ROLE:  Director of Content for Emerging Platforms

 

AGENCY:   mcgarrybowen

 

SUMMARY:   Leading content production and strategy for the agency, I managed in-house teams as we redefined creation and brand engagement for social. This case study showcases how the agency team flipped the script and started talking with people instead of at them in a new voice, defined for the brand. Verizon was listening and engaging and very soon we were practically, always on. I established social media  guidelines and production playbooks for the agency while ensuring delivery excellence. I mentored and supported junior producers with influencer curation, 3rd party licensing, talent handling, schedules and budgets. I also curated and expanded studio teams, aligning them to the work when needed. This all started when Vine was first a thing and Facebook was heating up. These platforms were playgrounds for brands looking to make connections who would become fans. Within 12 months our inhouse creation team expanded and Verizon’s Facebook following grew from 3.8 million to 5M+ We helped Verizon thank these new friends! Clients expectations were exceeded and our production strategies resulted in organic growth for the agency.