Hi, I'm Josh Chang, a communications planning specialist for brands, creative, and media agencies.
Cemented Nike's position as the #1 global soccer brand before, during, and after the 2014 World Cup through a three-chapter campaign with real-time content, never-been-done-before innovations, and the Nike Football app. Became the #1 (Winner Stays) and #2 (The Last Game) most viewed ad campaigns on YouTube in 2014.
How do you launch the first basketball shoe with interchangable cushioning inserts? By establishing it as a system of success for the successful. Included a 7 day takeover on ESPN and Twitter with new challenges and ridiculous content from Kobe every day.
Localized Nike Women's global #betterforit platform for Russian athletes by subverting cultural conventions. Took over Moscow with larger-than-life murals, guerilla postings featuring every day athletes, a Vogue partnership, 25,000 women training together in Gorky Park, and inspirational films and social content heroing five Russian athletes.
Facebook's first cross-media marketing campaign on and off platform in Germany successfully addressed concerns about control, triviality, unwanted content, and privacy settings. We asked 800 Germans what they thought of Facebook and turned their self-shot criticisms into communications paired with simple features or tools that helped better the person's experience.
There are three challenges that we're up against every day:
The competition for attention.
The complexity of media habits.
The enigma with data.
Communications planning helps navigate these challenges, understand what moves audiences, and show how products, ideas, and stories can stand out.
Bring in sharper audience insights and client deliverables from the start
Activtely participate in creative development: it's not about doing a few things well but doing everything well
Just as Hollywood has show-runners and football has offensive coordinators, you need a point person who can orchestrate campaign architectures, roll-outs, and tighter creative presentations
Be the creative and collaborative bridge with clients, media agencies, digital agencies, and media partners
Open up the sandbox and bring in new technologies, influencers, publishers, or media platforms
Knowing how ideas can spread makes us all better no matter what our job titles are