+64 9 373 3791
Abe 100615
Firstname/Profession
Abe
Strategist / Marketing Consultant
12 Plus years Experience
Muriwai, Auckland, Hamilton, Tauranga, Wellington
580

Represented: 18/10/18

Jack Daniels
Project name/Type
Jack Daniel’s Barrel Build: 2014
 
Specialities
Concept, Research, Strategy
Industries
Alcohol
Views
61

Fonterra2
Project name/Type
Fonterra Win Back: Better Together 2017
 
Specialities
Concept, Research, Strategy
Industries
Agriculture
Views
710

EndFrame
Project name/Type
2018 Social Marketing: Bags Not Behaviour Change Strategy
 
Specialities
Concept, Research, Strategy
Industries
Charity
Views
71

Bio

I’m a strategy planner with experience in New Zealand, Australia, Japan and the UK. Experience has taught me success results from of being nice to people, hard on ideas and rolling up your sleeves. A belief in effectiveness culture means I have been an EFFIE category and New Zealand Media Awards judge for over a decade.

 

My skills include:

 

• A passion for finding creative solutions for business and communications challenges. 

• Qualitative research skills to discover and define creative and human insights. 

• Facilitator/writer of brand storytelling, Consumer Value Proposition, and manifesto content. 

• Comfortable getting inside a problem and living its experience to bring back answers.

 

After graduating with an MA I worked as a Senior Qualitative Market Researcher in New Zealand, Australia, the Pacific while completing the Axis Creative Ad school in 1999. This experience helped develop the listening and cultural observation skills essential to identify and express original creative insights.

 

I joined DDB New Zealand as a Strategy Planner in 2000. Planning’s frame of reference is global, so I seized an opportunity to lead DDB Japan’s planning department in 2003. First-hand experience of Asian culture is proving essential as New Zealand’s culture, trade relationships and business opportunities pivot toward Asia.

 

In 2004 I moved to Planning's birthplace London. As a Senior Digital Planner at Tribal DDB London, I gained a deep understanding of digital and won the first two UK IPA Effectiveness Awards for a digital agency in 2006. I completed a Henley Business School MBA in 2010 with a dissertation ‘What clients want’, and have written for New Zealand Marketing Magazine and my brand strategy article ‘Turning Japanese’ was published in ADMAP in 2013.

Expertise

Competitive Analysis Consumer Proposition Creative Strategy Insight Generation Market Review Planning Qualitative Research Workshops

Software

Microsoft Excel Microsoft Powerpoint Microsoft Word

My Skills

Research
Qualitive Research (Facility & Management)
Research Groups
Workshops
Insight Generation
Customer Focus Groups
Interviewing

Planning
Channel Planning
Marketing Plans
Strategic Planning
Brand Architecture
Market Reviews
Competitive Analysis

Strategy
Creative Strategy
Digital Strategy
Brand Positioning
Consumer Propositions
Consumer Journey Mapping
Creative Problem Solving

Recent Employment

Director Strategy & Planning / 2009 – 2018 / bcg2

New business is the lifeblood of growth and between 2010 and 2017 my strategic thinking helped pitch and win the following clients.

 

• Alcoholic Beverages: Jack Daniels, Southern Comfort and Tuatara Brewery. 

• Food & Restaurants: Nando’s, Häagen-Dazs, EasiYo and Moccona (ANZ). 

• Building and construction: Fletcher Aluminum (windows and joinery) and James Hardie. 

• Insurance: FMG Insurance & Advice and 1 Cover. (New Zealand & Australia). 

• Travel & Tourism: Kingdom of Tonga, Visit Ruapehu and Northland Inc. Whangarei. 

• Healthcare & Pharmaceutical: Fisher & Paykel, Pfizer, Prevenar, Abbvie and MSD. 

• Technology: Canon Consumer and Business divisions.

• Financial: Milford Asset Management. 

• Consumer Services & FMCG: Yates (ANZ), Freedom Furniture and realestate.co.nz

 

I led efforts to write and win marketing and communications awards between 2010 – 2017.

 

• EFFIE: 4 awards: Sustained Success / Strategic Excellence + 12 additional finalists. 

• TVNZ Marketing Awards: 4 awards and 6 additional finalists. • NZ DM Awards: 2 Gold and 1 Silver Awards. 

• RSVP Awards: 3 awards (Gold, Silver and Bronze) 

• NZ Innovation Awards: 2 Finalists.

Senior Planner / 2008 / Publicis Mojo NZ

Pernod Ricard wines & spirits (Montana), Bluebird New Zealand & Nestle brands.

Strategy Guy / 2007 / Consortium NZ

Sony, Fosters, Phoenix Drinks, AUT University, Yahoo! Xtra launch, 42 below, Bacardi UK.

Industries I know well

Alcohol
Food & Beverage
Building & Construction
Insurance
Finance
Travel
Tourism
Healthcare
Pharmaceutical
Technology
FMCG

Mediums I know well

Advertising
Print
Television
Outdoor
Film & Video Content
Digital
Publication
Search

Honours & awards

EFFIE: 4 Awards: Sustained success / Strategic Excellence +12 additional finalists
TVNZ Marketing Awards: 4 awards + 6 additional finalists
NZ DM Awards: 2 Gold and 1 Silver award
RSVP Awards: 3 awards (Gold, Silver, Bronze)
NZ Innovation Awards: 2 finalists

Qualifications

Henley Business School, UK

Master in Business 2010

 

Axis Creative Advertising School

Copywriter 1999

 

University of Auckland

Master of Arts Hons, English Language & Literature 1994

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