Merkle

“Every person and every company has an inner greatness that is waiting to be unleashed - like a rising storm.”

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objective

Following a major rebranding at Merkle, my team were given the brief to create a bold & captivating idea that establishes the company as a CxM (Customer Experience Management) player in the DACH (Germany, Austria, Switzerland) region.

To achieve our goals, a multi-media activation campaign was crafted to generate awareness in the DACH market through effective messaging. The narrative of Unleashing True Potential was integrated into recruitment and commercial activities, and promoted through strategic digital channels: Paid Advertising, Paid Social, Video & Display Ads, Print and OOH Advertising.

personal accomplishments

- Facilitating workshops & brainstorming sessions to define topline narrative
- Linking narrative to external & internal objectives
- Negotiating OOH billboard locations
- Writing campaign strategic brief (Details, timeline, resources, key players)
- Developing visual propositions
- Defining headlines and copy text
- Storyboarding TVC (television commercial)
- Overseeing TVC and print/digital asset production: VO, casting, wardrobe, movement beats, logistics
- Building central campaign toolkit for social and media activation (HQ assets, copy, procedures, contacts)
- Rolling out orchestrated social media and advertising campaigns simultaneously
- Collaborating closely with media partners to assure maximum usage of media budget

organizational goals

BRAND AWARENESS

Establish Merkle as top 3 CX (Customer Experience) transformation players in DACH & Focus on new client growth in DE markets.

BRAND POSITIONING

Give Merkle a human touch based on our brand values through a high level of authenticity

BRAND BELONGING

Increase identification of employees with the Merkle brand and make them proud to work for Merkle

growth metrics

4.5M

Contact impressions of OOH Billboard advertising in key cities in the DACH region over 1 month

336k

Impressions on LinkedIn generated over 2 weeks of campaign activity

495k

Views gathered from Storm of Greatness video media promotion + Language variants

assets

Television Commercial (TVC)

The flagship asset that underpins the "Storm of Greatness" campaign, the result of strategic messaging, casting and visual direction. I was fortunate to lead this effort, assuring briefs, casting, dynamic movements were on-brand.

Behind the Scenes (BTS) See behind the magic, a crew filming our key TVC on the beaches of Hel, Poland.

print advertising

out-of-home billboard campaign

Responsible for the strategic placement of assets in high foot-traffic areas. I worked closely with media agencies to assure assets were placed near target companies.