Anne Legrand

Account Lead for TikTok (US, Canada, LATAM, and occasional global adaptations), Wondery, Amazon, and Grey Cup, overseeing 5-8 high-priority projects hands-on while managing an additional 5-10 ongoing projects, consistently delivering high-quality output despite tight timelines and complex approval processes. Support the Managing Partner and Global Client Partner in business development efforts, including agency introduction meetings, RFP submissions, and ongoing discussions with client leadership and procurement. This contributed to the acquisition of Wondery as a new agency client and continued revenue growth throughout 2024. Lead the onboarding and initial collaboration phase for Wondery, defining ways of working, establishing day-to-day client relationships, and personally driving the execution of initial projects to ensure a seamless and successful launch. Enhance agency operations by contributing to resourcing, process optimization, and RFP development, directly supporting overall agency efficiency and growth. Significantly improved scoping accuracy and revenue forecasting within my first year, minimizing overages and increasing profitability across all projects I managed or supervised. Expand my advertising expertise beyond traditional 360 campaigns, leading a diverse range of projects including content creation for TikTok summits and creator classes, creator information campaigns, landing page optimization, government relations strategies, and crisis management. Account Lead for the WestJet Ultimate CFL Experience at the Grey Cup, designing and delivering a large-scale experiential activation that welcomed over 15,000 attendees over 3 days, significantly enhancing brand visibility and consumer engagement.

Providing support to the internal communication team in preparing and launching a new internal communication platform: meeting stakeholders to establish needs, create and own the project timeline, support the content creation and tool development. Support the external communiation team with analyzing survey data from PNE summer events to 1/make information easily digestable 2/provide consolidated insights on key learnings and areas of improvements.

In charge of the TELUS account for the Vancouver-led part of the business: - Lead the TELUS account team of 8 members, and part of the leadership team on this 20+ people account. - Supporting an important transition from a sub-entity (The Greenhouse) into Cossette Vancouver, I hired and trained a full new business leadership team (in a staggered approach) while ensuring business continuity. In parallel, I led the refresh of all business leadership, project management and agency/client processes to maximize efficiencies and transparency for all stakeholders. - Co-led the organization of the first annual planning exercise with the Strategy, Coms planning and Media teams, resulting in 3 full workshop day sessions with TELUS and clear guidance for 2023 advertising priorities. This was part of an ongoing common effort with the TELUS and agency teams to drive more proactivity and cooperation between the different lines of business to increase communication and advertising efficiency. - Key stakeholder in several brand positioning or new product value proposition exercises in cooperation with strategy and TELUS internal research team. - Leading flagships projects like 360 product campaigns, driving strong business results for the core TELUS products. - Supervising and responsible for 100+ projects quarterly including ATL, BTL and 1-1 communications, delivering best-in class project management and seeking efficiencies every step of the way. - Responsible for the financial health of the account by monitoring retainer allocation and production budget splits & supervision. - Supported the RFP process to retain the account, and helped the team navigating uncertainty ensuring 100% retention during the 4-months process. - Recently started to lead the PNE (Pacific National Exhibition) account, working on the annual Playland advertising campaign and a brand refresh/architecture exercise in parallel.

Leading the Account Management team of the TELUS account on Home Solutions and Smart Home Securities, through The Greenhouse.

I drive the CIBC, GoDaddy, and CBC accounts as key business lead in a stimulating environment. - Relaunched and sustained CIBC Aventura, bringing both communication and business metrics back in positive trends. A success recognized by a Bronze Canadian Effie in 2019. - Successfully led 4 CIBC Run For The Cure campaigns in partnership with the Canadian Cancer Society, overdelivering against participation and fundraising in the challenging context of peer-to-peer fundraising every year - including quickly pivoting to a virtual run in 2020 through an engaging and differentiating concept of an online avatar experience. - Strategic value proposition exercises for CIBC Imperial Service and CIBC Dividend Card through the Disruption Days methodology, resulting in NorthStar guidance of upcoming campaigns and product developments. - Brought efficiency and consistency to the GoDaddy account, resulting in both strong communication and business performances for the client and improved profitability for the agency. Also an opportunity to experience the specificity of working with celebrities (Raptors players, André DeGrasse). - Acquired Group Media TFO through a winning pitch and led a complete brand refresh: strategic positioning, brand architecture, visual identity, and launch campaign. The successful relaunch was followed by a product repositioning exercise for the sub-brand, IDELLO. All this work was delivered in French. - Part of the winning pitch to lead CBC brand positioning work (strategy and creative), currently in progress. - Pro-bono support of 2 major causes for IFEX and the Canadian Women Foundation, assisting clients with their strategic needs and reconciling nimble production budgets with high creative expectations within the agency. - Was selected to attend the TBWA\Tiger Academy 2019-2020, a global training session hold annually for 20 promising talents from the TBWA network worldwide with the objective to grow leadership skills.

