Fred Petrovsky As Chief Operating Officer of McMURRY/TMG, Fred Petrovsky‘s primary focuses are the agency’s celebrated culture, the quality of its work and the careful care of its people. McMURRY/TMG staffers are in great hands. When Fred joined McMurry in 1990 after successful stints in the magazine and communication industries, the company had six employees who published a single magazine title for hospitals. When McMurry and TMG merged in late 2012, McMurry brought 170 employees to the table, clients ranging from Amtrak to CBS Television to The Ritz-Carlton and comprehensive content marketing offerings in multiple industry verticals. In the meantime, Fred served on the board of directors of the Custom Content Council and established himself as a provocative speaker and an insightful interview subject for anyone who needed to hear from a true pioneer in content marketing. Fred draws on all that wisdom in leading human resources, operations and IT for McMURRY/TMG. He knows his highest charge is to partner with other senior executives to handle with utmost care the company’s core asset—its people. In addition to these defining operations activities, Fred also leads the interactive/digital and advertising sales teams. Despite the broad scope of his work at McMURRY/TMG, he views his most important function as helping make the company a great place to work. “We’re not a factory with equipment; we’re people,” he says. “That’s our value. We can’t retain it without a thoughtful culture.” Fred helped oversee the make-or-break integration of two merging cultures that were compatible but not identical. In particular, McMurry had a rich culture with traditions and values so pronounced they were actually projected on the lobby floor of the agency’s Phoenix headquarters. Though he credits all his colleagues, Fred was indispensible to the process of sensitively combining the missions and values of both firms and establishing a collaborative new culture. And the new values, like the old ones, Fred points out, “still shine on the floor, literally serving as our foundation.” But Fred’s work with McMURRY/TMG has only begun. He’ll be a strategic shepherd of the agency’s fast-growing growing workforce of 270 employees—“and their families, their kids, their cars, their mortgage, their future—the economies in which they live and their communities.” His role isn’t just as caretaker, but as a quality control manager who has to be making everything better every day. “At its heart, the work we produce must be great,” he says. He’s invigorated to work in a content marketing industry where the only thing that’s growing faster than the competitors is the degree of complexity in helping brands communicate with consumers. “What an exciting thing to get up in the morning and do,” says Fred. He sometimes gets up even earlier in the morning to write. Among his books are Frank, Don’t Be Cruel, The Clinton Diaries and If Only For Love. Married with three kids, Fred is committed to maintaining a sustainable work-life balance for himself, just as he works to make sure McMURRY/TMG people have it, too. At its heart, the work we produce must be great.