[HCM][Agency] Ogilvy Consulting: Looking for BRAND & COMMUNICATION STRATEGY TRAINEE

Agency: Ogilvy Consulting

Position: BRAND & COMMUNICATION STRATEGY TRAINEE (4 months, with monthly allowance)

Department: Planning

Responsibilities:

• Assist the planning team in conducting primary and secondary research to mine insights around the category, brand, culture, and consumers, as well as turn research findings into rich presentations and strategic ideas/inspiration
• Support the development of strategy, creative brief, and presentation
• Collaborate with and inspire creative teams throughout the ideation process

Requirements:

• Curiosity, sensitivity, and willingness to get your hands dirty
• A self-starter who is highly organized, disciplined, detail orientated, and able to juggle multiple projects at the same time, sometimes with tight deadline and under pressure
• Positive, inspiring, and able to bring fresh perspectives to the team
• Basic understanding of consumer research methodologies (quantitative & qualitative)
• Background in e-commerce/data strategy and a keen interest in innovation/ technology is a plus

If interested, please email to [email protected] your CV and prove that you have what it takes by working on the assignment below (in any format) and your deadline is 06/05/2022:

A skincare brand in the affordable segment will launch a breakthrough whitening serum for beauty beginners from 18 to 25 years old. The product promises to be ten times more effective than other affordable whitening serums with our trademark technology and formula.

Our most significant barrier for trial in this new launch is the old-fashioned and irrelevant brand image due to inactive communication and lack of product innovation during the past five years. Concerned that consumers will not welcome the hero product, the brand plans to use KOLs as the primary communication channel to change its brand image and launch new products successfully.

To come up with the most optimal KOL strategy, you can choose available sources or qualitative/ quantitative research to :

1. Find out the key trends and content consumption behavior in terms of the target audience's beauty content and KOL content.
2. Find out the influence of KOLs on the purchase decision of the target, especially in the beauty industry.
3. Suggest how to choose brand ambassadors and other KOLs in the campaign.
4. Propose a KOL-led content strategy to achieve the brand objectives (renew brand image and launch product)