Joseph McCormack is an experienced marketing executive and entrepreneur with a distinctive passion for helping organizations craft a better message and tell a more compelling story. Joe has more than 20 years experience as a senior marketing executive helping companies develop strategic communications that make them stand apart in the marketplace. He is a recognized expert in “Narrative Mapping,” a technique which helps clients achieve a clearer and more concise message.
In 2006, Joe founded Sheffield Marketing Partners as the result of years of contemplating the profound impact technology would have on the entire marketing and media landscape. He anticipated the need for new agency models to leverage storytelling as a strategic way to achieve brand positioning and make it relevant across the marketing mix or any media channel. Sheffield specializes in message and narrative development, and also provides video production and marketing communications services to help package stories to suit the right audiences. The Sheffield name came from his hometown street in Naperville, Illinois and was the code word for his project and vision. When founding the company, Joe counted on the close collaboration of John Severance, a colleague who shared his passion. Joe has been the keynote speaker at industry conferences like the Worldwide Public Affairs Symposium and the Senior Leaders Conference at the Command and General Staff College, as well as a guest lecturer at Loyola University and the University of Illinois. He has worked extensively with leading companies like Harris Bank, Heinz, Kimberly-Clark, SAP, USG and the U.S. Army.
