A culture of finding a fresh approach by looking at things differently.
Embracing a responsibility that our clients must win before we can.
Absolute trust and integrity are at the core of our values. We believe a great agency does what’s right for its clients, and its people — no matter what.
bet on ideas
The courage to take calculated risks and turn great ideas into a great success.
“By any means necessary.” That’s how we break through the clutter and noise that our audience is bombarded with every day. It takes a perfectly executed big idea to connect our clients and their products to the right people.
As an integrated advertising agency, Pinnacle takes a holistic approach that includes a broad spectrum of disciplines. Our distinct skill sets combine to produce more efficient results for the ever-changing needs of our clients over the long term.
A comprehensively equipped in-house studio, staffed by talented editors, producers, photographers and videographers, all to help make your content look and sound its best. We also have deep relationships and partner with a variety of directors, production houses and film crews.
The best plan starts by having a smart strategy. It’s the only way to effectively create compelling messages that will build a brand and motivate people to take action. We do this by unearthing the most truthful insights about our client’s brand to build a platform that connects with people in the most relevant way possible.
In the new landscape of devices with screens, people choose when and where they watch. It’s why we build plans based on the most logical delivery of advertising content using comprehensive data about our target audience. This approach translates to an extraordinarily powerful plan across all platforms.
Connecting your brand through website design, SEO, SEM, advanced analytics, social strategies, or even an interactive web banner or video. Behind every plan is data that is constantly informing our approach with our target in the marketplace.
Access to usable, actionable data has forever changed how to define and speak to our target audience. By integrating online and offline data, we target consumer behaviors, intentions and look alike profiles delivering the perfect message to the ideal audience – in real time.
Mike started Pinnacle Advertising to satisfy his entrepreneurial spirit after a highly successful career at the Chicago Tribune and a small retail agency in Chicago.
He had a strong passion for retail advertising, and it became the core of Pinnacle, which has grown into one of the premier full service retail and automotive shops in the Midwest.
He’s continued to focus on diversifying the agency, broadening the scope of capabilities to attract different categories of clients. This has led to building a nationally recognized digital marketing and web development group, while stocking Pinnacle’s media and creative teams with industry heavyweights to compete with the big agency holding companies.
Mike’s vision of offering large agency capabilities within a smaller, nimble and cost-efficient model has allowed Pinnacle to thrive, winning new national and regional clients.
While advertising is his passion, he also enjoys time with his family, his wife Brigitte and two boys. Mike is a founding board member of One For The Kids Charity, and sits on the board of the Northern Illinois Better Business Bureau. He loves golfing, sailing, snowmobiling, and jumping on his Harley when the opportunity presents itself.
Chief Creative Officer
Jac started his career at Doner in Detroit. He helped pitch and win the Mazda national business, and wrote many memorable spots in the “Zoom Zoom” campaign. He also created campaigns for PNC Bank, Six Flags and more, before jumping over to Team Detroit.
At Team Detroit, he worked on Ford dealer business and wrote national spots for the Ford F-Series Denis Leary campaign, helping to keep Ford as the best-selling brand in America.
Jac has been written up in Adweek, recognized in Communication Arts, and has won many awards. But his real pride and joy are his two children. When he’s not busy with his kids, Jac pretends he’s a runner, competing in 5K races a few times a year.
Kevin has over 20 years of media planning and buying experience. He’s worked on a wide variety of industries, including automotive, travel, financial, hospitality, beer and healthcare. He is a multi-channel media expert, creating and executing campaigns on national and local accounts such as Honda, AirTran Airways, Miller/Coors, Hyundai and Hyatt, to name a few. His strengths are local broadcast, digital and major sports sponsorships.
Kevin is a huge Florida Gators fan and big sports nut in general. He is big on sports trivia and statistics; in fact, he can name every NCAA Basketball Tournament winner since 1979.
VP, Finance/Human Resources
Before leading the Finance and Human Resource teams at Pinnacle, Julie had 20 years of advertising experience working in both the private and public agency environments. She thrives on the energy and entrepreneurial spirit found at Pinnacle, and her focus is on the procedures and strategy that help serve the clients best.
