The is the Boston University plansbook for the 2010-2011 National Student Advertising Competition. The goal of the campaign is to increase the amount of women aged 25 to 34 who shop at our client, JCPenney. As the Account Director, I led the administration of primary research on the target, an analysis of the competitive landscape, and the extraction of consumer insights from our research. Other responsibilities include: constructing a campaign strategy, writing a creative brief, and brainstorming digital marketing tactics.