About Me

Richard Howting

In the course of my advertising career I have worked at McCann-Erickson, BBDO, Leo Burnett, JWT, and now OPTIMideas.

My particular expertise has been automotive. I’ve worked on the national advertising for Buick, GMC Truck, Dodge, Dodge Truck, Ford and Ford Truck.

I have also had broad experience on non-automotive accounts. Nationally, these have included Kellogg, Nestle, Pepsi, Schlitz, Carhartt Workwear, Urban Science, and Airfoil Public Relations. Specific Michigan clients have included The Detroit News, Manufacturers Bank, Metro Detroit Ford Dealers, Don Thomas and Summit Sports, Max Green’s Menswear and Westbrook Medical.

I started in the advertising business as a copywriter at McCann-Erickson and within eight years had worked my way to Creative Director on Dodge national advertising at BBDO where I reported directly to BBDO’s Vice Chairman and Worldwide Creative Director, Phil Dusenberry.

A few years later I was hired by JWT as Executive Creative Director on all Ford national advertising, and shortly thereafter was named an Executive Vice President and a member of JWT’s worldwide board of directors.

As ECD on Ford, I managed the creative department, oversaw all creative work, and presented all national car and truck advertising to the President of Ford Division and the CEO of the Ford Motor Company – I regularly presented to Don Peterson, Red Poling, Alex Trotman, and Jac Nasser, as successive CEOs of Ford.

In 2001, several associates and I became principals at Optimideas, a full-service marketing innovation firm that caters to client branding and communication needs in design, packaging, research, advertising, and media planning.

During my career, I have created more than 400 TV commercials and over twice as many print ads for national and local advertisers. I have also worked on a wide variety of radio, outdoor, catalog, direct mail, and internet advertising projects.