4. 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.
5. INSIGHT
This 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
IMPLICATION
Demonstrate how BlackRock is relevant to students.
Banners
IDEA
BlackRock 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.
7. 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
9. 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
10. INSIGHT
Investors need distinct actionable products and steps
in language that is clear and easy to understand.
IMPLICATION
Demonstrate how BlackRock can provide financial
solutions to address the issues of the time.
IDEA
Using a phased approach, introduce a brand platform
that leverages clear simple language, promotes
interactivity/action, and uses design elements that
suggest forward movement.
13. 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.
15. 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.
16. INSIGHT
The target has needs and interests that are unique
and in turn want a Card that that can fit their lifestyle.
IMPLICATION
Demonstrate how the ZYNC card can enhance
experiences and lifestlye.
IDEA
The customizable ZYNC card can help fuel “creation”
by providing the pieces that when put together can
develop into something fun, interesting, and valuable.
17. 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
18. 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
20. 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.
21. 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
