PATRICK COOPER // STRATEGIST
Hello.
I'm a strategist. I like to look at the world with one eyebrow up — which means I'm always questioning the 'why' behind people, brands, and culture.
I help brands and businesses grow by uncovering their disruptive truth as a company and showing them how that truth can align with what their customers value most. It's in this intersection that really powerful stories exist and brands can realize their biggest future.
Take a gander below at the experience I've gained along the way.
EXPERIENCE // WORK + KNOW-HOW
STRATEGY DIRECTOR
Wieden + Kennedy (Portland, OR) // August 2022 - Present
Client: Visa
Led the creative strategy of Visa's North American IMC campaigns across their largest partnerships, the NFL and Olympics, as well as their priority business areas: eCommerce, Tap to Pay, and Travel.
Helped develop and launch a new global brand platform for Visa and onboarded regional marketers, as well as cross-agency teams, across the world to ensure the strategy was applied consistently and effectively.
ASSOCIATE STRATEGY DIRECTOR
TBWA/CHIAT/DAY (Los Angeles, CA) // September 2021 - July 2022
Clients: Principal Financial Group, Blue Diamond Almonds, Discover Financial Services, & DIRECTV
Shifted the Principal brand to become solely focused on a B2B audience to help drive internal business objectives. Then launched an integrated campaign to reach this target audience and help increase awareness and consideration of Principal for Group Benefits.
Launched the continuation of the Blue Diamond Almonds' "Super Flavor all on a Superfood" brand platform to help drive HH penetration among new snack customers.
SENIOR STRATEGIST
TBWA/CHIAT/DAY (Los Angeles, CA) // October 2020 - August 2021
Clients: QuickBooks & Principal Financial Group
Orchestrated and executed brand strategy research to evolve Principal into a purpose-led brand.
Developed the creative strategy to launch PFG's global brand campaign using newly developed purpose-led brand foundations.
Developed the creative strategy for QuickBooks' annual brand campaign and supported the multi-channel execution of the campaign including TV, OLV, Social, and other brand partnerships.
STRATEGIST
TBWA/CHIAT/DAY (Los Angeles, CA) // March 2019 - September 2020
Clients: QuickBooks & Principal Financial Group
Developed the strategy and supported the execution of QuickBooks’ global, full-funnel brand campaign that included TV, Digital, Social, and Partnerships.
Conducted focus group research in US, Canada, and UK to test the impact and viability of their global brand campaign, as well as separate research to test QuickBooks' short-term and long-term business opportunities to increase and retain subscribers.
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STRATEGIST
Barkley Inc. (Kansas City, MO) // August 2018 - February 2019
Clients: Russell Athletic, Wawa, ARAG, Big O Tires, Missouri Lottery, Bartles & Jaymes, Square Enix, New Business
Pivoted heritage brands to find new opportunities that will give them a unique position in a crowded market.
Developed experiential employee-benefit campaigns to showcase a disruptive business model for law services (ARAG).
Orchestrated a video-game launch campaign for the last installment of the Tomb Raider series including activations, partnerships, and engaging content to drive sales.
ASSOCIATE STRATEGIST
Barkley Inc. (Kansas City, MO) // June 2017 - July 2018
Clients: Wingstop, S'well, Russell Athletic, Wawa, ARAG, New Business
Mined for human truths to develop strong briefs that connect to a tension or insight in culture, leading to impactful and effective work for clients.
Developed and analyzed qualitative and quantitative research to support and uncover new ideas.
Problem solved with creative teams to help inspire and ideate around a core idea to bring it to life.
STRATEGY FELLOWSHIP
Barkley Inc. (Kansas City, MO) // January - June 2017
Clients: Wingstop, Russell Athletic, Britax, New Business
Cross-navigation role between engagement, intelligence, and strategy teams.
Worked on internal Barkley projects that focused on the development and organization of different departments,
as well as the collaborative flow of communications from kickoff to final production of creative work.
SR. MEDIA ACTIVATION MANAGER
Barkley Inc. (Kansas City, MO) // January - December 2016
Applied engagement strategy that capitalized on consumer touch-points to positively affect the context in which target audiences interacted with brand messages.
Developed multi-channel paid social strategies with budgets of $2MM with a focus on content development and publisher partnerships to expand brand reach and awareness.
Clients: Dairy Queen, Missouri Lottery, Spirit Airlines, and UMB Financial Corporation
MEDIA ACTIVATION MANAGER
Barkley Inc. (Kansas City, MO) // January - December 2015
Clients: Missouri Lottery, Children’s Health, Spirit Airlines,
and UMB Financial Corporation
Developed and implemented media strategies that utilized cross-department intelligence to drive results toward brands KPI’s at budgets up to $16MM.
Self-managed and optimized media plans for the duration of a year in the health care sector for our client UMB Financial Corporation.
MEDIA INTERN
Barkley Inc. (Kansas City, MO) // June - August 2014
Planned and purchased media in local markets, as well as analyzed advertising opportunities to determine their worth and effectiveness.
Developed a paid media plan for our summer intern project where our client was Daisy Brand Cottage Cheese.
Clients: Missouri Lottery, Spirit Airlines, and Daisy Cottage Cheese
EDUCATION // SCHOOL + INSIGHT
BACHELOR OF SCIENCE, MARKETING- ADVERTISING AND PROMOTIONS
Missouri State University
Springfield, Missouri
MASTER OF BUSINESS ADMINISTRATION, MARKETING
Missouri State University
Springfield, Missouri
