Leo Burnett
Role: Strategic Planning Intern
“Strategic Planning”, I’ve found, is a rather broad term outside the advertising world. I would best describe it as a mix between brand planning and creative, utilizing research and insights to build customer personas for the Creative Director to better be inspired in creating the big campaign that wins the pitch.
Key Responsibilities: Qualitative & Quantitative research, brand positioning, presentation design
Client:Marshalls
Named Agency of Record in 2015, Leo Burnett produced the “Your Surprise is Waiting” campaign featuring new in store collateral, social content, and TV spots. I was part of the Marshalls team at Leo the summer of 2015 as a brand strategy intern, assisting in research and planning for the creative briefings.
Highlighting the ever-changing products at Marshalls might seem challenging, but reframed to the endless possibility and joy of surprises brought this campaign to life. I once spent a day in Chicago touring every Marshalls and sharing the most unexpected surprises I found in-store (answer: kayaks).
New Business RFP: Radio Flyer
As part of my internship, we worked with Radio Flyer to present campaigns to increase sales on radioflyer.com . I worked with a team of interns across departments as the lead strategic planner, writing the brand positioning and creative brief for our art direction and copywriting teams to build a campaign from.
