Cleveland began his undergraduate academic career at Paris Junior College in Paris, Texas, where he was a fine arts major. After graduating from PJC, he continued his studies at East Texas State University (now Texas A&M University-Commerce) and graduated with his B.A. in Advertising Art.
Cleveland is now a partner and creative director at the Albuquerque-based agency McKee Wallwork Cleveland, which has amassed an impressive client list that includes both national accounts and "blue-chip regional ones" such as Heritage Hotels, Mr. Rooter Plumbers, New Mexico Department of Health Tobacco Use Prevention and Control, Presbyterian Health Services, and Blake's Lotaburger.
Previously, Cleveland worked at agencies such as Fahlgren and Saatchi & Saatchi. In 1993, he opened his own agency, Cleveland Clark, in Atlanta. The agency was quickly recognized by members of the advertising circuit for its creative work, and it went on to win national and international awards despite its small size. In 1998, Cleveland became senior vice president and executive creative director at Sawyer Riley Compton. During his illustrious career, he has worked on a number of national campaigns, including those of Coca-Cola, CNN, Cartoon Network, and UPS. He has also done work for luxury hotel chain The Ritz-Carlton.
"I worked on The Ritz-Carlton from 1998 to 2005 helping them continue to expand their brand presence in more diverse resort and hotel offerings. We reintroduced The Ritz-Carlton to NYC in 2001 as well as helped them with their new residences in areas like Aspen and Orlando," Cleveland said.
According to Cleveland, the ads he has been most proud of are the ones "that were successful for my client while being deemed by my peers as among the best." Besides the Ritz-Carlton campaign, recent favorites include his work for Taos Ski Valley and TUPAC (Tobacco Use Prevention and Control). The goal of the Taos campaign was to "establish a voice for their passion for 'pure skiing,'" since the resort is one of very few that does not allow snowboarding. In order to convey this idea, Cleveland and his team wanted to give Taos and its "loyalists" their own symbol and story, so they created "The Purification." TUPAC is a local group that has allowed the agency to handle multiple noteworthy campaigns, such as its current one, "Thank you for not sucking," whose goal is to deter ninth graders from taking up smoking.
|
"This campaign has been a huge hit among the target," said Cleveland. "They are adopting it for themselves as their own way of taking a stand against smoking while remaining 'cool' in the process."
In addition to his agency work, Cleveland has taught and tutored students for the past 20 years. He has been a guest instructor at schools such as the Ringling School of Art and Design and Miami Ad School. Over a 10-year period, he also taught at the Atlanta-based Portfolio Center and Creative Circus.
"Teaching others teaches oneself," he said. "I consider teaching a part of my own education."
Cleveland advised future advertisers to "go to a good school." He also said that students should do their research in order to figure out which schools best suit them before dropping $40,000 on a school that may not be the best fit. In addition to choosing a good school, he said that advertisers should read books and magazines pertaining to their field in order to stay up to date.
"During school, network like crazy," Cleveland said. "The schools can help you with that, but it's up to you to get to know who's who in the business. Take rejection and being ignored well. Don't think too much of yourself or advertising. Approach your work as if it's saving a life; sometimes it does."
