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Lorna has worked with large and small agencies in Chicago, San Francisco and Reno, Nevada including Ogilvy & Mather, J. Walter Thompson, Foote, Cone & Belding and the Rose/Glenn Group. Her experience encompasses retail, tourism, financial services and consumer packaged goods. In her role as account planner, her expertise lies in finding the ‘golden nugget’ (Lorna lingo for key insight) to inform great executions that break through and deliver results. Working with advertising agencies as a freelance account planner, Lorna provides the strategic oversight needed to define a client’s brand, conduct research and develop creative briefs. Many clients begin their relationship with an agency without a clear understanding of their brand and what differentiates them. Defining a brand positioning before developing any advertising is a critical first step in any client/agency relationship. Lorna’s done this a lot with all sorts of clients. Research is an amazing thing… When it is translated so that creatives and clients can understand its implications. Even more important is taking research to the next level of specific marketing actions. Lorna not only can identify the type of research required (primary, secondary, quantitative or qualitative), she will manage the research so objectives are set and met. Most valuable is her ability to present results that are understandable and clearly detail the implications for marketing and advertising. What a concept: research that translates into actionable strategies that creatives and clients can actually use. All that research, but how do you translate it into something the creative team can actually develop advertising against? Culling the information into a language that creatives can actually work from is something Lorna has learned to do after working in the agency world for a really, really long time. Packaging the right information in manageable quantities is the secret to creative briefs that get the creative team excited and result in breakthrough and effective executions.
What I can do for ad agencies | What I can do for marketers | Client list |
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