The 6th Sense

Rokkan puts the Russo Brothers in the Driver’s Seat for Cadillac Campaign

XT6 Launch campaign continues to prove this isn’t your grandfather’s Cadillac

Continuing its string of disruptive work for the Cadillac brand, Rokkan has set a new bar with the launch of the Crew Ready, 3-row, XT6 SUV. In order to standout in the ever-crowded Lux-3 SUV segment, Rokkan collaborated with A-list, power-house directors The Russo Brothers and production company Bullitt. World famous superhero style with a twist defines the XT6 Crew Ready campaign and further defines the bold new direction of the Cadillac brand. The full campaign can be viewed on Youtube.com/Cadillac.

The campaign is comprised of a dynamic series of films showing off the XT6’s spacious 3-row interior, sporty design and rich technology suite – cementing its status as the perfect SUV for every squad, fam, or posse. In essence, XT6 Crew Ready is a celebration of size and style – performance and presence told through a cast of crews. They are both heroic and familiar –modern, tech-forward and cut from every cloth. The campaign also features the bombastic track, “Welcome To The Party,” by Diplo. The track adds a commanding layer of energy to the films for a brand whose legacy in music is unmatched.

“Our team has continued to push the boundaries of what the world expects from a Cadillac, and this campaign continues that dynamic creative trajectory.” Said Brian Carley, CCO of Rokkan. “We set out to uproot the idea that a 3 row SUV has to be marketed in an expected and uniform way and The Russo Brothers were the perfect partners to do just that with Crew Ready.”

This new work is a prime example of Rokkan’s disruptive and culturally relevant approach as the 19 year-young creative shop does what it does best: push the boundaries with clients to make an impact—not just on their business, but on culture at large. Rokkan.com

Bullitt is a filmmakers’ collective and creative studio founded in collaboration with The Russo Brothers and Justin Lin. Combining the power of both entertainment and advertising, Bullitt harnesses the talent of innovative directors and other creators to forge experiences that connect to any desired audience. Brand supported films, AR and VR, and commercial campaigns, are just some of the projects to which Bullitt has developed, designed, and delivered, earning Cannes Lions and millions of eyeballs for its captivating and imaginative work. http://bullittbranded.com/

Client: Cadillac
Chief Marketing Officer: Deborah Wahl
Associate Director: Content Benjamin Haynes
Director / Product Marketing: Jason Sledziewski
Marketing Manager: Bob Benbow
Assistant Manager / Content: Rob Whitley
Marketing Coordinator: Lisa Redinger

Agency: Rokkan New York
Chief Creative Officer: Brian Carley
Chief Creative Officer: Bob Winter
Executive Creative Director: Alex Lea
VP / Group Creative Director: Bill Carlson
Creative Director: Austin Muncy 
Creative Director: Rob Rooney 
Campaign Photographer: Justin Jamison
Creative Operations: Hank Romero 
Head of Production: Bruce Andreini
Executive Producer: Jenny Lee
EVP / Chief Client Officer, Matt Garcia  
EVP / Global Client Lead, Paul Mareski
EVP /  Director, Emily Shahady 
Vice President, Group Account Director: Scott Durday
Account Supervisor: Amanda Koegler
Account Supervisor: Maggie Decker
Chief Strategy Officer: Nicolas Chidiac 
Group Strategy Director: Steve Lampert
Strategist: Spice Walker
Associate Strategist: Emma Pindel

Production: Bullitt 
Directors: Russo Brothers
2nd Unit Director: Ari Costa
Executive Producer: Luke Ricci
Executive Producer/HOP: Jenni Sprunger
Executive Vice President, Sales & Development: Allison Amon
Producer: Jeremy Barrett
Director of Photography: Trent Opalach

Editorial: Final Cut
Editors: Crispin Struthers + James Rosen
Social Media Asset Editor: Geoff Hastings
Assistant Editors: Mike Radforth + Cutler Gray
Executive Producer: Sarah Roebuck
Head of Production: Penny Ensley

