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ABOUT ME

I am a creative solutions builder. I enjoy creating opportunities by connecting the dots to find a path that achieves business objectives. I push strategies with cultural cues, insights and nuance that brings data and research to life. I understand the science of culture, the consumer experience and brand promise are key to the success of brands as they navigate a digital-first world and connect with the ever-evolving, melting pot of the New Consumer. I have a unique take on the world that exists. I help others grow, learn and allow them to be successful.

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THE WORK

nike

carhartt

NBA remix

ManU

chevy small car hub

Caregiver-Assistance-Mother-Daughter

CASE STUDIES

CASE STUDY Client: Ad Council/AARP

BUSINESS OBJECTIVE: Extend the general market caregiving campaign to the African American community. Introduce AARPs products and tools to an demographic that's not aware AARP is more than an over 50 club.

COMMUNICATIONS OBJECTIVE: While the general market campaign has been around for a while Ad Council wanted to truly understand the nuances that differentiated an overlooked segment in care giving.

MARKETING & MESSAGING STRATEGY: We conducted research in the ethnography and ethnology cultural disciplines. Connecting our cultural competence bringing insights and research together that allowed personalized creative that spoke specificaly to the AA target.

EXECUTIONAL DETAILS: "Support for your strength" campaign was executed by the Ad Council using donated traditional and non traditional media channels: print, radio, social media, digital, broadcast and OOH.

RESULTS: We developed a timeless campaign for AARP and Ad Council. The messaging is relevant and relatable to multiple generations in the black and brown diaspora. This campaign resulted in a revamp of the general market caregiving compaign.

"I am 38 and deeply resonate with AARP commercials. I’m trying to take care of an aging and ailing mom, trying to get my own kids off to college, and overall feeling crazy"

CASE STUDY Client: Cadillac

BUSINESS OBJECTIVE:

Identify key trends in the multicultural space to help Cadillac plan for 2017 strategy and re-engage with the MC consumer. Cadillac had been absent in the MC space for 2 years and was looking to break from the General Motors mold to forge their own voice as a brand.

COMMUNICATIONS OBJECTIVE:

The objective was to find an intersection in the general market strategy prepared by their general agency and the overarching tagline “Dare Greatly” with the MC audience.

MARKETING & MESSAGING STRATEGY:

Initially there was no intent to develop a marketing/messaging strategy. However, we presented the most innovative research and cultural insights report Cadillac had ever seen ‘The Daring Report’. This resulted in a separate MC strategy for 2017, which fueled both Hispanic and AA executions as well as providing a roadmap for other Cadillac agencies to execute against.

EXECUTIONAL DETAILS: We conducted a 1 market research with 2 focus groups (Gen X and Gen Y), mixed with AA & HA, developed a website to reveal the research through video and brought the trends to life. In 2017 we launched a MC campaign that lived in print, digital, social, experiential and advertorial. The story told through the color and movement of three diverse artists. We called it “The Art of Daring”

RESULTS:

The campaign combated industry conventions and avoided stereotypical messaging. It refreshed Cadillac with its diverse consumer base and introduced new MC consumers to the brand. This began the build up to prepare KPIs for Cadillac and MC sales.