Keren Bester

Planning on Dove

Lead strategy planner on the NSPCC accountLead strategy planner on launch of Nokia Lumia in the UK

• Participated in the winning pitch for relaunch campaign of IPCʼs Woman magazine.• Oversaw research and developed brand architecture for National Accident Helplineʼs launch of new legal services brand Your Dispute.• Developed positioning for Douwe Egberts Senseo coffee pods.• Developed positioning for launch of Aston Manorʼs new cider brand Press 81.

What a fabulous challenge this degree has been. Loads of mind-bending and intricate thinking. I spent the last year getting to grips with the philosophy of social science (specifically how and what we can realistically predict from research about people), morality & ethics, political philosophy and the philosophy of emotion (specifically how our emotions are information-bearing states that are inextricably linked with our ability to be rational).

• Engaged an ethnographic researcher to uncover behavioural insights and used them to plan award winning Schweppes Burst campaign. (Cannes Gold Lion 2008; 2nd most awarded campaign in the world 2009 Gunn Report; Silver APG Creative Planning Award 2010.)• Planned award winning integrated campaign for Spring Valley that included teaser posters, microsite, tv, outdoor, radio and a branded Facebook application. (One Show Interactive Bronze Pencil 2009)• Participated in the development and delivery of pitch workshops which won the agency Medibank Private account (Australiaʼs largest private health insurer).• Contributed to FutureMelbourne, The City of Melbourneʼs long term plan for the future of the city and authored a white paper detailing an idea for an online platform to build capital in 6 keys areas.• Developed positioning for Study Melbourne - a government initiative - aimed at international students from China, Vietnam and India.• Developed brand architecture for The Laminex Group and created distinctive brand strategies for the two main brands to avoid cannibilisation in the portfolio.• Assisted with planning for award winning Chupa Chups “Fruit Splats” campaign. (Cannes Outdoor Gold Lion 2006.)

I was one of four researchers contributing to a project titled "The Effectiveness of Using Fear, Guilt and Shame in Public Information Campaigns" commissioned by the Australian Department of Family and Community Services. Participated in the development and design of the interview discussion guide.Assisted with defining the scope of the project.Assisted with planning, managing and reviewing the project.Conducted in-depth qualitative interviews with a wide variety of participants.