I collaborated on a semester-long project in college developing a national campaign for our client, Tide, through the American Advertising Federation. Our challenge was to engage 18–34 year olds with the message of “The Cold Standard.” Together, we built a fully integrated campaign strategy within one semester. My role on the Tactics Team focused on researching and generating ideas to effectively integrate our omni-channel, multi-touchpoint approach into our overall media plan, ensuring the campaign resonated with the targeted audience across the United States and Canada.