DIGITAL ADVERTISING
Essence Global and Google have enjoyed a long and mutually beneficial partnership, and their approach to digital advertising is unique. Unlike most standard media campaigns, the banners that Essence builds for Google are code-based, allowing for an incredible level of audience targeting and content customization.
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The banners, therefore, need to be incredibly flexible from a template standpoint, allowing for variations in background imagery, copy length, and CTA. Essence can customize ads based on inputs such as geo-location, time-of-day, current weather, food or fashion preferences, sports team affinity, and a number of other fascinating criteria.
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I was enlisted to help broaden the creative thinking, and have participated on proactive pitches and proposals, in addition to supporting numerous campaigns serving primarily as the creative lead.