BACKGROUND
During the summer of 2017 I interned at Faktory, an ad agency in Salt Lake City, Utah. During this time I worked primarily on their Ken Garff car dealership account.
Ken Garff has over 30 dealerships in six states. They focus on the customer experience and pride themselves on listening to the customer and their needs. The slogan "We Hear You" has become synonymous with the Ken Garff name and brand.
CAMPAIGN
Ad work for a client running dozens of car dealerships is unique in the way that there is new work coming down the pipeline constantly. We ran outdoor campaigns that changed every month, print ads with specific offers for different car models each week, all while organizing these different campaigns with each specific dealership’s general manager and paying mind to style guides and outlines from each car manufacturer. With the many moving parts of advertising for Ken Garff, I was able to constantly work on new aspects of their campaign work. (examples of ad work that I had a hand it are shown below)
MY ROLE
CREATIVE INTERMEDIARY
I would receive specific information pertaining to individual dealerships and their weekly and monthly offers from my account manager. I then took this to the creative team and relayed the vision and goal of each ad set. I followed up and consulted with the creative team while shadowing them and contributing my own ideas for each ad.
ACCOUNT ORGANIZATION
I developed and designed templates for client briefing forms and monthly dealership price quotes which were used agency-wide and given to clients. I managed, created, and organized Basecamp (organizational software) projects for the agency.