In 2017 The Adcom Group expanded its service offerings to more consultative models as the demand for more strategy lead creative increased. Moving from the lead of the creative department to formalizing the offerings of a new Brand and Audience Strategy team became my new role within the organization. Working with recognizable regional and national brands such as GetGo, Papa John’s, Velosano, Ridgid Tool, Big Brothers and Big Sisters, and Lubrizol – I produced brand strategy guidelines, foundational planning documents, messaging matrices, and set overall strategies in place that created new opportunities for our clients teams and our own.
Velosano was our first big success. Working to rebrand the effort and understand the emotional triggers that lead to new participants, we created new formats for audience types (kids, virtual riders) and built a new platform around a new core messaging plank – 100% for the cure.