Published on April 26, 2014
Jane Britt Goldmancreative direction. copywriting. strategy.
Jane Britt Goldman creative direction. copywriting. strategy. CREATIVE DIRECTION COPYWRITING STRATEGY Jane’s a triple threat, bringing over 15 years of strategy, creative direction, and copywriting skills to the table. The digital and traditional advertising and marketing she creates is grounded in customer and cultural insights that drive interaction, connection, and sales. CREATIVE DEVELOPMENT ! • Digital, traditional & integrated campaigns • Creative presentations • Copy, storyboards/scripts & ux ﬂows • Selection of illustrators, directors, voice talent, etc • Lead video & photo shoots, and record sessions. • Creative direction & art direction • Cross-discipline management and integration CREATIVE MANAGEMENT ! • Managing teams of ACDs, art directors, copywriters, designers, & illustrators across ofﬁces in US and overseas • Estimation for project planning & budgeting • Performing annual reviews & mentorship • Collaboration with cross-functional teams • Leading creative team coordination & time- management CREATIVE STRATEGY ! • Brand research & positioning • Business goals & requirements • Competitive analysis • Creative strategic planning • Content Strategy • New business strategy/presentations • Integrated strategy “Curiosity about life in all of its aspects, I think, is still the secret of great creative people.”- Leo Burnett Burnett nailed it; creativity and curiosity go hand in hand. I strongly believe that the best work comes from questioning what motivates people, what makes them passionate and ﬁnding ways to connect to that through the work we do. It’s also key to ﬁnding inspiration from our world around us, and using it to derive new ways of putting concepts together that are fresh, exciting and connect to those we try to reach through our campaigns. ! Over the past 15 years, I’ve worked at agencies all over the Greater Boston area and on a wide variety of clients from donuts and beauty to technology and healthcare. But, no matter the category, ﬁnding the stories, whether emotional or rational, to tell that resonate with the target is always key. From the big idea to the right word choice, my approach focuses on ﬁnding strategies and ideas that connect to consumers, bringing forward the one truth of a client’s brand. It’s not about the media, but the solution that works best to reach the goal. Sometimes it’s a Facebook contest, and sometimes it’s a TV spot. ! My background is creative (both digital and traditional), but I think analytically, bringing strategic thinking and research to the forefront of every project I work on. I have a solid record of using strategy to push great ideas and sell in incremental projects by helping clients see how innovative ideas can positively impact their ROI. ! From concept to production, I have years of experience driving the creative process, managing and inspiring cross-discipline teams, multitasking on accounts, working closely with clients, winning new business, and delivering on time under tight deadlines. I’ve also provided thought-leadership to clients and agencies—my enthusiasm for my work translates into my curiosity to constantly learn and grow—by staying on top of industry trends and participating in industry events and publications.
Jane Britt Goldman AwardsWork Experience 2012 - 2013 Freelance Creative Director/Copywriter/Strategist Mintz+ Hoke: GE Capital, Legrand, Goldline. Macquarium, Connecting Cultures Mobile Museum, BzzAgent, Ipswich Garden Club. ! 2013 Freelance Content Strategist - OHO Interactive OHO Interactive, College of New Rochelle, St. John’s University, Rowan University, Museum of Science. ! 2007-2013 Creative Director/Copywriter - VML Boston (previously Studiocom) Dunkin’ Donuts, UNICEF USA, Citizens Bank, Coca-Cola, Kleenex, NHL, BMO Harris Bank, McCormick, Baskin-Robbins, Bacardi, Ferrari, Disney, Nestle/ Wonka, USVI, and Taubman Properties. ! 