VFX: MPC
Executive Producer: Camila De Biaggi
Producer: Aiste Akelaityte
Production Coordinator: Stephen Dierks
VFX Supervisor: Rob Walker  
2D Leads: Rob Walker, Bilali Mack, Tamir Sapir
2D Team: Giulia Bartra, Esther Song, David Anger, Renato Carone, Lawrence Merrill, John Shafto, Julien Aucouturier, Thiago Porto, David Piombino, Hector Cabrera, Luis Artigas, Kataleah Cowham

Color: The Mill
Colorist: Mike Rossiter
Producer: Evan Bauer

Audio: Heard City
Sound Design + Mix: Phil Loeb
Executive Producer: Sasha Awn
Producer: Andi Lewis


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2019 TIME 100 Presenting Sponsor

Cadillac becomes the 2019 Time 100 Presenting Sponsor

In 2019, Cadillac launched a new brand campaign, Rise Above featuring a loaded lineup of Cadillac’s family of SUVs during the Oscars. A celebrated TV spot, digital takeover, celebrity influencers and a red-carpet integration set the stage for a successful rollout. To keep momentum going through May, the brand aligned itself with other key cultural moments, specifically the TIME 100 gala on April 23, 2019.

As the presenting sponsor of the TIME 100 Gala and sponsor of the Icon pillar, Cadillac was able to showcase the Cadillac SUVs among the 100 most influential people in the world who have risen above various challenges and continue to strive for greatness.

Cadillac knew that they couldn’t show up like every other brand and in order to make a splash, the brand created a series of ads to run consecutively at the beginning of the special TIME 100 print issue. Developing a contextual Escalade narrative highlighted the nameplates’ iconic place in culture and immediately positioned the brand in the company of the world’s biggest influencers in sports, politics, culture and art.

As Cadillac’s most iconic vehicle, the brand knew 2019 Escalade Sport was front and center throughout all brand touchpoints during the Gala. As soon as guests walked in, they were able to interact with the new 2019 Escalade Sport (Rumor has it, Taylor Swift even did an organic photoshoot with Pat Mcgrath in front of it!).

One of the most exciting elements of the Gala was the customized photo booth made out of 20 Escalade tail lamps. The iconic LED lights created a dramatic, mesmerizing effect with subtle Cadillac branding that encouraged honorees to share on their own social channels.

Other branding elements included the Cadillac and Keep Rising campaign messaging on the blue carpet when guests arrived (image below) the brand logo on the TIME 100 Step and Repeat (image below) and signage throughout space.

Beyond the onsite integrations, Cadillac had John HenryLiev Schreiber and Yalitza Aparicio Martinez (Yalitiza was on the TIME 100 list and a brand partner at the Oscars) act as brand ambassadors and document the night on their social channels in order to reach an extended audience and seamlessly integrate into the conversation in an authentic way. Due to the exclusivity of the event and the fact that there was no televised broadcast Cadillac was able extend their footprint in a natural way.

Overall, TIME 100 was a success and ground breaking for the brand. Cadillac was able to go above and beyond to extend the nature of the sponsorship and bring the brand message to life while aligning itself with an influential cultural moment.


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American Express Investor Day Launch

SUMMARY

American Express engaged Rokkan as their Digital AOR to create videos for its Annual Amex Investor Day – a summit where senior executives share key business trends, initiatives, and long-term strategies.

THE GOAL

Create two longform videos that engage Amex Investors and get them excited about upcoming products and partnerships.

This year’s focus was introducing the Amazon Business Prime Amex card, and a powerful small business accounting tool called Amex Vendor Pay. To humanize these sometimes technical products, we used clean, bright vector animations and storytelling narratives that would connect with the audience.

This project involved collaboration with multiple teams within American Express, as well as external partners Amazon and Bill.com, to ensure the right messages were delivered.

THE OUTCOME

We have created videos that emphasize the value of American Express to the business and investor community. Amex will continue to leverage these at future industry and investor events.


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Cadillac CT5 ASMR Reveal

When Cadillac decided to reveal their newest performance sedan, the CT5, they knew they needed an idea that broke through the clutter and positioned the car in a way to drive different conversations than that of a traditional public relations reveal. To do this, Rokkan tapped into the internet’s obsession with both unboxing and ASMR. Also known as Autonomous Sensory Meridian Response, ASMR is an experience that creates a static-like or tingling sensation on the skin, often triggered by very specific combinations of audio and visuals.

