https://www.meganmdawson.com/about daily 0.75 2021-03-23 https://www.meganmdawson.com/work daily 0.75 2021-04-01 https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/b9a46f4a-41c3-457c-857e-6d2497623179/Screen+Shot+2021-03-14+at+8.17.43+PM.png Work Brief: launch Academy Sports + Outdoor's BCG Plus sportswear line. Communications Platform: Academy Sports + Outdoors is the retailer that's making it easier for Plus Size Women to find active wear that fits well and looks good. At a fair price. In-store + Online. Agency: FCB <2.5MM https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/46db0c3d-27a3-4a02-853d-faf141b4475e/Screen+Shot+2021-03-14+at+8.21.20+PM.png Work Brief: Launch Allstate's LGBTQ advertising platform to support local agents. Communications Platform: Allstate Comes Out. Results: Local agents were overwhelmed by inquires. Campaign won first prize at the GLAAD Media Awards. Agency: Leo Burnett Budget: <1MM https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/54c4127a-4461-4822-8a7d-0ba9452cefe9/Screen+Shot+2021-03-14+at+8.10.42+PM.png Work Brief: Connect Allstate with fans of the Mexican National Team. Communications platform: Proteccion es la Jugada (Protection is our Game). Integrated campaign: online, offline, PR, regional, corporate and events. Media Spend: 25MM/year; 5 years total Creative Agency: Lapiz https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/e888becf-fdee-4689-9b46-a9b593b2d84f/Screen+Shot+2021-03-14+at+8.22.16+PM.png Work Allstate Comes Out, Agent Poster https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/0d0e97ea-6982-45d5-ac96-6c2dce853d60/Screen+Shot+2021-03-14+at+8.07.59+PM.png Work Gloves, TV https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/e6061229-cc73-4937-ad8d-b49659b14b1f/Screen+Shot+2021-03-14+at+8.23.11+PM.png Work No brief; Director's Cut Academy Sports + Outdoors makes it easier for everyone to enjoy more sports + outdoors. https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/47e8e20b-c8c4-4ddf-a435-c32098e0b8d4/Screen+Shot+2021-03-14+at+8.25.01+PM.png Work Brief: Launch a new smart tech brand, myQ, distinct from the austere look of the IoT competition. Test and learn the best media mix for national launch. Communications Platform: myQ can do. rather than play upon fears, myQ can do empowers consumers to leave worry behind. Creative Agency: FCB https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/125e98e5-089e-44a1-8331-4a0c77acce16/Screen+Shot+2021-03-14+at+8.25.12+PM.png Work myQ can do, OOH https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/251740c4-ddcd-4298-8c2b-caca35e2bb55/Screen+Shot+2021-03-14+at+8.28.03+PM.png Work Brief: Launch the new 4G LTE network in Chicago after a few false starts. Communications Platform: #BuiltForChicago Results: The campaign performed so well it was slated to replicate nationwide. Agency: Digitas/Leo Burnett Media Budget: 7MM/Market https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/e9336259-a461-456d-8349-ebcf197b9f41/Screen+Shot+2021-03-14+at+8.25.24+PM.png Work myQ can do: media mix test overview https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/192fc14f-b771-4400-b50d-5c91241a8fe6/Screen+Shot+2021-03-14+at+8.28.13+PM.png Work #BuiltForChicago, Mobile Experience https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/9e0f36d4-aacc-46e8-9847-71f93eb6b5d4/Screen+Shot+2021-03-14+at+8.28.24+PM.png Work After Dark Contest, #BuiltForChicago Microsite https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/ac995aec-9358-4548-bd1c-e8cf70a89aa5/Screen+Shot+2021-03-14+at+8.11.02+PM.png Work Event Poster for Interactive Game (Demonstrate You Can Be The Next Memo) https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/79091a86-8722-4444-a768-2355c9161cd7/Screen+Shot+2021-03-14+at+8.31.32+PM.png Work Brief: Launch a new Blue Bunny campaign re-introducing Load'd Cones to the female adult target. Insight: Consumers need permission to take a break from responsibilities and have fun. Communications Platform: Funlightenment. The path to fun is simple, just eat Blue Bunny Ice Cream. Creative Agency: FCB https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/d3f34c8e-78b3-4db7-bb2b-b34c67988cef/Screen+Shot+2021-03-14+at+8.11.22+PM.png Work Memo's Locker, Microsite Experience https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/3e89ec46-ff7e-427f-8aa9-7c2f3666cd5e/Screen+Shot+2021-03-14+at+8.31.45+PM.png Work Contextual Social: The Moon landing anniversary coincided with National Ice Cream Day. Although a stark departure from our Social Formula, clients consented to take a risk. Results: The Moon Landing post was the highest performing social post of the year. https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/dba77dc3-9111-403a-82ee-3c346e0938cd/Screen+Shot+2021-03-14+at+8.11.37+PM.png Work Memonizer, Microsite Experience https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/f4884905-1d6d-4b02-9d2b-1b44d1602981/Screen+Shot+2021-03-14+at+8.35.02+PM.png Work Brief: Rid RVs of their staid reputation as a retirement vehicle. Insight: Millennial vacationers are tired of copy-cat and over scheduled vacations. They need a real adventure and a real decompression. They need a Real Vacation. Communications Platform: Go on a Real Vacation. Go RVing. Creative Agency: FCB. Media Spend: <10MM https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/c484f94b-3054-4ce1-8974-ae85db8a32dd/Screen+Shot+2021-03-14+at+8.31.55+PM.png Work Blue Bunny, Contextual Social https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/e2c5dbb8-5cf0-4300-8aaf-baf33fcaddac/Screen+Shot+2021-03-14+at+8.34.52+PM.png Work Go on a Real Vacation, Social https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/f19a864e-d0a4-4d59-b130-b6fa19c1d589/Screen+Shot+2021-03-14+at+8.18.06+PM.png Work BCG Plus Launch, In Store https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/1ed5aeed-9c06-4b98-91a5-b033d435ea7b/Screen+Shot+2021-03-14+at+8.18.23+PM.png Work BCG Plus Launch, In Store https://www.meganmdawson.com/home daily 1.0 2023-10-20 https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/1615773279954-K13QH3V5KHS7QCLK60BJ/Screen+Shot+2021-03-14+at+7.54.20+PM.png Home https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/1615773534663-4WRTJAX3LKQUODZZVPGD/Screen%252BShot%252B2021-03-14%252Bat%252B7.12.28%252BPM.jpg Home https://images.squarespace-cdn.com/content/v1/5ff504191bb41c05e9aaeaba/1615773230567-E6KCQS5F4193I9SX2QJ1/Screen+Shot+2021-03-14+at+7.53.39+PM.png Home