Meet Macklin Andrick, Senior Creative Technologist
If you ask Macklin what he does at George P. Johnson, he’ll tell you with a grin:
“I build cool s*** for companies to tell their product and brand stories.”
Macklin helps our clients turn big ideas into tangible, unforgettable experiences. Whether he’s translating complex technical concepts for non-technical stakeholders or engineering an experience that reshapes an entire marketing strategy, Macklin exemplifies the kind of multidisciplinary thinking that sets GPJ apart.
“[When] I get into what GPJ does, it’s more like we’re a big prototyping shop where we can build any furniture, fabrication, or technology experience that you want.”
Based in St. Louis, Macklin is part of GPJ’s Creative Technology team, where he designs and delivers digital-first experiences that not only engage but also shift how audiences think, feel, and connect.
From Internships to Innovation
Macklin didn’t always know this path existed. He began his career studying music business and interning at a major country music record label. But after pitching a tech-driven role to senior leadership and getting a hard “no,” he realized it was time to pivot. He moved into the world of tech, taking on everything from customer support and marketing to automation and operations before discovering experiential. That’s where it clicked.
For Macklin, GPJ was an opportunity to focus on the fun stuff: building experiences for people, working with emerging technology, and collaborating across creative and technical teams at a scale no other agency can match. What shocked him the most about GPJ was “the scale and enormity of what we can do with very minimal resources,”—a perfect playground for Macklin’s creative tech instincts to run wild and think global.
Thrown into the Fire, Built for the Spotlight
Macklin’s early days at GPJ set the tone.
“My second week, I got dropped into Dreamforce,” one of GPJ’s largest annual events.
It was here that he fully grasped the agency’s ability to operate at scale with remarkable efficiency. The level of trust and responsibility GPJ put in Macklin early on wasn’t just energizing; it was empowering. Macklin, in concert with the rest of the creative tech team, executed 15+ technical activations for Dreamforce with flying colors. After Dreamforce, Macklin was given the task of helping to reboot IBM’s Activation program, which helps scale digital activations across the globe.
One of Macklin’s most memorable experiences thus far came from an activation that began with a 6-week timeline and a tiny budget for SXSW; and that experience ended up being IBM’s infamous Calling the Shots, an AI shot-tracking ping-pong table activation. IBM was so impressed with this activation, they implemented their watsonx AI technology platform into it—scaling the AI Sports Club concept and expanding it into several additional sports activation partnerships.
“To put it in perspective, ‘this is why you hire us,’ because we (GPJ Creative Tech) are embedded in the greater GPJ events team and understand the overall event strategy. This additional context helps us build experiences that can ultimately shift your complete marketing strategy.”
Clients know the value of onboarding GPJ isn’t limited by our ability to take orders and follow scripts to the end result; we’re hired to understand, consult, and actively collaborate to ensure your digital activations serve the entire event experience. Because we invest in the higher strategy before plugging in, our Creative Technology team is able to pitch and design engagements our clients would have never thought possible.
Despite the team’s title, we also talk folks out of technology (it’s not as crazy as it sounds). We see technology as a tool that should enhance a story, not be the foundation of it. Through guidance, we prioritize the right tech for the moment—not obsessing over what’s flashy and trending.
We aim to do what’s best for the project in order to deliver on the strategy, budget, and goals of the entire program; often that means choosing simpler, proven solutions that reduce risk and cost while improving reliability. Ultimately, this makes for a better user experience for everyone involved, from those creating the activation to those experiencing it onsite—but that doesn’t mean we’re not consistently innovating to get ahead of the game…
Staying Ahead with Creative Tech Bytes
Innovation requires constant curiosity. That’s why Macklin is a driving force behind GPJ’s Creative Tech Bytes, a recurring series that curates the latest in digital trends, emerging tools, and technology news. Guided by Macklin’s professional curiosity, we spark relevant client conversations and present a clearer view of what’s technologically possible.
“A lot of (experiential) companies have the issue of having creatives, producers, and account people who don’t know how to build for digital. So you have to lay the groundwork and build a relationship by educating them. If I can give you a little knowledge of a cool thing, then you can forward that on to your client and get interest for the type of work that we do.”
Education builds trust. Macklin believes in it. By keeping colleagues and peers informed and inspired, Macklin helps GPJ stay ahead of the curve and ready with fresh, relevant ideas for every client challenge.
A Culture of People Who Push Limits
For Macklin, the reason he enjoys his role is the same reason many at GPJ are locked in for the long haul: it’s the people. He enjoys meeting employees and partners he’s never met before, learning about their roles, and sharing on-site war stories.
“I think it’s fascinating to hear people’s craziest stories from doing events…like ”hey, keep this goat alive for 48 hours”…The people who sign up for these events, in general, have a little bit of a screw loose.”
But it’s the way people at GPJ rise to the pressure of the occasion that stands out to him the most. Macklin expressed that being in the trenches with his coworkers and pulling off feats they’re proud to share with the world only reinforces why GPJ naturally attracts some of the most top-notch talent in the industry.
At GPJ, it’s never just about the idea—it’s about how we make it real. People like Macklin are the reason we’re able to dream big, build smart, and break the mold.