2001-2007 Freelance Creative Director/Copywriter - Goldman Freelance Advertising Dunkin’ Donuts, Baskin-Robbins, Sealy, Stearns & Foster, Massachusetts Ofﬁce of Travel & Tourism, Comcast, Polaroid, The Boston Globe, FleetBoston, T.J. Maxx, Marshalls, New Balance, Ecco Shoes, LoJack, Energy Star, VPNE Parking Services, VESCONE, Key3Media, The Colonnade Hotel, Ariat Shoes, National Leisure Group, The First Years, Graphique de France, Conrad Forest Products, Prospectiv, and Polymedica. ! Agencies included: Studiocom, Mullen, Hill Holliday, White Rhino, Manasian, Merry Design Group, Crunch Brand, CMN Design, Overdrive Marketing, Pohly Company, and Marketing Drive. ! 1999-2001 Copywriter - Greenberg Seronick O’Leary & Partners Shaw’s Supermarkets/Star Market, LoJack, Sarah Michaels/Dial Corp., Freeman Beauty Products, Doc Otis/Anheuser Busch, SPES, Cambridge Savings Bank, Honey Dew Donuts. ! 1998-1999 Freelance Copywriter - Arnold Worldwide Stop & Shop Supermarkets, Ocean Spray, Volkswagen NorthAmerica, Prestone, and McDonald’s. creative direction. copywriting. strategy. Other Professional Experience 2014 Adclub | CT Award Show Judge 2013 Tomorrow Awards Judge 2012 MITX Awards Judge 2003 - present Writer/Contributor to Adland.tv, a website focused on ad creative from around the world
Unfreeze It | Dunkin’ Donuts Controlling the real world through Facebook ! What if you could control a real water gun to melt ice and win prizes through Facebook? That's idea I had that lead to the creation of Unfreeze It for Dunkin' Donuts. Our client asked us to create a unique, exciting social program, generating interest and engagement, but with only a 30-day promotional window and no paid media support to drive awareness. This meant the idea had to be different, innovative and create buzz. Awards & Recognition: + 2011 MITX Finalist: Consumer Goods + 2011 MITX Finalist: Games and Branded Entertainment + 2011 Hatch Merit + 2011 OMMA Award Finalist Roles Creative Direction Copywriting Strategy ! The concept I developed was a social game tied to something that happened in the real world, and brought together the two brand qualities of Dunkin' Donuts and Mountain Dew. Users controlled a real water gun through a Facebook app as part of a daily game of chance to win prizing tailored to the two brands. The goal of the game was to unfreeze a Mountain Dew Coolatta cup from the center of a large block of ice. Streaming video in the app allowed people to view the whole process and see when the cup when it fell out of the ice. This enticed those who had not yet participated as well as providing an additional engagement point.
Results showed that people found it fun and exciting. We saw over 130,000 entries in the game (700% more than client predicted), more than 44 million Facebook impressions as a result of shares, likes and comments, and an excess of 8 million PR impressions. In fact, over 80% of users came back to play more than once. All of this was with no paid media; only social posts, emails to the Dunkin' database, promotion on DunkinDonuts.com and PR efforts, including an exclusive with mashable.com. over 130,000 entries over 80% returned to play again 44 million Facebook impressions Unfreeze It | Dunkin’ Donuts Awards & Recognition: + 2011 MITX Finalist: Consumer Goods + 2011 MITX Finalist: Games and Branded Entertainment + 2011 Hatch Merit + 2011 OMMA Award Finalist Roles Creative Direction Copywriting Strategy
UNICEF USA Mobile App | The US Fund for UNICEF Roles Creative Direction Copywriting Strategy Creating tools to make a difference. ! For the The U.S. Fund for UNICEF's 60th Trick-or-Treat for UNICEF celebration, we helped bring the experience to life in the social and mobile space for the ﬁrst time for the brand. We were tasked with creating apps for the iPhone/iTouch and Facebook that were fun, functional, and educational tools both parents and kids alike could use to participate in the Trick-or-Treat for UNICEF program, no matter where they were. The apps were designed with a strategy of giving supporters a simple way to connect to the brand on a frequent basis, to get involved in campaigns, make donations to emergency situations and enjoy edu-tainment. Both the iPhone and Facebook apps provided a holistic look and feel for the campaign, as well as a long-term solution for the brand, built with sharing and scale in mind.
