Case Studies
Target’s Enterprise ‘Vendor of the Year’ Award
Mars Wrigley’s efforts with Target were recognized with this prestigious award for connecting with guests across all major touch points and brand initiatives. The team was called “joy creators” and “true collaborative partners” by Target Merchants, who noted our best in class partnership with Roundel and being experts in making guest-centric ideas even bigger.
Agency DEI Review Rollout
Played the lead role in standing up an agency-wide DEI committee review of agency and client work for cultural competency. This project included developing process, creating forms for submission and tracking, crafting sell-in materials for internal & client partners, gaining internal alignment and socializing with partners to usher adoption. As industry experts we have a unique opportunity to help both the brands and retailers we support achieve their objectives to become more authentically representative of the consumers and shoppers they reach. To date the process has enabled the review and feedback on 60+ projects.
Mars Wrigley Halloween Campaign
Partnered with Roundel as Mars Wrigley’s shopper AOR to create an omnichannel campaign for the make-or-break Halloween season. The strategy leveraged the insight ‘More than 76% of Target guests say they use the Target app or Target.com while shopping in store’ and utilized Mars & Roundel’s Halloween style guides to create a campaign that contributed to a record-breaking season for Target. Worked closely with Roundel partners as they led a “One Target” approach to bring this complex plan with alpha tests to life in a that way that was seamless for guests and resulted in beating goals for new guests, sales lift and social engagement.
‘Target Forward’ Blog Series
Co-wrote a series of articles published on The Mars Agency website. The content examines the role consumer brands can play in helping the retailer’s mission critical ‘Target Forward’ initiative.
Target for PBS TV Spot
Provided art direction for this long-running TV spot running on PBS Kids stations nationally, which included understanding the Target enterprise objectives for community engagement and creating content that would further the mission of affordable joy. Managed a multi-day, multi-location shoot with direct responsibility for a crew of four to produce sets with the Target look & feel while also resonating with PBS viewers. I’m especially proud of the opening scene with the cloud board and spinning pinwheel that creates the Target logo.
Commercial Wardrobe Styling
Working with agencies like Periscope and Latitude, I was part of creative teams that crafted advertising and marketing work for brands like Target, Puma, Porsche, Galleria Edina, Kidizen and more.