Email: lewhitten@gmail.comMobile: 917-698-2161www.linkedin.com/pub/lauren-whitten/29/37/866/

BlackRock

Situation: BlackRock was facing difficulty attracting top

undergraduate talent to join their ranks as interns and full time

associates. On campus BlackRock lacked the brand recognition

that other competitors ( e.g. Goldman Sachs and JP Morgan) had

and in turn were not receiving the level of interest they were

looking for from students. There was also a lack of a unified

recruiting message.

Task: Develop a brand platform that can effectively communicate

to students that BlackRock is a place that can provide career

development for a wide array of interests, not just typical “financial

analysts” roles.

INSIGHTThis is my first job, I want it to be a place where I am

happy, fulfilled and set up for bigger, better things to

come in the future. Finding the best fit for „me‟ is

critical*

*Source: The Millennial Survey by Elance.com, May 2011

IMPLICATIONDemonstrate how BlackRock is relevant to students.

Banners

IDEABlackRock is unique in its range of functions and

opportunities that bring together opposing sides of

the financial spectrum. Using venn diagrams as

visual cues and actual BlackRock employees, we

were able to show why BlackRock is a great place to

start your career.

Global Website

Brochure

My Role in It All:

• Created project plan that covered strategy all the way through

execution of idea

• Set up focus groups and helped distill findings into insights that

guided creative concepting and overall messaging

• Worked with client and production to plan and execute photo

shoot

• Worked closely with clients and broader team to audit existing

content and make recommendations for content to be included

in the recruiting website.

• Led status calls both internally and with clients, and managed all

deliverables and follow-ups as needed

Results: Campaign was successful. BlackRock saw an increase in

attendance at information sessions, increase in applicants, and

the overall recruiting message became more succinct

BlackRock

Situation: BlackRock’s senior management set the goal of building

the BlackRock brand using marketing and advertising in order to

create awareness amongst end investors. The financial landscape

has shifted and investors were looking for a path forward and a

qualified trustworthy leader that can provide solid financial

solutions. BlackRock was uniquely poised to assume this leadership

position.

Task: Develop a global brand campaign based on key product

priorities, that will resonate with both end investors and advisors

INSIGHTInvestors need distinct actionable products and steps

in language that is clear and easy to understand.

IMPLICATIONDemonstrate how BlackRock can provide financial

solutions to address the issues of the time.

IDEAUsing a phased approach, introduce a brand platform

that leverages clear simple language, promotes

interactivity/action, and uses design elements that

suggest forward movement.

Print Airport OOH

Rich media takeoverCampaign microsite

My Role in It All:

• Collaborated with strategic planning on developing brand

strategy, messaging, and creative briefs

• Created integrated timeline with agency and media partners for

multi channel campaign launch

• Managed creative development and execution of

print, OOH, and brand videos

• Worked with client and production to plan and execute 2 global

photo shoots

• Worked closely with creative team, developers, publishers and

clients on digital advertising (e.g. rich media banners, standard

banners, custom program units, microsites, etc.)

• Led global agency status calls and compiled toolkits and

guidelines of campaign assets

Results: Brand campaign cited as contributing factor to overall

growth of products. Digital Banner advertising performance

exceeded financial industry benchmarks.

American Express

Situation: American Express introduced a new charge

card, ZYNC, that targeted young professionals. The purpose of the

card was to start as an entry level charge card that can help

familiarize younger people with the rewards and benefits

American Express can offer. There was also a customizable

rewards option based on various affinities (e.g. fashion, music, etc.)

that made this product unique. American Express was looking for a

multi channel brand campaign to help launch this card to the

masses.

Task: Develop a campaign to launch the new ZYNC Card.

Campaign should be feel energetic, youthful, and highlight the

key differentiators of this card.

INSIGHTThe target has needs and interests that are unique

and in turn want a Card that that can fit their lifestyle.

IMPLICATIONDemonstrate how the ZYNC card can enhance

experiences and lifestlye.

IDEAThe customizable ZYNC card can help fuel “creation”

by providing the pieces that when put together can

develop into something fun, interesting, and valuable.

Lucky Magazine Advertorial

ZYNC was a sponsor for the

Lucky Shops shopping event

in NY and LA. There was a

range of co-branded assets

created and special

benefits for Cardmembers

at the events

Current TV/ Bar Karma Partnership

Show Partnership:

Bar Karma is the world's first community-based TV show, created by

video game legend Will Wright. The show allows people to create the

plot, the characters and vote on the storyline, powered by an online

storymaker engine: a framework that provides the audience with the

pieces so they can create their own content. ZYNC was a leading

sponsor and had the following integration:

• Leaderboards

• Creation Spotlight (custom competition for users)

• ZYNC Custom Badges and Challenges

• Co-branded promotional assets for TV, digital, and social media

Co-branded banner

Co-branded newsletter placement

Banner promoting rewards program

My Role in It All:

• Collaborated with strategic planning on developing brand

strategy, messaging, and planning focus group research

• Created integrated timeline with agency and media partners for

multi channel campaign launch

• Worked with senior team members, client and production to plan

and execute photo shoots and TV shoot

• Worked closely with creative team and media team on

brainstorming and execution of program partnerships

• Managed creative development and execution of print

• Represented agency on status calls and compiled toolkits and

guidelines of campaign assets

Results: TV spots and print ads helped create awareness of the

card and fueled a jump in card applicants. Custom programs

and sponsorships received very good engagement and

participation.

Led internal launch of BlackRock employee brand principles

Participated in successful pitch for iShares response marketing

business

Managed large scale OOH program and point of sale campaign for

American Express

Acted as lead for Ogilvy 2012 summer intern lunch and learn series