Karen Evans

As a ‘planner without borders’, I partner with both digital and ‘traditional’ agencies, developing compelling brand stories, inspiring consumers to become active brand advocates. This process typically includes Immersion (brand audit, architecture and positioning), Insight (qual/quant research design and implementation, analysis and validation) Inspiration (a provocative Creative Brief), and then Information collection (metrics, KPI dashboards) to evaluate success.

Categories and Brands:
CPG/Pet food--Purina Dog/Puppy Chow/Nestle
CPG/Beverage--Coca-Cola Freestyle/The Coca-Cola Company
Cosmetics--Kiehl’s/L’Oreal
FMCG--Power Bar/Nestle

Tapped by co-founders as the agency’s first head of strategy, the team doubled the agency’s size and revenue in just 18 months.
New Business wins:
CPG/Beverage--Sprite (Global AOR)
Spirits--Bacardi (Global AOR)
CPG/Beverage--Diet Coke (Global AOR)
Technology--Google Display (winner of the first Mobile Grand Prix in Cannes)
Technology--Google Analytics

In each case, strategic insights were noted as a key factor in awarding the business.
I, along with and my team of exceptional minds, synthesized all available data and then designed and conducted primary research, (domestic and international in scope), using a variety of methodologies including ethnography, shop alongs, IDIs and the like.

Journeyed to Atlanta to reposition a 90-year old agency looking to write its next chapter.
Led two offices to create ‘The Friendship Model’, an advocacy-based measurement tool.
Provided strategic stewardship to existing clients including Florida’s Natural (CPG), Publix Supermarkets (Retail), SunTrust Bank (Financial Services) and Southeast Toyota (Automotive).

New business wins:
Fast Casual Restaurants--Buffalo Wild Wings
Retail--Caribou Coffee.

As coach and mentor, grew planning department in both offices including connections planning and analytics focused experts.

At the behest of Cliff, migrated to New York to help inspire some of the most talented and heralded creative directors today, on epic brands including Staples and Little Caesars.

New business wins:
CPG/Beverage--Coca-Cola
CPG/Beverage--Fanta (Global AOR)
CPG/Beverage--Cherry Coke
Telecommunications--Ameritech
Retail/QSR--Quiznos
Retail--Budget Car Rental
Technology--Disney (go.com)
Retail/Automotive--Midas

Started Account Planning discipline at agency now known as AKQA.
Categories/Clients:

CPG--Ore-Ida (Heinz)
Financial Services--Dreyfus Funds
Athletic Footwear--Avia
Apparel--Marika
Hospitality/Tourism--Copper Mountain Ski Resort/Ojai Valley Inn
Haircare--KMS