Union+Webster was created as an integrated marketing agency in 2012, formed at the intersection of two spirited and complementary minds—the minds of Gina Michnowicz and Cristol O’Loughlin. The company was named after where the company was conceived: Union and Webster in San Francisco.
Our founders saw great power in intersections and converging ideas. The intersection of technology, media, creativity, and strategy, with the client at the center. Convergences and collaborations that blur boundaries, that open new avenues.
But with reimagined intersections and converging ideas comes evolution. And so Union+Webster evolved, transforming from a local agency to a global parent company in early 2018.
As a parent company, Union+Webster can create focused businesses when needed. The latest step in our journey: The Craftsman Agency.
To reflect the fundamental shifts we saw in marketing—shifts that showed the importance of art and storytelling in making human connections—we formed a new agency.
The Craftsman Agency is a creative shop that puts craftsmanship at the heart of each and every one of our projects. Bold storytelling that crosses physical and digital boundaries to leave lasting impressions is our sweet spot.
CEO + Executive Creative Director
Gina is a hands-on, client-focused CEO with deep experience in marketing and sales within brands, agencies, and management consulting. Working across B2B and B2C markets, she drives success from concept to sales through integrated campaigns. She is a LinkedIn Agency Voice member as well as a Forbes Agency Council member and speaker.
Gina’s expertise in digital and social media has won engagements with clients like 20th Century Fox, Cisco, Disney, and Microsoft. She thinks both strategically and creatively, pushing her team to create incredible work, all the way from campaign conception to delivering incredible content and immersive digital and physical experiences.
Co-founder + Chief Growth Officer
With more than 20 years of advertising experience and a love for technological innovation, Cristol has a penchant for identifying opportunity in emerging markets. She brings a passion for the creative, collaborative, and innovative nature of building business relationships to everything she does.
Combining the art of woo with her expertise and passion, Cristol has worked with innovative brands such as Cisco, Clorox, Disney, Estee-Lauder, IBM, Microsoft, Nike, and Toyota to produce memorable, impactful campaigns.
VP of Marketing
Virginia is a creative and strategic marketing leader inspired by driving growth in companies, solving problems to deliver better results, and building teams. Her experience in B2C and B2B markets spans global campaigns, creative services, corporate events, and branding for small businesses to global enterprises.
Pairing fresh thinking with deep expertise, Virginia has helped companies such as Plex, Symantec, Unisys, Veritas, and VMware bring their brands to market in meaningful and strategic ways.
Director of Brand + Strategy
Kim brings a first-hand client perspective to her work with Union+Webster, having thrived as a brand manager for labels such as Gevalia, Maxwell House, and Popchips for over 10 years. Kim developed strategies and executions that drove consumers back to retail, including TV advertising concepting and execution, website redesigns, social channel launches and re-branding, packaging updates, and experiential events like pop-ups and field marketing.
At Union+Webster, she taps into this knowledge and strategic thinking to help create innovative, well-considered campaign ideas, and leads her team to flawlessly produce those ideas.
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