The idea was simple. Inject ASMR and unboxing into the traditional vehicle reveal moment of the removal of the vehicle’s camouflage. The effect was massive. The campaign consisted of a series of four carefully engineered 8 second ASMR videos supported by stunning still photography. Each vignette showcased different design elements of the vehicle, all tailored to different key elements of the vehicle’s persona. These ranged from peeling off the camouflage from the CT5’s sinister lights to the slow burn of removing the clear plastic off of the vehicle’s infotainment screen. Each video revealed a new component of the car to generate focused conversation which delivered that spine-tingling ASMR sensation. The team also leaned into the comments to fuel the conversation with energetic engagement that drove each post higher in subscribers’ feeds.

The campaign resulted in the two most successful social video posts in Cadillac’s social media history, with the 2nd ASMR video clocking 200,000 organic views in 24 hours. The 3rd video continued that trend with 180,000 organic views in 24 hours. Both videos were also trending on Instagram’s ASMR hashtag. To-date, the campaign generated more than 185,000 engagements and 3.3 Million impressions on Instagram without a single dollar of paid media. The campaign will culminate with the vehicle’s full live reveal at the New York Autoshow, and a full 30 second reveal video that will showcase the entire ASMR reveal experience in full detail. The video will be used across all autos how communications to continue the momentum of the Rokkan and Cadillac’s  striking sensory experience.



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Sixth Sense Q&A: Bruce Andreini

  1. Describe yourself in 6 words.
    • Honest, calm, curious, analytical, dedicated, adaptable
  2. What’s the best piece of advice you’ve ever received and why?
    • In production you should always hope for the best, yet plan for the worst. It’s great advice because no matter what you do in production, you will face some unexpected surprises. So it’s better to plan or be prepared for them rather than be surprised by them.
  3. How did you get your start in this industry?
    • I came to NYC as part of an internship program with 20 other college students interested in the media industry. It felt like MTVs Real World, but for media students.   I was placed at an ad agency in my chosen field of production and decided to stay and make a career of it. I knew I wanted to get into production, I just didn’t know what it was like to be in commercial production.
  4. What’s your favorite piece of work you’ve been a part of bringing to life?
    • We were given a very open brief from JCPenney to create a special film for the holiday season before that became a yearly thing. The creatives came up with a wonderful story about a little girl who decides to build a rocket to go to the North Pole to visit Santa and we collaborated with Fredrik Bond to bring it to life. We even secured a rare demo version of a John Lennon song that Yoko Ono herself approved for use in the commercial, saying that John would have loved the film. I’ve had numerous creatives reference that work since then.
  5. Who is one of your biggest influencers?
    • Spike Jonze: even though I couldn’t be farther from being a skateboarding Californian, I have always loved the range and depth of his work. From his early music video work with Bjork to his feature films like “Her” or “Where the Wild Things Are.” He is so versatile and so innovative. It’s been nice to see him back in the commercial space with Kenzo and Apple in the last year or so.
  6. What does your sixth sense tell you is going to be the next ‘big thing’ in the industry?
    • Virtual Reality! No… Augmented Reality! Wait – 6-second ads!, yeah those. Or how about blockchain?! Yeah, that’s the ticket! What about live ads?
    • I’m joking of course. I love new technology. And I love bringing back old technology (sculpture, stop motion animation, etc.)
    • For me, it always comes back to creativity. Ideas are what resonate more than anything else. It helps if they can be targeted more efficiently or incorporate a new technology. But it starts with the idea every time.

