The Strategic King
Chess can't be played without the King, the entire game revolves around him. Yet he is powerless without the other pieces. Good strategy is like this, it drives all elements but only takes step at a time in any given direction with great foresight.
I have developed and integrated ideas, insights and strategy in order to solve problems faced by brands from diverse industries. Each example of work given below is backed by extensive research, analysis and strong consumer insight, which helped me arrive at creative solutions to complex challenges.
Category: Footwear
Product Launch: Converse All Star Down Chucks
Developed a launch campaign for Converse All Star Down Chucks, a limited edition sneaker with goose down lining. We had to speak to a very specific target audience known as a "sneakerhead". Presented to the Converse's Brand Marketing Manager, North America division. She thought that the strategy was spot on for the segment and appreciated the through research
Category: Ice Cream & Frozen Novelties
Account Planning: Ben & Jerry's
This was an extensive brand analysis and account planning pitch conducted to understand the frozen novelties category and the Ben & Jerry's brand from the customer's viewpoint. Multiple primary research methods were employed including focus group discussions, in-depth interviews, shop along studies and in store observations along with secondary research.
Category: Office Supplies
New Business Pitch: Office Depot Office Max
I worked on a new business pitch with two other team members. We were given a real brief in which Office Depot Office Max was looking for a new agency partner to assist with develop a strategic, integrated, consistent marketing and advertising program built around a strong, well defined brand communication. Our objective was to draw in small and medium business. For this pitch, we had to create an agency (that we were hypothetically representing) and develop a creative agency personality which came out in our ideas proposed.
Category: Breakfast Food
Advertising Campaign: Nature Valley Granola
Developed an advertising campaign from scratch for Nature Valley protein granola cereal. Conducted secondary research and combined it with creative insights to develop a completely integrated advertising campaign including sample creatives and a media plan.
Category: Cookware
Research Study: Le Creuset
Le Creuset is a premium French cookware company. Identified who Le Creuset's target audience should be and what the company should be communicating to them. Combined secondary research with primary qualitative research and presented findings as well as recommendations.
Category: Magazine
Consumer Exploration Study: The Real Deal
I was assigned with the task of developing a new lifestyle magazine concept targeted towards Generation X males (age 35-50). Using secondary research and in-depth interviews, I had to bring the consumer to life in the report and launch the cover of the proposed lifestyle magazine for this segment.
I chose the name "The Real Deal" because a key finding was that authenticity and honesty resonates best with this audience. The magazine was positioned to be a complete lifestyle guide for the male Xer's everyday life and is about the American life as opposed to "The American Dream". The idea was to have a theme or feature behind every issue and for this issue, the theme was "Healthy High" because I found that male Gen Xers wish they gave health more priority but often don't.
One of my interview respondents thought that Matthew McConaughey is a great representation of his generation. Especially his new commercials for Lincoln MKC cars – where McConnaughey is driving a car looking slightly stoned - which really play off the nostalgia of Dazed & Confused, an iconic coming of age movie which came out when Gen X was growing up. McConaughey (age 45) is viewed as being versatile and talented while also genuine and humble - typical male Gen X attributes, which is why I decided to feature him on the inaugural issue of The Real Deal.
