Pekin, IL – McDaniels Marketing announces the establishment of the Eugene “Mac” McDaniels Scholarship, pledging $10,000 to a Bradley University student exemplifying the passion and drive needed to succeed.
“A degree from Bradley is an excellent way to prepare for your journey,” said Randy McDaniels, President of McDaniels Marketing. “We hope this scholarship in my father’s honor will help students toward their goals no matter their major or field of study.”
Named for agency founder Eugene W. “Mac” McDaniels, the scholarship is open to incoming full-time freshman Bradley students in good academic standing regardless of major or field of study. The scholarship is renewable for all four years of a student’s academic career provided they remain eligible. Gifts of $2,500 will be presented every November from 2025-2028.
“McDaniels Marketing boasts a long, proud connection to Bradley. Many of the agency’s employees and interns, as well as members of our family all graduated from BU,” Randy McDaniels said. “As alumni, we are honored to help contribute to both the rich academic legacy of Bradley and to future students who want to make a difference in this world. This scholarship aligns with our brand promise: To create a catalyst of connections that improves lives in rural and urban places. Every student we help will have the opportunity to play a small part in this promise.”
Eugene W. McDaniels was a talented advertising artist who dreamed of owning his own agency, ultimately fulfilling that dream when he founded E.W. McDaniels & Co. Advertising in December of 1966 in Pekin. He was its CEO and Chairman of the Board.
McDaniels graduated from Pekin High School in 1944. He joined the U.S. Navy and was called to duty in September of the same year. He was assigned to the Seabees, sent to refrigeration school in Syracuse, NY, and was later assigned as a motor machinist mate on a LST in World War II. He was stationed in Okinawa when the war ended. During his time in the Navy, he earned the nickname, “Mac,” which he preferred.
In June 1946, McDaniels returned to Pekin and met Marian Hilst the same month. He entered Bradley University as an art major in fall 1946 and took advantage of the G.I. Bill. On Nov. 23, 1947, he married Marian. Upon graduation from Bradley University in 1950, Mac was hired by Heindrich Advertising (Don Heindrich was a lay teacher at Bradley). He later joined Hall, Haerr, Peterson & Harney, where he stayed for 14 years and attained a partnership. He then founded E.W. McDaniels. As Mac’s partner in business as well as life, Marian handled all accounting and media for the new agency. Mac’s last working day at the agency was Friday, June 18, 1993. He suffered a massive stroke the following day and died one week later. He went out of this world just like he would have scripted it — with drama and a front-page article in the Pekin Daily Times, his hometown newspaper, with the headline, “Ad Executive Dies.” All local TV and most of the radio stations sent flowers. In addition, several national publications sent their condolences as well. He would not have wanted to be forgotten; as long as McDaniels Marketing continues and bears the McDaniels name, he never will be.
Mac’s daughter, Kate, worked part-time for the agency during college and then full-time after graduating from Bradley in 1973. She left to pursue a marketing career in Wisconsin, returning in 2017 as a Marketing Consultant and Copywriter. Claudia McDaniels and Brenda McDaniels both served in leadership roles from the 1980s until retirement. Mac’s son, Randall (Randy) McDaniels, serves as the agency’s president and lead consultant across the many industries the agency serves. The agency is now experiencing a third generation making a big impact with Art Director Morgan McDaniels joining the agency in 2018. Another Bradley graduate, Beth Fisher-Geier (Class of ‘93) is the agency’s COO. Many other Bradley grads work at the agency in a variety of roles. Go BU!
McDaniels Marketing draws on more than 58 years of experience to help strategically plan and execute marketing tactics for clients throughout the Midwest. McDaniels Marketing serves a variety of industries, including agricultural, financial, industrial, healthcare and tourism. The agency also has client service offices in Rockford, IL, Milwaukee, WI, and Charlotte, NC. McD Digital specializes in developing websites, animation, videos, e-surveys, e-commerce, content management systems, search engine marketing, search engine optimization and social media to fit a variety of budgets. McDaniels Healthcare Marketing was established in 1989 and has provided award-winning services to hospitals, physician practices and medical organizations throughout Illinois.
