Joy specializes in client strategy and planning with a passion for generating ideas and insights.
Her strategic and target insights drove the success of multiple new product introductions by McDonald’s where she inspired the concept behind the value menu, now a staple in the fast food category for driving sales to this day.
She managed the global re-launch of the Reebok brand, unlocking the strategic target touch points of modern female. Joy identified the inherent insights that defined the differences between the young girls “sports” target and older womens “fitness” target.
At Kemper Lesnik, Joy launched an advertising unit to fully integrate the agency alongside the sports, event, and public relations marketing departments. Successes included new business wins and a first ever award winning insurance brand campaign in both the business and consumer marketing categories.
Joy’s has worked with a wide range of Clients:
Northwestern Memorial Hospital, Wrigley, Serta, Miller Brewing, Oldsmobile, Reebok, McDonalds, Kraft, United Airlines, P&G, Kemper Insurance, Starbucks, IBM, AT Kearney, Women’s Health Foundation, Focal Communications, Gerald Stevens, Wynn Resorts, Ethica Healthcare, Gerber , University of Chicago-GSB.
Joy played the leadership role in developing the strategic direction for Northwestern Memorial Hospital. She worked to discover the brand equities that set NMH apart in a crowded healthcare marketplace. Consumer insights were studies to find the most relevant to consumer truths as the foundation of creative development.
The still running brand campaign “Everything Matters” has enhanced the stature of NMH and relevance in the continually blurring academic marketplace through the patient’s point of view and “voice”. Here, the attention paid to “every last detail” of quality and care sets NMH apart. Joy was also the strategic leader in re-creating the woman’s brand in its much publicized and award-winning “Grand Hopening” campaign for the new Prentice Women’s Hospital, a premier women’s medical center in the Midwest. This work was based on the insight that a hospital designed “for me” will meet a woman’s need to be treated as person rather than a patient; and that this facility provides women new hope when faces with medical care and treatment decisions.
