who’s brooke?

Hi there! I’m happy to share a little bit about me. My professional experience spans…

from Madison Ave to Mongolia

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I spent the first half of my career working in commercial advertising, helping clients such as British Airways, Pfizer, and American Express reach target audiences to build brand awareness, change preferences, and sell products. Years later, I transitioned to non-profit work to design and implement campaigns that inspired local communities around the globe to adopt more environmentally sustainable behaviors. I worked with NGO and government partners in Mongolia, Thailand, Lao PDR, Guam, and the Philippines.

Working on a local, grassroots level, tackling tough social challenges, taught me even more about human behavior (why we do the things we do) and the power of marketing and communications to motivate action. My passion is helping social-good brands create stronger connections with their audiences that move people to act. I do this through my in-depth understanding of human behaviors, marketing & communication strategies, and implementation realities.

“Brooke clarified project expectations, infused energy into our projects, and brought much-needed expertise to guide us through the rebranding process.” – Gaelle Gourmelon, Worldwatch Institute

Would you like to know more?? You can view and download my full CV here.

 


examples of work i’ve done

Curious about what kinds of projects I’ve worked on? Well, good news! I’ve got some really cool case studies to share with you. Please contact me if you have any questions or want to discuss these projects further – I’m very passionate about these projects and happy to talk your ear off about them!

Shifting fishing norms in the Philippines

lianga_mascotnkidsFollowing strict fishing regulations ain’t easy when food and money is at stake, but it’s necessary to ensure there will be more fish for future generations. Read about how we partnered with local and national government offices to run 13 behavior change campaigns that motivated local fishers to “fish in the right place”.

Popularizing catch + release fishing in Mongolia

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The largest and most fierce freshwater fish was in decline in Northern Mongolia, yet it was not a primary food source for the local communities. WWF teamed up with local fishermen to help save the species, even though these were the same men catching them as fishing trophies. Read more about how WWF converted these illegal fishers into expert fly-fishermen and conservation advocates.

Launching a credit card for spenders and savers

picture1Admit it, in every relationship someone is either a spender or a saver. American Express launched a new credit card that put 1% of what you spent into a savings account for a target audience segment who traditionally felt that Amex wasn’t a good fit for them. Read more about how we leveraged the saver-spender audience insight to make Amex relevant to an entirely new segment.

 

“Brooke has huge strengths in thinking conceptually and strategically, but not in a way that is divorced from on-the-ground, everyday realities” – David Walker, EVP, Population Media Center (PMC)

 


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