Abigail Aurelia Wood
OBJECTIVE
A career with a progressive advertising agency where I can utilize my skills in ethnography, research and strategy as an Account Planner.
EDUCATION
IP: M.A. Advertising and Marketing, Webster University; GPA 4.0
B.S. Cultural Anthropology, Ball State University; GPA 3.2
WORK EXPERIENCE
2011 Account Planning Intern at DDB/Rodgers Townsend
Client Work: Outlined research, created campaign strategy, directed and moderated qualitative focus group.
Rodgers Townsend Social Media: Outlined event strategy, audited social websites, fostered online growth (in ‘likes’ and ‘follows’), directed new social efforts and events.
2010 Assistant Store Manager at Torrid
Managerial functions, sales, customer service, and retail event planning.
QUALIFICATIONS
Consumer Insight Competencies: Understanding of cultural traditions and practices; well versed in ethnographic methodologies and translation into real world insights.
Emphasis includes:
· Consumerism and technology
· Mediation
· Linguistics and communication
Digital Research Competencies: Strategic understanding of social media; established ability in online search and databases and translation into deep insights.
Highlights include:
· Understanding functions within channel
· Information gathering through thick search
· Communication methods within channels
PRESENTED RESEARCH
Native American Assimilation and the Indian Child Welfare Act
Academic Poster for Ball State University Department of Anthropology
Evolution of Homosexuality in America
Gender Studies Seminar at Purdue University
Computer Usage in University Classrooms
Academic thesis and poster for Anthropological Society Lambda Alpha Graduate Seminar
Net-Twit: A Social Ethnography
Graduate thesis research and blog
FIELD RESEARCH
2009 Computer Use in University Classrooms
Method: Outline and direct independent interviews, qualitative ‘classroom shadows’ and small focus groups; 5-6 people per group, 15 independents over one academic school year.
2011 Net-Twit: A Social Ethnography
Method: Outline and direct independent interviews with anyone under the age of 30 and their online personality for the course of 2 years. Use online resources, i.e. Mashable, database search, blogs, CNN and other news providers, online surveys, etc.
2011 Affinity Relationship Focus Groups; DDB/Rodgers Townsend
Method: Gain pre-production insight on a campaign a group of eight individuals, ranging in age and gender met for a qualitative consumer reaction focus group. Five one-on-one interviews were conducted in the participant’s homes.
2011 Social Media Audit and Inspiration; DDB/Rodgers Townsend
Method: Over the course of two months audit and maintain the agencies social accounts; drive viewers to custom Rodgers Townsend pages and increase engagement. Survey other agency social accounts and create an agency POV and social strategy.
