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Srategy Planner, DDB Tokyu Agency Creative Japan: March 2003 - April 2004.
Primary Account Planner on Volkswagen Japan KK account. Dealing with new product launches, tactical promotions for existing models, market intelligence, model specific consumer insight & customising international VW brand guidelines for Japanese consumers.
Internal training in the DDB Sprinboard system, management & international reporting of global research projects: 2003 Maister Survey & 2004 DDB Global Brand Capital consumer survey. New business development with Japanese alliance partner Tokyu Agency Group & DDB global agencies: Suntory Whisky & KDDI 3G telecommunications.
Achievements: The 2003 launch campaigns for New Beetle Cabriolet & the Touareg SUV delivered results of +64% & +111% above Volkswagen Group Japan sales forecasts respectively. Working to generate proactive creative business ideas within a traditionally passive cultural context.
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Strategy Planner, DDB & WRC New Zealand: March 2000 - February 2003.
Primary Planner on SKY TV, Cadbury Confectionery, Heinz Wattie’s NZ & Volkswagen. Supporting role on McDonald’s System of New Zealand. Primary Planner for 360 degree marketing team at WRC (Wow Rapp Collins New Zealand)
Developing proactive qualitative research capacity in DDB NZ for SKY TV & Hasbro. Shooting consumer mood & response videos & publishing articles in NZ & Australian press. Writing DDB advertising effectiveness awards & editing Media Award entries.
Achievements: Three EFFIE Advertising Effectiveness Awards & lots of new business wins, Pacific Retail Finance, Heinz Wattie’s New Zealand, Independent Newspapers & Smirnoff Vodka. (Smirnoff ‘Half Day Off’ won Gold Media & Promotional Lions at Cannes in 2002.) In a global realignment of Cadbury, NZ was the only DDB office to retain the client.
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Freelance Creative Strategist: Dew Diligence, September 1999 - March 2000.
Strategy & research for Generator Advertising & Saatchi & Saatchi New Zealand. Designing & conducting research for BMW, Bridgestone Firestone and Monteiths Breweries.
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Senior Qualitative Researcher, Focus Research: June 1996 - September 1999.
FMCG market & service industry research including portfolio mapping studies in the telecoms, consumer banking & broadcast television markets. For a while I was the Dirty Harry of NZ research managing NZ, Australian & Pacific rim research for Rothmans of Pall Mall NZ.
Achievements: Awarded 'Most original paper' 1999 NZ Market Research Conference. ‘Heart of Darkness: Market Research Beyond the West’s Cultural Boundaries’. On running focus groups in the highlands of Papua New Guinea & why I didn't think I'd come back alive.
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Television Feature Proposal Writer: Communicado Television Limited May - October 1994
Developing TV feature concept & flexible content proposals on topics as various as cannibalism in the South Pacific & the maritime history of New Zealand.
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