TIE can now announce the second WPP Fellow for 2009. Anna Bradfield is a Planner Director at JWT in New York and will be heading out to work with the NGO Em Cena Arte e Cidadania in 2009.
With a flair for strategic and creative thinking, Anna’s experience combines the strength of a Brand consultancy and Advertising background and has a firm grounding in both quantitative and qualitative research.
Anna began her career as a WPP Fellow at Landor Associates, London, where she managed and developed strategic initiatives for global BP, and spearheaded the creation of thought leadership projects and tools across the agency’s accounts. Anna continued to develop a talent for strategic brand planning at Y&R Brand’s Brand Buzz in New York, where she played a key role in positioning and launching brand platforms for Twinings Tea and LG Electronics in the US marketplace. Anna honed her research rigor and creative insight in creating a communication strategy for the advertising launch of Burt’s Bees, positioning the brand in a changing consumer context of “Natural” offerings.
Anna’s last position was held at Grey in New York. During her time there she worked on Proctor & Gamble’s Pringles and Downy accounts where she designed and implemented in-depth research and unique forward-looking strategies for these brands. She was also integral to the development of strategic brand platforms for Playtex brands like Banana Boat and Hawaiian Tropic. Anna also worked as a Senior Planner on a number of Wyeth brands, such as Chapstick, ThermaCare and Robitussin as well as Eli Lilly’s Evista, bringing strong strategic thinking and consumer understanding in optimizing their brand positionings and propositions for growth.
Anna has recently moved over to JWT and is currently working as a Senior Planner on the Macy’s account.
Being born in India and spending her early years there, before being brought up in England, had a profound effect on her. An avid interest in the diverse cultures that make up our world and a love of travel are still passions for her.
Reading History at Cambridge allowed Anna to explore some of these cultural nuances and hone an appreciation for what motivates and inspires people to behave in certain ways. After graduating with an Honors degree in 2002, she studied Fine Art, completing the Slade Alternative Foundation course and an HND in Art and Design at Chelsea College of Art in London.
Travel has always provided inspiration and subject matter for her paintings. Over the last few years she has explored Cuba, Morocco, Thailand, Costa Rica, Puerto Rico, Mexico and various parts of the continental US, many of which have become the basis of her work.
She loves living in New York and very much thinks of it as her home. Home is an apartment in Gramercy that she shares with her adopted pet rabbit, Miles. She continues to do her paintings and have had shows there, as she did in London. She feels she thrives on the mix of people that come together in New York City – truly a melting pot and a constant hub of activity. And when it all gets too much, she finds the solace of a good film or heading to a diner with friends always works a treat!
Anna will be working with everyone at Em Cena to help get more people involved with the Organisation so that they can improve even more children’s lives in their local community. To find out more about her placement click here.