WORK

rachelnewell_work

“Rachel stands tall among her peers – she has an razor-sharp intellect, insatiable curiosity and the ability to distill potentially overwhelming complexity into elegant and motivating truths that she can communicate to any audience.” –TAYLOR STANDLEE, STRATEGIST

I bring brands to market and help them grow. Over the last 20+ years I’ve worked on national and international accounts: defining categories, creating identities and launching campaigns. My sweet-spot: the youth market.

SCION: PUTTING A “YOUTHFUL” SPIN ON AN OLD INDUSTRY

At ATTIK, I worked with the team that launched Scion (Toyota’s “youth” vehicle), and later headed Scion’s National Advertising and Canadian launch. Scion is a success story–with a strong brand at its core. Grassroots events, social media and experiential marketing have built a loyal community of followers, and continues to sustain new audiences.

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BACARDI: MAKING MALE MILLENNIALS TAKE NOTICE

Sometimes big brands lose touch with their audience. When Bacardi wanted to regain relevance among male-Millennials, I helped develop a visual system that would stir them. The work supported lifestyle, product, retail and advertising executions–globally.  Keep an eye out for their new “look” in 2013.

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More clients I’ve had the privilege to work with:

clients

WHERE TO NEXT?

I’ve built a history of working with leading brands and forward-thinking agencies. In November 2012 I joined a new shop–School of Thought.  Small agency. Big ideas. Great people.

I work a four-day week, which allows me one day of personal time for pro-bono clients.  My “fifth day” is applied to companies and organizations that yield positive social impact–a most rewarding outlet.

2 responses to “WORK

  1. the ‘bloody hell’ gave it away. (hub oakland blog).
    possible connections: tea, food and flower gardening, dreadful website (mine), and probably eco, and hopefully neighbourly community….

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