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Sixth Sense Q&A: Tammy Hwang

  1. Yourself in 6 words.
    • Curious, confident, levelheaded, problem solver, open-minded, kind.
  2. How did you get your start in this industry?
    • I was looking for an international opportunity and came across an interesting research role working on Coca-Cola. The brand was conducting a global study to understand the key occasions/moments when people drink carbonated soft drinks and which of those occasions/moments they would drink Coca-Cola. The research was conducted in 30 countries to understand cultural differences and consumption patterns.
  3. What’s your favorite piece of work you’ve been a part of bringing to life?
    • MasterCard Priceless Campaign. We knew as soon as the first ad “father & son” was written, it was going to be a gamechanger for MasterCard. We had no idea it was destined to become part of culture.
  4. Who is one of your biggest influencers?
    • Ang Lee: he is a Taiwanese film director and screenwriter. He crossed cultural barriers into the cinema mainstream and his movie The Ice Storm is one of my favorite movies of all time.
  5. Do you have a hidden talent?
    • I’m an official certified “scorer” for Little League baseball games.
  6. What does your sixth sense tell you is going to be the next ‘big thing’ in the industry?
    • AR in retail beyond AR could bring new energy and transform the role and expectation for retail stores. For example, AR mirrors to let customers try products on more conveniently.

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The Virtual Reality Driver’s Seat

Girl in virtual reality; Shutterstock ID 379333591

Rokkan and Cadillac are putting consumers into the virtual reality driver’s seat
Cadillac wants to put you in the driver’s seat, and with the help of Rokkan, is doing that literally through an innovative new virtual reality experience.

Cadillac’s new 360/VR experience is a room scale visualizer that allows you to experience the full fleet of 11 current and future vehicles. With the option to customize the vehicles however you wish, it’s time to let your imagination take control.

This immersive technology puts the consumer first, allowing them to have a true-to-life product experience with their chosen vehicle before purchasing. Additionally, Cadillac can gain invaluable insight on how consumers engage with specific features of each vehicle model and, from this, prioritize consumers’ wants and needs.

The VR experience launched at the Cadillac of Greenwich in early 2018 and within six months, Cadillac and Rokkan have expanded the VR footprint to include 8 global markets and dealers around the country with a focus on showcasing the power of the technology as both a sales and brand-building tool.

Demonstrating Cadillac’s dedication to agile innovation, immediately after Cadillac’s first ever XT4 model was revealed at the New York Auto Show it was made available both in headset and via mobile 360. In fact, it’s the only way to encounter Cadillac’s XT4 model. Proving its effectiveness, the first night the XT4 VR experience was shown in dealership to consumers, 3 vehicles were sold on site.

With more work in-progress, we’re excited to be an innovation engine and partner to Cadillac in helping to bring their bold vision to life.

ATS Exterior Rims
CTS Exterior
Escalada Interior


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Newest Crew Of Interns

Rokkan Welcomes Its Newest Crew of Interns

Processed with VSCO with a6 preset

Rachel – Project Management Intern

Where are you from? Houston by way of California
What does the sixth sense mean to you? Intuition!
What do you want to get out of this summer experience?  I want to learn as much as I can and go into different fields and experience it all!

Rylie – Strategy Intern

Where are you from? Oklahoma
What does the sixth sense mean to you? Uniqueness and unique thinking.
What’s an inanimate object you wish was removed from existence? Stop signs in small neighborhoods – just have roundabouts.

Evgeniya – Art Direction Intern

What does the sixth sense mean to you? Relying on your senses but on a new, unique level.
What do you want to get out of this summer? New connections, new friends, a lot of new experience and understand how the company works
What is your favorite office snack? M&Ms.

Katey – Connections Team Intern

Where are you from? Oregon
What does the sixth sense mean to you? Something additional that puts you above the rest.
What do you want to get out of this summer? Skills in data; A fun experience in the city; build connections and friendships.

TJ – Copywriting Intern

Where are you from? Oregon
What’s your favorite office snack? Cold Brew on Tap

Minjeong – Art Direction Intern

Where are you from? Korea
What does the sixth sense mean to you? What Rokkan stands for
What is your favorite thing about New York? Walking around the street without thinking.

