PROJECT SHOWCASE

This is a small selection of some of my work from a tactical standpoint.  I am unable to publish strategic work that might be deemed proprietary to my former employers.

PRE-POSITIONING THROUGH THOUGHT LEADERSHIP

A first in a series of articles to pre-position RBC's middle office solution.  This particular example was tailored to the Canadian asset management industry.  As the article has a structure, it it allows easy tailoring of content to be focused on other geographies recognising different challenges and approaches exist depending on the target market   This article was published and promoted in advance of the Go To Market campaign.

ELEVATING BRAND AND SPECIALISM TO SPECIFIC SEGMENTS

The private capital sectors have an abundance of service providers to choose from.  Some are non-financial institutions focused solely in administering non-liquid assets,   A bi-annual publication targeting general and limited partners of funds and their influencers helped to maintain the momentum of RBC being viewed as a specialist and committed provider to these segments.   It was a supporting  successful brand and product promotions over the past year.

REBRANDING RBC I&TS

A misconception by many that a rebrand simply means a change in logo and possible standard colors.  It involved a lot more.  With client centricity in the centre, this project included initial research to determine how the existing brand was viewed resulting in changing of the value proposition, increased focus in chosen segments changing tone and approach, overhaul in all marketing assets and ongoing internal training.

STORYBOARD AND SCRIPTING

Creating a compelling video to grab audience attention and to deliver an understanding of your offering and differentials. Leveraged on websites and at trade shows.  Storyboarding and script by myself.  Other members of my team produced the final piece using stock footage to lower cost significantly.

CAMPAIGNS

"Because Timing is Everything" was a multi-channel marketing campaign targeting corporate treasury focusing on how J.P. Morgan could help mitigate risk, deliver technology, help clients grow and improve efficiency.  These images are taken from a EuroFinance conference where in addition to a large exhibition stand, a full working "lab" was built to allow targeted delegates to meet and be consulted under the theme.  The campaign lasted 12 months yielding in excess of US$8 million in new revenue opportunities.  My thanks to CC Exhibitions for realizing my vision.