Time Inc. Case Study
Client-Facing Campaign Ideation and Concepting | Content Direction, Strategy, Editing, Writing, and Scripting | Team Management and Oversight
Time Inc.
The Foundry is the internal creative agency at Time Inc. (now DotDash Meredith), and develops branded/native content for properties as varied as Time, Food & Wine, Essence, Travel & Leisure, People, Health, and more.
During my time there as the content director, I brainstormed and oversaw campaigns at the $500k+ level for advertisers as varied as Advil, Alfa Romeo, Coppertone, Folgers, Jeep, Humana, and Olay.
I was also proud to build The Foundry’s first content team, which meant discovering talent, establishing processes and workflow, and providing day-to-day management and mentorship for staff and freelancers alike. My team was known for its versatility, its speed, its wealth of creativity, and its ability to make (and keep!) clients happy.
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SKILLS
Client-Facing Campaign Ideation and Concepting
Content Direction, Strategy, Editing, and Writing/Scripting
Team Leadership and Oversight
Cross-Departmental Connector/Liaison
COPPERTONE CAMPAIGN
mAybelline new york campaign
Full-page branded content for the launch of Maybelline New York Citi Mini Palette eye shadows, featuring prominent beauty influencers in print editions of Essence, InStyle, People en Espanol, and Southern Living.
OLAY CAMPAIGN
Full-page branded content each featuring different influencers for Olay in print editions of People, InStyle, Real Simple, People en Espanol, Health, Southern Living, and Essence. The Q4 campaign was so successful, it was duplicated for Q1 inclusions the following year.
ALFA ROMEO CAMPAIGN
Alfa Romeo Giulia faux cover and 1/3 Ad Layout for Food & Wine. Alternate versions created for Travel & Leisure and Departures.
jeep campaign
Jeep Compass two-page spread for InStyle and faux cover for People Style.
FOLGERS CAMPAIGN
Full-page branded content for Folgers in People and co-branded content hub on realsimple.com. Print campaign also appeared in Health, Real Simple, Southern Living, and InStyle.
AMERICAN DOERS/ADVIL CAMPAIGN
Content for the Advil/People co-branded docuseries American Doers. 14 video mini-docs (12 editorial, 2 branded) each based around a different inspiring influencer. Campaign featured digital hub, print, and rotating social content.