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Senior agency planner with strategic expertise on automotive, retail, FMCG, travel and charity brands.
Joanne Desaleux Powell
,
Frensham, United Kingdom
Experience
Other titles
Skills
I'm offering
My path into planning originates from a fascination with people, the lives they live and the choices they make, as well as an appreciation of great creative that can really make a difference.
I have worked on campaigns that push-started many exciting new car launches, inspired people to go on holiday, presented young women the benefits of epilation and shown novice investors how to start and grow their portfolios.
I have encouraged resting midwives to return to their profession, nurtured students in their pursuit of a career in the NHS, helped depressed young men get the support they need and alerted young people to the dangers of alcohol.
This work has been for well-known brands such as British Airways, Land Rover, Volkswagen, MINI, Braun and the NHS and has comprised multi-channel CRM programmes and integrated direct and digital campaigns with awards aplenty.
But every one of these campaigns started with research and insight into the audience from which we built a strategy for influencing their behaviour and choices with measureable results. That’s what I do.
I have enjoyed my career at agencies including Proximity, LIDA, Craik Jones and Ogilvy and Mather Direct and have worked with many other agencies on integrated accounts. Since January 2012 I have been freelance.
I have worked on campaigns that push-started many exciting new car launches, inspired people to go on holiday, presented young women the benefits of epilation and shown novice investors how to start and grow their portfolios.
I have encouraged resting midwives to return to their profession, nurtured students in their pursuit of a career in the NHS, helped depressed young men get the support they need and alerted young people to the dangers of alcohol.
This work has been for well-known brands such as British Airways, Land Rover, Volkswagen, MINI, Braun and the NHS and has comprised multi-channel CRM programmes and integrated direct and digital campaigns with awards aplenty.
But every one of these campaigns started with research and insight into the audience from which we built a strategy for influencing their behaviour and choices with measureable results. That’s what I do.
I have enjoyed my career at agencies including Proximity, LIDA, Craik Jones and Ogilvy and Mather Direct and have worked with many other agencies on integrated accounts. Since January 2012 I have been freelance.
Industries
Language
English
Fluently
Available
My experience
2012 - 2019
freelance
Freelance Planning Director
Proximity London.
A senior agency planner with strategic expertise on automotive, retail, FMCG, travel and charity brands including Land Rover, Volkswagen, John Lewis, P&G and Guide Dogs. I'm able to grasp business problems quickly, get under the skin of the audience and set clear strategic direction while inspiring creative teams to develop original work. I'm a confident presenter, workshop facilitator and experienced in working as part of a wider integrated team.
Freelance Planning Director, Proximity London -June 2012 to June 2019
A flavour of projects
VW Commercial Vehicles
- A strategy to prepare business customers for the advancing world of electric vehicles
- Nurture strategy for the Grand California campervan to excite prospects pre launch
VW Financial Services
- Customer journey planning which maximised sales of Service Plans for Audi, Volkswagen, Skoda and Seat
Guide Dogs
- Competitor review and new strategic approach for Lucky Lottery
GOSH
- Legacy communications planning and creative development
P&G
- Audience insight development and communications planning which transformed the supersavvyme platform email programme
- Integrated campaign planning for individual brands including Herbal Essences, Oral B and Aussie
John Lewis
- Launch planning leading to the success of the new store opening in Leeds
Freelance Planning Director, Proximity London -June 2012 to June 2019
A flavour of projects
VW Commercial Vehicles
- A strategy to prepare business customers for the advancing world of electric vehicles
- Nurture strategy for the Grand California campervan to excite prospects pre launch
VW Financial Services
- Customer journey planning which maximised sales of Service Plans for Audi, Volkswagen, Skoda and Seat
Guide Dogs
- Competitor review and new strategic approach for Lucky Lottery
GOSH
- Legacy communications planning and creative development
P&G
- Audience insight development and communications planning which transformed the supersavvyme platform email programme
- Integrated campaign planning for individual brands including Herbal Essences, Oral B and Aussie
John Lewis
- Launch planning leading to the success of the new store opening in Leeds
Retail, Sales, Service, Workshop facilitator, FMCG, Facilitator, Development, Campaign, Planning, Direction, Guide, Workshop
2008 - 2012
job
Planning Director, Proximity
LIDA.
