Social Ads for Cognant Partners

Cognant was born when MZ decided to leverage its game marketing art team (of which I was part) and media buying team to plan, create, buy, optimize and measure marketing campaigns for outside (non-gaming) clients. It meant rapidly ingesting brand style guides and then applying the same creation, approval, and export process to output massive amounts of static and animated social media ads. What made Cognant’s process so effective was their ability to harness and interpret performance data that would often lead to quick design pivots to refocus our approach. As the Principal Designer on the team, my additional role was to help the younger, more game-centric designers feel confident working with unfamiliar brand styles. We implemented flash group feedback sessions to practice communicating design thinking and knowing where and when to iterate.