Elaina – Copywriting Intern

What does the sixth sense mean to you? Bringing your own unique value to a brand
What do you want to get out of this summer? Make meaningful connections and take advantage of opportunity
What’s the hottest and least-hottest name?  Hottest name – Ryan Gosling;  Least-hottest name – Gertrude

Sahir – Product Design Intern

What does the sixth sense mean to you? A Spidey-Sense
What do you want to get out of this summer? Work experience and meet a lot of new people
What is your favorite Instagram handle? @crimebydesign

Ray – Experience Design Intern

What does the sixth sense mean to you?  The ability to figure out an insight
What do you want to get out of this summer? Learn how agency life works; workflow; how do different depts. Work together and handle clients
Are you afraid of the Rokkan 15? My team is serious so the group doesn’t eat the snacks

Josh – Product Design Intern

What did you think of the movie, “The Sixth Sense”? What movie?
What do you want to get out of this summer? A great experience and meet like-minded people

Elani – Client Partnership Intern

Where are you from? New York
What does the sixth sense mean to you? Being in the know
What’s the silliest trend right now? The Shoot Dance


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Substance-based Brand Marketing

WELCOME DISRUPTIONS

As assaults on our attention become more fragmented, marketers need to make wiser investments with their dollars. That doesn’t mean just finding efficiencies through cheaper media, programmatic or even measurement. Instead, the very nature of where and how traditional ‘marketing dollars’ are applied needs to shift.

We need to move from what is obviously advertising toward more welcome forms of content; from content consumed by a mass audience toward interactions that are innately personal; and from shifty distractions toward forms of cumulative benefit.

In other words, companies are no longer welcome to knock at our doors. They must show up with real gifts.

We see this in the form of expanded experiential marketing budgets, in the relentless quests to strike cultural gold through a viral YouTube hit and myriad other ways. But experiential can’t scale, and chart-topping videos are rare — not to mention both are inherently ephemeral, and neither are sustainable, brand-building strategies.

There’s another approach worth considering. It’s one that’s less obvious, and less utilized by marketers because of its organizational distance from typical communications. Let’s call it “substance-based” brand marketing, which applies the principles of product and service design to a communications strategy that’s intended to grow a business, product or service.

Even if our clients aren’t regularly briefing us to create products, per se, the same principles can be leveraged to elevate the most boring of marketing plans.

Each of these could be considered communications designed from a substance-based approach:

  • ‘Softer’ ware: Content that expands the utility or entertainment of the “hardware” (product or service) like tutorials, infographics or interpretations of crowdsourced data.
  • Complementary Offerings: The creation of additional products or services that are consistent with the brand, and actually augment the core offering.
  • Migration Aids: Communications that ease the transition from old devices or platforms to new ones.
  • Smart Search: Providing contextual, smarter search tools that can connect brand messaging with product experience.

What each of these share is that all work toward attracting non-users, but also offer benefits to current users. Dollars spent amplify awareness and the product spec simultaneously, and the effect deepens the underlying value of the product next to emerging competitive forces.

USING SUBSTANCE AS THE STARTING POINT

Let’s use the example of marketing a new AI assistant like Google Home.

Despite the excitement around AI, a substance-based approach assumes that product has not reached maximum utility. Few products can stand up to that test, as nearly all suffer from outdated, locked-in ideas at the inception phases. For home-based AI assistants, we’d start by assuming that the way we interface with them might evolve or that the skills they’re capable of will expand. When a creative instead assumes that the final product is fixed, a cynical bias can enter the mind. This could lead to superficial treatments.

Understanding this, the substance-based brand-builder would look for ways to expand the effective range of utility in a way that both builds awareness and amplifies the value of the offering. Whether that’s through developing new digital products, leaning into owned media or forging partnerships, the idea is to focus on utility to hit both goals at once. The point is to not rely on messaging alone, but to take on the task of creating usability.

For example, we might decide to create 100 online videos that serve as both humorous “what if” ads as well as user tutorials that could be indexed on the product’s website. We might consider amplifying the films within an online community where frequent AI assistant questions are asked, or placing them in locations where the brand can leverage them to improve the assistant’s results. An ambitious outcome might even be a piece of gifted hardware or custom app that extends the ecosystem of the original device.

The result is more impactful work, a more innovative brand, and a more exciting scope of work. But the deeper payoff is in the quality of connection with the audience. By improving usability, we’re accomplishing something that one-way communications can never do, no matter how hyper-targeted — that is, enhancing the product itself.

