Ford - Lincoln
As a Strategy Intern with The Lacek Group, an Ogilvy Company, I had the opportunity to work on Ford Pass Rewards and Lincoln Access Rewards.
Request: Ideate meaningful brand partnerships and create potential rewards items and events. Our consumers were generally upper-middle class Millennials and Generation X people.
Process: I conducted market research with Mintel and Kantar to gain key insights about our consumer and supported my managers research. Researched relevant brands and influencers that alligned with Ford and Lincoln’s values.
Solution: Create multi-tiered partnerships across multiple brands, creating a truly luxury and unique partnership that members could not receive anywhere else.
Senior Account Director: Jen Thomsen
Strategic Services Director: Robyn Zeller
Partnership Marketing Senior Director: Amy Farhst
Strategic Services Manager: Rachel Foss
Strategic Services Intern: Jack Callahan