Working on new business can be creatively rewarding with skies-the-limited thinking. Sadly though, very little pitch work lives past the pitch. But in the case of Wendy’s, we had the winning hand and I helped land the almost $300 million piece of business. Starting as a freelancer on the pitch team, I came onboard full-time to help reshape Wendy’s brand.
After crafting the look and feel of the new digital brand, I oversaw the concept and strategy behind the launch of a campaign site that served as a hub for all of Wendy’s social and off-line content. We created a platform for Wendy’s to project a singular voice online, giving focus to their previously fragmented social and digital efforts.
I managed Facebook, Twitter and Youtube campaigns that generated content from video competitions, Twitter scavenger hunts, sports tie-ins, online video games, and a slew of other content.