Caleb Kramer Email & Phone Number

Los Angeles, Ca, Us

San Francisco, Ca, Us

Clients: NordicTrack (iFIT), Cruise (self-driving car service), Coke Zero, Infosys, Purple Mattress, Verily Life Sciences (Alphabet), Block.one (blockchain software)

I'm an independent consultant that works with visionary companies to create holistic, twenty-first-century brand strategies. I believe that the best brands take people places. They invite us into worlds outside our own to experience something new. To create these worlds, I draw from a versatile toolkit, combining big-picture brand planning with more granular experience strategies.Research drives everything that I do. I utilize a diverse mix of methods to investigate and uncover the truth in any given situation.Companies I've consulted include: Brands — Dickies, Facebook Messenger, Harvest HOC, HP, Hulu, Lime, Netflix, Ubisoft, Vans, Eventbrite, XfinityAgencies — Anonymous Content, Deutsch, Digital Kitchen, Imprint Projects, Party Land, Sid Lee, Ueno, Gram x Gram, Good Kid, AKQA

Brooklyn, Ny, Us

When Vice Media combined Carrot and its other advertising ventures to create Virtue Worldwide, I continued as a founding strategy lead for the west coast office. The award-winning work we had done laid the foundation for what became one of Vice's fastest-growing areas of business. I was responsible for driving strategy on new business pitches, expanding the agency's research capabilities, and shipping a range of successful projects.Some highlights include:◦ Musical.ly (Tik Tok): Positioned the company to become the world's fastest-growing app. I partnered with the LA-based marketing team at Bytedance to develop a brand strategy informed by stakeholder workshops, consumer interviews, and global quant surveys. After testing names, we ultimately recommended leveraging 'Tik Tok,' a mono-brand approach that would be instantly recognizable. ◦ 20th Century Fox: Created the "best Alexa skill yet" to activate hardcore fans of the ALIEN franchise. I led strategy to research, concept, and sell-in a first-of-its-kind voice-activated survival game for Amazon Alexa devices. The experience surpassed the client's objectives, with an average session length of 6:52 and over 20,000 emails acquired. It was nominated for multiple Webbys and earned broad media coverage. ◦ AUX | The Play Styles Of Entertainment: Supercharged agency entertainment capabilities with a new intelligence offering. I created AUX (Audience Experience), a specialized research & insights service that differentiated the agency online and enhanced new business materials. It launched with a report that used mixed methods to dive deep into the personas of fandom and audience engagement patterns.

Brooklyn, Ny, Us

I joined Carrot early in its transition from an independent 50 person startup to an integral part of Vice and AdAge Agency to Watch. During my time there, I served as a senior strategist, spearheading brand, digital, and social strategies for best-in-class clients. I was also part of the Los Angeles office's founding team, where we sold, planned, and executed award-winning work to become the company's first successful expansion outside of New York City. Highlight work:◦ Netflix: Pitched and won a series of award-winning Originals projects including Narcos S3 (global integrated), Ozark S1 (integrated), and Disjointed (experiential). All earned broad media coverage and industry awards for creativity and innovation. In each case, I led the strategy process, from research and creative briefing to pitch presentation and tactical planning.◦ Rebtel: Pitched and won the assignment to relaunch Rebtel, a Swedish telecom app that provides free international calling. The $1.5M integrated campaign was a first for Carrot, breaking it out of social media to compete with larger, full-service agencies. The work itself was a success, running with a diverse media mix led by online video and outdoor media. ◦ Target: Grew the social retainer through data-driven research & insights. In partnership with the analytics team, I produced social listening, content reports, and a weekly newsletter distributed to internal marketing teams. In addition to insights work, I planned creative initiatives like Halloween Hills on Instagram & the Grammy's #MoreMusic social campaign.Other paid consultations included: Adidas, All Nippon Airways, Beats by Dre, Disney XD, Focus Features, Intel, Marvel, Patagonia, and Ubisoft.

New York City, Ny, Us

In 2012, I started Makeway, an independent strategy team that specialized in trend research. Our core output included custom reports that delivered insights through high-quality editorial formats. We used story structure to lead clients into new ways of thinking that would inspire them to take action. Highlight examples of projects that I led include:◦ Viacom/ MTV: We empowered the Strategic Insights & Research Division with reports shared throughout the organization, from senior producers to top-level management. These looked at topics like the shifting power dynamic in the media ecosystem and the rise of co-creation. ◦ General Electric: The social media team at GE commissioned us to research and produce a report on the ways social impacts each step of the B2B customer journey. The output educated marketers across the business about a more strategic application of the medium. ◦ Makeway Magazine: To raise awareness of our group and approach to research, we created an interactive digital publication. Our pilot issue featured exclusive stories with innovative small businesses like Ghostly International, En Noir, W+P Design, and Jojo's Sriracha. Top industry publications like Fast Company, Monocle, PSFK, and Yahoo! Small Business picked it up.

New York, New York, Us

At Syrup (LBi), I worked alongside world-class designers to reimagine and redesign websites for luxury & lifestyle brands. My primary accounts included Benjamin Moore, Glo Science, and Speedo (Pace Club), where I was responsible for everything from brief development to digital/UX strategy and analytics reporting. I also was part of successful engagements with Calvin Klein, Coca-Cola (CSR), Shiseido, and Jo Malone.

London, Gb

In 2010, MobileBehavior was folded into sister agency Tribal DDB, integrating our digital capabilities and leading Forrester Research to rate us as a Top Global Mobile Agency. I continued to act as a mobile specialist and eventually transitioned into a larger strategy role, where I functioned across both the user experience and brand planning teams. I was heavily involved in the research process, crafting insights and ideas that inspired winning proposals to multinationals such as Diageo, Disney, Exxon Mobil, McDonald’s, Pfizer, and Reebok.

Omnicom Group's specialty agency hired me to explore and highlight opportunities in the rapidly emerging space of mobile and ubiquitous computing. I authored trend reports educating retainer clients HP and AT&T and managed the company's online publication, which I grew to over 7,000 followers. In parallel, I worked with the Manager of Global PR to contribute articles and whitepapers to be widely distributed, some receiving over 10,000 views. In addition to insights work, I developed mobile strategies for sister agencies across Omnicom's network. These plans included everything from campaign concepts to user flows and identification of specific technology vendors to implement SMS, QR codes, native apps, mobile sites, and interactive outdoor media.

Brooklyn, Ny, Us

As a contributing writer, I identified and reported emerging trends in design, culture, and business to increase traffic to PSFK.com. I also worked with the team to collect and organize research, streamlining the creation of reports to clients at Apple, Samsung, and Target.

Miami, Fl, Us

In the early days of Twitter, I created an account on behalf of Burger King to explore how brands could behave in the new social media environment. The profile caught the industry's attention and earned coverage in news outlets such as the LA Times, Advertising Age, G4TV, and Digg. Mashable called it one of the top 40 brand accounts on Twitter. Because of its popularity, Edelman invited me to help promote the opening of the world's first-ever 'Whopper Bar' in Orlando, Florida.

Bachelor Of Arts - Ba, Media Arts & Sciences

Mini Mba, Marketing & Brand Management