A look into the life of a Jersey boy—from a Manhattan ad agency creative guy to children’s book author—alumnus Rick DeDonato’s life has been anything but ordinary.
Self-proclaimed Jersey boy Rick DeDonato was born in Totowa, New Jersey, just twenty miles from Manhattan. He grew up influenced greatly by two creative forces in his life—his parents. His mother, Audrey, was the type of artist who could draw anything just from looking at it, and his father, Emil, owned an advertising agency in Manhattan, where DeDonato enjoyed being surrounded by the creative company of artists and designers.
His parents encouraged DeDonato and his two older brothers, Ralph and Bob, to engage in and learn from everything New York had to offer—from museums to Broadway to Yankee Stadium. His dad taught him what he describes to be the greatest lesson of his life: “If you run into a rock, you can stay there and keep banging your head against that rock; or, you can go around it and keep moving forward.”
DeDonato attended Passaic Valley High School in Little Falls, New Jersey. He was president of his senior class in 1973 and still helps organize and run class reunions, maintaining a Facebook page to keep the class connected.
He always knew he wanted to work in advertising, so when the time came to begin his college search, he looked for schools that offered degrees in the field. At the time, Penn State was one of only seven colleges to offer a degree in advertising. A series of some strange events led DeDonato to Penn State Altoona. On his first visit with his parents, DeDonato was impressed with the beautiful campus. He enjoyed what would have been defined at the time as five trimesters at the college before transferring to University Park to complete his long-chosen degree in advertising.
He loved his time at Penn State Altoona and University Park. Reflecting back, he attributes his success in his field to the involved professors and the program’s equal emphasis on both the business side of advertising, and the creative process. He made lifelong friends, had wonderful experiences with faculty members, and enjoyed successful work-study positions.
DeDonato’s first big advertising accomplishment happened at Penn State. Datsun, now Nissan Motors, used to run an annual advertisement contest with colleges across the country, encouraging students to submit an advertisement idea for one of the company’s cars. In 1976, Penn State’s assignment was for the Datsun 280-Z. DeDonato submitted his ad concept, which was selected as the winner. The ad was featured in the magazine America: The Datsun Student Travel Guide 1976. He received a $100 check presented by John Flynn, who represented Datsun’s ad agency, Parker Advertising. For his big win, he received a handwritten congratulatory note which hung in the Carnegie Building. In addition, his story was mentioned in The Daily Collegian and he was interviewed on the Penn State radio station.
DeDonato took advantage of the many resources Penn State had to offer. In addition to pursuing his degree and working, DeDonato enjoyed playing tennis and lacrosse with the teams’ practice squads, and was summer editor of the Penn State Class of 1977 yearbook. He also created many character illustrations for the sports section of the yearbook.
After graduation, DeDonato landed his first job at a New York City ad agency as a junior art director. Looking back, he credits his understanding of creative thinking to his mentor and creative director, David Wiseltier and Mark Levit, who he describes as “a crazy, creative account executive.” DeDonato then went on to work as an art director for Doyle Dane Bernbach on Madison Avenue. In 1982, DeDonato moved to Philadelphia where he was a creative director at two different ad agencies. In 1989, he became a partner in his own ad agency in Wilmington, Delaware.
Throughout his career, he has written, directed, and produced all forms of advertising for print, radio, and TV and has received numerous awards, including two East Coast American Advertising Awards (formerly the ADDYs). He has worked with and directed several well-known personalities, such as Steve Allen; S. Epatha Merkerson, who played Lieutenant Anita Van Buren on the TV crime show Law & Order; and NFL stars, Howie Long and Roger Staubach. He is currently marketing director of Royal Pest Solutions in Delaware.
Throughout the years, DeDonato enjoyed playing around with short stories and illustrations. When DeDonato’s two children were young, he often wrote and illustrated personal stories and books for them. One particular character, Pipsie, inspired by his daughter’s childhood imaginary friend, grew into something much bigger. Pipsie’s story has led DeDonato to a successful career as a published children’s book author. What was once a cartoon appearing in short stories for his children was transformed into a fully illustrated character. Pipsie was brought to life in a series of books entitled Pipsie, Nature Detective.
The first book, Pipsie, Nature Detective: The Disappearing Caterpillar, came out in March of 2015, and the second book, Pipsie Nature Detective: The Lunchnapper, followed in April 2016. Pipsie, together with her sidekick, Alfred Z. Turtle, use clues they find in nature to solve the mysteries of nature. The stories teach kids to use the scientific method to investigate and record their findings to figure out how nature works. Both books have been recommended by The School Library Journal and The Library Connection, and classrooms across the country have implemented the books into the curriculum. The third book, Pipsie, Nature Detective: Turtle Trouble, is scheduled for release August 2017. For more about his books visit pipsienaturedetective.com.
Being an author has presented DeDonato with some unique experiences. The American Association of University Women, whose mission is empowering women, invited DeDonato to speak about the creation and evolution of Pipsie, Nature Detective. When he asked them why the group wanted him to speak, they explained that it was because Pipsie represented the type of young girls they support: strong, smart, independent and interested in the sciences. In his speech at the AAUW Annual Luncheon, DeDonato explained Pipsie was brought to life, in large part, thanks to the belief and talents of numerous women. The character was inspired by his daughter’s imagination, and all of the major contributors to the book—his friend who helped develop Pipsie, the illustrator, editors, and the public relations consultant—are all women.
DeDonato attributes his greatest success in life to be being a dad to his two children, Alexis and Matt. It is no surprise that they too have found success in creative professions. Alexis, an actress in California, has performed on Broadway, on national tours, and has appeared in television shows and commercials. Matt is a professional barber and a lead singer and songwriter in a band.
DeDonato and the “glowing light” in his life, Nancy McAleer, live in Wilmington, Delaware. The two enjoy a “ridiculously busy” life with their dog, Nacho, and turtle, Alfred E. Turtle. DeDonato proudly stated, “Nancy showed my kids what love should be. She is a wonderful ‘other mother’ to them—always at their plays, performances, schools, games—anywhere she was needed. She has also been an inspiration to me and to developing Pipsie and her character. Nancy is a scientist and is extremely independent.”
DeDonato is a great example of what it means to be Penn State proud. He often meets fellow Nittany Lions in his professional life and proudly wears his Penn State gear, especially his beloved Penn State scarf. When asked to reflect on his first impressions of Penn State Altoona, DeDonato stated, “I chuckle that I was a New York kid with big dreams who went to the little town of Altoona. Although I was a bit in shock at first, I went on to fall in love with everything Penn State.” DeDonato is forever grateful for the education he received at Penn State, and it all started at Penn State Altoona.