We interrupt this commercial

...to bring you a message from the President

Michael P. Miller President

"My mission is to know clients (and understand their customers) as distinct entities, and through that understanding, establish our clients trust to direct and assemble the right products and services to achieve their specific goals."
Michael created The Collaboratory in 1998. As president, he is the subject matter expert for brand strategy development, directing all phases of print, broadcast and new media production for the full service agency. Michael is responsible for consulting, developing, maintaining and enhancing the integrity of the brand strategy throughout the production process.
To his credit, he has 5 PIA Merit awards, 2 PIA Gold Ink awards, AGA Merit, Caddy Merit, and an Art Direction Magazines Certificate of Distinction.


Michael began his advertising career in Troy, Michigan as a production manager in smaller agencies. Building upon this experience, he created one of the industry's first agency computer studios at the Detroit office of J. Walter Thompson to address the rapid response and quality demands of Ford Dealer business.
The studio's success prompted McCann Erickson to recruit Michael as manager of production for broadcast and print production on national and regional advertising. His deep involvement and expertise in the brand development process for a GM client began here. As a Senior Vice President and Director at Young and Rubicam, Michael produced work for Ford, Lincoln and Mercury divisions and dealer groups, Health Alliance Plan, Michigan National Bank, Salvation Army, DuPont and Visteon.
Michael Miller is a graduate of Eastern Michigan University where he earned a Bachelor of Science degree in fine arts and a marketing minor. His postgraduate education includes creative direction at the Center for Creative Studies, extensive formal training in computer applications, production technology, direct marketing and web development. He developed curriculum for McCann Erickson's McEd program. Michael lives in Royal Oak, Michigan with his wife, Kathy and their three children.

As with so many industries, information technology has turned marketing communications on its head. Not long ago it only took one creative group, one media department, one production department to effectively handle most of a clientıs marketing needs. Today it requires the orchestration of a team of dedicated specialists -- each a visionary in the expanding and challenging world of marketing communications.
Art directors painting with pixels. Software programmers preserving hues. Writers creating new fonts as easily as semicolons. Account people substituting Blackberry's for jetliners. A world of geeks? No, a world of smart professionals - grounded in the basics. If you have a question for any of the experts at The Collaboratory, just click on their name for a link to their email address.

Consider the following.

Bill A. McCormack Creative Director

"Understanding the consumers' point of view is essential. Consumers make purchasing decisions on emotional level. Our creative is successful because it appeals to customer emotions‹how our client's products or services eliminate their target markets "pain". The Collaboratory has all of the resources required to make this happen and is still small enough to be nimble and focused. Clients appreciate our attention to detail and sophisticated understanding of their needs."
As Creative Director, Bill brings the depth and scope of global agency and client experience to The Collaboratory. His work has won two regional Emmys, as well as ten Gold Awards from national film, radio and television commercial award shows, in addition to three national Clio awards for print work, and numerous local awards.
Bill began his writing career in Los Angeles, where he worked as a staff writer at Walt Disney Pictures, wrote print, film and video materials for L.A. advertising agencies, and prime time television scripts.
It was the recognition of this work that led to Bill's position as a Group Creative Director at Young & Rubicam, writing and producing print, radio and television advertising, as well as theatrical productions, working for Y&R clients in Detroit, New York and Paris.
His credits include work for Warner Brothers, Little Caesars, Bank One, Colgate, General Motors, Ford Motor Company, Paramount Pictures, Minolta, Dr. Pepper, AT&T, Domino's, Amway, Apple Computer, and AAA Michigan, among others.
Bill attended the University of Southern California's Film School, and his work has won two regional Emmys, as well as ten Gold Awards from national film, radio and television commercial award shows, in addition to three national Clio awards for print work, and numerous local awards.
Needless to say, his past work with The Collaboratory has been outstanding.

Donna Taglione Research Director

Donna Taglione provides focus group moderating and its subsequent analysis. Her expertise includes monitoring adults in one-on-one, dyad, triad and traditional focus group settings to foster genuine consumer response. Marketing savvy and insight are reflected in her concise, professional reports, thoughtful conclusions and helpful recommendations.


