Leigh McCarthy: VP Account Director, Target in Los Angeles, CA

Lead marketing strategy, campaign development and execution for Target exclusive artist partnerships including campaigns for Justin Timberlake, Shakira, Coldplay, Luke Bryan, Florence and the Machine and Imagine Dragons. Led the 2015 Target Grammy initiative where Target re-established their place in pop culture by doing a first ever LIVE commercial during the Grammys. This effort resulted in over 1 billion impressions including the #1 trend on Twitter nationally and #4 trend globally and over 180 mentions in the press. Launched Targets 'Around for Good' campaign that showed the world through authentic story-telling the good Target has done in education, sustainability and for communities. This campaign increased brand love and helped Target get back on track following the data breach. Led Target 2013 Licensing initiatives including campaigns for Disney Princesses, Spiderman and Teenage Mutant Ninja Turtles. Partner with SVP Group Account Director to grow the Target business at Deutsch. This includes cultivating a team of smart and dynamic individuals and ensuring it is a positive and fertile environment for creative thinking across disciplines.

Managed HTC Global and North America business and partner with planning and creative to identify solutions for HTC’s business situation. Idea’s resulted in acquiring additional out of scope assignments for the agency including multiple global projects. Oversaw relationships with external vendors and HTC’s partner agencies to maintain brand consistency across campaigns globally.

Oversaw the broadcast production of all hardware and software campaigns - approximately 10 productions per year and a total of 30 campaign launches to-date. Managed the creative development and production of a 50 hour world record event streamed live online which received 3.3M unique views in three days and trended on twitter.

Directed Hardware business for Sony PlayStation including managing strategic and creative development of integrated campaigns spanning both offline and online efforts. Lead account manager on PlayStation brand campaign Long Live Play including “Michael” a commercial said to be the most “impactful” in gaming history. “Michael” was also the recipient of multiple awards including a gold at the One Show and Best in Show at the ADDY’s. Collaborated on branded social media efforts for PlayStation’s spokesperson, Kevin Butler, across Facebook, YouTube and Twitter. Partnered with in-house media teams to plan and execute both offline and online campaigns.

Managed the strategic development and production of PS3 rebranding effort that included 10 TV spots, print, OOH and digital. Oversaw the production of all 2009/2010 broadcast campaigns including two international shoots.

Project lead in the strategic development and production of numerous multi-medium campaigns including: • 2008 hybrid “Missing H” integrated campaign including television, print, outdoor, and online • 2008 USGA “See You at the Open” integrated campaign to support Lexus’ 2nd year partnership with USGA and sponsorship of U.S. open tournaments. Campaign included three-minute film, television, print, on-line, and dealerships ads that utilized high profile professional golfers • Led development and production of 2008 USTA integrated campaign for Lexus’ 4th year sponsorship of the US tennis open. Campaign initiatives included television, print, on-site, and online

Assisted 2007 USGA and USTA television production and lead development of multiple print executions. Leveraged media partnerships with GQ and other Conde Nast publications to align with Lexus objectives.

Assisted in the development and production of the 2007 RX “Actively Safe” integrated campaign that include print, television, digital, in dealership and direct mail pieces.