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DR Hall of Fame: Cardinal


Direct Response Hall of Fame: Class of 2017


Michelle Cardinal

Michelle Cardinal, CEO and co-founder of Portland, Ore.-based R2C Group, began her career in media at KADY TV, selling direct response media to industry veterans in the early 1990s. She then joined Williams Worldwide as a media buyer, helping launch many of the industry’s highest grossing campaigns for industry stalwarts including Ronco’s Food Dehydrator and Kent & Spiegel’s Miracle Blade. Cardinal turned her focus to Fortune 500 companies clamoring for more accountable marketing techniques, launching successful branded direct response campaigns for Philips, Hoover, and Braun. In 1998, she founded direct response media agency Cmedia, serving clients such as Tristar Products, Carnival Cruise Lines, and Cancer Treatment Centers of America. In 2005, Cardinal co-founded R2C Group with her husband and business partner, Tim O’Leary — together building one of the leading full-service advertising agencies in the country. R2C Group is a data-driven agency specializing in transactional brand building for many major brands and ecommerce companies, including Humana Healthcare, Bissell, Vonage,, and


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