J A N I E C U R T I SS T R A T E G Y & I N N O V A T I O N P O R T F O L I O

KEY ACCOMPLISHMENTS

Re-positioned brands for growth including Cadillac, Wagreens, Country Time

Lemonade, McDonald’s and Country Inn’s & Suites

Headed up the leading marketing to women group in the US, Frank About Women,

and grew it over 300% in the first year, winning business from Hasbro, Miller Brewing

Company, Kimberly Clark and Hilton Hotels

Held leadership roles within top ten advertising and marketing agencies and helped

win new business and position the companies for success

Established the role of strategy within advertising and marketing organizations and

educated other departments on its use and purpose

Published in Forbes, CMO and Media Post

Ran the Procter and Gamble advertising business for Leo Burnett (DMB&B) in Rome

Implemented innovation programs for both Quaker and American Popcorn, the latter

of which resulted in the development of a market changing product entry

Taught myself Italian and Spanish

Helped women set up small businesses in Ghana

Bought up a highly artistically talented and beautiful daughter, who is on her way to

art and design college in London, Vancouver or Minneapolis!

RESUME HIGHLIGHTS

• Consulting with Phenomenon Agency in LA.

• Healthcare & Education Experience: New business strategy,

marketing strategy for healthcare & positioning

development in the educational field.

• Capabilities: Brand Positioning: New Business Strategy:

Consumer Research: Innovation: Digital Strategy

• Website Development & Copywriting: Designed and

developed websites and written copy for on and offline

publication.

HOW YOU SAY IT MATTERS - BRAND & INNOVATION CONSULTANT 2016

• On the executive committee and interfaced with C Suite level

clients at McDonald’s, American Popcorn, Gold’s Gym and

Old Dominion.

• Evolved the role of strategy within the advertising development

process to include contact and digital planning.

• Fast Retail Experience: Identified a third dimension of value for

McDonald’s.

• CPG Experience: Created and launched a new product for

American Popcorn that turned their business around.

BERNSTEIN REIN: SVP/HEAD OF BRAND & INNOVATION STRATEGY 2014 - 2016

• FMCG Experience: Positioned and launched brands for Kraft

Foods, Nestle and Nestea Iced Tea.

• Pharmaceutical Experience: Clients included Johnson & Johnson,

Janssen Pharmaceuticals and the American Association of

Naturopathic Physicians.

• Retail Experience: Consulted with Crispin, Porter, Bogusly on

Arby’s and Best Buy.

• New Business Experience: Developed multiple new business

strategies and consulted with Grenadier on new business.

BRAND AMBITION - STRATEGY & INNOVATION CONSULTANT 2009 - 2014

• Marketing to Women Experience : Led and grew the leading

marketing to women in the US by over 300% between 2005 - 07

• Fashion Retail Experience: Headed up the TJ Maxx business.

• Hospitality & Beverage Experience: Won major project based

and AOR assignments from Miller Brewing, Hasbro, Kimberly

Clark and Hilton Hotels.

• Public Speaking Experience: Spoke multiple times at

conferences.

MULLEN/FAW - EVP/MANAGING DIRECTOR 2005 - 2009

• Created and implemented a vision for account planning in the

agency

• Pharmacy & Healthcare Experience: Strategic lead on Walgreens,

Bayer, Orville Redenbacher and Alberto Culver.

• Launched a spin-off consultancy:

• Hospital Experience: Re-launched and positioned the

women’s hospital for Northwestern Memorial

• FMCG Experience: Developed a women’s energy drink for

Quaker.

EURO RSCG- SVP/HEAD OF ACCOUNT PLANNING 20OO - 2005

• Worked for DMB&B in four global markets - US, UK, Canada &

Italy.

• CPG Experience: Gained initial account management experience

on P&G in the UK.

• Ran the Procter and Gamble business in Italy and Canada

• Automotive Experience: Transitioned to become head of account

planning for the agency in the US (Detroit) - re-positioned the

Cadillac brand for the US market.

• *Between 1996 - 1998 — was a management director at J. Walter

Thompson in Toronto running the Pfizer business.

DMB&B/LEO BURNETT - EVP/GROUP HEAD OF PLANNING 1990 - 2000*

CONSUMER CONVERSATIONS

CAPABILITIES

BRAND STORIES/POSITIONING MARKET IMPLEMENTATION INNOVATION MARKETING TO WOMEN

Consumer & Creativity

Workshops

Group Discussions

Online Groups & Surveys

Idea/Advertising Testing

Brand Stories,

Brand Positioning &

Architecture

Brand Identity Development

Brand/Creative Briefs

Brand Story Workshops

Marketing Plan Development

Implementation Strategies

Digital & Social Media Strategies.

Cause Marketing Initiatives

Internal Cultural Initiatives

Structured Innovation Process

New Product & Service Focus

Co-Creativity Consumer Input

12 Pathways to Innovation

Brand Equity Alignment

Deep understanding of the

factors driving women’s

purchasing behavior.

Insight and strategy

development against the

unique needs of the female

target audience.

CASES

COUNTRY TIME LEMONADE

Consumer Conversations revealed that Country Time Lemonade had strong

associations with youthful optimism, innocence and joy - enabling the

brand role to move beyond the literal summer season to the creation of a

sunny, optimistic outlook on life.

INSPIRATION

Country Time Lemonade lifts the spirits and returns you to a summer state

of mind.

IDEA

To take the Country Time Lemonade brand out of the world of backyard

barbecues in the summer, and compete more effectively with RTD

beverages for year round usage.

