Campaign Director, CNBC Catalyst
My role at CNBC Catalyst as Campaign Director was multi-faceted. I was at once a client-facing campaign/client management bridge between the sales side and project execution on all content-led campaigns. From point person for clients, agencies, third-party partners and internal stakeholders to project manager and creative counsel to production. A role that utilised much of the production and hands-on experience I have acquired in previous creative roles. The following is a selection of high-profile, multi-agency, multi-million dollar campaigns that I lead to success and to industry awards for the client.
McKinsey & Co. The Next Normal
As Campaign Director I was in daily contact with the sales lead in Chicago and the creative leads in New York. I was point person across the campaign for the client, sales and commercial operations.
The Next Normal campaign was an advertising first for the brand and required teams to work in sync over multiple platforms. CNBC Catalyst produced 5 films with the CNBC Brand Studio producing a complimentary series of interview-based articles distributing the content over the CNBC platform. Films were run across US and International linear networks. I co-ordinated with outsource commercial operations in US and internal teams for linear advertising to ensure exclusivity and at specific times, 100% share of voice on the network. Reporting back to client leads with viewing copies and any available data.
I set and managed production timelines whilst providing creative guidance and leadership on much of the campaign. Linear content was lead by experienced producer Jamie Corsi-Berna and creative house California-based Nation of Artists. All content was filmed remotely around the world with McKinsey clients and senior personnel.
As the main media campaign was coming to a close, I worked together with Jamie Corsi-Berna on new long form, modular content, which would be an extension to The Next Normal to take us into year two. New content will give voice to McKinsey leadership and move the messaging from client case study and insight to McKinsey expertise and their end-to-end consultancy practices.
Award-winning
'The Next Normal' campaign won several creative industry awards for branded content in 2021 including Gold at The Muse Creative Awards , awarded Gold at the Hermes Creative Awards and a received a clutch of Silver awards and one Bronze at The Telly Awards.
EY's World Entrepreneur of the Year awards have traditionally been a glitzy on-the-ground event held in Monaco but with COVID restrictions, things needed to change. The show must go on.
WEOY Year 1 (2020)
My role was client-facing as hybrid Project/Campaign Director. The CNBC Catalyst team worked together with EY to translate WEOY into a broadcast and media experience. This involved liasing with EY project managment teams, sourcing and testing reliable streaming partners and negotiating signature commercial music rights for highlight content.
New unproven technology merged with reliable studio-based broadcast technology to deliver the main content touch points of a gala event on TV and across digital. Including: 1. The nominees, 2. Supporting stories, 3. Judging and the final winner reveal...Presenter Emma Crosby lead the CNBC audience to reveal the winner - live - across the CNBC platform.
Halo content - The Unstoppables documentary
The Unstoppables is a 30 minute branded content broadcast film produced together with EY and external production partners Mr White. The content centres around the EY alumni and the WEOY winner Dr Kiran Mazumder-Shaw.
My role in this production was to provide production and client support. Working together with EY project management and creative lead, the EY alumni team as well as the creative and legal teams of CNBC Catalyst to project manage production timelines and contract deliverables.
Together with EY marketing and the US EY social team I was tasked with creating formatted and subtitled assets for EY's alumni. I created a Media pack for this purpose and joined global calls with senior EY team leaders together with the WEOY Alumni to discuss how the assets can be used. Aside from production managment this also included creating new materials license contracts to extend rights beyond the media schedule and to ensure these were signed and returned to CNBC legal.
EY - WEOY Year 2 - 2021
WEOY returns with a new format, a surprise high-profile guest and a new winner for 2021.
My role as Campaign Director saw me taking on a more central role as Campaign Director. This involved closer liaison with the core EY project team, the media agency as well as internal stakeholders in both CNBC Catalyst and CNBC Brand Studio in the US. Daily meetings were run by me, setting agendas, following up with action points and keeping the train on the rails leading toward the live show.
I helped co-ordinate and track important milestones across shared timeline documents and gathered assets for production teams from the EY stakeholder teams. It was my responsibility to deliver stage and finished creative work to client decision-makers.
