ROLE:
STRATEGY LEAD, PRODUCTION
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CONTENT STRATEGIST:
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CREATIVE DIRECTION:
ANDREW KESSLER
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AGENCY:
ARTICLE GROUP
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article
GIF by Dani Nomura
CHALLENGE:
Article is a newsletter with an audience of 3000+ agency creatives and marketing leaders, covering creative culture, brand marketing, systems thinking, and storytelling. Article Group needed to evolve tone, voice, and topics to demonstrate more inclusive thinking that connected with a more diverse audience of CMOs and senior creative talent.
SOLUTION:
I created a content strategy that redefined the audience and identified their overlapping interests. A style guide and content calendar established direction for culturally relevant topics, tone, and voice. I led creative concepting sessions, curated newsletter content, and produced feature length copy, Medium articles, resource decks, tools, culture columns, and Spotify playlists—all with an intersectional audience in mind.
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Selected content and KPIs:
(26% open rate)
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How Kick Lines Became Pride Parades
(Top 5 click-through rate)
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You Should Verb Your Job Title
(Top 3 click-through rate)
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(500% increase in click-through rate, largest
bump in subscription, attracted new hires)
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Games and Strategy Twitter thread
(Top 10 most retweeted threads)
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A Playlist for Meditating at the Office
(#1 most clicked playlist)
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A Playlist for Taking a Long Trip to a Short Meeting (Most followers)
Audience development / Brand strategy / Content strategy / Newsletter campaigns / Messaging / Production / Concepting/
Copy and creative