*Facebook app / **Mobile app ! 736% engagement with carver* over 32% printed pumpkin carving stencil** 1000s of pumpkins shared iPhone app features included: • Virtually carve and decorate your Jack-o-Lantern with different design tools—from carving shapes, stickers, backgrounds, and more. • Light up and share your ﬁnished design with your friends via email and Facebook. • Print your design and use it as stencil to inspire actual pumpkin carving in the real world. • Virtual "Trick-or-Treat" SMS tool that allows you participate in Trick-or-Treat for UNICEF virtually by texting your contacts. • News feed with information from UNICEF's Fieldnotes blog directly to your phone. • Set up push alerts to be notiﬁed instantly no matter where you are of global emergencies as they happen. • Donate to UNICEF directly from your iPhone/ iTouch and Facebook. UNICEF USA Mobile App | The US Fund for UNICEF Roles Creative Direction Copywriting Strategy
Maurice The Talking Espresso Bean | Dunkin’ Donuts Creating a new character to promote espresso. ! How do you create awareness of a product line through social media? By creating a personable espresso bean named Maurice. Using a character to promote a product line, rather than the brand as a whole was an innovation for the brand. But, it was the right solution to create an engaging, fun way for Dunkin' Donuts fans to learn about DD's espresso line. Roles Creative Direction Copywriting Strategy Maurice is a coffee bean with attitude, sharing humorous, tongue-in-cheek, "sage" advice in the form of DD latte "pick-me-ups". He was created as a fully portable widget which lived as an interactive application using OddCast technology on DunkinDonuts.com and the Dunkin’ Donuts Facebook brand page. Awards & Recognition: + 2010 MITX Winner: Social Inﬂuence Applications + 2010 MITX Finalist: Branded Content + 2010 Hatch Awards: Social Media
Results showed that when people engaged with the Maurice, they would listen to many of his pieces of advice, spending more than industry average playing with him. We also saw a majority of people came to the app through a shared/viral source. And most important of all, the client loved the end result too. ! In fact, they liked it so much it lead to additional character development and explorations incorporating Maurice into other media, from TV to out of home. over 20% of shares came from viral source over 410,000 audio streams 2.8 streams on average per user Maurice The Talking Espresso Bean | Dunkin’ Donuts Roles Creative Direction Copywriting Strategy Awards & Recognition: + 2010 MITX Winner: Social Inﬂuence Applications + 2010 MITX Finalist: Branded Content + 2010 Hatch Awards: Social Media
McCormickGourmet.com | McCormick Gourmet Roles Copywriting Adding spice and passion ! Our client wanted to redesign McCormickGourmet.com into a compelling online experience with rich content that inspires those with a passion for gourmet cooking and living. Our strategy was to highlight the end result--special experiences in life with family and friends. The content of the site fueled the excitement of exploring ﬂavor and developing culinary masterpieces in the kitchen, while aiding in the planning and creation of perfect moments food brings. The result is a site that not only helps users with recipes and cooking techniques, but inspires with seasonal and ingredient-themed menus around McCormick Gourmet herbs and spices for social gatherings and parties. It included an update to the "Life of Spice" application, videos from renowned chefs, and new "Flavor Forecast" suggesting in-season spices and recipes. The user experience design focused on improving the site ﬂow and making it an easy-to-use resource, while copy enhanced the overall tone and branding experience. Awards & Recognition: + 2011 WebAwards for Outstanding Website + 2011 Hermes Creative Award - Gold - Website Overall + 2011 AiMA Award - "Most Effective Use Of A Website" + 2011 IAC Award - Best Consumer Goods Website
Create Dunkin’s Next Donut | Dunkin’ Donuts Roles Creative Direction Copywriting Strategy Awards & Recognition: + 2010 MITX Finalist: Social Media Strategies & Consumer Goods + 2010 Hatch Award Winner: Social Media & Websites + 2010 Forrester Groundswell Award: Finalist + 2009 MITX Winner: Best Cross Media Award + 2009 Adobe Site of the Day Bringing back the donut love. ! The goal of this project was to bring back the excitement around donuts, which had been waning. The solution was the crowd-sourcing contest "Create Dunkin's Next Donut Contest", which inspired DD's fans to create their own custom donut for a chance to win $12,000 and have it sold in 6,300+ U.S. restaurants. Creatively, the goal was the provide entrants with an intuitive, fun, exciting experience to truly create something unique. Usability testing optimized the experience, moving consumers through the entire creation and submission process, maximizing customer rewards registration, email signup, and retail offer exposure. The variety of creative possibilities (including shape, dough, ﬁlling, frosting and toppings) allowed over 950,000 possible unique creations.
