Marcelina Ward builds strong relationships and guides creative production at Opinionated

Marcelina Ward spent the last year cultivating strong relationships with brand partners and churning out top creative as management supervisor at the Portland, Oregon-based Opinionated. Ad Age Small Agency Awards See all of the 2023 winners Click here The highlight of Ward’s year was spearheading the creation of the “Impossible is Nothing” Adidas ad that ran before the Super Bowl, which was a tribute to Kansas City quarterback and two-time NFL MVP Patrick Mahomes. With only three weeks to make the film, Ward was thinking “two steps ahead” while creating empathy and building trust with the client, said Jocelin Shalom, Adidas' director of brand communications for horizontal, womens and purpose. “This close working relationship allowed us to pull off projects on exceptionally short timelines and against all odds,” Shalom said. For ice cream brand Drumstick, Ward help create the sundae cone-obsessed spokesdoll Dr. Umstick, overseeing a four-month production that produced more than 30 assets for the quirky “Adult Swim”-style campaign. The offbeat creative brought the 94-year-old sundae cone to the present and contributed to a 15% year-over-year sales lift and a 0.5 share point gain. In the midst of the Drumstick campaign, Ward flew to Prague, where she managed Opinionated’s largest production to date for Miro: an Andreas Nilsson-directed film satirizing the monster-sized problems people must solve in their daily jobs. Ward also led the agency of record account for Nature’s Way, with the client’s Senior Director of Marketing and Brand Strategy Geoff Wills calling Ward a “trusted guide on an original communications campaign from idea to execution.” Ad Age Small Agency Awards See all of the 2023 winners Click here

Marcelina Ward builds strong relationships and guides creative production at Opinionated

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