Volkswagen
• Strategic lead for Proximity in the integrated planning process for new model launches, including the new Beetle, and Up! as well as brand campaigns.
• Development of a multi-channel customer and prospect contact strategy programme to encourage consideration and purchase at key points in the buying cycle. The email test drive communication has won awards at the DMA and a Gold at the Caples.
• Other award-winning work includes the Golf Plus 'Comfy' campaign and Polo Launch mailing.
Braun
• Social engagement strategy for female haircare that included client and agency workshops and consumer research.
• Digital strategy development for female haircare and grooming product launches.
Splenda
• Comprehensive research led to a new communication strategy to encourage women to include Splenda as part of their healthy lifestyle.
NHS Careers
• Launch of an ongoing communications programme to attract young people to a career in the NHS. Continual evaluation through qual and quant research.
Senior Planner, Craik Jones - Feb 2007 to Proximity merger in Nov 08
Land Rover
• Development of prospect and customer communications, both on and offline to promote the Land Rover range, from the ultimate luxury of Range Rover to the workhorse Defender. These campaigns increased Land Rover sales and won top industry awards.
Gordon's Gin
• Tapping into the lifestyle of Gordon's drinkers kept the brand top of mind and was key to the success of the relationship marketing programme.
The Share Centre
• Brand strategy development led to a new campaign which sought to outsmart competitors with its innovative and differentiating approach.
Central Office of Information
• Communications to educate, remind and prompt Tax Credits recipients about their awards.
• Campaigns for the Department of Health including midwives recruitment and the launch of new government pregnancy grant and savings initiatives.
• Strategic lead for Proximity in the integrated planning process for new model launches, including the new Beetle, and Up! as well as brand campaigns.
• Development of a multi-channel customer and prospect contact strategy programme to encourage consideration and purchase at key points in the buying cycle. The email test drive communication has won awards at the DMA and a Gold at the Caples.
• Other award-winning work includes the Golf Plus 'Comfy' campaign and Polo Launch mailing.
Braun
• Social engagement strategy for female haircare that included client and agency workshops and consumer research.
• Digital strategy development for female haircare and grooming product launches.
Splenda
• Comprehensive research led to a new communication strategy to encourage women to include Splenda as part of their healthy lifestyle.
NHS Careers
• Launch of an ongoing communications programme to attract young people to a career in the NHS. Continual evaluation through qual and quant research.
Senior Planner, Craik Jones - Feb 2007 to Proximity merger in Nov 08
Land Rover
• Development of prospect and customer communications, both on and offline to promote the Land Rover range, from the ultimate luxury of Range Rover to the workhorse Defender. These campaigns increased Land Rover sales and won top industry awards.
Gordon's Gin
• Tapping into the lifestyle of Gordon's drinkers kept the brand top of mind and was key to the success of the relationship marketing programme.
The Share Centre
• Brand strategy development led to a new campaign which sought to outsmart competitors with its innovative and differentiating approach.
Central Office of Information
• Communications to educate, remind and prompt Tax Credits recipients about their awards.
• Campaigns for the Department of Health including midwives recruitment and the launch of new government pregnancy grant and savings initiatives.
Health, Brand identity, UP, LED, Winning, Social, Campaign, Strategy development, Office, Marketing, Development, Workshops, Recruitment, Test, Sales, Research, Digital Strategy
1995 - 2003
job
Account Director to Planner
Craik Jones Watson Mitchell Voelkel.
Started as an Account Director on Land Rover, developing customer brand experience programmes and prospecting strategies for the UK market. Involved in the international launches of the Freelander and Rover 75, developing launch material, managing translations and central print. Won the international DMA award for Land Rover Adventures brand experience programme.
Moved into planning in 2000 to work on Land Rover, Orange and the Royal Bank of Scotland.
Moved into planning in 2000 to work on Land Rover, Orange and the Royal Bank of Scotland.
Print, International, Planning, Watson
My education
Kings College London University
Bachelors, English Literature
Bachelors, English Literature
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