Overview

Company Summary

In the meat industry, no one can tell your story better than someone who has actually lived it. Midan Marketing brings unparalleled depth and understanding to help those in the industry explore better ways to sell meat. Our founders and many account team members grew up on family ranches and farms or worked in the packer/processor, retail and foodservice sectors of the meat industry — and we share the insights of their firsthand experiences through the talents of Midan’s marketing, advertising, creative communications and consumer research teams. Midan fuses this deep meat-industry insider knowledge with seasoned marketing and communications agency experience to tell the story of how meat is raised, processed, promoted, sold and enjoyed from farm to fork. Together we drive toward the ultimate goal — making meat THE protein more people choose while honoring those who dedicate their lives to raising it.

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Staff

Total Number of Employees

Office Employees: 101-200
Total US: 101-200
Total Worldwide:

Michael Uetz
Principal
Michael is a Managing Principal of Midan Marketing, meat marketing specialists since 2004. One of Michael’s many roles at Midan is to drive the firm’s consumer-focused research platform, giving him unique insight into how the demands of today’s meat consumers are shaping retail trends from digital marketing to product branding. Recent proprietary research includes the impact of the COVID-19 pandemic on the meat industry and a first-of-its-kind Meat Consumer Segmentation Study. Michael’s long-term connection with the meat industry started on his family’s ranch in North Dakota and blossomed during his time at the National Cattlemen’s Beef Association where he oversaw consumer research as well as retail and foodservice marketing programs. His understanding of the complete meat channel combined with his strategic approach to market research gives meat industry clients a competitive edge.

Danette Amstein
Principal
Danette is a Managing Principal at Midan Marketing, based in Mooresville, N.C., where she develops and carries out the strategic direction and vision for the agency. In addition, she works closely with meat industry clients to outline effective business and marketing communication strategies to ensure business goals are not just met, but surpassed. Danette’s lifelong love for the meat industry started on her family’s farm in Kan., expanded as she earned a degree in animal science at Kansas State University, deepened during her involvement with the National Cattlemen’s Beef Association and state beef organizations and continues today with her passionate work for clients. A well-respected thought leader in the meat industry, she speaks at conferences, develops content and is a guest columnist for industry publications. Married to Todd, she is a proud parent of a son and daughter, loves chocolate and still drives a combine when she goes home for the annual wheat harvest.

Scott Smith
VP, Operations
Scott is the glue that seamlessly keeps all things operations-related together at Midan. He oversees everything from IT issues and human resources to strategic planning and accounting. While Scott’s background is in finance, his passion lies in building successful companies and helping each team member succeed. He brings over 30 years of experience to the position, ranging from leading a daily newspaper publishing company to serving as manager at Deloitte Haskins & Sells and chairman of Multi Ag Media. This buttoned-up business man isn’t just about crunching numbers and keeping Midan humming – he’s also a thrill seeker who’s always up for an adventure. (Just ask about his last rock climbing trip.)

Steve Hixon
VP, Customer Engagement
Humble, relational and strategic, Steve is the glue keeping Midan’s Stratus Business Services going. As a member of Midan’s leadership team and vice president of customer engagement, Steve manages Midan’s customer insights, public relations, new business development and account management teams. Armed with both a penchant for long-term vision and an affinity for instant data analysis, Steve has successfully created, executed and managed multimillion-dollar marketing campaigns focused on strengthening brand equity and increasing overall sales profit, predominantly in the food and entertainment industries. When not working, spends his personal time with his wife Kelly, three children and two canine companions, Simba and Watson.

Leslie Fry
Human Resources Director
Leslie loves people, and she loves helping people succeed at Midan. Our director of human resources at Midan, Leslie has the unique opportunity to help each new Midan employee feel at home and is a vital component of the culture here at Midan. Before working in meat marketing, this Illinois native worked in luxury travel planning for more than two decades. You can still see it in her attention to detail, As soon as Chicago’s weather turns nice, you’ll find her navigating nearby lakes on her 24-foot pontoon boat. When the mercury starts to drop, you can find her knitting, crocheting, reading and watching cheesy Hallmark movies.

Hilary Mayclin
Account Director
With her extensive meat industry background, strong leadership skills, and strategic thinking, Hilary is a meat industry guru who can make things happen. She spent more than 10 years in regional sales and marketing leadership positions with Cargill before coming to Midan. That business know-how and familiarity with the meat industry gives her a unique ability to make things happen efficiently and thoroughly for our clients. As Midan’s marketing account director, she serves on Midan’s leadership team and manages Midan’s largest account, Tyson Fresh Meats. When she’s not touring grocery stores, analyzing retail ad placements and following the latest meat trends – for fun – you’ll find Hilary roasting smores with her family, gardening, cooking, traveling and rooting for her beloved Ohio State Buckeyes.

Jessee Leili-Jones
Marketing Technologies Director
Jessee is an analytics junkie by day and a natural chef by night. Combine Jessee’s contagious charisma with her mad analytic skills and you get a recipe for success! As the Director of the Marketing Technologies Team, Jessee leads the team and technologies that drive Midan’s omnichannel marketing efforts, which comprises the four major areas of paid media, content and social, web development and marketing analytics. Her genuine love of all things data stems from extensive background opportunities including work projects ranging from NBC Universal, CBS, Sony Music and Omicron Media Group. Jessie holds bachelor’s in marketing and sociology from the University of North Carolina – Charlotte and is a certified corporate trainer. When not at Midan, Jessee enjoys spending time with family and friends, attending pilates classes, reading and cooking with her kids.

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Clients and Brands

Client & Brands	Start Date
Tyson Fresh Meats	01-01-2010
Creekstone	01-01-2019
Bubba Burger	01-01-2017

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Billings & Revenue

Billing / Revenue Ranges	Number of Clients
Billing < $1M and/or Agency Revenue < $200K	21
Billing > $1M and < $3M	1
Billing < $10M and < $25M	1

Total Gross Media Placed by this Office

Allocation Percent of Media Placed by this Office
Digital: 80%
Print: 10%
Other: 10%

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Types of Services

Service Offering	Revenue
Business-to-Business	20
Design	20
Advertising - General Market/ Traditional	10
Media Buying	7
Social Media	7
Digital/Interactive | Mobile and Wireless	5
Digital/Interactive | Website Development, Hosting, Monitoring	5
Digital/Interactive | Search Engine Marketing	5
Digital/Interactive | Blogging Discussion Forums, Community Building	5
Marketing Data Analytics	5
Media Planning	5
Public Relations	3
Brand Consulting	2
Digital/Interactive | E-Commerce Solutions	1

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Industry Experience

Agriculture
Home Products | Home Improvements (hardware, paint, plumbing, gardening)
Consumer Services
Media | other
Public Relations
Social Media
Food & Beverage | food
Professional Services (accountants, consultants, lawyers)

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