Bill Schmermund
PARTNER/CEO
Bill’s career has spanned the military, the client side and the agency world. A perfect blend for the founder of an ad agency.
After graduating from the US Naval Academy, Bill served in the Navy and even taught at the Academy. He went on to work at Richardson-Vicks then MCA Advertising.
In 1988, Bill formed The Sawtooth Group. Ever since, Sawtooth has attracted some of the country’s top brands and best talent.
What got you into this business?
Fun. It’s exciting that a creative idea, in the broadest or most narrow context can literally change a client brand or our agency.
Is there a great client story you’d like to share?
Ever since I was a kid, my favorite food product has been OLD BAY. I love it with crabs. When I started Sawtooth, I always said that the one brand we had to win one day was OLD BAY. And 12 years later we did just that. Ever since, I have been torturing the nice folks at McCormick to launch OLD BAY line extensions from OLD BAY soups to OLD BAY coffee.
What’s different about Sawtooth?
We have a terrific breadth of talent. We almost always manage to nurture respect between the various functional groups. Very hard to do.
If you had to live on a desert island, what would you miss most?
Navy Football.
What can’t you live without?
Thanksgiving Day family dinner.
What’s your favorite meal to cook?
Lobsters.
Which living person do you most admire?
The unnamed junior officer leading Marines or Army troops tonight.