Substance-based marketing achieves a shift that Mark Bonchek and Vivek Bapat articulate in their Harvard Business Review paper, “The Most Successful Brands Focus on Users — Not Buyers.” In it, the authors argue that “Where traditional brands focus on positioning their brands in the minds of their customers, digital brands focus on positioning their brands in the lives of their customers.”

The former, they contend, are ‘purchase brands’ while the latter are ‘usage brands.’ It’s a timely distinction that has exciting implications for how marketing is accomplished. If purchase brands play the polite courtier, usage brands woo through actions. In other words, their communications efforts add utility.

BRAND-BUILDING THROUGH A USABILITY LENS

So what do we need to do to change our orientation toward a substance-based model? Here are six considerations that marketing strategists should consider if they want their dollars to disrupt in welcome ways and deliver more sustainable value:

  1. Think of product-usability first. We should consider digital products, bespoke apps, information aids and other forms of the product mix as genuine marketing platforms. And create them if none already exist to build upon.
  2. Look for value outside of budgetary buckets. We have to counter the channel biases that characterize traditional marketing. For example, how can we unlock budget that sits beyond marketing, and even begin to question the limitations we impose by restricting an agency’s area of focus. A solution that generates new value at the product and usage level should not get squashed because it doesn’t fit neatly in an existing part of the marketing org chart. To do that is to endorse the bureaucracy of marketing, not its innovation.
  3. Creating value cannot be the job of one group. We have to look for moments where brand, business and offering converge for our clients, and expand on the offering, rather than just describing it. In the HBR piece, the authors recommend organizations bring marketing closer to product development, as well as elevate the less-sexy but more utility-minded customer service and loyalty departments. The lesson is clear: creating value cannot be the job of one group.
  4. Distinguish through trademark aspects of interaction. Commercial identity used to simply be about clues, semiotics and codes you could choose and repeat. In the user-brand era, that isn’t always practical from a financial or timing perspective. It’s also not always the way people come to know a brand or decide if it shares their values. That tends to happen now through usage and interaction. Instead of ‘a bank’ you notice, remember and like because of how it talks about itself… it’s about the ‘financial agency’ you come to appreciate after playing with the wide range of tools they provide.
  5. Measure in terms of usage. Expand the dashboard from Share of Voice to Share of Use. Instead of focusing alone on the short-cut to purchase, evaluate how many meaningful interactions could be staged between brand and audience. For product owners, what frequency of valued interactions have been accomplished as a result of brand communications?
  6. Diversify the ways usability comes to life in marketing efforts. As the samurai instruct, hold the sword loosely. Avoid going too deep into one thing — campaign, brand idea, product type — because you need to hit on users’ complexity. You need to test and learn where new forms of utility are most treasured in the product experience. You also need to show up in different ways if users are to keep your offerings in their carousel of go-to products and engage you with an active mind.

Across all of the above, usage takes center stage. That’s because as the shift toward digital marketing continues to prioritize micro targeting, we must also engage individuals in ways that expand — instead of those that merely illuminate — the trifecta of product, brand and user.

We must continue to fight against one-way communication. In a digital age, every marketer can act intrusively, and every consumer is similarly empowered to shut out intrusion by way of filters or simply turning off a platform. That’s why new marketing requires that value emerges in addition to novelty or entertainment. Delivering utility, timeliness, renewal and return on a person’s time in a way that adds value.

If we do this well, a brand’s promise and proof will accomplish what they should. They will thoroughly become the same thing.

Author: James Cockerille


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Rokkan Bolsters Leadership

Rokkan bolsters leadership following rapid growth

Fueled by recent new business wins, Rokkan announces the creation of four new roles, adding to an already impressive year of agency growth. James Cockerille is promoted to Chief Strategy Officer; Lindsay Williams is promoted to Chief Connections Officer; Alex Lea joins Rokkan as SVP, Executive Creative Director for Cadillac; and Tammy Hwang joins as SVP, Strategy to lead strategy across various accounts, primarily Verizon.

