[ɹɘʊ.ˈzɪ.ki] | they/them
Amtrak
Retrain Travel
GSD: Emma Greenwood
CDs: Mona Song, Tim Noble
AD/CW: Audrey Marlett, Kira McCall
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...
AZO
The Care That's Been There
FUN FACT: What was initially pitched as the internal strategy line I had written was adopted as the new external tagline!
GSD: Emma Greenwood
CDs: Mona Song, Tim Noble
Designers: Lillian Sotello, Richard Supriano
Problem: There are too many options and not enough time or relief to figure out which vaginal or urinary treatment works best.
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Insight: When a solution is positioned more as healthcare rather than self-care, people trust it more.
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Solution: Remind consumers that AZO has three decades of of clinically-backed research, meaning we don't just know the symptoms, we understand the care behind them--intimately.
Deep 4 C's Audit | Brand Strategy | Creative Brief | Comms Planning | Brand Stratifesto | Competitive Analysis | Persona Messaging Hierarchies | Consumer Sentiment Analysis | Design Audit Brief | more...
H&R Block
It's Better With Block
GSD: Jordan Weil
CDs: Tyler Gonerka, Emily Salas
AD/CW: Zach Buckner, Ellen O'Donnell
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
