Rachel Darville

Storyteller | Creative Strategist

1947 W. Schiller Ave. Apt. 3 Chicago, IL 60622

radarville@gmail.com | c: 501-940-1604
site: radarville.weebly.com

Agency Experience
March 2012 Present | Leo Burnett + Arc Worldwide | Chicago, IL
Agency Thought Leadership
Participant in Leo Leaps, where I am tackling a 90-day passion project, concluding with a TED-like presentation to agency.
Featured artist at Leo Burnetts In-House Art Gallery Space, The Orchard in February 2016. Gave presentation to Strategy
Department entitled, Bringing an Artful Eye to Strategy, which highlighted my paintings and how art impacts my thinking.
Crafted Behavioral Playbook that provided research and insights into the FemCare consumer and category.
Co-created pilot think-tank program, Humanology for the internal Samsung global team, which initiated insight driven
discussions around tech trends, pop-culture, and behaviors to push the envelope on our creative ideas.
P&G | Beauty & Hair Care | CVS | Senior Strategist | September 2015 - Present
Lead strategist across the P&G Hair Care brands within Arcs portfolio, with director support when needed.
Created shopper briefs on brand-led and retailer-led activations across media channels for P&G hair care brands.
Sold in and co-conducted incremental shopper research. Led focus groups, shop-alongs, and helped analyze quantitative
and qualitative findings. This research gave our team a greater perspective on how women shop the category and led to the
creation of 2017 Pantene product claims and multiple shopper guides to increase creative deployment effectiveness at retail.
Designed UX wireframes and strategic framework for rebranding of Olay.com, increasing shopper purchase intent.
Led a variety of retailer specific work for P&G, from research to annual planning, on Walmart, CVS, Publix and Kroger.
P&G | Always & Naturella | Global Strategist | March 2013 September 2015
Led consumer research and collaborated on creative briefs for an array of global toolkits and campaigns, including the brand
campaign Always #LikeAGirl, which combated the confidence drop during puberty. (With 90+ million views, our #LikeAGirl
campaign won an Emmy Award for Most Outstanding Commercial of 2015, along with 14 Cannes Lions. The campaign
received a Glass Lion for combating gender inequality, and a Titanium Lion for pointing to a new direction in the industry.)
Co-wrote Global Effie Award entry for #LikeAGirl campaign which won the Gold Global Effie Award in May 2015.
Conducted a wide variety of research in collaboration with fellow P&G consumer strategists including in-home
ethnographies, shop-alongs, focus groups, and neurological research studies to assess category cue effectiveness.
Analyzed competitor brand positioning, communication strategies, and overall category business models to inform client
communication architecture for both Always and Naturella, for different markets around the globe.
Norton by Symantec | Strategist | October 2012 May 2013
Conducted brand purpose research and organized a client purpose workshop, which led to incremental work.
Crafted creative briefs for Norton Mobile Security, which led to award-winning, engaging work that gave consumers a highly
interactive experience with the brand in the digital space (Enjoy Your Privacy: One Club Bronze Pencil, CAF Silver ADDY,
AWWWARDS Site of the Month for November 13).
Samsung | Junior Strategist | March 2012 November 2012
Crafted creative briefs, positioning concepts, and competitive trends to inspire thinking in consumer electronics space.
Conducted man-on-street interviews, qualitative global consumer perception studies, and uncovered insights to better
understand how people interact with technology daily around the world.
Played an integral role on the team behind PeopleShop, an internal research study on shopper behaviors in an array of
categories, including cell phones. Designed paths-to-purchase for the cell phone shopper segments, which provided insight
into opportunistic spaces where both carriers and brands should be playing (2013 Leo Intel Award Winner).

Undergraduate Experience
American Advertising Federation | Penn State University | Strategist & Art Director | 2010 2011
Strategy lead in AAF Student Campaign Competition for JC Penney - Placed 2 in NYC Regionals.
nd

Education
October-December 2011 | Miami Ad School Account Planning Boot Camp | San Francisco, CA
Awarded Top Dog Runner-Up and Best Storytelling at Final YouTube Client Pitch
May 2011 | The Pennsylvania State University | Schreyer Honors College | University Park, PA
Bachelor of Arts in Advertising and Bachelor of Arts in Art
(Honors concentration in Painting) Cum G.P.A. 3.56
Study Abroad Spring 2010 | Universidad de Sevilla | Sevilla, Spain
Advanced Liberal Arts CIEE Program; classes and experiences in Spanish

Skills
Technology: Photoshop | Illustrator | InDesign | FinalCut | SPSS | Microsoft Office | Mac & Windows OS
Other: Intermediate Spanish | Improvisational Acting | Oil Painting | Musical Theatre | Music Video Making