Amanda's career spans top ad agencies, social impact consultancies, market research firms, nonprofits, mission-driven startups and Peace Corps.
Experts offer wisdom and creativity to inform strategy. A deep network of advisors and specialists ensures the right team without big agency overhead.
General Manager, GOOD & Upworthy
Brand Strategy at Chiat\Day, Leo Burnett and 180 for clients like Southwest, Frito-Lay, and Kellogg’s.
Impact and innovation strategy at GOOD Corps, Matter Unlimited, Egg Strategy and C Space for leading foundations, non-profits, and companies that give a damn, including Microsoft, Carnegie Corporation, and Levi’s.
Research that gets at emotional drivers and real behavior for clients like HP, Purina, and the Annenberg Foundation.
Collaborative work for companies like Nike and Pepsico, and Chief Marketer for new businesses.
A flexible network of experts brings the right perspectives without big agency overhead. At the heart is Amanda Reid, who builds from years in advertising, impact consulting, research, nonprofits, and as a Chief Marketing Officer.
Too often we’ve seen clients lose time and money by skipping consensus-building, asking an overburdened staffer to "figure it out," defaulting to the CEO's pet project, or bringing in multiple agencies at high cost (burning through program budget).
We go deep to get to great impact, and fast to keep momentum. With years of experience, we can quickly arrive at strategy that connects to the brand, deepens employee engagement, and generates audience loyalty.
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Identify your key audiences, their current attitudes and behaviors, and their unmet needs. Design surveys and interviews that get at gut emotion (the biggest driver of decisions), plus identify the rational messages that help people justify their choices. Understand your target's relationship to your organization, and in what areas you have permission to expand. Find out where to reach them and what messages signal shared values, create affinity, and drive them to action, conversion, loyalty and advocacy. Uncover actionable insights that become grounding, shared truths for your organization and the path forward.
KEY TOOLS: Qualitative, Behavioral Survey Design, Individual Interviews, Observational Research, Secondary Research, Trend Reports, Brand & Category Audit
Explore ripe territories through concept examples. Brainstorm fresh and breakthrough ideas that reinforce the brand, stand out from the crowd, and unlock storytelling and content opportunities. Develop a campaign or program that brings insights, strategies, and opportunities to life.
KEY TOOLS: Workshop Design & Facilitation, Creative Strategy, Case Studies, Insights & Opportunities
Arrive at a social impact territory that reflects your organization's unique strengths, ladders up to and expresses the brand, connects with your audience, engages your employees, and creates meaningful and measurable impact in the world.
Go beyond traditional CSR to an ambitious yet achievable signature program, as well as supporting pillars across sustainability, community, partnerships, employee volunteering, and philanthropy. Establish a framework for ongoing measurement and improvement, creating impact at scale. Keep diversity, equity, and inclusion at the forefront of every decision and step in the design process.
KEY TOOLS: Brand & Social Impact Strategy, Mission / Vision / Purpose, Program Design, KPIs, DEIB, CSR, ESG
Create compelling messages based on authentic insights, and build a clear messaging architecture and hierarchy. Develop concepts for key pieces of content that engage and travel. Identify key channels and tactics to spread the word.
KEY TOOLS: Messaging Hierarchy, Content Strategy, Campaign Brief, Keywords (for example, a section of your website that outlines your skills... ahem).
Change is hard. Listen deeply to key stakeholders (internal and external) to understand hopes, fears, visions for the future and guardrails from the past. Identify a shared and unifying vision and gain buy-in along the way. Facilitated work sessions are invigorating and pave a path for team collaboration.
KEY TOOLS: Individual and Small Group Interviews, Workshop Design and Facilitation, Internal Surveys and Collaborative Processes
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