CIBC GoDaddy IFEX More details on my achievements on the above section.

Capital Group CIBC IFEX

As part of the advertising team, I lead the development and production of the ATL commercial communications for the resort, working in strong collaboration with Central Marketing, Media and local markets teams, and in a daily and close relationship with the advertising agency (BETC Paris). My accomplishments so far include: - Optimized and updated existing assets to communicate offers and seasonal products across 10 markets for all touchpoints. - Successfully created awareness of Mickey and the Magician new show for the Local market through an impactful campaign including Outdoor, Digital outdoor, Radio and Display. - Being at the heart of the development of the 25th Anniversary campaign launched in Jan 2017. Specifically, led the Online Videos and Display campaign developed in 8 languages for 12 markets. - Adapted a US-based WDW campaign for the UK market, including creation and production of specific sequences. Organized and drove collaboration with the UK Marketing and production team in the US. - Strategic thinking of new Annual Passes range positioning and production of advertising assets. After 2 weeks of sales, business objectives expected within 2 months were already reached. - Led the “Sparkle for all” charity campaign: created the concept with the advertising agency, produced the advertising assets and organized the cooperation of all the divisions and partners involved in this ambitious project, including Corporate communication, Central Marketing, Citizenship, Broadcast, Media, Social Media and Partnerships as well as TF1 (French n°1 TV channel, partner of the operation) and Secours populaire français (French main charity, helping underprivileged kids). Collected 10K participation on Social Media which allowed the invitation of 2500 underprivileged kids to the park and a 250K€ donation to the association. … and dancing on Main Street in front of thousands of guests for the Disneyland Paris’ 25th Anniversary Grand Celebration.

Accounts: Kellogg's (Miel Pops - Extra - Nutri-Grain, past Special K and All Bran), CNP Assurances (French leader in financial and people insurance) and Pfizer. Lead contact with clients; manage cooperation with partner and local agencies; highly involved in strategic planning and brand positioning. Key team member in campaign development and production at the European level, providing efficient competitive monitoring and analysis to the client and team. Some of my achievements: Successfully launched Nutri-Grain in continental Europe. Collaborated in the development of an integrated campaign including TV, radio, social and in-store activations: reached 15% market share after 3 months, main driver of the category growth. Renewed Miel Pops brand across Europe through TV, innovative print and a digital platform. Established Coeur variant and sustained brand growth in all markets. Repositioned CNP Assurances as a major insurance company in France. Developed an insightful brand purpose and produced a corporate campaign. Adapted the Special K new campaign idea in France and developed the creative work for the chocolate variant: TV, outdoor and in-store. Worked on a new brand positioning for Extra and produced an new TV campaign (France, Italy)

Supervised the development of a new pan-European campaign for EDF (French leader energy provider), coordinated 7 internal department on this ambitious project. Handled the product roll-outs of the corporate campaign for TV and print. Strengthened ERDF (French national company in charge of electricity network) brand positioning with the creation of a new TV spot and print ad. = Successfully launched a new stamp for La Poste (French national mail service) by identifying the right insight and produced effective in-store elements.

Collaborated in the redesign of GDF SUEZ (leader French gas provider) internal network. Daily coordination with clients and technical support.

As part of the Nivea Visage International account team, developed and produced campaign for Europe and Middle-East. Reviewed and analyzed worldwide competitive to support brands strategies.

French-German bachelor in political sciences Master degree in communication

 Abroad exchange year