Lisa McGuire, creative manager, Martin Williams

Lisa McGuire is working to bring inspiration while also giving permission to break the rules as the new creative manager at Minneapolis-based Martin Williams Advertising.

McGuire, with her experience as a singer, songwriter, producer and entrepreneur along with a background in creating content, was an atypical hire for someone in the role of managing process and workflow at an advertising agency, she said.

"It's not breaking the rules for the sake of breaking the rules," McGuire said. "But that's what clients come to us for. It is for creativity, innovation and new possibilities."

McGuire previously was a content creative and producer at Egg Creative Corp. in Minneapolis. She partnered with ad agencies to develop strategy and help integrate content and music in work for brands.

She worked on projects for Nike, Target and American Family Insurance and sang original music on a spot for the Mall of America. She also served co-managing producer for Motionpoems, a Minneapolis-based nonprofit film series.

At 18, McGuire moved to New York to do musical theater but soon returned home to Minneapolis to go to the University of Minnesota, where she earned a degree in cultural studies.

Q: How is Martin Williams different from other agencies you have worked with?

A: There's a real passion for storytelling and at the same time a lot of thoughtfulness about best serving the client. They're making cool stuff here that brings together their knowledge and the resiliency that they have in this industry into what's going to be happening next in advertising and media.

Q: How is your brand and agency experience helping you at Martin Williams?

A: It's a tremendous help because I understand the brand and what's at stake for them. I understand for an agency what's at stake for them. I've worked with all kinds of creative teams and all kinds of agencies. I've spent a lot of time understanding the tension with agency creatives and the tension that they have in wanting to create something meaningful and at the same time serve the clients' needs.

Q: How did you get involved in so many creative fields?

A: I've always been a singer and I love music. I got a job and at a venue and an internship in music production, for advertising as well as managing bands. Along the way I found a lot of creativity in working with filmmakers, animators, advertising creatives and possibilities happened that I would have never expected.

Todd Nelson