Cut through the hype
The Moment: An AI & Automation leader ready for their first-ever brand campaign.
The Scoping: Diagnosed the need to move from ‘technical problem solving’ to ‘human empowerment.’ Evolved a 6-week brief into an 8-month fractional leadership role.
The Thinking: Co-created the ‘Make it happen’ platform - a powerful versatile vision that unified the brand messaging and visual identity.
The Doing: Built a cross-functional ‘Brand Unit’ and delivered a 4-phase global campaign, setting the foundation for the team to thrive long after my tenure.
The details:
My initial brief was to run a 6 week campaign. As the business was upskilled on the opportunity and challenge of brand building, this evolved into an 8 month fractional role, reporting into the brand director.
Stakeholder engagement. As their first brand marketing campaign, I was brought in to develop the path forward, manage and engage the business leaders through the journey, and set the team up for success in log term delivery.
Strategy. In a category where technical advantage is short lived, brand can be a source of resilience. My vision was to develop a campaign that cut above the noise and focused on what matters: the customers, their dreams, and empowerment. co-created a powerful, versatile creative platform that rallied the business: 'make it happen' is a simple, intuitive expression of their 'why' that speaks plainly to the benefits customers want. The platform has high levels of ownership and engagement internally. It’s been integrated into long term brand messaging and visual identity.
Delivery. I delivered a 6 month campaign across 4 phases, that set a solid foundation for brand building. Including setting and measuring against business-critical KPIs. I drove the selection and management of a creative agency and the development of a visual direction that was both consistent and stretched the brand’s messaging and visual identity, and a wealth of effective brand marketing assets (static, video, OOH, social media, content, PR)
Operational enablement. I built and managed a cross functional internal and external team - including producers, designers, videographers, web designers, performance marketers - that helped us to plan, produce, launch, measure, learn and adapt continuously over 6 months. Across team, strategy and plan, set the foundation and a clear path forward for the newly established brand marketing unit to thrive past my tenure.
