IBM Campaign
With Ogilvy, I was tasked by the client (as sole creative) with ideating a creative strategy to convince IBM sales teams to focus on small leads, which were being lost and becoming costly.
The campaign had to be immersive, so that sales teams could not ignore it; at the same time, I could not be abrasive or talk down to the teams in any way.
The strategic approach was multi-layered and received great feedback when approved, representing my first big win.
Company Newsletter
I was tasked with managing the team of content writers (in-house and third party). I formed an SEO strategy for content (B2C/B2B) , with content calendars split across teams.
I played a leading role in mapping out the social media content strategy, so that content could be linked in support of campaigns.
I also wrote my own thought-leadership pieces on the B2B side of the business, as well as contributing articles on the B2C side.
Additionally, I wrote variants to editorial controls for newsletter subject lines and lead-ins, which led to new records being set.
Thought-leadership Piece (B2B)
Company Rebrand
I was hired to help drive a rebrand from United Florist Network (UFN) to Lovingly. The company created and optimized websites for independent florists (B2B), and made them available through search, both through localized SEO and via the Lovingly Network (B2C).
I set the new tone and approach, website UX, and SEO-optimization, along with new brand straplines, email campaigns and more.
Content Strategy Plan
After a first stage interview with Buxton, I became interested in content strategy for the upcoming company rebrand to Audiense, with particular regard to what I considered potential perception issues. I created a non-solicited content plan in preparation for a second stage interview that didn’t happen.