It hasn't taken long for Adrian Fogel to make a big impression at DDB Worldwide, Chicago.
senior planner DDB Worldwide, Chicago
In about a year at the Omnicom Group agency, the senior planner has helped establish a position for a new McDonald's Corp. product, uncovered an insight that's powered ads for Anheuser-Busch's Bud Light, and helped Dell come up with a new position and tagline for its enterprise business. She's also taken on DDB clients OfficeMax and Cars.com.
"She works very well with creatives in helping them develop bigger ideas," says James Lou, exec VP-director of account planning, Ms. Fogel's boss. "She wants clients to be popular. She understands talk value."
"Adrian's always gotten it," says David Rolfe, director-branded production at DDB, Chicago. "She understands media, branding and strategy, and she knows how to work with creatives. She's a hipster without being so hip that it's a distraction from what we're trying to do."
Despite a fast-rising career, it took Ms. Fogel, a native of Potomac, Md., some time to get around to the ad biz. After college, she worked in childcare and earned a graduate degree from Johns Hopkins University. Encouraged by a younger sister attending Virginia Commonwealth University's Adcenter, Ms. Fogel read "Truth, Lies & Advertising: The Art of Account Planning," by Jon Steel. Ms. Fogel devoured the book in just a couple days and went on to VCU; she and her sister, Dana, now a freelance writer, became the first pair of sisters to graduate from the Adcenter.
Ms. Fogel's Dell work involved helping the PC maker get a better sense of the IT executives who make decisions on enterprise hardware. "There were credibility challenges because consumer perceptions of Dell were hard to translate to Fortune 500 companies," says Ms. Fogel, 33. "We focused on getting a positioning that focuses on reliability and not just dollar value."
Ms. Fogel helped the enterprise division gain customer feedback and even led creative briefings in a server room at DDB.
For McDonald's, Ms. Fogel helped develop creative strategy for a forthcoming product the fast-feeder is keeping under wraps.
"With her help, we were able to uncover consumer insights based on the ways young adults eat in their hectic, on-the-go lives today," says Tracy Stockard, director-McDonald's U.S. menu marketing.