Great ideas don't write themselves.
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Jim McNulty
Owner, Creative Director
Owner, Creative Director
Jim established
Wurdsmith
Creative to provide a reliable outsource option for production companies, ad agencies, and broadcast and cable networks searching for impactful and engaging scriptwriting and promo copy.
A five-time PROMAX Award winner, and former First Vice President of the National Capital/Chesapeake Bay Chapter of the National Academy of Television Arts & Sciences (NATAS), Jim has produced promos and marketing projects for HGTV, TLC, and Discovery Home Channel, as well as broadcast stations WRC/NBC4, WJLA and WBDC in Washington, DC.
While Promotion Director for WFMZ-TV (Allentown, PA) in 1999, Jim successfully helped rebrand the station's news and overall brand campaign. The station's call letters originally came from parent company Maranatha Broadcasting's FM station, WFMZ-FM. But management was searching for a way to give the letters meaning for its television station. Focusing on the channel's hometown news philosophy and "Nick At Night"-style programming, WFMZ became "The Family-Minded Zone," with 69 News' new positioning statement: "Your Life. Your World. Your News."
Both are still used today.
Jim's career actually began at WYOU-TV in Scranton, PA, where as an intern he pulled cable for the CBS affiliate's High School Football Game of the Week. He was later hired as a commercial producer and production assistant, working as a one-man-band writing, shooting, editing, and voicing local commercials.
But it was cutting topical news promos for WJLA in Washington, DC, where Jim developed his ability to quickly identify the crux of a project, and deliver effective and engaging copy.
Later, as senior writer/producer at NBC O&O WRC, Jim captured his first three PROMAX Awards—for sports. His work promoting Redskins Report and Redskins Training Camp also caught the attention of their host, legendary sportscaster George Michael (George Michael Sports Machine). Michael, who had a reputation as being very tough—but fair—on his staff, once left a voicemail raving about the promos.
The message may still be saved in Jim's inbox.
But it was the creative freedom Jim found doing sports promos that inspired Jim to make the jump to cable.
Now, after more than a decade in the business, Jim finds himself reveling in the creative process. Whether it's an episodic show promo, program launch, image campaign, or even an internal marketing reel, Jim loves getting his hands dirty, and getting to the bottom of what he's marketing before he ever puts pen to paper (or keystroke to monitor).
Whether it's sending TLC's Teutul family to counseling for an American Chopper relaunch, or a lively song-and-dance routine for HGTV's Sleep On It, Jim demonstrates his knack—and love—for coming up with creative ideas that are out of the ordinary. And in today's competitive landscape, it's the ideas that stand out the most that get noticed.
Perhaps his next eye-catching campaign will be yours?
A five-time PROMAX Award winner, and former First Vice President of the National Capital/Chesapeake Bay Chapter of the National Academy of Television Arts & Sciences (NATAS), Jim has produced promos and marketing projects for HGTV, TLC, and Discovery Home Channel, as well as broadcast stations WRC/NBC4, WJLA and WBDC in Washington, DC.
While Promotion Director for WFMZ-TV (Allentown, PA) in 1999, Jim successfully helped rebrand the station's news and overall brand campaign. The station's call letters originally came from parent company Maranatha Broadcasting's FM station, WFMZ-FM. But management was searching for a way to give the letters meaning for its television station. Focusing on the channel's hometown news philosophy and "Nick At Night"-style programming, WFMZ became "The Family-Minded Zone," with 69 News' new positioning statement: "Your Life. Your World. Your News."
Both are still used today.
Jim's career actually began at WYOU-TV in Scranton, PA, where as an intern he pulled cable for the CBS affiliate's High School Football Game of the Week. He was later hired as a commercial producer and production assistant, working as a one-man-band writing, shooting, editing, and voicing local commercials.
But it was cutting topical news promos for WJLA in Washington, DC, where Jim developed his ability to quickly identify the crux of a project, and deliver effective and engaging copy.
Later, as senior writer/producer at NBC O&O WRC, Jim captured his first three PROMAX Awards—for sports. His work promoting Redskins Report and Redskins Training Camp also caught the attention of their host, legendary sportscaster George Michael (George Michael Sports Machine). Michael, who had a reputation as being very tough—but fair—on his staff, once left a voicemail raving about the promos.
The message may still be saved in Jim's inbox.
But it was the creative freedom Jim found doing sports promos that inspired Jim to make the jump to cable.
Now, after more than a decade in the business, Jim finds himself reveling in the creative process. Whether it's an episodic show promo, program launch, image campaign, or even an internal marketing reel, Jim loves getting his hands dirty, and getting to the bottom of what he's marketing before he ever puts pen to paper (or keystroke to monitor).
Whether it's sending TLC's Teutul family to counseling for an American Chopper relaunch, or a lively song-and-dance routine for HGTV's Sleep On It, Jim demonstrates his knack—and love—for coming up with creative ideas that are out of the ordinary. And in today's competitive landscape, it's the ideas that stand out the most that get noticed.
Perhaps his next eye-catching campaign will be yours?
