Chris Shugart Bio |
Chris began his advertising career after studying graphic arts and film at UCLA. He worked for several in-house and ad agency companies in Southern California, designing and producing ad material for both consumer and trade. His early productions were seen in a variety of media including print, radio, and collateral.
In 1986, Chris expanded his activities into printing production. Towards this end, he started his own company, Chris Shugart Studios in Burbank, California. He created direct mail and collateral advertising from concept to finished product, all produced in a comprehensive in-house facility. At this time Chris made that all-important transition from mechanical to digital design and production.
Chris’ career took a new turn in 1994 when he teamed up with his dad, Al Shugart, founder and CEO of Seagate Technology. Chris helped establish, promote and run Carmel Bay Publishing, one of Al’s many entrepreneurial ventures. Chris also provided marketing and advertising support for the rest of Al’s projects collectively known as Pebble Beach Ventures.
In 1996, Chris was unexpectedly thrust into the world of political activism* when Al Shugart decided to run his dog Ernest for Congress. Chris was appointed Campaign Director responsible for promotion and publicity. Organized to generate more interest in the political process, the Ernest campaign was followed by California Proposition 23, the “None of the Above Voter Initiative.” In addition to creating all of the campaign material, Chris had his first opportunity to add web site design and maintenance to his promotional skills.
In 1998, Al Shugart left Seagate and immediately started Al Shugart International, a marketing and investment group located in Santa Cruz, California. Chris designed and produced their promo material including a quarterly newsletter, and designed and implemented their official website. Chris was also retained as a consultant for ASI providing marketing and public relations support for ASI staff and their clients.
As a result of his previous political activity, Chris had become an active writer, researcher and commentator. In 2001 he started his own radio show called Uncommon Sense which broadcast for two years throughout the California Central Coast. The radio show was the basis for the inception of the American Association of Independent Voters, a non-profit political action organization that Chris created to carry on the goals of the original Ernest campaign.
With the emergence of the New Media, Chris began developing a series of marketing and merchandizing plans designed to appeal to the growing demand that the New Media had created. Consequently, audio-visual multi-media design and production was the latest addition to the variety of talents and skills that Chris continues to utilize.
In 2007, Chris seized an opportunity he couldn’t pass up. He joined the staff of Pollstar, a print and online publisher for the music concert industry. Prompted by his passion for music, Chris saw a chance to utilize his entire repertoire of skills, integrating New Media elements into marketing strategies geared towards the concert industry.
* Learn more about Chris Shugart's political action background