What’s in an ad name? That’s the challenge I faced when brought on to build a standard ad naming convention for a nationwide, multi-million dollar ad agency. Following principles in design thinking, I met with various teams to debug the current process and identify pain points, then we prototyped and beta tested on two enterprise-level campaigns.
In the end, by using our newly designed process, we were able to provide more creative insight to clients, which formed the framework for crafting ad creative mid-campaign as well as for future campaigns. After I rolled out the final ad naming convention (and animated a 2D explainer video for it), I was honored to receive the agency’s annual innovation award.
