about adWhite: our people

Taylor White, principal

TaylorTaylor White has 20 years of experience in all facets of marketing. He has extensive experience working on both the client and agency side. He started his career working within advertising and marketing agencies before switching to the client side where he managed advertising, digital and public relations agencies. He understands the importance of setting objectives, creating a strategic marketing plan and sticking to a budget. But consider yourself warned - he’ll talk all day about these things if you let him.

Taylor gets so excited he’ll go on and on about brand management, media placement, search engine optimization and promotional marketing. And don’t even get him started on social media solutions. He’s definitely been “Twitter-fied” and “Instagrammed.”

Although Taylor is a talker (he can’t help it, he’s genuinely fired up about all things marketing), he’s also a listener. He listens to clients and takes the time to understand their business, their target audiences and their overall objectives. Once he understands where you want to go, he works with his team to develop a strategy to get you there.

Prior to forming adWhite, Taylor served as the Vice President of Marketing for Source One Spares — an aftermarket supplier of spare parts for commercial aircraft. Before Source One, he held various account management and media positions for leading marketing firms in the Dallas area such as Aegis Communications, Brierley & Partners and Temerlin McClain Advertising, working with clients such as AT&T, Blockbuster, GTE, Long John Silver's and United Airlines.

Taylor is active in the community serving on numerous non-profit boards and advisory committees and remains involved in several other local companies that he has founded on his own or with others.

Taylor holds a BS in Journalism/Advertising & Public Relations from Texas Christian University. He also holds a Masters of Business Administration from Baylor University.

MicheleMichele Caldwell, director of technical operations

Michele Caldwell is our office tech guru, and brings more than 20 years of work experience to her role at adWhite. She is adept at Web design and programming, as well as many forms of desktop publishing. Clients love her because she is helpful, knowledgeable, and quick to respond, but we love her because she can fix our phones, laptops, ipads, or any other technical issue we’re facing. Messy computers drive her crazy – she’s been known to detail our computer screens when we’re not looking. But we overlook that because she’s always willing to give excellent advice on what cool new gadget we now can’t live without. In addition to other many important tasks at adWhite, she is also responsible for making sure that every single mention of adWhite on this page is in bold and has the W capitalized.

Prior to adWhite, Michele ran her own Web design and hosting firm for five years. Her company, Victorious Designs, served more than 40 clients nationwide in a wide range of industries. Michele joined adWhite in July of 2005 and effectively merged her active clients with ours.

In the previous 10 years of her professional career, Michele served in many Web design and desktop publishing-related capacities with several companies in Kingston, New York, St. Louis, Missouri and Houston.

TedTed Reade, creative director

Ted earned his BFA in Advertising Creativity from Southern Methodist University. He has more than 20 years of experience in advertising, graphic design, print production, client relations and account management. Over this time he has worked with small, medium and large advertising agencies and marketing firms.

Ted has been involved in design and production of print advertising campaigns and Web sites, including newspaper, magazine, outdoor, online and specialty advertising as well as direct mail for well known global brands including Coca Cola, American Honda, MCI, Sprint, American Airlines, Holiday Inn, Pizza Hut and many more.

Additionally, Ted has worked with numerous local and regional furniture stores, home builders and auto dealerships. He is extremely proficient at developing eye-catching, attention-grabbing ads that stand out in their cluttered surroundings.

Ted has worked with some of the largest ad agencies in Texas and has worked on some of the most well-known brands. In addition to his well-developed art direction skills, he is a campaign creator, which means he has the ability to see beyond the aesthetics of his design and to the potential impact the ad will have on its audience. Ted is also an accomplished copy writer.

He’s been known to do some of his best work with 80’s music in the background, so if you happen to pop in the office and Rick Springfield is blaring from his computer don’t worry. It’s creative genius at work, and we don’t want to mess with that.

BrookeBrooke Gemmell, production manager / graphic designer

Brooke brings more than 20 years of print production and graphic design experience to her role at adWhite. Previously she implemented creative design strategies within marketing departments of major national corporations such as Ford Motor Co., Comcast, and the Kroger Co.

Brooke’s expertise is in graphic design and high end print production. Her vast knowledge of Adobe CS, print and the prepress process is an invaluable asset to the company. Thanks to her amazing skills in Photoshop, we are never quite sure where we'll be or what we'll be doing next, though we look forward to many more adventures.

Brooke holds a BS concentrated in graphic design from Lynn University, Boca Raton, Florida.

MichelleMichelle White, cfo

Michelle White has more than 20 years of hands on experience in accounting and finance roles with both small and large organizations. She wears many hats at adWhite, which we all know is really just a nice way of saying she works a lot. In addition to her primary role managing all payables and receivables, she also (happily) handles her fair share of boring but important HR and admin functions. Michelle is an invaluable member of the team. She’s creative, funny and fun to be around – you know, your typical accountant.  

Before adWhite, Michelle served as the Controller for Source One Spares. Prior to Source One she was a Group Accounting Manager at Ameriserve (formerly PepsiCo Food Systems). Michelle began her accounting career first in the Ft. Worth office and then later the Dallas office of Arthur Anderson as a Senior Auditor.

Michelle is very active in the community, where she volunteers her time and skills to several non-profit organizations.

Michelle is also a horned frog, earning her Bachelor of Business Administration in Accounting from Texas Christian University, and is a licensed CPA in the state of Texas.

Emily Geoca, social media / online marketing

Emily joined adWhite with extensive customer service knowledge and a degree in advertising from Texas State University. After spending some time in Dallas working at companies like Fossil and David Sutherland she decided to move back to her hometown to join the team and become the voice of all things social media at adWhite.

Emily’s favorite social media outlet is Instagram and she can most likely be spotted at brunch on the weekend photo documenting her meal.

BillieBillie Hill, accounting manager

Billie began her office administration and bookkeeping career in the 1970's working in the insurance industry. She joined adWhite in October of 2006. Billie works with our CFO and is responsible for entering all the data for billing and accounts receivable. Billie also fills the role of receptionist - her friendly face is likely the first one you'll see when you walk through our front door.