! ! In 2009, the project was "too successful" with participation exceeding projections by 2200%! In fact, the online media plan was cut after three days due to trafﬁc being so far ahead of expectations. It was clear that this was going to be a highly engaging promotion. At the end there were over 129,000 entries and 174,000 votes, with people spending an average of nine minutes on the site. There were 90 million national media impressions (a $10 million marketing value). Many of the 12 ﬁnalists (or their friends and family) actually created and drove trafﬁc to their own Facebook pages, which they used to solicit votes. The contest was such a hit, that DD brought it back in 2010. We leveraged much of the site built the prior year; but gave it a facelift to tie into Dunkin's 60th birthday. We also added in functionality, including the ability to save created donuts to one's own personal "My Donuts" section. As a result, we saw even more success with year-over-year increases in unique visitors who entered the contest, unique visitors who created a donut, people who voted, and opt-ins to the DD loyalty program, without any media spend. Engagement with the donut creator continues year-round, with millions of donuts created by fans both in and outside of the promotional periods. exceeded projections by 2200% over 129,000 entries 90 million national media impressions Create Dunkin’s Next Donut | Dunkin’ Donuts Roles Creative Direction Copywriting Strategy Awards & Recognition: + 2010 MITX Finalist: Social Media Strategies & Consumer Goods + 2010 Hatch Award Winner: Social Media & Websites + 2010 Forrester Groundswell Award: Finalist + 2009 MITX Winner: Best Cross Media Award + 2009 Adobe Site of the Day over 174,000 votes more than 9 minutes creating donuts nearly 90,000 new Perks leads
Cornucopia Countdown | Coca-Cola Roles Creative Direction Copywriting Strategy It’s time for a Coke. ! Coca-Cola asked us to pitch for a promotional project they were doing with Lionsgate's The Hunger Games: Catching Fire. I came up with an idea called Cornucopia Countdown, that used the idea of a clock from The Hunger Games: Catching Fire arena. A time based engagement, different activations unlock based on the time the user visited the site. The site was going to piggyback on the "AHH" campaign, which was about many simple engagements. Activations included the ability to sponsor someone by sending them a Coke, an instant win game, trivia, and a matching game. A visualizer would show each Coke sent, which also carried through a parachute theme from the ﬁlm. The site components also tied into in-theater components with an augmented reality instant win and a Thirsty Games Booth where theater goers could put themselves into a scene from the movie. Real-time trivia would play before the ﬁlm and tie back to the trivia version on the mobile/desktop.
Keurig Store Immersive Signage | Keurig Roles Creative Direction Copywriting Strategy Enter the world of Keurig. ! Using Kinect technology the idea was to make the in-store experience completely immersive for customers. From tablets to interactive wall displays, customers could dive into the world of Keurig, explore various brews, and ﬁnd the perfect brewer for their needs.
Social Media | Citizens Bank Roles Creative Direction Copywriting Strategy Making Good Banking social. ! As Creative Lead on the Citizens Bank social AOR account, my responsibilities included developing strategy, concepts, and overseeing creative execution, in addition to building and managing the client relationship. I was also responsible for keeping the client up-to-date on the latest SM industry innovations.
Social Media | Citizens Bank Roles Creative Direction Copywriting Strategy Making Good Banking social. ! The Art of Savesmanship campaign to shift behavior and encourage better spending habits. The campaign lived as mobile app for iPhone and Android, as well as an app on Facebook. I helped develop the integrated communications plan, lead the creative team, work with the client and also write copy.
Digital AOR | BMO Harris Bank Roles Creative Direction Copywriting Strategy A bank with personality. ! BMO Harris Bank work included strategy, digital branding, and creative concepts. The work was done as Team Y&R which included multiple agencies working toward integrated solutions and campaigns. As digital AOR, the work included website content, banner ads, social media, digital in-branch displays, sponsorship digital displays, and more. 3-screen in-branch plasma video promoting Small Business Branding Concept Small Business landing page on BMOHarris.com Mobile app concept Video screen animation promoting BMOHarris at the Marcus Center
Dream Home | BMO Harris Bank Roles Creative Direction Copywriting Strategy Dream Home customized. ! The Dream Home campaign was a simple Facebook contest. But with a strong media spend, we had a great opportunity to do something highly engaging. The concept of a mobile ad unit where the user can play with customization and personalization while building the brand and creating the awareness and association of the BMO Harris Bank brand with home buying. Unexpanded banner unit Expanded banner screens
Ecco Print + Collateral | Ecco Shoes Roles Creative Direction Copywriting Strategy For every moment there is an Ecco. ! A campaign for Ecco Shoes that highlighted the variety of styles for every activity in life, from the gym to the boardroom. This lifestyle approach resonated with the target audience and allowed for ﬂexibility as new styles were real eased throughout the year with each season.
Assorted Print Work Roles Creative Direction Copywriting Strategy B2B Print campaign for LoJack CorporationTagline for Conrad Forest Products Teaser billboard & print campaign for new Super Stop & Shop opening Print ads for Sarah MichaelsCollateral for UNICCOPrint ads for Freeman Beauty
Assorted Website Work Roles Creative Direction Copywriting Strategy Stearns & Foster redesignComcast.com redesign St. John’s University redeisgn DunkinBeatStarbucks micrositeBaskin-Robbins.comJacobee website
Jane Britt Goldmancreative direction. copywriting. strategy.
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