Bassem Nassar Email & Phone Number

Newark, New Jersey, Us

Developed brand campaign strategy to position Prudential as modern financial services provider helping individuals plan for their most important financial goals. The initial TV spot "Better Days"resulted in the number one financial services spot in Ace Metrix, site visits and site engagement exceeded goals and historic norms. Worked with our agency and media partners Strawberry Frog and Dotdash Meredith to develop an integrated campaign positioning Prudential as the rock people rely on to move their financial life forward.

Newark, New Jersey, Us

Worked extensively with key external partners; Kantar on thought leadership research and MediaMonks on digital and SXSW 2019 experience as part of a larger corporate effort to articulate Prudential's transformation story.

Newark, New Jersey, Us

Key leader in developing brand strategy to launch PGIM - Prudential's investment management business. Reached brand awareness levels in line with some well established competitors in just 4 years. Worked exclusively with in-house creative team to develop the 'Alpha' campaign across TV, long-from video, AR, VR, global airport billboards, print, digital, conferences, social and content programs with major media partners; WSJ, The Economist, Bloomberg and TED.

Newark, New Jersey, Us

Worked extensively with business marketing leaders across mutual funds, annuities, life/group insurance and retirement and our creative agency Droga5 to integrate product advertising and to create brand engagement strategies that supported the 'Bring Your Challenges' brand campaign.

Developed digital engagement strategies and recommendations using a variety of planning tools for various brands including Marriott International, LG Mobile and Electronics, Citibank and General Mills Cereals.

New York, Ny, Us

Account: TD AmeritradeIntegrated cultural trends, category dynamics and core brand equities to establish a new positioning strategy — transitioning the brand from one that championed the will of self-directed savvy investors to a brand that represented objective guidance and value for all investors.

New York, Ny, Us

Account: American ExpressLed concept development and subsequent positioning research for new products including the Plum Card. Developed the positioning strategy and led the creative development process for the launch of the SimplyCash Card achieving record results; 35% more new accounts over forecast and 32% spend increase over forecast.

Boston, Massachusetts, Us

Worked extensively with American Express OPEN, on new product concepts to address growth market opportunities.

Led international and domestic brand strategy for national flag carrier advertising, cargo, holiday packages, frequent flyer program, special offers and customer service initiatives. Developed an advertising investment model for media spending based on passenger traffic, revenue and profitability.

Account: Procter & Gamble - NyQuil, DayQuil, Vicks VapoRubSuccessfully led the repositioning of Vicks VapoRub as the “Quick Vicks” and stemmed share decline as a direct result of consumer learning through dyad research with mothers and children.

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Developed Interactive business strategy recommendations for IBM, Citibank, DuPont, Time Inc. as well as other Fortune 500 companies. Performed market feasibility assessments for several dot.com start-ups.

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Account: Unilever - Wish-Bone, Lipton Cup-a-SoupResponsible for strategic media recommendations and budget allocations of $25MM across television, print and radio.

M.S., Integrated Marketing Communications

B.S., Business Administration - Marketing