I currently work on global brand / communications planning for Shell Lubricants (Helix / Rimula / Rotella), as well as European strategy for Treasury Wine Estates (Lindemans, Wolf Blass, 19 Crimes, Blossom Hill, Rosemount & others) and Shell Fuels in the United Kingdom. My role isn't that of a traditional 'brand' planner, but more 'full stack', working from brand positioning through to communications architecture depending on the challenge, as well as working closely with the specialist shopper, content & digital teams.
I led strategy on a variety of clients, including Volvo, LG, BP & American Express. I worked across a variety of the agency's divisions including the Strategy, Social & Business Planning teams, holding multiple roles simultaneously and contributing to greater integration for the agency's product. In addition, I helped to develop psychological and behavioural economic frameworks to guide agency thinking, built social network tracking tools and created digital strategic frameworks.
A program that focused on all aspects of marketing communications. Classes included: PR, Advertising and Brand Management, Direct Marketing, Sales Promotion, Media & Market Research, Consumer Behavior and Strategic Marketing
Included study of: Retail Marketing, Personal Selling, Entrepreneurship, Integrated Marketing Communications and Market Research, as well as broader analysis of Management, Accounting and Finance.
Included study of: Social Psychology, Developmental Psychology, Abnormal Psychology, Research Methods and Applied Psychology.
A campaign based around the launch of the 'L' series of phones from LG, which targeted Fashion conscious women in their early 20s. The campaign integrated the phone into video and content around Grazia's creation of their Fashion week issue. The results were content which helped to drive the credibility of the brand and the product within the target audience. I worked with the team providing strategic planning to build the shape of this campaign and the overall 'L' series launch.