Thomas James Kelly

Thoughts on the chaos of digital marketing and research and NYC bike lanes . . . . .

Client Challenge:

Colgate was looking to expand a cross platform campaign associating their brand with water sustainability and conservation and leverage un-branded and branded video to do so. They needed guidance on what to create and how.


My Contribution:

Developed empirical evidence supporting video strategy tapping into our 1st party data, big data analytics, social monitoring and brand impact research. Presented and guided discussion for two separate 3 hour sessions at Red Fuse and Colgate.


Why this Issue Is Significant:

One side issue relevant to this data effort is the continuing democratization of big data analytics – where cloud software enables parsing of billions of rows of data in seconds and makes thought leadership like this easier. From kick off conversation to client presentation we had only 4 days. 

Link to Narrative