collective team are laser-focused as change agents in the Valley.

We’ve been impressed with DRA Collective, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
DRA Collective is a creative agency that moves hearts and minds by unpacking your marketing toolkit to create authentic experiences that bring brands to life. Founded in Phoenix in 1986, The Collective refers to our collaborative approach in the fields of branding, design, journalism, public relations, marketing, and research. Each client receives the utmost attention to detail and benefits from strategic planning customized around their mission and vision.

Are there any apps, books, podcasts, blogs, or other resources you think our readers should check out?
Half Broke Horses – Jeannette Walls

Contact Info:

• Website: www.dracollective.com
• Instagram: @dracollective
• Facebook: @dracollective
• Linkedin: @dracollective