Laura Zanni

Client P&G: Defined and produced the corporate communication strategy and ‘Thank you Mum’ instore campaign for the Olympics partnership in Western Europe for all categories across 5 key distributing channels. • Mapped out the strategy for the 4 pillars building the new P&G corporate identity and managed the global re-branding instore. Research results showed the campaign is successfully raising positive awareness around P&G’s corporate identity vs. previous years.

Client: Cereal Partners Worldwide, Honey Nut Cheerios & Estrellitas - Mapped out the rebranding and communication strategy for the two key brands Honey Nut Cheerios and Estrellitas for both shoppers and consumers, especially in light of upcoming restrictions on marketing aimed at children. Managed and produced ATL & digital promotions in partnership with 3rd party sponsors such as Sony, Pixar & AE in over 40 countries.

Client Procter & Gamble, Olay- Managed ATL communication and national PR events for two products re-launches with the aim to spark relevance with consumers and successfully winning the brand ‘Best Product of the Year 2006’. With the objective to modernize the brand, participated in the strategic implementation of a campaign launch that successfully raised brand awareness within the targeted audience.

Project Camel & Winston HORECA Promotion Strategy- In light of upcoming new industry restrictions, identified key issues and alternative BTL solutions for the two main brands and participated in the implementation of such solutions across both retailers and consumers in Spain. Contributed in the laying out of the results and findings for the next year promotional strategy.

Project Youth Smoking Prevention Project & Company Newsletter- Participated in the strategy to reposition the company’s perception both internally, with external partners and with the general public by: actively implementing a company newsletter opening a forum discussing such corporate issues that is still in practice today, and taking part in the launch of a youth smoking prevention campaign in partnership with MTV.

Business & Marketing with a thesis on advertising called 'F.C.U.K. A Case Study: Branding Identities in a Postmodern Reality'