Donna's marketing background is impressive. She has served as both a marketing analyst for a top automotive manufacturer and as a manager of brand marketing research for a prominent beverage company. Her solid corporate staff experience is complimented by extensive contract work. Donna's subject matter expertise in qualitative research includes highly competitive industries such as financial services, fast food, candy, cosmetics, infant care and public utilities.
Donna specializes in focus group moderating and its subsequent analysis. She can undertake a project from inception to completion. Her expertise in monitoring adults in one-on-one, dyad, triad and traditional focus group settings fosters genuine consumer response. Marketing savvy and insight are reflected in her concise, professional reports, thoughtful conclusions and helpful recommendations.
Her credits include work for Stroh Brewery, Chrysler, Athlete's Foot, The Medicine Shoppe, The Coffee Beanery, Domino's, State of Michigan Department of Health, Perry Drugs, Qualex, Kellogg, Mead-Johnson, Lee Canter & Associates, Walsh College, Oakland Community College, K-Mart, Kohl's Department Stores, Meadowbrook Theater, The Taubman Company and Detroit Edison (DTE Energy).

Lisa Lapides Publicity

"Timing is everything. Clients can achieve so much more impact on their publicity efforts when they are written well, with insight into their brand and the emotions that motivate their market. As a group, we do an excellent job of coordinating and integrating our communications. The result of our orchestrated efforts is dramatic."
With a Bachelor of Science in Communication and Public Relations from Boston University, Lisa provides strong, positive media coverage that corporations and non-profits seek. Unlike most PR firms, she is able to send messages out to local or national communities as an integrated component of the overall brand strategy through The Collaboratory. This assures a more effective campaign through consistent "brand" messaging, across all media.
Lisa realized that there was a tremendous need for publicity specialists after her extensive public relations experience with Roone Arledge of ABC News and Sports in New York, Florine Mark of Weight Watchers and Tony Franco at Anthony M. Franco.
Lisa has expertise in local, national and trade publicity. Clients discovered early on that she had a special talent with the art of creating "News Stories" and getting press releases published and aired regionally, nationally, and in trade publications. Successful publicity starts with a compelling idea, presentation of a unique angle with essence. Equally important to getting stories published or aired is thorough follow-through with an ever-changing world of media contacts.

Louise Beller Event Planning

Louise Beller brings her considerable experience in trade show management to clients of The Collaboratory. Her experience ranges from managing booth space at the largest trade show in the world, COMDEX, with attendees surpassing 1,000,000, to establishing smaller technology expos and symposiums with attendance ranging from 50 - 1,500.
Louise began her career at the outset of the technology marketing revolution in Washington D.C., where she worked with technology software and hardware distributors to launch their marketing and advertising departments.
Her extensive background includes being among the first technology suppliers to engage Mr. Bill Gates to a customer speaker series. Other high-level successes include responsibility for showcasing Apple Computer's "School of Thought" road shows to over 75 cities in the southeast region. Her background in trade show and seminar orchestration includes: arranging speaking engagements, selling booth space and advertising, creating sets and props, designing floor space and booth layouts.
Other areas of Louise's advertising expertise includes management of budgets surpassing $1 million, negotiating media contracts, overseeing radio and TV commercial production, catalog advertising sales and production, and developing both consumer and B2B direct marketing programs.
Louise graduated from the University of Michigan with a BA in Communications and a BA in Political Science. Her postgraduate education includes management, strategic planning and technology training.

Jeffrey E. McElyea Training

"Our clients appreciate our full service approach to their needs. Unlike other trainers or consultants, we view the development of a program as the starting point and stay personally involved throughout the implementation. This helps clients stay focused on their business."
Jeff McElyea has been designing and delivering training programs for the past 20 years. Jeff has trained thousands of individuals throughout the United States, has been an Adjunct Faculty Member at a Community College, and has developed a Continuing Education Department at a major University. Jeff uses a lively and very interactive training style, incorporating extensive subject matter research and experiential learning opportunities whenever practical.
Jeff also has extensive senior level management background including developing businesses from the ground up, acquiring and transitioning businesses, as well as most operational phases of business. This consultant background gives him unique insight into the business concerns that must be addressed in training programs.
Jeff has developed and delivered programs for a wide variety of clients, including, Lawrence Technological University, Sterling Heights Area Chamber of Commerce, MGM Grand Casino, Wyndham Hotels and Resorts, Holiday Inn Hotels, TutorTime Child Care Learning Centers and eCompuCon Computer Networking.
Jeff graduated from Alma College in 1981 with a Bachelor of Science Degree (Biology). In 1996 he received his Certified Hotel Administrator (CHA) certification from the Educational Institute of the American Hotel and Lodging Association, followed in 1997 with a Certified Hospitality Educator (CHE) certification. Jeff is working towards obtaining his Masters in Performance and Instructional Design from the University of Michigan in 2003.

Contact us

The Collaboratory, Marketing Design and Technology, Inc.
PO Box 1595
Royal Oak, MI 48068-1595

Fax- 248-398-5565
Email info@thecollaboratory.com

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