Born and raised in the Chicagoland area, Julie is a true Midwesterner with a passion for travel and photography. She also enjoys spending time with her husband, cheering on their three kids from the sidelines of a variety of sporting events. You name a school sport, and chances are, one of her kids is on the team.
EVP, Group Account Director
Jake leads the Tier 3 team, developing and streamlining agency structure and processes, assisting in other key agency accounts, and expanding the agency’s client base by winning 15 new clients last year. He gained experience at J. Walter Thompson on Ford FDAAs and Ford South Africa, MGI on their B-to-B business, Campbell-Ewald on their Chevy dealer Associations, and at Graham Advertising on Northwest Toyota TDA. He also ran his own agency, House Advertising Auto with client Hendrick Automotive. He’s able to bring national, international, local retail and business-to-business experience to all his clients. Jake enjoys exploring the great outdoors with his wife and four kids. He’s a proud graduate of Northwood University. And, of course he’s always a little broken-hearted every year after his beloved Carolina Panthers don’t win the big one.
EVP, Managing Director
Chris serves as Executive Vice President, Managing Director leading the agency’s Tier II automotive team and working closely with our Honda and Acura clients. Chris also leads the agency’s East coast presence in Stamford, Connecticut.
Over the past 20 years, he has served in a variety of account management, strategic, brand, retail and media sales roles, serving clients such as: Ford, Lincoln-Mercury, Ford CPO, Ford Credit, Jaguar, Land Rover, Aston-Martin, Toyota, Audi, BMW, Volvo, Volkswagen, Porsche, Dodge, Chrysler, Chevrolet, Subaru, Nissan, Infiniti, Honda and Acura.
Chris worked in a variety of agency account management roles at Madison Avenue ad agency giants Young & Rubicam and IPG. He also led the creation and management of large-scale digital solutions for automotive OEM’s at Autotrader, Comcast and Edmunds.
That experience and the accompanying successes led to life-long relationships with OEM automotive marketers, dealers and dealer groups. Chris is a Silver Effie Award recipient, for “Most Integrated Retail Automotive campaign”.
Joni is a native of the Midwest, growing up in Iowa just outside of the Omaha area. She started in the automotive industry right out of college at Honda Motor Company after graduating from the University of Iowa. Joni started working for Honda in the Chicago Region, moving up through the company while working in several positions in the field and calling on Honda and Acura Dealerships as well as at the Honda Corporate Office. Joni spent 24 years at Honda Motor Company with her last position being the Zone Sales Manager in Southern
California where she ran the Southern California Honda Business. Joni started and worked on numerous Advertising Associations at both
Honda and Acura and has extensive knowledge of how Ad Associations operate from the Dealer, Honda and Agency levels.
VP of Strategy, Integrated Media & Analytics
Justine Cervenka has over 20 years experience in strategic media plan development and media negotiations. A native New Yorker, Justine attended S.U.N.Y. Cobleskill and then relocated to Phoenix where she started her career at Initiative Media. Throughout her seven-year stay there, she negotiated and placed media for clients such as Circle K, Home Depot, Carl’s Jr., and Disneyland. She then joined Cramer-Krasselt in Phoenix and worked her way up through the ranks and became VP, Media Director. During her nine and a half years at C-K, Justine managed the media planning, research analysis, and buying for a variety of accounts such as the Toyota Dealers Association, MGM Grand, University of Phoenix, and COX Communications to name a few. She also has held the position of VP, Digital Director during her career and handled the digital planning for numerous Hyundai Dealer Associations and Nationwide Vision.
Justine currently oversees research and integrated planning providing breakthrough strategies for clients. She lives in Scottsdale, AZ and is an avid traveler, hiker and is passionate about her career in advertising.
VP Digital Strategy
Digital marketing has often been described as the wild west, and Catie has enjoyed being on the frontier for over 10 years. From push media strategies to data analysis, she loves putting together road maps for businesses- and navigating through each step of the journey. Most recently, Catie has taken the role of ‘head nerd’ to lead digital agency teams in strategy, placement and analysis for regional and national organizations. Catie works with organic, paid, social, programmatic, data and analytical aspects of digital to keep the end consumer in mind and generate both revenue and data for the client. As a team leader, she manages both the strategy and execution sides of the business to ensure smooth communication for the account team and the client from campaign conception to analysis.