AD+PR alumnus and MOCEAN Executive Chairman Craig Murray received the Clio Entertainment Lifetime Achievement Award, Nov. 14, 2024, in Los Angeles.
Midwest Roots, Spartans Will
Each November, the Clio Entertainment Awards recognize creative excellence with a star-studded celebration at Hollywood’s Dolby Theatre, bestowing the industry’s top talent with coveted accolades. This year, a well-deserved spotlight is shining on a graduate of MSU’s advertising program.
Craig Murray (’76) is the founder, owner and executive chairman of one of the entertainment world’s largest independently owned creative advertising agencies, MOCEAN.
“I think in this industry, I’m a little bit unusual, being from the Midwest,” Murray said of receiving the Clio Entertainment Lifetime Achievement Award.
“And I think those roots — especially my Michigan State background — played a huge role in it.”
All photos courtesy of Craig Murray.
Murray’s own journey began as a ComArtSci student, where he forged a lasting bond with his creative advertising instructor and mentor, the late Larry Pontius. As an established industry professional, Pontius (also a ComArtSci grad; B.A. ’61, M.A. ’66) recognized Murray’s talent early on. Pontius offered Murray a copywriting position with Walt Disney World Marketing before he had even finished his final semester.
From his cubicle beneath Main Street in the Walt Disney World tunnels, Murray worked as a writer/producer for two years before he left the theme park and moved to Atlanta. He spent the next few years working with local agencies, but Pontius (and Disney) wanted him back. Finally, in 1980, Murray said yes — becoming the new creative director of copy for Disney Studios’ in-house trailer department, and thus, beginning his Hollywood career.
“Even though I had no prior entertainment experience, I was determined to prove to Larry, and to myself, that I could make it in this crazy industry,” Murray said.
And he did.
Photo: Craig Murray during his early days at Disney.
Photo: Larry Pontius visits Murray’s first company, Craig Murray Productions.
Building a Legacy in Entertainment Advertising
However, Walt Disney Studios was having a hard time landing box office hits in the late ‘70s and early ‘80s.
“The studio was running on fumes back then,” Murray recalls. “The films weren’t very good, but I was learning how to be a trailer producer.”
In 1986, Murray took all he had learned and founded his own company, Craig Murray Productions (CMP) — which led to a nine-year, exclusive contract with Disney’s new Michael Eisner-led regime.
“It was 24/7, ‘round the clock, Saturdays, Sundays, no vacations. But it enabled me to launch my company,” Murray said. “I had a small, dedicated team — including some Spartans — and we worked on almost every Disney and Touchstone movie. We were part of probably the greatest studio renaissance in entertainment history, which still kind of amazes me to this day.”
Never forgetting his Spartan roots, Murray started his annual internship program, beginning with Greg Harrison (’91) and David Singh (’94). During that time, CMP crafted memorable campaigns for some of Disney’s most beloved animated classics, including The Little Mermaid, Beauty and the Beast, Aladdin, The Lion King and Toy Story; as well as live-action blockbusters like The Santa Clause and 101 Dalmatians.
Once the agreement to work exclusively with Disney ended, Murray expanded his company’s reach to other major studios and, over time, added cutting-edge design, production, branding and social media capabilities, ensuring CMP remained a leader in the field. His firm opened more offices — including a subsidiary in Venice Beach called MOCEAN, the name under which they would all merge in the early 2000s. A three-time “Entertainment Agency of the Year” honoree, Murray’s 200-person creative empire was flourishing, and the rest, as they say, is history.
Photo: On set with Craig Murray and his first intern, Greg Harrison.
Photo: Craig Murray and Karl Gude with a group of Spartan interns at MOCEAN.
Paying it Forward
This prestigious recognition by Clio Entertainment celebrates Murray’s decades-long career of shaping iconic campaigns, but mentoring the next generation of creative talent — and holding the door to a competitive industry open for fellow Spartans — is where he finds a deep sense of purpose.
“Larry Pontius instilled in me the proud obligation of giving back,” he said. “Mentoring young students, giving other kids a shot and helping them blossom. That’s probably the most rewarding part of my career.”
Murray’s internship programs have provided invaluable opportunities for young creatives, many of whom have gone on to build successful careers under his mentorship. His first Spartan intern now serves as MOCEAN’s Chief Creative Officer, and five other Spartans have been with his agency for 10 or more years.
“It’s about the young talent that I still get to mentor and encourage. I love seeing their passion,” Murray said. “When the light goes on, it’s very, very special.”
While MOCEAN internships are open to top students from other schools throughout the country, Murray goes out of his way to encourage Spartans to apply.
“When young people ask me what it takes to make it in Hollywood, my answer is kind of boring and Midwesternly simple: Just be yourself,” Murray said. “Work hard, have fun, treat others the way you’d like to be treated ... and don’t forget to give back when you can. That pretty much sums up what being a true Michigan State Spartan is all about.”
By: Jessica Mussell