Creative Brand Manager
Meagan Lee Sackett
MEAGAN LEE SACKETT Creative Brand Manager
2027 West Main St. Apt. B, Richmond, VA 23220 • www.meagansackett.com • Sackettml@vcu.edu • (504) 905-4579 EDUCATION Graduate: VCU Brandcenter, Richmond, VA Expected Graduation date May 2009 Degree: Master of Science in Mass Communications, GPA 3.3 Concentration: Creative Brand Management • Learned through the Creative Brand Management program three main components: the business fundamentals of the traditional MBA, the strategic elements of business and marketing, and practical, real-world experience working with creative people to develop brand communications that solve business problems. Undergraduate: The University Of Alabama, Tuscaloosa, AL Degree: Bachelor of Arts in Communication, GPA 3.0 Major: Advertising Minor: Computing and Technological Applications
Graduation date May 2007
RELEVANT EXPERIENCE Summer 2004-Spring 2009 Yahoo!, New York, NY, Brand Consultant Spring 2009 • Positioned the brand as the behavioral targeting technology thought leader at the ad:tech Digital Marketing Conference in San Francisco. Positioning statement: Yahoo! is a matchmaker who brings together marketers and targets, enabling deeper conversations. • Created a Customer Relationship Management Plan for potential clients at the conference, including a networking portal website • Generated creative ideas for all communication pieces at the conference: party invitation, booth, signage, and interactive ideas Leo Burnett Worldwide, Inc., Chicago, IL, Account Planner Intern Summer 2008 • Created strategies, conducted extensive research, wrote creative briefs, and solved business problems for global brands (Tampax, Always, Samsung, and Nintendo) • Developed the strategic direction for a Nintendo DS campaign targeting Alpha Moms based upon the insight: Alpha Moms are looking for more beneficial “me time” • Planned a Procter & Gamble Global Planning Conference and delivered a speech on the brand Obama Warner Bros. and ABC, New Orleans, LA, Intern Summer 2006 • Wrote television commercial scripts, placed PSA’s in traffic reports, helped with the production of television commercials, wrote professional annual reports, and learned about the AVID • Chose television scenes from shows such as Sex and the City and The Simpsons, to be used as commercials appealing to Gen Yers PASSIONS Spring 1985-today • Junior PGA golfer, Saltwater Fisherwoman, Gesso Artist, Baker
Work Agenda Coty Case Study
BMW Case Study
Jane Goodall Institute Campaign
Montblanc Campaign
Yahoo! Independent Study
COTY Case Study Assignment: Develop a concept for a new fragrance brand for the world’s largest fragrance company, COTY.
BMW Case Study Assignment: Present one big business-building idea to replace BMW Films.
UBE GOAL • Take potential buyers on the BMW ride of their life that they’ve been dreaming about, creating intense emotion and excitement.
BIG IDEA • Place the Ultimate BMW Experience (UBE) in IMAX theatres and at BMW dealerships in the top ten richest cities in the United States. Before potential buyers test-drive a BMW, they will enter the UBE. This experience includes seats constructed of BMW leather and a seasonal fifteen-minute 3D film featuring the real power and beauty of BMW cars.
RATIONALE • Consumers that go to test-drive a BMW car are not getting the full experience. BMW cars are fast, sleek, and pleasurable. Once the potential owner sees how beautifully these cars can really perform, they will be dying to own one. The UBE helps potential BMW owners to experience driving an amazing BMW car immediately with no limits. • “IMAX is the ultimate movie experience. With crystal clear images up to eight stories high, and wrap-around digital surround sound, IMAX takes you to places you only imagined. Only IMAX lets you feel like you're really there”(www.IMAX.com). Combine the ultimate movie experience with the ultimate driving machine and the ultimate tech savvy consumer, and the UBE is born.
Jane Goodall Institute Campaign Assignment: Position and create one cohesive brand for the Jane Goodall Institute.
Montblanc Campaign Assignment: Make a global advertising campaign to launch in India.
Yahoo! Independent Study Assignment: Develop a communications strategy to position Yahoo! as a thought leader at the ad:tech Digital Marketing Conference in San Francisco.