How do you evolve an integrated campaign that helped a client achieve 344% of their sales goal? Evolve the campaign.

Dealertrack launched their new dealer management systems (DMS) product with a branding project in which I helped develop their brand tone and voice. That brand positioning and brand launch work kicked off the “Holding Back” campaign (see it here).

With a successful brand launch and initial campaign that helped their staff achieve 344% of their sales goal, Dealertrack asked us to explore new concepts to evolve the campaign. See the deck below.

Concepting Deck

During the concepting phase, I collaborate with clients, account teams, and designers to brainstorm strategic and attention-grabbing creative. I develop headlines, ad copy, and concept rationales. I then present the creative work to the client, respond to questions, make recommendations, and receive feedback.

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_{*Project completed as an employee of FARM, LLC.}