Our Talents

What it feels like #LikeAGirl

EVP Business Director chez Arc Worldwide/Leo Burnett

With more than 80 million views worldwide, the Always #LikeAGirl campaign has captured the public’s imagination. It has swept the board at award ceremonies, and was featured during the Super Bowl’s commercial break. As campaigns go, it doesn’t get much better. Here, Karuna Rawal, EVP Business Director, Arc Worldwide/Leo Burnett, gives us a glimpse of working on a campaign that has become an anthem for the empowerment of young women.
Karuna Rawal

Karuna Rawal

EVP Business Director chez Arc Worldwide/Leo Burnett

Two years ago, I was asked to be part of a SWAT team to help Always, P&G’s feminine products brand, develop a breakthrough campaign. Equipped with data on confidence, we realized that half of girls lose their confidence during puberty. That’s powerful insight and provided us with the platform we needed. Together with the talented teams in Chicago, Toronto, and London, we took the phrase #LikeAGirl that has become a commonplace insult to knock girls’ confidence, and filmed the reaction of adults and young girls to the comment. By making people aware of the issue, we hoped to forever change #LikeAGirl to mean incredibly strong and amazing things. The results speak for themselves: 40+ awards, including 14 Cannes Lions, and a Creative Arts Emmy for Outstanding Commercial. A recent study by Always also shows that after watching the video, 76% of girls aged 16-24, no longer see #LikeAGirl as an insult. For me, this campaign has been the highlight of my career, an amazing opportunity and experience. As a mother of teenage girls, I was delighted to work on such a genuine and authentic project that is really making a difference.

Go Fun Yourself!

Group Planning Director pour Toyota Aygo

When Toyota tasked Zenith Optimedia (ZO) and Saatchi & Saatchi, with the Toyota Aygo launch, they knew they couldn’t be another “me too” brand. So, the talented team, including Ben Lukawski, ZO Group Planning Director, disregarded the “standard launch,” opting instead for an “owned out” approach - with outstanding results.
Ben Lukawski

Ben Lukawski

Group Planning Director pour Toyota Aygo

The A segment of the car market is a crowded space, so we knew we had to be original,” explains Ben. “The challenge was set. How could we reinvigorate the overall Toyota brand, attract new buyers and reduce the overall buyer’s age? We needed to be authentic and fun, which is when Saatchi came up with Go Fun Yourself. It set the tone perfectly. For the launch, we took an “owned out” approach, working with up and coming Youtube stars and their owned channels to drive audience engagement and generate exposure. We then worked with traditional media to amplify these Youtube stars, showing them having fun in our ads and using their content across the markets, adapting it to reflect the humor of different cultures. Not only did the campaign smash sales targets (+66% year-on-year), it increased the number of new users to the Toyota site by 85-92%. After 10 weeks the average age of a buyer had reduced from 52 years old to 38 years old. The campaign was a lot of fun, and the fact that it has met with such huge success is an absolute bonus.

Jay Taggart

Senior Software Engineer, VivaKi

Jay Taggart joined VivaKi fresh out of university and has carved a solid career over the last six years with the company. “When people think of programmers they often think of geeks, stuck in the basement, never communicating with anyone,” says Jay. Here, he explains the multi-faceted elements of his job, with not a basement in sight
Jay Taggart

Jay Taggart

Senior Software Engineer, VivaKi

It goes without saying I’ve learned a lot about technology, at VivaKi. I’ve had the opportunity to learn about, and work with lots of new technologies, which has given me a great perspective on how technology can be applied to solve problems. I’ve become a knowledgeable developer, well versed in many concepts, including version control, software life cycles, memory management, concurrency, database design, and information security. What I enjoy most about my job, however, is getting out there and talking with the clients to determine their needs, so I can respond to them with the most adapted technical solutions. I am not just stuck in a basement somewhere writing code. Thanks to VivaKi, I’ve been involved in project management, working as part of a multidisciplinary team. To do this job you need to be able to communicate with people, understand their feedback and be a real problem solver. It’s amazing to be part of a Groupe that nurtures and champions’ careers. I came to VivaKi fresh out of university, and have been able to grow and learn a considerable amount.

Alyssa Altman

Managing Director, SapientNitro

A Sapient stalwart since 2000, Alyssa Altman, has worked on, and led, many landmark accounts, from General Motors, John Deere to Fiat Chrysler Automobiles. Coming to Sapient by way of Ernst & Young, Alyssa has strong business consulting skills that have set her in good stead for the rich and diverse projects she has been involved with during her 15-year tenure at the company.
Alyssa Altman

Alyssa Altman

Managing Director, SapientNitro

Since starting at Sapient my career has evolved in a way I could never have imagined. I joined Sapient after having completed an MBA, and off the back of five years as a Senior Manager at Ernst & Young Strategic Advisory Services. I joined as Director in Chicago, where I honed my skills as a business strategist, working on, and eventually leading, General Motors, one of our largest accounts at the time. One of my standout moments is, however, working on Chrysler in Detroit in 2010, and having the opportunity to grow an office and build a dynamic multi-geo team. In 2013, I was named MD for Canada and a portion of the Midwest region. My brief was to grow the business, and make sure we have the right type of culture, and capabilities to expand our client base, while also managing existing clients. What I’ve learned over these past few years is that it’s important to look for the unknown, to make yourself uncomfortable in the quest for new opportunities. When Publicis Groupe entered the picture, the opportunities skyrocketed. The potential to work with other agencies, such as Publicis Worldwide, MSL, has opened up a whole new world for Sapient, and me in my career. It’s exciting to be part of something you can help shape and define at any level.

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