janie curtis credentials - 11-2016
TRANSCRIPT
KEY ACCOMPLISHMENTS
Re-positioned brands for growth including Cadillac, Wagreens, Country Time
Lemonade, McDonald’s and Country Inn’s & Suites
Headed up the leading marketing to women group in the US, Frank About Women,
and grew it over 300% in the first year, winning business from Hasbro, Miller Brewing
Company, Kimberly Clark and Hilton Hotels
Held leadership roles within top ten advertising and marketing agencies and helped
win new business and position the companies for success
Established the role of strategy within advertising and marketing organizations and
educated other departments on its use and purpose
Published in Forbes, CMO and Media Post
Ran the Procter and Gamble advertising business for Leo Burnett (DMB&B) in Rome
Implemented innovation programs for both Quaker and American Popcorn, the latter
of which resulted in the development of a market changing product entry
Taught myself Italian and Spanish
Helped women set up small businesses in Ghana
Bought up a highly artistically talented and beautiful daughter, who is on her way to
art and design college in London, Vancouver or Minneapolis!
RESUME HIGHLIGHTS
• Consulting with Phenomenon Agency in LA.
• Healthcare & Education Experience: New business strategy,
marketing strategy for healthcare & positioning
development in the educational field.
• Capabilities: Brand Positioning: New Business Strategy:
Consumer Research: Innovation: Digital Strategy
• Website Development & Copywriting: Designed and
developed websites and written copy for on and offline
publication.
HOW YOU SAY IT MATTERS - BRAND & INNOVATION CONSULTANT 2016
• On the executive committee and interfaced with C Suite level
clients at McDonald’s, American Popcorn, Gold’s Gym and
Old Dominion.
• Evolved the role of strategy within the advertising development
process to include contact and digital planning.
• Fast Retail Experience: Identified a third dimension of value for
McDonald’s.
• CPG Experience: Created and launched a new product for
American Popcorn that turned their business around.
BERNSTEIN REIN: SVP/HEAD OF BRAND & INNOVATION STRATEGY 2014 - 2016
• FMCG Experience: Positioned and launched brands for Kraft
Foods, Nestle and Nestea Iced Tea.
• Pharmaceutical Experience: Clients included Johnson & Johnson,
Janssen Pharmaceuticals and the American Association of
Naturopathic Physicians.
• Retail Experience: Consulted with Crispin, Porter, Bogusly on
Arby’s and Best Buy.
• New Business Experience: Developed multiple new business
strategies and consulted with Grenadier on new business.
BRAND AMBITION - STRATEGY & INNOVATION CONSULTANT 2009 - 2014
• Marketing to Women Experience : Led and grew the leading
marketing to women in the US by over 300% between 2005 - 07
• Fashion Retail Experience: Headed up the TJ Maxx business.
• Hospitality & Beverage Experience: Won major project based
and AOR assignments from Miller Brewing, Hasbro, Kimberly
Clark and Hilton Hotels.
• Public Speaking Experience: Spoke multiple times at
conferences.
MULLEN/FAW - EVP/MANAGING DIRECTOR 2005 - 2009
• Created and implemented a vision for account planning in the
agency
• Pharmacy & Healthcare Experience: Strategic lead on Walgreens,
Bayer, Orville Redenbacher and Alberto Culver.
• Launched a spin-off consultancy:
• Hospital Experience: Re-launched and positioned the
women’s hospital for Northwestern Memorial
• FMCG Experience: Developed a women’s energy drink for
Quaker.
EURO RSCG- SVP/HEAD OF ACCOUNT PLANNING 20OO - 2005
• Worked for DMB&B in four global markets - US, UK, Canada &
Italy.
• CPG Experience: Gained initial account management experience
on P&G in the UK.
• Ran the Procter and Gamble business in Italy and Canada
• Automotive Experience: Transitioned to become head of account
planning for the agency in the US (Detroit) - re-positioned the
Cadillac brand for the US market.
• *Between 1996 - 1998 — was a management director at J. Walter
Thompson in Toronto running the Pfizer business.
DMB&B/LEO BURNETT - EVP/GROUP HEAD OF PLANNING 1990 - 2000*
CONSUMER CONVERSATIONS
CAPABILITIES
BRAND STORIES/POSITIONING MARKET IMPLEMENTATION INNOVATION MARKETING TO WOMEN
Consumer & Creativity
Workshops
Group Discussions
Online Groups & Surveys
Idea/Advertising Testing
Brand Stories,
Brand Positioning &
Architecture
Brand Identity Development
Brand/Creative Briefs
Brand Story Workshops
Marketing Plan Development
Implementation Strategies
Digital & Social Media Strategies.
Cause Marketing Initiatives
Internal Cultural Initiatives
Structured Innovation Process
New Product & Service Focus
Co-Creativity Consumer Input
12 Pathways to Innovation
Brand Equity Alignment
Deep understanding of the
factors driving women’s
purchasing behavior.
Insight and strategy
development against the
unique needs of the female
target audience.
COUNTRY TIME LEMONADE
Consumer Conversations revealed that Country Time Lemonade had strong
associations with youthful optimism, innocence and joy - enabling the
brand role to move beyond the literal summer season to the creation of a
sunny, optimistic outlook on life.
INSPIRATION
Country Time Lemonade lifts the spirits and returns you to a summer state
of mind.
IDEA
To take the Country Time Lemonade brand out of the world of backyard
barbecues in the summer, and compete more effectively with RTD
beverages for year round usage.
