Sage
Problem: Sage operated as separate brands across the globe with disparate branding and media spends. Meanwhile key competitors were outpacing them with a master brand strategy.
Solve: Align the Sage brand across all home markets. Managing a $30 million budget, I led the team that engaged and delivered a coherent brand platform across all these markets, across all paid, owned and earned channels at their disposal.
Impact: Within a 8 month period a 13% increase in unprompted awareness was recorded, averaged across all markets
McDonalds
Problem: McDonalds in the UK perceived a threat as people started to move towards more healthy food, to meet this trend they introduced a range of healthier sandwiches and salads.
My role: I coordinated the national roll out of the POS materials, from requirements gathering, budgeting, concepting and creation of master artworks.
Impact: On time delivery and steady uptake of new healthy products (it was never going to displace the Big Mac)
