In today's Wantrepreneur to Entrepreneur Spotlight, we're diving into the fascinating journey of Daryl McCullough, a marketing expert who transformed from global PR firm CEO to entrepreneur. As the co-founder of McGriffin Media, Daryl has masterfully combined his decades of PR expertise with a fresh, nimble approach to create a boutique digital marketing and PR powerhouse. Together with his husband George Griffin, they've built a dynamic agency that's redefining what's possible in the marketing communications landscape. Get ready to learn from someone who's proof that sometimes the best way forward is to start fresh – even after decades at the top.
Hi, Daryl! Thanks for joining us today. Tell us about your business. Who do you serve, how do you serve them, and what's the impact that your business and work makes?
McGriffin Media is a boutique digital marketing and public relations agency based in Los Angeles with a hand-picked team and clients across the U.S. McGriffin brings clients the tailored strategies that make their businesses shine. Nothing more, nothing less. From influencer marketing and social channel management to classic publicity, and more - we know what moves the needle to build brands and businesses.
Tell us about the moment you finally felt like you went from wantrepreneur to entrepreneur.
After leading a global PR and Marketing firm (Citizen Relations) for 20+ years, we started a more nimble venture offering highly customized and frankly more affordable solutions to big and small brands and organizations. Starting over with a clean business plan slate, we were able to cut out the overhead and bulk that dragged down larger marketing operations. Our client work is world-class but can turn on a dime, meeting the needs of today's on-demand marketing and communications landscape.
Describe the moment or period in your life/career that motivated you to make the entrepreneurial leap.
After being through several mergers, acquisitions, and sales of my prior global company, as a Chairman and CEO, I wanted to be back in control of my destiny. So my husband (George Griffin, who famously works in celebrity/entertainment social media) and I decided to merge our strengths and consulting prowess to form McGriffin Media LLC. We also diversified into entertainment, production, writing, and talent, helping us create a more fully realized marketing ecosphere.
Describe a tool, service, or software that has been a game-changer for your business. How does it contribute to your success?
Although TikTok is fighting for its right to exist, the tool is an amazing way for brands and individuals to find fans and new audiences. TikTok (like Instagram and other digital channels, even LinkedIn) has a key place in the marketing communications arena.
We know that success is very often a non-linear path. Tell us about a failure, pivot point, or lesson that changed your course or direction and helped to get you where you are today.
As I was moving up the ranks of global agency and agency holding company management, I was getting further and further away from my passion (and frankly natural talent) for client strategy and creativity. I knew I could do either role and go further in a senior management position, but I was starved creatively. I had books and screenplays to write, projects to produce, and many other creative aspirations that as an entrepreneur I can now weave into my diverse marketing communications and production business.
What unconventional strategy did you employ that significantly impacted your business?
The COVID-19 global pandemic pushed agencies to reconsider already popular concepts like "work from anywhere." As such, because McGriffin Media was thriving as a virtual agency with no "physical office," we have been able to reduce our office rental overhead – a consultancy's number one expense, after personnel. Our nimble structure is part of our secret sauce, allowing us to employ simply the best in the business around the globe at a steep savings we pass along to our clients.
What’s something you wish you knew sooner that you’d give as advice for aspiring or newer entrepreneurs?
Change can feel daunting, but it can lead to exhilarating new success and freedom.
Want to dive deeper into Daryl's work? Follow the links below!
- Visit McGriffin Media's website mcgriffinmedia.com
- Visit Daryl's website darylrmccullough.com
- Connect with Daryl on LinkedIn: Daryl McCullough
- Follow Daryl on Instagram: @daryl_mc
- Find Daryl on Facebook
