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Amtrak
Retrain Travel

GSD: Emma Greenwood
CDs: Mona Song, Tim Noble
AD/CW: Audrey Marlett, Kira McCall

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Problem: America knew about Amtrak. But America didn't want to use Amtrak.

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Insight: Travelers expect the worst when it comes to travel.

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Solution: Retrain how people think about travel. No long lines, no middle seats, no worries.

Brand Architecture | Quarterly Content Briefs | Brand Strategy | Creative Briefs | Comms Planning | Launch Strategy & Phasing | Competitive Analysis | Persona Messaging Hierarchies | Performance Analysis | Quarterly Business Review Writing | more...

H&R Block
It's Better With Block

GSD: Jordan Weil
CDs: Tyler Gonerka, Emily Salas
AD/CW: Zach Buckner, Ellen O'Donnell

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Problem: Getting people to switch their tax preparation partner is really challenging, especially with TurboTax firmly holding category leader, the IRS threatening disruption, and AI looming large.

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Insight: People cling to their tax prep partner because taxes are f#%&ing complicated and scared to get them wrong.

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Solution: Give Americans a partner they don't feel scared with--but make them feel like winners.

Audience Persona Building | Trend Analysis | Performance Analysis | Comms Planning | Category Audit | Competitive Tracking | Quarterly Business Review Writing | more...

Other cool brands I've worked on

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