Leadership
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Ted Nelson
Principal/CEO
Ted NelsonTed is a very hands-on CEO, and one of four founding partners who conceived and launched Mechanica. His responsibilities include contributing to the building and management of a next-generation business model and organization, as well as general strategic oversight across Mechanica's clients and businesses.
Prior to launching Mechanica, Ted spent eight years as the Managing Partner, Brand Strategy Director at Mullen, the nation's 19th largest integrated communications firm. Ted's specific responsibilities at Mullen included building and managing an award winning brand strategy and customer analytics group, which contributed to the brand development and customer acquisition and retention strategies of brands as varied as General Motors, Disney, Sony, Coca-Cola, Nextel, Lending Tree, Oxygen Media, Monster.com and Genuity.
Prior to joining Mullen, Ted honed his skills while working at Chiat/Day on both coasts, with strategic responsibilities for a diverse set of clients including Reebok, Intel, Dell, Coca-Cola, and Nynex. Following Chiat/Day, he launched the brand strategy discipline within Anderson & Lembke, then the world's largest business-to-business specialist agency with offices in Europe, the U.S. and Asia.
Ted is a five-time EFFIE award recipient for communications effectiveness, he served for a number of years on the national brand planning board and was awarded an EPIC award honoring culture changers.
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Libby DeLana
Principal/Design
Libby DeLanaA graphic designer by trade, Libby honed her skills at the Boston Architecture Center and the Harvard School of Design, as well as under Milton Glaser and Jack Lenor Larson.
She has designed print ads, collateral and web pages for Saucony, sleeper bags for Brahmin, a 10x7-foot illuminated map of Boston for Forest City Enterprises, products for Smith and Hawken, packaging for Swiss Army and Veryfine Juices, clothing and retail environments for Eddie Bauer, shoeboxes for Stride Rite, catalogs for LLBean, a dictionary (see-resourceful) for American Heritage Dictionary, as well as logos and marketing materials for dozens more.
Libby's work has won many industry awards, and has been featured in such noted publications as PRINT Design Annual, Graphics Design, Graphics Logo and Communication Arts.
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Jim Garaventi
Principal/Creative Director
Jim GaraventiA copywriter by trade, Jim has written and/or been the creative director on many award-winning advertising campaigns over the past decade. Boxes of national and international creative awards notwithstanding, his contributions have extended far beyond the traditional creative realm.
Be it Ticketmaster, Saucony, Amway, XM Satellite Radio, Four Seasons Hotels, L.L. Bean, General Motors or one of the many other brands Jim has worked with, his greatest impact has consistently been his strategic thinking and brand perspective - not just the creative execution of messaging.
Jim's work has been featured in many industry publications, and he has been a frequent judge of national and international advertising award shows.
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Micah Donahue
Principal/Contact Strategy Director
Micah DonahueFreed from the pressure to create media plans that support only ad agency services - Micah is free to develop true customer-driven and targeted contact strategies. He and his team begin with a deep dive into brand positioning, audience mindsets and behaviors and then map out key customer touch points that increase brand awareness, drive trial and purchase, support sales forces, and extend customer loyalty. This unusual approach has led to banners hung in specific gates at airports, re-written telemarketing scripts that better align sell copy with customer insights, and trade event activities tightly nested within large, national campaigns.
Since joining Mechanica, Micah has led initiatives for Tribe Hummus, Saucony, Fallon Community Health Plan, Communispace, Kronos, and the US State Department.
Prior to joining Mechanica, Micah worked with clients including Land O'Lakes, Kmart, the U.S. Department of Defense, Nextel, Eddie Bauer, The Four Seasons and General Motors.
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Alfred Link
Principal/Management
Alfred LinkAlfred's career has been marked by a constant exploration of the unconventional. Starting as an account guy, moving on to award-winning copywriter, then returning to the account side to lead teams at two high-profile agencies, his talent for insightful strategy and execution has improved many different businesses in many different ways.
Look closely and you'll see his fingerprints on some great tech and consumer brands including: Forest City Enterprises, Kronos, Blockbuster Online, Brahmin Leatherworks, Electronic Arts, Dell Computers, CAT Footwear, 3Com, Quaker Oats, Oracle, Sutter Home Wine, Mike's Hard Lemonade and Dreyer's Grand Ice Cream.
Add to his multifaceted agency background the experience of managing resort operations in the Caribbean, and you'll understand why so many clients have come to count on the unique perspective that arises from such a diverse background.