CRICKET WIRELESS CASE STUDY
As part of the ‘Group Director’ leadership team, I helped run all aspects of the account including guiding the business’s strategic direction, establishing briefs, overseeing all creative development and production, as well as leading & mentoring the team of 25-30 creatives. This fast-paced, high-volume account (with $100M+ in media spending), has between 10–15 briefs in development at any given time.
As the lighthouse agency for the brand, we also led a roster of six agencies, providing them with the vision and assets of each campaign. Additionally, I was also the visual lead for the account, guiding all aspects of the visual output.
+ 20% Increase in subscriber base
+ 8% Market share increase the largest in the category
+ 6% Lift in opinion
+ 13% Rise in consideration through the funnel
My Role: Group Creative Director
Agency: ARGONAUT
GCD: Chad Leitz
GSDs: Sanjay Hukku, Rebecca McGuire
GBD: Tristan Besse
Creatives: 15+ teams, 3+ CDs, 4+ ACDs, 4+ designers
CCO: Hunter Hindman
As a part of our goal to shore up continued growth, we strengthened the brand everywhere. We updated and unified the brand’s identity system and institutionalized it amongst Cricket’s partner agencies so every touchpoint would be just as Cricket-y as the last.
Working with an external brand consultancy agency and ARGO’s internal design department and strategy team, I led a complete brand overhaul over an 18 month period. Resulting in a sharper strategic positioning, a stronger brand soul, an emormous asset library of CG characters and brand elements, and an exhaustive guidelines document that helped educate teams across the entire business.