CHALLENGE

COUNTRY TIME LEMONADE PUTS YOU

IN A SUMMER STATE OF MIND

WALGREENS

Consumer insight work, aimed at dimensionalizing the unique type of

convenience offered by Walgreens, revealed that the proximity and ease

which it was possible to access Walgreens at any time of day or night, meant

that it fulfilled those ‘last minute’ needs in a way that mass merchandisers

could not.

INSPIRATION

Walgreens is the antidote to life’s realities; it is literally a prescription for a busy

life.

IDEA

To motivate consumers to use Walgreens for convenience items rather

than only mission shopping the pharmacy for prescription refills.

CHALLENGE

WALGREENS IS A

PRESCRIPTION FOR A BUSY

LIFE

Https://Www.Youtube.Com/Watch?V=Urkqbrrczxy

MCDONALD’S

Research revealed that consumers are looking for a third dimension of value

that is equally, if not more important than the other two; that of humanity.

Being able to connect with people, whether in the form of friends and family

or people they exchange a greeting with in store, has a profound impact on

their overall experience.

INSPIRATION

McDonald’s Makes Togetherness Possible (through both the ubiquity of its

stores and the low prices that enable people to connect and share with each

other).

IDEA

To identify a fresh way to talk about the value offered by McDonald’s and to

do so in a context that would have consumer significance beyond the pure

‘low cost/quality’ definition.

CHALLENGE

MCDONALD’S MAKES

TOGETHERNESS POSSIBLE

JEWISH FAMILY SERVICES

Teen workshops revealed that teenagers these days feel themselves to

be under a tremendous amount of stress related to the need to be

perfect at everything they do; academically, athletically and even socially.

Not living up to those standards of perfection leaves them feeling

inadequate.

INSPIRATION

JFS helps teenagers re-connect with their inner belief and trust in

themselves.

IDEA

To find a way to talk about the topic of suicide and its prevention to a

teenage audience. A direct approach to discussing the issue would

present problems in as much as teenagers would resist cliche messaging

around finding an adult to talk to or seeking other forms of help.

CHALLENGE

JFS HELPS TEENS RE-

CONNECT WITH THEIR INNER

BELIEF AND TRUST IN

THEMSELVES.

THIS DESK IS BROKEN. YOU AREN’T. THIS LOCKER IS BROKEN. YOU AREN’T.

CAMPAIGN TO BUILT SELF-ESTEEM AMONG TEENS

NORTHWESTERN MEMORIAL HOSPITAL

One on one conversations with women revealed that they feel vulnerable

and alone when they get sick because they are the ultimate ‘caregiver’.

They need to feel supported emotionally as well as physically. Good care

goes beyond just ‘fix me physically’, it is about being listened to and

feeling a human connection.

INSPIRATION

NMH Prentice is the place where women go to be heard.

IDEA

To re-launch NMH’s Prentice women’s hospital in a way that would go

beyond traditional hospital advertising that focused on the expertise of

the doctor and the credentials of the hospital, to make an emotional

connection with female patients.

CHALLENGE

NMH PRENTICE IS WHERE

WOMEN GO TO BE HEARD.

NORTHWESTERN MEMORIAL HOSPITAL CAMPAIGN: WHERE WE GO

TRISTAN RESTAURANTS

Conversations with high end Gen X’ers and Boomers revealed that these

consumers like to feel adventurous when they go out to eat. If they can’t

always satisfy their adventurous sides through traveling, they can do so

by going to a restaurant that offers more exotic and novel food options.

INSPIRATION

The exotic recipes from around the world that you can find at Tristan

transport you to a new world.

IDEA

On a very small budget, the challenge for Tristan Restaurants was to find

a way to romance the uniqueness and exotic profile of the food, but go

beyond traditional ‘beauty shot’ food stories.

CHALLENGE

TRISTAN TAKES YOU THERE.

TRISTAN RESTAURANTS: TRISTAN TAKES YOU THERE

We conducted a combination of online creativity groups with

consumers and a high impact innovation workshop designed to

explore both new variants of microwaveable popcorn as well as

new popcorn products.

THE APPROACH

A decision was made to launch Simply Popped; a microwaveable popcorn

with only four simple ingredients. These ingredients are popcorn, sea salt,

butter and oil. So far the trade have responded well to the idea and sales

are looking positive.

THE PRODUCT IDEA

With the category of microwave popcorn in decline, Jolly Time

needed a new product that was going to re-generate sales and

growth behind the business. There was a recognition that

although RTE popcorn was cannibalizing on the microwave

category, we had to find a way to renew consumer interest in

microwaveable popcorn.

THE CHALLENGE

Based on the manufacturing capabilities of Jolly Time and the short

term business needs, we decided to focus on developing a product

that allowed the business to avoid adding costly manufacturing

capabilities but also reflected the new taste and profile preferences of

consumers.

THE ANALYSIS

JOLLY TIME POPCORN

PUBLISHED ARTICLES

http://www.mediapost.com/publications/article/270788/the-power-of-marketing-transparency.html

MEDIAPOST

FORBES

CMO MAGAZINE

http://www.mediapost.com/publications/article/143312/brand-mojo-makes-its-mark.html

http://www.forbes.com/sites/onmarketing/2013/04/10/the-barriers-to-innovation-and-how-to-break-through/#2307e9175ef4

http://www.forbes.com/2009/04/22/selling-women-curtis-cmo-network-curtis.html

http://www.cmo.com/features/articles/2013/6/4/marketing_to_the_hou.html#gs.UIY5ZvY

CONTACT INFORMATION

janie@howyousayitmatters.com

www.howyousayitmatters.com

720.409.9444

References Upon Request