Background image

audrey.carr

welcome.bienvenue.



“Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that's creativity.”

Charles Mingus

Profile

Audrey Carr

Director of Digital Strategy at Leo Burnett
Marketing and Advertising | Toronto, Canada Area, CA

Summary

Audrey is presently the Director of Digital Strategy at Leo Burnett, Toronto. With an exclusive focus on digital and social media marketing, she routinely applies both human-centered and design thinking methods to help her clients create and sustain competitive advantage across a variety of digital channels, including the web, mobile, and digital signage. Her passion for understanding human behaviour and the evolving relationship between people, culture, brands, and technology has lead her to work on a diverse range of digital initiatives for both global and North American clients including RIM, Bank of America, P&G, Nike Canada, Kellogg's Canada, Sobeys, and more.
Specialties: Digital Strategy, Design Research, Measurement and Analytics, Communications Planning, and Team Leadership. Online Advertising, User Experience Design, Social Media, and Mobile Marketing

Experience

  • Jul 2008 - Present

    Director of Digital Strategy / Leo Burnett

    Working with a fantastic team of super-talented account managers, designers, and creative technologists to develop integrated campaigns and digital solutions (online advertising, web, social media, and mobile) for a range of global and North American clients.
  • Feb 2008 - Jul 2008

    Senior Interactive Strategist / Organic

    Lead digital strategy, planning, and measurement activities within multi-office design teams across web, social media, and mobile initiatives for clients including Bank of America and Nike Canada. Successfully launched one of the first social media campaigns to simultaneously integrate content and communities across YouTube, Facebook, and Flickr driving awareness for Bank of America’s sponsorship of the 2008 U.S. Olympic Team. Conducted consumer research and developed overall strategic plan for No Fee Mortgage Plus microsite, leading to a 43% increase in online applications within the first 3 months of launch. Winner of 2007 Web Marketing Award for Best Bank website.
  • Jan 2007 - Jan 2008

    Senior Information Architect / Organic

  • Jul 2006 - Jan 2007

    Information Architect / Critical Mass

  • Jun 2005 - Jul 2006

    Information Architect / Delvinia Interactive

Education

  • McMaster University

    Honours B.A in Psychology & Multimedia
  • University of Toronto

    MISt in Information Systems

Additional information

Websites:
Assoc.:
Information Architecture Institute, UX Irregulars, Overlap, Planning for Good, AnthroDesign

Posts

  • December 13, 06:53 PM
    “Technology is a big destroyer of emotion and truth. Technology doesn’t do anything for creativity. Yeah it makes things easier, you can get home sooner, but it doesn’t make you a more creative person. That’s the disease you have to fight in any creative field: ease of use.”
    Jack White. It Might Get Loud.
  • November 18, 08:38 PM

    The Michelin guide and its undercover inspectors : The New Yorker

    An inside look at how the Michelin guide reviews restaurants. Good thing I’m reading after dinner!

  • November 18, 08:19 PM

    French designer Mathieu Lehanneur’s lecture talks about the influence of science and scientists on his design process.

    My favourite thought? That marketing’s underlying focus on simplification stops us from fully understanding the subtle complexities of human needs, whereas scientific thought aims to expose and understand connections amongst convergent behaviours.

  • July 09, 04:47 PM

    Evian Roller Babies international version (via EvianBabies)

  • May 28, 05:27 PM
  • May 27, 10:24 AM

    Innovation vs. Social Innovation: a competitive end-game vs. a collaborative end-game

    What are the aims of socially-driven innovation?

    • Set data free
    • Empower everyone
    • Let communities self-regulate
  • May 27, 10:17 AM

    Honda - Failure: The Secret to Success

  • May 27, 10:14 AM

    Part Two

  • May 27, 10:14 AM

    Part Three

  • May 27, 10:08 AM

    Inside Ideo - Designing the Shopping Cart

  • May 26, 08:10 PM

    What is design strategy?

  • April 23, 01:50 PM
  • April 21, 09:52 PM

    Blitzen Trapper - Furr. I just can’t get enough ;)

  • April 17, 03:44 PM

    Rather than focusing on social media shouldn’t we be focusing on social ideas? Let’s stop obsessing about social media and worry instead about what’s important. While social media channels fade in and out of social significance, social ideas are timeless in their power.

    It means ideas that are inherently open, generous and want to include you. It means developing communication that lets you join the dots and complete the story rather than telling you what to do (in the same way at every point of contact). It means thinking about what it is that people like to do and working back from there to figure out what it is we can do as a brand to be useful, helpful or entertaining rather than starting from what we think first.

  • April 16, 11:22 PM

    Dan Barber’s fabulous TED talk on Spanish farmer Edouardo Sousa’s sustainability practices surrounding foie gras.

  • April 16, 10:56 PM

    In both advertising and experience design: we’re in the business of influencing behaviour (and beliefs).

Upgrade Flash to view this site properly