Marcus Graham Project
Hosted by Leo Burnett
PROJECT MANAGER | CLIENT: UnitedHealth Group
The WinterBoot Camp of the Marcus Graham Project is a development program that provides ethnically diverse leaders, thinkers, and creatives with the opportunity to gain the exposure and experience necessary to solidify careers within the marketing, media and advertising industries. Once the students are selected, they create their own creative agency, work with clients and produce real work.
During this ad bootcamp, I worked with a team of 14 fellow students, operating as our own agency. Throughout the program, I received extensive training and one-on-one mentoring from Leo Burnett staff members. As a team, we had 3 weeks to develop a campaign and to then present the final pitch to the client.
Responsibilities:
- guided projects through the internal system and established timelines to exceed client expectations
- worked with the creative team to manage and plan creative and account resources
- managed schedules, deadlines and budgets
- developed the campaign as a team and presented final pitch to the client
THE CLIENT:
THE CHALLENGE:
Develop a campaign for UnitedHealth Group that increases employee satisfaction and makes them become brand ambassadors.
The issue: The company consists of many fragments and subsidiary firms with over 200,000 employees. An overall mission is lacking. Also, employees usually don't see the direct impact of their work efforts. How can we help to create a common vision?