Rachel D. Campbell Storyteller | Creative Strategist Agency Thought Leadership 2018 – Featured Artist Leo Burnett inhouse Art Gallery. My show concluded with a presentation to the Department on how art has impacted my planning career. 2017 – Selected to participate in Leo Leaps, a 90-day entrepreneurship program, where I created a podcast of interviews with my grandmother. This passion project culminated with a TED talk-like presentation to the entire agency. 2012 – Co-created pilot think-tank program for Leo Burnett Samsung team called Humanology, which initiated insight driven discussions on universal tech trends, pop-culture, and behaviors to push the envelope on our creative ideas.
Biggest Accomplishment Emmy Award for Most Outstanding Commercial of 2015 With 90+ million views, our Always #LikeAGirl campaign won an Emmy, along with 14 Cannes Lions; including a Titanium Lion, and a Glass Lion for combating gender inequality New Business Win Bud Light Retail 2017 Led the design and analysis of the shopper research efforts for the Bud Light Retail New Business Pitch
Education October-December 2011 Miami Ad School, San Francisco, CA • Awarded 2011 Top Dog Runner-Up • Received Best Storytelling Award at Final YouTube Client Pitch 2007 – 2011 The Pennsylvania State University Schreyer Honors College, University Park, PA • Bachelor of Arts in Advertising • Bachelor of Arts in Art, (Honors Diploma in Visual Arts) Cum G.P.A. 3.56 Study Abroad Spring 2010 Universidad de Sevilla, Spain • Advanced Liberal Arts CIEE Program; classes and experiences in Spanish
Technology Skills: Adobe Photoshop, Illustrator, InDesign, Final Cut Pro, SPSS, & Microsoft Office Languages: ◉ ◉ ◉ ◉ ◉ Native English Speaker ◉ ◉ ◉ Intermediate Spanish ◉ Beginner Portuguese
1947 West Schiller St. Apt. 3 Chicago, IL 60622 radarville@gmail.com | m: 501-940-1604 site: radarville.weebly.com
Leo Burnett & Arc Worldwide ALDI Supermarket | Strategy Director | May 2018 – Present • Co-created client workshop with strategic partners that highlighted ALDI’s knowledge gaps, competitive learnings, and strategic goals. The weaknesses and opportunities uncovered led to total client alignment on ALDI’s 2019 marketing objectives for their U.S. stores, which did not exist prior. • Designed and implemented a new creative briefing template and competitive analysis process after recognizing limitations within ALDI’s current structure. These new processes increased efficiencies for our total body of work across partner agency teams, with stronger shopper insights and more measurable, unified business goals. FCB Chicago Anheuser-Busch & The High End | Strategy Director | May 2017 – April 2018 • Collaborated with analytics team on systematizing a variety of eye-tracking tools to improve our POS motivation scores, effectiveness, and consistencies. • Pioneered a new creative briefing template for our High End craft clients which produced stronger team efficiencies and led to more inspiring briefs and innovative opportunities. After re-briefings were cut by almost 60% with our Stella Artois client, our Bud Light clients adopted this new structure as well. Smucker Pet Portfolio | Senior Retail Strategist | February 2017 – July 2017 • Created a plethora of retailer and brand-led briefs as Lead Retail Strategist. • Identified a need to better understand the mindset and behaviors of our Natural Balance shopper at on a global scale. My initial evaluation led to qualitative research effort with the FCB Hamburg office. The insights gathered from these dual market shop-alongs provided actionable changes for both our teams and global retailer partners.
Leo Burnett & Arc Worldwide P&G Beauty & Hair Care | CVS, Walgreens, Kroger & Publix | Senior Strategist September 2015 – February 2017 • Sold in and co-conducted incremental shopper claims research for our Pantene client which increased effectiveness across our retail channel work. • Co-designed UX wireframes and strategic framework for the rebranding of Olay.com, which increased shopper purchase intent online by 45%. • Wrote shopper briefs for both brand and retailer-led activations as Lead Strategist across the Arc P&G Hair Care Portfolio. P&G | Always & Naturella | Global Strategist | March 2013 –September 2015 • Collaborated on creative briefs for an array of projects including the brand campaign Always #LikeAGirl, which combated the confidence drop at puberty. • Co-wrote the winning Global Effie Award entry for #LikeAGirl campaign which took home the Gold Global Effie Award in May 2015. • Conducted an array of qualitative research in the FemCare category, including in-home ethnographies, shop-alongs, and neurological research studies. • Analyzed competitor brand positioning, communication strategies, and overall category business models to inform client communication architecture for the Always and Naturella global markets; N. America, Russia, LATAM, and EMEA. Samsung & Norton by Symantec | Strategist | March 2012 – May 2013 • Lead designer of award-winning path-to-purchase mobile shopper journeys for the Leo Burnett research study, PeopleShop. These journeys were adopted by both our Samsung and Sprint clients to create more effective messaging (2013 Leo Burnett Intel Award Winner). • Crafted creative briefs and co-collaborated on Brand Purpose workshop for Norton Mobile Security client, which led to innovative new campaign work which gave consumers a highly interactive experience with the brand online (Enjoy Your Privacy: One Club Bronze Pencil, CAF Silver ADDY 2013).