Back to School (BTS) is a critical season within the fiscal year for most retailers. The Sears Integrated Marketing (IM) team invited our internal creative team to respond to their BTS Request for Proposal, putting us in direct competition with their external agency of record. I partnered with our senior writer to lead a team of three designers in developing concepts in response to the RFP requests. Our work included extensive competitive, trend, and forecast research. I created our BTS war room, lead team meetings, critiques and presentations to our team's VP of creative. I worked with our writer to develop concept messaging, descriptions, and the final RFP response document and presentation. Together, we pitched our findings, recommendations, and concepts to more than 10 Sears executives and ultimately won the project for our internal agency. The work presented here is the creative I personally conceptualized and designed which was one of the three concepts presented.
