Meet MACLYN’s Finest: Allison Kim

Allison suspects she was born in the wrong decade. The evidence? She spends much of her time watching ‘80s and ‘90s horror flicks (Scream is king, of course). Her cat, Wookie, joins her on the weekends for borderline-unhealthy binges of classic sitcoms. When the last-know manufacturer of VCRs closed their doors in 2016, she was among the few millennials who shed tears.

Despite her generational mix-up, Allison’s love of all things pre-Y2K is coming in handy at MACLYN. She can write for generations other than her own – a rare skill in the ad business. The characters from her film obsessions keep her arsenal of written voices fully stocked. And as she sharpens her copywriting skills with the pros, her blend of genre tastes helps her shift tones quicker than you could swap cassettes.

When she graduates from DePaul University this spring, Allison plans to pursue a career in advertising and, if needed, save the universe from Daleks.

“Tis a Grand Gift”

Maclyn is proud to be a part of the re-launch of McCaffery’s Irish Cream Ale, exclusively brewed for Ballydoyle Irish Pub and Restaurant by the father & son team at Argus Brewery.

After creating the “Remember the Legend of McCaffery” campaign, consisting of light-hearted tall tales that speak to the legend of Clan McCaffery and further immortalized by McCaffery’s Irish Cream Ale. We are thrilled to finally see our work come to life. Tonight at Ballydoyle Downers Grove we officially Remember the Legend. Tis a grand gift indeed.

Creative Agency Maclyn Group awarded brand development contract for MileNorth Hotel’s new rooftop bar and lounge

Lisle, Ill. — Creative marketing agency Maclyn Group has been hired by MileNorth, a Destination Hotel, to develop a brand for their rooftop bar and lounge. MileNorth, located along the Magnificent Mile in Chicago is a combination of sophisticated style and authentic, Chicago-inspired hospitality.

MileNorth’s new rooftop bar and lounge, opening in spring of 2014 will re-define the downtown Chicago rooftop scene. The bar and lounge will feature “natural and pure” cuisine balanced with a rich décor in a residentially modern atmosphere. Bill Murphy, Maclyn agency principal is excited about the project. “We’re thrilled, MileNorth’s rooftop bar will be the pinnacle of Chicago nightlife offering a sophisticated respite from the busy downtown bustle complimented by breathtaking views of the city.”

About Maclyn Group

Maclyn Group is a boutique creative, branding and marketing agency located in the Western suburbs of Chicago with a client base ranging from national icons to local start-ups. The award-winning agency is recognized for creating and communicating powerful, timeless brands through traditional, social and interactive media.



Content is King

Written by: Courtney Brown, Account Executive

What is Content Marketing Anyways?

Content marketing is the art of communicating with your customers and products without selling. Instead of pitching your products and services, you are delivering information that makes the buyer more intelligent. Defined by the Content Marketing Institution, it is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience with the directive of driving profitable consumer action. Here is an example:

Suzy & Jim are a young, married couple in their late twenties with no children living in Warrenville, Illinois. They tend to dine out a lot and tonight, are looking for a restaurant they haven’t been to yet. Suzy loves seafood, but Jim is more of a steak guy. Suzy pulls out her iPhone and searches “restaurants seafood steak”. Local restaurant, CityGate Grille in Naperville comes up on the first page of her search and catches Suzy eye with their catchy and relevant description of their dishes. She then pulls up her OpenTable application to see what others have to say and after reading a few positive reviews makes a reservation from her phone.

This sale was closed without Suzy ever seeing what consumers typically view as paid advertisements.

  • SEO was used to put CityGate Grille into a favorable position within the search engine.
  • Content Marketing was used to create relative and enticing information that Suzy was looking for in order to make a decision.
  • Online Profile Management was used to empower Suzy to make an intelligent decision; her peers favorably reviewed the restaurant so Suzy felt good about her choice to dine there.

In May 2012 Nielsen reported that over 50% of mobile owners use smart phones, and that number will continue to climb.

Number of smartphones users in the U.S. from 2010 to 2016 (in millions)

What does this mean for businesses?

Content is King. Content is King. Content is King. Content is King.

Gone are the days of lengthy and boring product descriptions that mean nothing to consumers. When developing content, consider the following:

  • Understand your target audience. This goes beyond defining them.
  • Know how your audience wants to reach you.
  • Every consumer wants one of two things: To get the information they want, right now, in the easiest possible way or; To be amused or engaged in your message.

So, give the people what they want. Develop your content around both of those.

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