“Rokkan’s unique approach to business doesn’t end with the creative work we deliver our client, but it’s embodied in the unconventional decisions we make as we build a diverse and exceptional team,” said John Noe, CEO, Rokkan. “I’m delighted to elevate James to the role of Chief Strategy Officer. We were drawn to his expertise as a global brand strategist and steward, and his ability to bring a broader, less conventional perspective to the role; we want someone who can navigate the new world of advertising and provide leadership on how to creatively break down traditional models and architect new ways to serve brands,” said Noe.

“Lindsay’s role as Chief Connections Officer will be focused on deepening our ability to drive transformation and growth for clients with a growing focus on data and consumer engagement. The Connections group will also serve as a deeper connection point to more of the tools and resources the Publicis Groupe brings. James and Lindsay have been a perfect fit in helping to move Rokkan into the future, and we look forward to the brave, breakthrough work to come as we welcome Alex Lea and Tammy Hwang to the fold.”

James Cockerille, Chief Strategy Officer
James Cockerille joined Rokkan in September 2017 as SVP, Strategic Integration to work across brands, with a specific focus on Cadillac. He immediately exceeded expectations, taking on strategic leadership during a time of rapid expansion and growth at Rokkan. His ability to look beyond traditional solutions and provide future-thinking counsel has been vital to Rokkan’s continued success and the swift decision to name him CSO was organic.

Cockerille brings with him more than two decades of unique global branding expertise that spans market research and insight development to brand positioning and implementation. His career includes leadership roles at Interbrand and FutureBrand in Australia. His work on Cadillac during his time as global strategic lead at FutureBrand cemented his status as a dynamic, creative leader. Other client work includes Carlyle Group, BHP Billiton, Dow Chemical, Oculus and more.

Lindsay Williams, Chief Connections Officer
Lindsay Williams joined Rokkan in 2014 and quickly developed the agency’s first media and analytics practice. Part consultancy, part SWAT team, her team specializes in connecting strategy across media, user experience, data and creative to help brands tell their best stories in a time of fragmented consumer attention. Williams’ brand-side experience and strategic background helps her in solving complex business challenges through a mix of data and creativity.

Williams promotion to Chief Connections officer demonstrates Rokkan’s deep integration within Publicis Groupe, and will help each leverage human insights captured through data and analytics to create more impactful work. Williams will be a key player in bringing siloed departments and work streams together to engage with new partners in a way that positions them for growth and delivers tangible business results.

Prior to Rokkan, Williams was global digital marketing director at Estee Lauder and worked in media at Aviatech and Razorfish where she served global brands like Mrs. Fields, Best Buy, Nike, Walmart and Mercedes-Benz.

Alex Lea, SVP, Executive Creative Director for Cadillac
Alex Lea brings with him diverse career experience to offer fresh and creative ideas on the newly won Cadillac business. He comes to Rokkan from Saatchi & Saatchi’s New York office, where he worked on Walmart as part of Publicis’ dedicated unit DeptW. Previously, Lea led creative for Ally Bank as group creative director at Grey New York, and before that was executive creative director for Erwin Penland’s New York office working with L.L. Bean. Additional client experience includes Miller High Life, Keystone Light, General Mills’ Fruitsnacks, Kraft’s Capri Sun, Kool Aid, Microsoft XBOX, Kraft JELL-O, and more at high-profile agencies including Droga5 and CP+B, among others.

Tammy Hwang, SVP, Strategy for Verizon
Tammy Hwang will lead strategy for various Rokkan accounts with a specific focus on Verizon. Having worked with Verizon during her four years at MRM, Hwang has unmatched knowledge of the brand as well as a proven track record of leading strategy and planning for numerous other bluechip clients. Prior to joining Rokkan, she was EVP, Director of Strategy, at MRM/McCann, where she managed a team of 50+ overseeing all brand, digital, media, content and social strategy efforts for global and U.S.-based clients including Cigna, Johnson & Johnson, USPS, Verizon, IHOP, U.S. Army and more. Hwang has also held executive strategy positions at Fitzgerald & Co. and McCann New York.

In 2017, Rokkan broke the mold by achieving unprecedented growth during a time when the industry as a whole was struggling. In the past 12 months, the agency hired more than 50 staff members including seasoned, award-winning talent to lead new clients such as Verizon, Coca-Cola, Hilton, VSP and Cadillac.


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