As a Strategy Associate with Truth Central, I was part of a small team which acted as the point of contact for research and development within McCann London. During my time at Truth Central I produced thinking that was an equal balance of qualitative and quantitative research mixed with creative executions to inspire further creative thinking within the agency. To inspire such creativity I monitored cultural and social trends, and their impact on consumer’s attitudes, behaviours and perceptions. In this position I worked closely with other Strategists and Planners to develop communications plans, analyse and evaluate audience data and insights incorporating leanings into future activities for brand activations and research. Within this role I created opportunities and worked on projects from instinct to completion. As a result I have an entrepreneurial spirit with the confidence to work on projects with autonomy with an equal passion for analytical and creative thinking.
Whilst uploading my ideas and strategic thinking to the oneminutebrief Twitter account, my thinking and copy skills garnered me attention from M&CSaatchi in Istanbul. During my time at M&CSaatchi, I was responsible for developing and executing creative concepts for the Kahye Diyari coffee brand and concept development for MasterCard. In this role I regularly liaised with the Creative Director to ensure the best solutions were realised, implemented and delivered for the needs of the client. In this role I created the thinking, the copy as well as the Art Direction needed for pitching towards new business. It was during my time at M&CSaatchi that I developed my talents for all things strategic, data collection and insight based generation towards consumer engagement. I turned a simple tweet into an opportunity which itself demonstrates my strategic thinking and the personal goal to always be learning and developing my skills and talents. To see the strategic thinking that led to this opportunity please follow me on Twitter @DoireannFitz