Joe Johnson, Slaying the McGiantsEvery day, your regional brand faces competitors with national scale and resources—the McGiants. So every day, you have to be prepared to out-think and out-create. For over 30 years, Joe has specialized in slaying the McGiants in marketing’s most competitive categories, including wireless phones, food & beverage, banking, high-speed internet, consumer packaged good, spirits and QSR. His insights include deep dives into the low recognition yet high return areas many marketers avoid, like POP, menu board design, geo-targeting, sampling and innovative alternative media like parking meters, decaled money and live billboards.

His work against the McGiants has been recognized with the industry’s pre-eminent award for effectiveness—the national EFFIE Awards.

Joe founded The Johnson Group marketing and advertising agency in 1996, and just like his clients, his agency faces their own industry’s McGiants every day—and  against the odds, has succeeded to tell about it.

Joe offers practical, applicable marketing consulting & brand positioning that is actionable now.  His speaking engagements include real-life examples and case studies that connect with his audience.



Pat Buckley

Contributing writer and creative director Pat Buckley shares the secrets every regional QSR should know to get the most out of their advertising creative.

Pat is a partner and creative director at the Johnson Group—a full-service marketing and advertising agency in Chattanooga, TN.