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I first started working on BMW in 2009.
Since then, I went from being the Senior
Copywriter on BMW to the Associate
Creati...
On the first 3 Series campaign, in 2009, our concept was that the user would navigate the site
like the driver’s course at...
The next year, came the 5 Series comparison drive. 5 series has a much
different and more affluent audience. We opted for ...
After that, the comparison drive campaign sites became reskins of their predecessors.
Copy and tone became the most import...
For the xDrive we played of the idea of the X Factor using X as a metronome in our copy
to tie the story together througho...
Full circle: in 2012, we promoted the all-new 3 Series.
In 2013,
I was
Creative
Director for
the design
and build of
My BMW, an
owner’s
portal that is
being spearheaded in
Canada...
Leading an account as high profile as BMW – a client since 2001 – has
been a great opportunity. While they spend the major...
Bmw 2
Bmw 2
Bmw 2
Bmw 2
Bmw 2
Bmw 2
Bmw 2
Bmw 2
Bmw 2
Bmw 2
Bmw 2
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Bmw 2

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Bmw 2

  1. 1. I first started working on BMW in 2009. Since then, I went from being the Senior Copywriter on BMW to the Associate Creative Director, to the Creative Director, leading a team of Interaction Architects, Copywriters and Designers and helping to craft the account strategy.
  2. 2. On the first 3 Series campaign, in 2009, our concept was that the user would navigate the site like the driver’s course at the event.
  3. 3. The next year, came the 5 Series comparison drive. 5 series has a much different and more affluent audience. We opted for a more elegant tone and a more straight-to-the-point message. We also needed to leverage BMW’s new “JOY” positioning.
  4. 4. After that, the comparison drive campaign sites became reskins of their predecessors. Copy and tone became the most important factors in differentiating audiences for the vehicle lines.
  5. 5. For the xDrive we played of the idea of the X Factor using X as a metronome in our copy to tie the story together throughout the experience.
  6. 6. Full circle: in 2012, we promoted the all-new 3 Series.
  7. 7. In 2013, I was Creative Director for the design and build of My BMW, an owner’s portal that is being spearheaded in Canada and then rolled out globally.
  8. 8. Leading an account as high profile as BMW – a client since 2001 – has been a great opportunity. While they spend the majority of their marketing dollars on mass, I was able to demonstrate the value of their social presence with smaller, targeted campaigns and also oversaw their largest digital spend for 2012, the My BMW portal.

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