News :: Consigliere, Brand Planning

KATTY CAPPELLETTI, 3009 VISTA DRIVE, MANHATTAN BEACH, CA 90266

WHAT HAVE WE BEEN UP TO LATELY?

Client: Crispin Porter & Bogusky
Project: New Business Pitch
Involvement: Conducted in store and in-home interviews; gained customer insights and developed target profile
Results: The Agency won the IKEA business

Client: TBWA/Chiat Day
Project: Creative Development
Involvement: Conducted group discussions among prospects
Results: Evolved Campaigns for Nissan's most successful SUV, XTERRA, in addition to the well-established Pathfinder

Client: Seimicom
Project: Strategic Consulting
Involvement: Constructed strategic framework for merchandising campaign on one of Pfizer Pharmaceuticals most significant Brands
Results: Overall recommendations accepted; some tactical ideas for the Brand are being implemented

Client: Gravity Branding
Project: Corporate creative development (id, logo, and name) as well as product positioning on multiple accounts
Involvement: Conducted b2b and b2c focus groups
Results: Approved names and logos for new post surgery pain drug; approval on name and positioning for new Microsoft PC product

Client: Reflect.com
Project: Target and positioning assessment...who/what they are and who/what they should be
Involvement: Designed quantitative online survey among customers and prospects; conducted qualitative research
Results: Developed target definition and strategic recommendations that the company "uses everyday"