Kathy Leech Email & Phone Number

United States

At Brand Insights, we excel at uncovering key insights and turning them into impactful strategies. We have successfully managed brands through growth and crisis, providing strategy development and campaign management to achieve brand goals. Recent projects include assisting an SMB business in solving leadership team challenges, identifying key issues and recommending messaging for a political issue, and providing career counseling to individuals making career changes.

We are an insights-led marketing consultancy with a unique team of experienced marketers who combine strategy, creativity, data and client-side experience to build a strategy that nurtures growth. We are creative thinkers, storytellers and realists with outstanding analytical skills. Recent projects include determining the best marketing strategy to succeed in a highly competitive consumer technology category, understanding the key drivers for a large consumer goods category and recommending the best brand and communications approach, and launching bespoke research across multiple geographies and using the findings to create content and a sales presentation for a technology company.

Philadelphia, Pa

Led brand strategy, research, advertising, and procurement for Comcast’s corporate brand. Between 2014 and 2020, brand favorability increased by double-digits in the corporate markets, more than double the increase in markets without corporate support.Introduced advanced research techniques and new suppliers to refine corporate brand strategy and planning.Initiated the development of a new corporate purpose and brand guidelines which were introduced during the 2016 Olympics campaign. The campaign increased Comcast’s favorability nationwide. Led integrated advertising and social media campaigns built around the company’s key CSR programs that led to improved favorability towards Comcast. People aware of the ads had double the favorability of those who were not. Developed and rolled out a new media strategy which allowed better targeting and more efficient and effective media spending. Grew favorability significantly among the targeted audiences.Led the corporate advertising campaign which leveraged Comcast’s first Team USA sponsorship during the 2018 PyeongChang Olympics. The campaign resulted in significant increases in favorability and a 2018 Clio Sports bronze medal.Initiated and led the first use of production decoupling at the company which led to significant savings that were reinvested into additional brand building activities.

Chicago, Il

Developed cutting-edge communication programs to restore BP’s reputation and communicate its progress stemming from the 2010 Gulf oil spill. Created multiple fast-turn-around integrated paid crisis communications to address ongoing need for information. The communication of BP’s efforts significantly improved brand trust and restored Gulf tourism. Spearheaded BP’s first corporate social media efforts in response to the crisis, which achieved a top-three ranking among all FTSE companies in 2011. Led BP’s US Olympic team communications programs. Despite 2012 being BP’s first year as an Olympic sponsor, awareness of BP's sponsorship and consumer perception equalled much more established sponsors. In 2013, the team was awarded a silver and gold Sabre award and a silver WOMMY award for engagement.In 2009, led the refresh of BP’s corporate advertising campaign and took over responsibility for BP’s global agency relationships. The refreshed US campaign drove significant increases in favorability and it was expanded to China, Brazil, India and Germany, where it exceeded launch benchmarks.Took over the procurement activities of BP’s global creative and media relationships, resulting in 16% creative savings and 8% media efficiencies annuallySenior Faculty Member: BP’s Branded Communications Excellence course

Chicago, Il

Developed BP’s first global sponsorship strategy. Led the continued evolution of the “BP on the Street” integrated corporate advertising campaign.Worked with international communication professionals to roll out the “BP on the Street” campaign, which launched in the UK, Germany and China. All regions met or exceeded goals for increases in awareness and favorability.The global sponsorship strategy and tools resulted in a much more focused and analytical approach to building the BP brand via sponsorships.Received a Gold Effie (2007) for best five-year sustained campaign.

Chicago

Led the integrated communication campaign to support BP’s East of the Rockies Retail business, which included 15,000 U.S. retail sites and key retail brands of BP, BP Connect, Wild Bean Café and Amoco Fuels.Created a successful communications campaign to re-launch BP’s premium fuel brand, Ultimate. Supported the launch of the Wild Bean Café convenience brand in the US. Both campaigns drove significant increases in consumer awareness.Initiated a local store marketing program which led to 25% sales lift in most marketsCreated a communications toolbox used in BP’s rebranding of 10,000 Amoco sites, resulting in 3-5% volume gains

Mba, Marketing, Finance And International Business

Bba, Accounting

CPA Certification