CHALLENGE
COUNTRY TIME LEMONADE PUTS YOU
IN A SUMMER STATE OF MIND
WALGREENS
Consumer insight work, aimed at dimensionalizing the unique type of
convenience offered by Walgreens, revealed that the proximity and ease
which it was possible to access Walgreens at any time of day or night, meant
that it fulfilled those ‘last minute’ needs in a way that mass merchandisers
could not.
INSPIRATION
Walgreens is the antidote to life’s realities; it is literally a prescription for a busy
life.
IDEA
To motivate consumers to use Walgreens for convenience items rather
than only mission shopping the pharmacy for prescription refills.
CHALLENGE
WALGREENS IS A
PRESCRIPTION FOR A BUSY
LIFE
MCDONALD’S
Research revealed that consumers are looking for a third dimension of value
that is equally, if not more important than the other two; that of humanity.
Being able to connect with people, whether in the form of friends and family
or people they exchange a greeting with in store, has a profound impact on
their overall experience.
INSPIRATION
McDonald’s Makes Togetherness Possible (through both the ubiquity of its
stores and the low prices that enable people to connect and share with each
other).
IDEA
To identify a fresh way to talk about the value offered by McDonald’s and to
do so in a context that would have consumer significance beyond the pure
‘low cost/quality’ definition.
CHALLENGE
MCDONALD’S MAKES
TOGETHERNESS POSSIBLE
JEWISH FAMILY SERVICES
Teen workshops revealed that teenagers these days feel themselves to
be under a tremendous amount of stress related to the need to be
perfect at everything they do; academically, athletically and even socially.
Not living up to those standards of perfection leaves them feeling
inadequate.
INSPIRATION
JFS helps teenagers re-connect with their inner belief and trust in
themselves.
IDEA
To find a way to talk about the topic of suicide and its prevention to a
teenage audience. A direct approach to discussing the issue would
present problems in as much as teenagers would resist cliche messaging
around finding an adult to talk to or seeking other forms of help.
CHALLENGE
JFS HELPS TEENS RE-
CONNECT WITH THEIR INNER
BELIEF AND TRUST IN
THEMSELVES.
THIS DESK IS BROKEN. YOU AREN’T. THIS LOCKER IS BROKEN. YOU AREN’T.
CAMPAIGN TO BUILT SELF-ESTEEM AMONG TEENS
NORTHWESTERN MEMORIAL HOSPITAL
One on one conversations with women revealed that they feel vulnerable
and alone when they get sick because they are the ultimate ‘caregiver’.
They need to feel supported emotionally as well as physically. Good care
goes beyond just ‘fix me physically’, it is about being listened to and
feeling a human connection.
INSPIRATION
NMH Prentice is the place where women go to be heard.
IDEA
To re-launch NMH’s Prentice women’s hospital in a way that would go
beyond traditional hospital advertising that focused on the expertise of
the doctor and the credentials of the hospital, to make an emotional
connection with female patients.
CHALLENGE
NMH PRENTICE IS WHERE
WOMEN GO TO BE HEARD.
TRISTAN RESTAURANTS
Conversations with high end Gen X’ers and Boomers revealed that these
consumers like to feel adventurous when they go out to eat. If they can’t
always satisfy their adventurous sides through traveling, they can do so
by going to a restaurant that offers more exotic and novel food options.
INSPIRATION
The exotic recipes from around the world that you can find at Tristan
transport you to a new world.
IDEA
On a very small budget, the challenge for Tristan Restaurants was to find
a way to romance the uniqueness and exotic profile of the food, but go
beyond traditional ‘beauty shot’ food stories.
CHALLENGE
TRISTAN TAKES YOU THERE.
We conducted a combination of online creativity groups with
consumers and a high impact innovation workshop designed to
explore both new variants of microwaveable popcorn as well as
new popcorn products.
THE APPROACH
A decision was made to launch Simply Popped; a microwaveable popcorn
with only four simple ingredients. These ingredients are popcorn, sea salt,
butter and oil. So far the trade have responded well to the idea and sales
are looking positive.
THE PRODUCT IDEA
With the category of microwave popcorn in decline, Jolly Time
needed a new product that was going to re-generate sales and
growth behind the business. There was a recognition that
although RTE popcorn was cannibalizing on the microwave
category, we had to find a way to renew consumer interest in
microwaveable popcorn.
THE CHALLENGE
Based on the manufacturing capabilities of Jolly Time and the short
term business needs, we decided to focus on developing a product
that allowed the business to avoid adding costly manufacturing
capabilities but also reflected the new taste and profile preferences of
consumers.
THE ANALYSIS
JOLLY TIME POPCORN
PUBLISHED ARTICLES
http://www.mediapost.com/publications/article/270788/the-power-of-marketing-transparency.html
MEDIAPOST
FORBES
CMO MAGAZINE
http://www.mediapost.com/publications/article/143312/brand-mojo-makes-its-mark.html
http://www.forbes.com/sites/onmarketing/2013/04/10/the-barriers-to-innovation-and-how-to-break-through/#2307e9175ef4
http://www.forbes.com/2009/04/22/selling-women-curtis-cmo-network-curtis.html
http://www.cmo.com/features/articles/2013/6/4/marketing_to_the_hou.html#gs.UIY5ZvY
CONTACT INFORMATION
www.howyousayitmatters.com
720.409.9444
References Upon Request