Two agencies, two languages, one campaign. I built the process that held it together.

Metro customers put as much work into making a good time happen as into the hustle that pays for it. So we didn't sell the offer, we sold the cookout, the camping trip and the rooftop movie night, and let the plan be the thing that made them possible.

ROLE:

Executive Creative Director · Cross-Agency Leadership · Cross-Cultural Process Development

CLIENT:

Metro by T-Mobile

AGENCY:

Saatchi & Saatchi

SCOPE:

TV, radio, OLV, OLM

THE CHALLENGE:

Tax season meant one job: get Metro customers to put their return toward a new plan, with free 5G phones and $40 unlimited as the hook. Two agencies were on the business, one general market and one Hispanic market, and the client had charged general market with leading. The work had to arrive as one campaign in two languages, not as one campaign and a translation.

WHAT I DID:

Built the process both teams worked inside. As sole creative lead on the business, reporting only to the Managing Director, I set how and when the general market and Hispanic market teams worked together. The process kept pace for the team the client had put in front while giving Conill real room to bring their own concepts, which I evaluated and synthesized into a single client presentation. That worked because of the relationships underneath it: a strong day-to-day partnership with Conill's CD, and backing from their CCO on process and executive decisions. I staffed freelancers when Conill needed more hands for concepting. Held the line through production. I oversaw script development on both language tracks with final say on what went to the client, then preproduction, TV testing and the full production of the selected concept.

IMPACT:

· One campaign, two language tracks, delivered as a single presentation rather than two

· A cross-agency process that outlived the campaign it was built for