We caught up with the brilliant and insightful Gina Michnowicz a few weeks ago and have shared our conversation below.
Gina, looking forward to hearing all of your stories today. How did you learn to do what you do? Knowing what you know now, what could you have done to speed up your learning process? What skills do you think were most essential? What obstacles stood in the way of learning more?
As the executive creative director and owner of The Craftsman, a small but mighty brand consultancy and creative studio, I need to be a Swiss Army knife. Every day, I must lead and collaborate with our team and clients, offering my creative vision, love for brand storytelling, and ability to come up with big ideas that connect with our clients’ audiences.
What I do today has been shaped by personal experiences and passions as well as a range of cross-functional roles. I’ve always been a writer and creator. Even as a small child, I wrote short stories and drew party invitations by hand. I love throwing a themed party, thinking through every detail to create a truly magical experience for my guests.
My career started in human resources as an internal consultant, during which time I honed my ability to collaborate with clients and influence change. This is critical when you need to convince people to stand on the side of creative quality when they fear challenging the status quo.
I learned by researching, listening, and doing when I transitioned to marketing. Working alongside some amazingly knowledgeable people in the industry, I discovered and deepened my appreciation for many different aspects of marketing, from messaging and content marketing to cobranded partnerships to events to social. The knowledge I gained laid the foundation for successful work like our integrated campaign for Cisco Duo x Marvel Studios’ Guardians of the Galaxy and our integrated campaign for Cruella, which won a Clio.
While many skills are crucial in my current role, what’s truly key is curiosity and always wanting to do better. You need to continuously learn and keep tabs on what’s going on in our industry and in different communities, so you can bring new ideas to clients that will drive results. I love getting into the target audience’s mind, too, so I can figure out where our clients can make unexpected connections and show up differently.
For me, one of the biggest obstacles to learning more is time. I create time blocks, which have been hugely beneficial, but there are only so many hours in the day. That’s when the skills of prioritization and time management come in handy.
Gina, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
My career has mapped much like an MBA. The big jump for me was going to a marketing management consulting firm. I started as a freelancer and focused on competitive intelligence, then moved on to messaging and positioning. When social media came to the forefront, it was new to everyone. I dug into projects alongside knowledgeable people in the space, soaking up all things marketing and social as I worked for large companies such as Microsoft and Cisco.
However, I eventually yearned to expand even further and bring brand stories to life in a variety of industries. I dreamed of starting an agency where I could focus on my craft of telling immersive brand stories. Where I could build a place for people to hone their craft and expand their skills. That dream became a reality with The Craftsman.
Our top three service areas are Brand Strategy, Integrated Campaigns, and Experiences. Experiences can be digital and in real life. Storytelling is always at the heart of what we do, regardless of the medium. You can tell a story in a game, a blog post, a social media post, a video, or a pop-up activation, pulling narrative threads across platforms, meeting people where they are.
We’ve built a reputation on our integrated campaigns that support brand goals. Clients want to grow awareness, drive sales, and demonstrate a return on their marketing investments. We aim to deeply understand our clients’ challenges and craft unique, compelling solutions. Our clients often say our ideas set us apart. Our ability to bring the story from platform to platform in multi-touch campaigns has been key to our success. We also work across industries, enabling us to glean unexpected insights and points of inspiration. For example, our work in Media & Entertainment helps us push our creativity in projects for high-tech brands. And no matter what, we always remember we’re marketing to humans; everyone is a consumer.
Our brand partnerships excel because we know how to craft a compelling, cohesive story that elevates and unites the brands. We don’t just align objectives—we create strategies that deliver the desired impact for both partners. One of my favorite campaigns is one that we completed for Fox and Godiva for the release of the movie Murder on the Orient Express. Our idea had to support publicity and social media goals, drive foot traffic to Godiva’s store in Saint Pancras International train station, and promote the theatrical release. The ten-foot chocolate train made of 3,000 chocolate bars did all of that, from its unveiling at the premiere to the showcase at the train station. Its pure artistry stands the test of time.
What’s been the best source of new clients for you?
Our strongest pipeline for new clients is word of mouth. Our loyal clients don’t just stick with us—they take us with them as they move from company to company, opening doors to new opportunities. Thanks to these deep relationships, we’ve expanded our client roster and continue to grow. We’re beyond grateful for their trust, referrals, and unwavering support.
What do you think is the goal or mission that drives your creative journey?
At The Craftsman, we don’t do cookie-cutter strategies—we craft magic. Our mission is to create unforgettable moments through immersive storytelling and bold, visually stunning experiences. We help brands forge real human connections in a world shifting toward personalized engagement. Industry lines don’t define us—impact does. Everyone wins when you tell a brand story that captivates, resonates, and drives results. And that’s where we excel.
Contact Info:
- Website: https://thecraftsmanagency.com
- Instagram: @thecraftsmanagency
- Linkedin: https://www.linkedin.com/in/gina-michnowicz
Image Credits
image credit: The Craftsman