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Thomas McKenna
Year of induction: 1999
Bio:
It has been said many times that Tom McKenna is the creative person’s client. Maybe that’s because he saw advertising not just as another sales tool, but as a way of reaching his customers on their terms, in a warm, friendly, very personal way. That rare attitude always supports great creative.
After earning Masters Degrees in English and Philosophy, Tom McKenna started work on a third highly intellectual pursuit – advertising. Forty years later, he has become a professor of sorts, sharing his expertise on the power and importance of the brand.
In 1977, Tom joined Mellon as their retail advertising manager. Ten years later, he was named Director of Advertising, a position he held until his retirement this past November. Under Toms’ direction, the Mellon brand experienced a rejuvenation. Campaigns such as “Really Free Checking,” “A Neighbor You Can Count On,” and “You’re Why We Do Our Very Best” helped Mellon to evolve into the financial services power it is today.
Tom prides himself on never being afraid to take a chance. He wanted advertising that got noticed, such as a two-page spread Mellon ran in the Wall Street Journal that was rated the most-read financial services ad in the history of the paper. Mellon’s “Cash Stream” TV commercial was rated one of Ad Age’s ten best of the year and the best among all financial advertising.
Tom’s work has been honored by everyone from the ADDY’s to the International Film Festival. He was also named BMA’s Advertising Executive of the Year twice in the 90’s. But there’s something else Tom is even prouder of. As he says, “Our ads have usually been noted for their humanity and elegance.”
Before his 22 years as a client in Pittsburgh, Tom worked in his hometown of New York City at some of the world’s biggest agencies, including BBD&O and Cunningham and Walsh (now NYAyre). On the client side, Tom has worked at Chase Manhattan and European American Banks.
As he settles into retirement and grandfatherly duties, Tom will focus on writing short stories and traveling to many of our region’s historic sites. But don’t be surprised if you see him doing some consulting. After all, the professor must teach.
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