As one of the most successful marketing agencies in Southwest Michigan history approaches its 50th Anniversary this year, they will do so with a new President at the helm. He’s certainly no stranger to the firm however, as Mike Huie takes control at JohnsonRauhoff — affectionately known by simply JR.
Huie’s promotion from Chief Operating Officer to the presidency is a decidedly strategic move to take advantage of the opportunity to expand in an increasingly demanding business environment, a role for which he is well suited.
JR Founder Don Johnson says, “As the marketing and communications landscape continues to fragment, our goal remains the same: We focus on the needs of our clients in order to be their ultimate strategic partner.” Johnson adds, “With Mike’s extensive background on the client side of the industry, he is the perfect choice for helping us go to the next level in offering a more rigorous approach to communications.”
JR has branded itself as a strategic content agency just as they prep for the 50th Anniversary celebration with Huie at the helm.
The agency’s goal, in promoting Mike to the top, is to elevate the company’s focus on strategy, technology, and creativity. The shift comes as the agency prepares not only to expand in an increasingly demanding business environment, but to do so while juggling a complex consumer marketplace.
Huie’s background plays directly into the agency’s strategy. Prior to JR, he was a Global Director at Whirlpool Corporation where he was a leader of a $6B business unit, handling everything from product innovation to marketing initiatives.
Over his 27-year tenure at Whirlpool, Huie led a business turnaround team in Asia, collaborated with brand directors around the world on brand portfolio strategy and loyalty, launched a Global Business Unit, and doubled the business of KitchenAid Small Appliances. He has also been an active member of the global Customer Experience Council (CEC), a cross-industry leadership forum, for more than 10 years. He says, “What I like most about CEC is the opportunity to stay ahead of the marketplace by collaborating with business leaders from a wide range of companies.”
Huie, who holds a master’s degree from Purdue University Krannert School of Management, says he experienced a major shift in communication needs while on the client side at Whirlpool Corporation.
As he tells it, “Part of what attracted me to JR was the agency’s ability to deliver content that measurably connects brands with customers,” and adds, “Consumer demand for quality content is rapidly expanding and, more and more, marketers need a reliable partner that can strategically tell their story consistently and efficiently across all channels on a global scale.”
In his new role as President, Huie will lead the business management of JR, which will include the Finance, Account Management, Technology, and Creative departments. Mason Johnson will move into the role of Chief Operating Officer and will lead innovation and operations as well as the HR and the IT departments. Taking on the role of Chairman of the Board and remaining as CEO will be Jackie Huie. Founder Don Johnson will move to Chairman Emeritus.
JR is a strategic content agency that combines the strengths of a full-service agency with the added value and efficiency of an in-house studio. They use strategic insights and innovative tech solutions to fuel powerful creative work right here in Michigan’s Great Southwest.
The company, founded in 1969 by Chairman Emeritus Don Johnson, is headquartered at 2525 Lake Pines Drive in St. Joseph.
