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Michael Shoer


P.O. Box 76657, Atlanta, GA, 30358
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Last Update: February 26, 2016 11:28 AM

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Michael Shoer

Michael Shoer



The CWI creative process begins by getting to know your business and your stakeholders, to develop solutions that will deliver results. We’re writers and content developers first and foremost with a mission to deploy the right creative, the right words and the right images. Decades of Experience Youthful Passion Diverse Thinking Cost-Effective Creative An Agency Alternative We’re the team that Yahoo turned to when they needed video content for their largest advertisers, We’re the team that drives the marketing communications for the North American sales effort for a global brand tire maker, We’re the team that created the video content service that hundreds of television stations rely upon to help them increase their ratings with original consumer investigative reports. What resonates with Baby boomers is not always meaningful to Millennials. Humor can be the great equalizer, appealing to a broad audience and presenting information in a memorable way. Emotion can be the key to conversion to your brand, product or service. Credibility and intelligence are essential ingredients in the recipe for relationship that is essential to establish digitally and often globally in today’s real world. One of the core ideals of the new Creative Word and Image is to understand the brand’s essential message and core target audience with a laser focus on actions that translate to quantifiable results. We believe quite strongly in knowing who you are trying to reach as an essential starting point. It results in message and platform relevance. The suggestions and strategy we develop are platform neutral in that we believe in taking full advantage of both the best of the free web and the wisdom of the crowds. This means a good strategy should always begin with a presence with purpose on the most powerful and popular social networking sites, and then developing more niche audience or niche purpose focused initiatives.



A visionary entrepreneur with passion that motivates and the experience to execute. 

* Inventor of the Ice Caters concept of branded, packaged, convenient and affordable line of ice products, including the licensed manufacturing and distribution business model. An entrepreneur with a background in broadcast journalism and media marketing who developed the concept while seeking a solution for affordable ice sculpture while planning a party of his own. 

* Founder of television news national syndication company that produces and distributes highly researched and promotable television news segments to local affiliate television stations and streaming media clients. * Founder and owner of independent media consulting company, established to provide television and new media clients with strategic program and staff development services on location and via the Internet.



Creative Word and Image Inc.

Privately Held; 1-10 employees; Marketing and Advertising industry

December 2009 – Present (2 years 3 months)

As the world shifts, and those of us with a more traditional range of experience are experimenting, learning, leveraging the new world of web 2.0 and find ourselves already facing the web 3.0 upgrade, we have decided to bring our experience to market to respond to a screaming need for results, content and support for small, midsize businesses who need strategy, the content to execute it, and at a cost that is tied to results in search, social and ultimately in the cash drawer. 

This new venture combines my real world experience as an entrepreneur, strategic marketer and demand creator, with Susan’s stellar creative, writing and producing marketing communications deliverables, to position and re-launch Creative Word and Image as CWI.ME ( too wordy to use in branding, but it stands for Creative Word and Image, Marketing Excellence). 

I continue to drive the marketing strategy of Ice Caters as we continue to evolve that business, while bringing our expertise to a numerous other companies as CWI.

Given the hot pursuit to add video and audio and social networking to businesses and their web sites, it would seem that we may have some opportunities to work together, don’t you think?


Ice Caters LLC


July 1994 – July 2010 (16 years 1 month)

Ice Caters is the pioneer of Ice and Easy food safe, packaged ice creations for food, beverage, hospitality, and event industries. Experience the ICE BALL! Your cocktail experience will never be the same again.




March 1996 – January 2005 (8 years 11 months)




September 1994 – February 1995 (6 months)

Consulting Senior Executive Producer brought in to help once dominate station regain news lead by energizing production, motivating and coaching veteran team of journalists and supervising the day to day newscast production and development. (all while living and commuting from Atlanta!). Station returned to #1 in key time periods by the end of the November ratings period, and retained it through the February ratings period. In the good old days of dominating local television news.


McHugh & Hoffman/Market Strategies Inc.


January 1993 – August 1994 (1 year 8 months)

Television news management and production consulting and coaching services. Included early web development strategies for broadcast clients.



1987 – 1993 (6 years)

Hired to produce a revamped early evening news program concept, before moving on to oversee daily newsroom and newscast at major market network affiliate. Steered newscasts and staff through challenging economic time, and also during period of transition from CBS to NBC affiliate under new ownership. Responsible for editorial direction, production quality and daily staff scheduling of all newscasts.



1981 – 1987

A member of the founding team that put CNN2 on the air on NYE 1982, I moved over to CNN to produce and executive produce every major news program at CNN, including the first Turner Home Video release in 1987. Roles included: Executive Producer Newswatch. Executive Producer Special Projects, Producer Prime News, Producer Daywatch, Producer CNN Weekend, and producer of live coverage and events that included: Challenger Disaster, Iran Hostage Release, Iran-Contra Hearings.

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