After serving as West Coast Manager of Newsweek International from 1979-1984, George Mackin founded Mackin Media as a two-person media representation firm out of his apartment in San Francisco, with the goal of specializing in representation of market leader international and domestic publications. Mackin Media went on to become the largest independently owned advertising sales representation firm in the United States, growing to 12 offices and over 100 employees throughout the U.S., Mexico and Canada with over $150M in sales annually.
The company’s name was changed to Globe Media, Inc. in April 1990 to reflect its rapid expansion in the portfolio of media they represented and the markets they served. Among the elite group of domestic and international publications represented by Globe Media were The New York Times, SF Chronicle, Financial Times, Globe and Mail and American Express Publishing’s Travel + Leisure, Food & Wine and Departures.
In 1992 George also founded Custom Marketing Group (CMG), an integrated destination marketing company specializing in travel and tourism, with the goal of creating multi-media cooperative marketing programs for the world’s top destinations. CMG’s list of destinations they served over five consecutive years included Travel Industry of America (TIA), Florida, New York, California, Hawaii, Las Vegas, Hong Kong, New Orleans and Kapalua Maui, among others.
In 1997, George sold Globe Media to Publicitas, Inc., a multinational communications corporation based in Switzerland and in 1998 George sold them CMG as well but remained in both companies as CEO and Chairman. In 2000, CMG help raise private sector funds with K2 Communications to produce the IMAX film Adventures in Wild California, with MacGillivray Freeman Films, the industry’s leading large-format film production company that also produced; Everest and To Fly. Wild California was supported by California Travel & Tourism Commission (CTTC), California’s top City Visitor Bureaus and the private sector travel industry.
In June of 2000, George invested and became a managing partner in Tennis Magazine and Tennis.com and added Chris Evert as Publisher and Partner in 2001. He also brought in Pete Sampras as an investor and Partner in 2003 and has since added Billie Jean King, Dave Morgan, Raymond Moore and other strategic investors to their list of owners and partners.
In 2005 George led another investor group, including Billie Jean King, Pete Sampras, Greg Norman, Chrissie Evert and the USTA, among many others, to buy out IMG’s interest in the Pacific Life Tennis Tournament in Indian Wells, California. By doing this, they were able to save the Tournament from moving out of the US, to Shanghai or Doha, the two competitive bidders for this prestigious Masters Series Tournament.
From 2005-2009 George helped manage the Tournament, as Chief Marketing Officer, where he also leveraged all the assets of their Tennis Media Company to help grow sponsorship and ticket revenues. During that five year period attendance grew from 250,000 to almost 330,000, making it the second largest attended tournament in the country, after the US Open. In 2008 the Tournament secured a new, 10 year, global title sponsor, BNP and the name of the event was changed to the BNP Paribas Open. In December of 2009 the Tournament was sold to Larry Ellison, insuring that the event would stay in Indian Wells, California and the US for many years to come.