lauren whitten. portfolio 2013pptx

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Lauren Whitten

Lauren WhittenAdvertising/Account Management- Account SupervisorAccount Supervisor

Email: lewhitten@gmail.comMobile: 917-698-2161www.linkedin.com/pub/lauren-whitten/29/37/866/Digital Marketing and Platform DevelopmentBlackRockCampus RecruitingSituation: 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.

Campus RecruitingINSIGHTThis 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.

BannersIDEABlackRock 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.Campus Recruiting

Global Website

BrochureCampus RecruitingMy 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

Traditional Advertising CampaignsBlackRockMulti-phase Brand CampaignSituation: BlackRocks 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

Multi-phase Brand CampaignINSIGHTInvestors 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.

Multi-phase Brand CampaignPrintAirport OOH

Multi-phase Brand Campaign

Rich media takeoverCampaign micrositeMulti-phase Brand CampaignMy Role in It All:Collaborated with strategic planning on developing brand strategy, messaging, and creative briefsCreated 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 assetsResults: Brand campaign cited as contributing factor to overall growth of products. Digital Banner advertising performance exceeded financial industry benchmarks.

Sponsorships and Custom ProgramsAmerican ExpressProduct Launch- ZYNCSituation: 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.

Product Launch- ZYNCINSIGHTThe 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.

Product Launch- ZYNC

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 eventsProduct Launch- ZYNCCurrent 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:

LeaderboardsCreation Spotlight (custom competition for users)ZYNC Custom Badges and ChallengesCo-branded promotional assets for TV, digital, and social media

Product Launch- ZYNC

Co-branded bannerCo-branded newsletter placement

Banner promoting rewards programProduct Launch- ZYNCMy Role in It All:Collaborated with strategic planning on developing brand strategy, messaging, and planning focus group researchCreated 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 shootWorked closely with creative team and media team on brainstorming and execution of program partnershipsManaged creative development and execution of printRepresented 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.

Other ProjectsLed internal launch of BlackRock employee brand principles Participated in successful pitch for iShares response marketing businessManaged large scale OOH program and point of sale campaign for American ExpressActed as lead for Ogilvy 2012 summer intern lunch and learn series