Michael Marsh goes for the family 'wow'

Mel Cooke, Gleaner Writer

A pair of paragliders, huge LIME branding on the underside of the parachutes clearly visible from the ground, were a hit at the LIME Skool Aid event at Jam World, Portmore, in late August.

They attracted attention even as the stage action intensified in the late afternoon before a bumper crowd, the paragliders circling over the audience and the pilots occasionally putting some flair into their flight to excite those below.

Michael Marsh has seen the response to the paragliders before; after all, they are part of his equipment for Sky High Marketing. On the ground, he also runs Maddink - the first syllable standing for Marketing Advertising Design Development. "The 'ink' comes when you sign your name," Marsh said.

He has signed on to a select number of events since he started Maddink 10 years ago. Those include Red Bull Smoking Streets about seven years ago (Marsh says it was his first big event), where VIP booths and fencing, as well as the Red Bull VIP skyboxes at French Connection and the Red Bull VIP booth at the surf championships in Yallahs, St Thomas.

Marsh says he started Maddink as "I'd been involved in events and marketing. I had a lot of unique ideas from all my travels, especially in the USA [United States of America]. I had ideas that had not been introduced to Jamaica before, as well as some unusual things that I have not done yet.

"I am known as a secret weapon for the 'wow' effect. They will call me up and tell me they have this event and they want an idea. That is what I am known for," Marsh said.

Fresh ideas

"I deliver," Marsh said confidently. He has kept his ideas fresh by selecting the events that he does.

"I have not extended myself in running down every little event. I do a handful of events each year and deliver," he said.

"I take time between projects. I try not to overextend myself between events. I don't want to burn out and wear down myself. I am just strategic about the events I chose and the people I work for."

That does not mean that Marsh is totally off the job, as he says in that time "I open myself to ideas". He is also constantly observing while he travels.

"Everywhere I go I keep details of things. When I come back I try them out," he said.

Marsh has a particular focus and says "Maddink is tuned into family events, an event that the whole family can go to and enjoy themselves together. The whole family entertainment in Jamaica is really lacking. You have events like the jerk festival, but I think people are really bored with the same thing every year. You go out and it is the same concept."

He does not want Maddink to fall into that rut. "I want to make a difference. I want to go out there and put on an event that brings a family together. I strongly believe that a family which plays together stays together," Marsh said.

He also believes in hands-on involvement in projects. When there is work to be done "when someone comes in they won't know who is the boss," Marsh said.

And he also selects his jobs carefully. When a company approaches Marsh, "I give them a budget that will cover expenses and generate a profit for me. Then I move from there. I really take time to look at the client and the event they want to do. I have turned down jobs, not for turning them down sake, but if I can't handle something I will not take it on my head right now. I rather refer it to someone else," he said.

Other ventures

Marsh also runs Tonics and Energy, which is geared towards making and importing beverages that are natural products. He has tested the market with a few products and is eyeing a soda with ginseng that has no artificial flavours. "I hope to kick off in December to January of next year," Marsh said.

Michael Marsh is currently changing Maddink's approach to business, taking the initiative in designing projects and seeking support for them. "What Maddink is gearing and looking towards is not working for anyone but pitching our ideas and events to corporate Jamaica and executing them," he said.

And he is confident in his ability to deliver the 'wow' in this reversal of the accustomed project flow.

"I am presently working on some events that are going to knock Jamaica off its feet. They will wow and double wow people. When people are going through the channels on TV they will stop and look before they move on," Marsh said.