3% Conference Digital, Video, Social, Experiential, Design

The 3% Conference champions creative diversity and inclusion in advertising. I’m proud to say that I helped the organization and community grow exponentially in 3 short years. You can download this study which shows how the ratio has changed at http://bit.ly/1mRGILZ

As CCO, I helped: define the 3% story & brand; redesign & relaunch the website; led the digital, video, design, and social teams; shaped the conference agenda and materials; created programming; was a speaker and moderated panels.

We relied on an owned and earned Social strategy to connect with and grow our community and sponsorship.

We were a year round, content machine. This video, one in a series featuring creative leaders like Susan Credle, PJ Pereira, Shanteka Sigers, and Rob Schwartz, was released in the weeks leading up to the conference to tease our #takethemic theme.
You can see more video content on the 3% YouTube channel: http://bit.ly/1Sq8RYu

We created a plethora of social objects to share, including this piece for the Super Bowl Tweetup.

In this video, we captured our bicoastal Super Bowl Tweetup in Boston and San Francisco where women Creatives & CDs live tweeted their opinions of the commercials.

The 3% Conference program was divided into two sections: Inspiration and Activation.

Kat Gordon’s message to conference goers: get inspired.

Kat’s charge to attendees was to be inspired. Mine was to speak up and take action.

The second day of the conference was full of workshop style breakouts.

Only Cindy Gallop could make a boring spread so fucking funny.

Speaking up and taking the mic was a key theme of the 2014 conference.

One of the most rewarding parts of being 3 percent’s CCO was the chance to develop programming like CD Bootcamp, a 3-part workshop that helped prepare creatives to be Creative Directors.

During the conference, we pinkified the venue. We were everywhere, including at the hotel bar, where attendees could get a beer (or pink drink) on us.

This banner, which ran on commarts.com is one of the few ads we ran. We did very little advertising, relying instead on our Social prowess.

Description

I helped The 3% Conference triple its impact and grow into a 2-day national conference, with multi-city MiniCons, a vibrant online community on multiple social platforms, a student scholarship fund, and a creative award.
3 percent’s mission is to champion female creative leadership in advertising agencies because: female consumers deserve to be marketed to from a place of understanding; brands deserve to not have their marketing budgets wasted and everyone – especially children – deserves a healthier media diet in the 3,000 ads they consume daily.

Role

Writer, Creative Director, Chief Creative Officer

For

The 3% Conference

Type

Digital, Social, Video, Experiential – Writing, Creative Direction and Strategy.