Lindsey Cummings is a Digital Strategist from Sydney, Australia but she has passport (well, 2 actually) and will travel.

1. L INDSEY C UMMINGS
Trend hunter, music obsessed and pop culture tragic.
Your new Digital Strategist.
Blog: adlandupstart.tumblr.com Twitter: @_lincu_ Email: Lindsey.t.cummings@gmail.com Skype: Lindsey.c Phone: +61 415 887751

2. Hi, I’m Lindsey.
I’m a Digital Strategist from Sydney, Australia looking for a
new challenge in a lively city. I have both an Australian and
Irish passport and I’m willing to travel wherever they might
take me.
Trekking to Machu Picchu on my first
solo travel adventure - a trip that
The objective of this resume is to find a new opportunity
made me realise if I can travel solo
through South America with limited
that matches my skills, rather than seek out a specific
Spanish, I can do anything
job. I have an advertising background, an industry which
I love but am not married to, so as long as your role is
strategic and seeks creative recommendations, I would
love to hear more.
Always a
dreamer/
Where it all started. My
schemer
childhood home - the “city
within a national park”
In the following pages included some examples of my
recent work, as well as work I admire, trends forecasted for
2011, and what my passion project would be if I had a
million dollars.
Shockingly, I like to look for inspiration from outside the
ad world. Some who have taught me a lot are Wayne
Coyne, enigmatic front man from The Flaming Lips and If you see anything that interests you or if you have any
Robbie Deans, the Australian Rugby coach.
questions, please contact me.

3. My Skillset My Qualifications
Planning: Experience:
• A talent for recognising true insights in all aspects of communications
including the market, brand, consumer and engagement insights 2007-2011: LOUD Advertising, Sydney
• An approach which looks for the real problem and considers • Digital Strategist
solutions outside of communications to solve it if necessary • Jnr Strategist
• A belief in collaborative approaches, which are lateral over literal • Account Manager
Digital: 2007: Advertising Federation of Australia (AFA)
• The ability to design and develop comprehensive strategies, including • Graduate trainee - selected in a program which takes
across social media channels Australia’s best advertising graduates and assigns them
• Extensive experience in writing detailed content management to various agencies to undergo a 9 month trainee
guidelines and editorial/conversational calendars program
• A confidence in using analytics programs and interpreting the data
for trends, opportunities or potential problems 2006: George Patterson Y&R, Sydney
• Basic HTML coding • Account Co-ordinator
• A great understanding of Facebook, Twitter, YouTube, Foursquare
and how each platform can be optimised to achieve client goals 2005-2007: JB Hifi - Music
• Thorough, up to date knowledge of emerging technologies and • Music advisor and sales consultant
trends as well as an understanding of how these can be utilised to
2004: NEXT Media - Rolling Stone Magazine
benefit clients
• Thought leadership for all things digital to drive innovation both for • Intern working across all aspects of the magazine
including writing, photo shoots, interviews, ad sales,
the client and throughout the agency
subscriptions and admin tasks
• Proactivity that puts the agency on the front foot with clients
General: Education:
• An Account Management background which gives me a great
appreciation for the various pressures facing her colleagues • 2004 - 2007: University of Technology, Sydney – Bachelor of
• A self confessed data nerd who could happily sift through trawls of Business (Marketing, Leisure Management and Public
statistics all day and loves nothing more than a good case study or Relations)
infographic
• Always looking for new inspiration in the most unexpected of places Industry Related
• An understanding of multicultural communications and the • 2008:
AFA AdSchool – Advertising Principles
importance of respecting cultures and tailoring messages • 2009:
AFA AdSchool – Strategic Planning Principles
• Unfortunately design is not one of my skills, so please forgive the • 2010:
AFA AdSchool – Digital Strategy
not-so-seamless design of this CV • 2010: Google - Introduction to HTML & CSS

4. Some brands I’ve worked on:
Role: Account Manager & Strategist
Info: Created integrated campaigns and new products for the financial services
industry, focusing on superannuation, investment and insurance.
Channels: | BRANDING | DESIGN | DIGITAL | DIRECT | INTERNAL COMMS |
CHANNEL PLANNING |
Role: Strategist
Info: Part of strategy team for various government projects including: NSW Transport,
Sydney Olympic Park, NSW Health, Australia Day Council and the Public Transport
Ticketing Corporation.
Channels: | BRANDING | DESIGN | DIGITAL | SOCIAL MEDIA | ALTERNATE
CHANNELS | INTERNAL COMMS | MULTICULTURAL | CHANNEL PLANNING |
Role: Strategist
Info: Currently developing digital strategy for full online offering which includes
website, mobile & social networking plan.
Channels: | BRANDING | DESIGN | DIGITAL | DIRECT | SOCIAL MEDIA |
CHANNEL PLANNING |
Role: Account Manager & Senior Strategist
Info: Created digital strategy for animal health products. Launched online social
community for ‘pet passionates’ and developed trade campaign for pet stores and vets.
Channels: | BRANDING | DESIGN | DIGITAL | DIRECT | SOCIAL MEDIA | ALTERNATE
CHANNELS |
Role: Digital Strategist
Info: Conducted donor research for re-brand and key message positioning.
Developed in depth social media strategy for mass acquisition campaign and
ongoing branding.
Channels: | BRANDING | DESIGN | DIGITAL | DIRECT | SOCIAL MEDIA |
ALTERNATE CHANNELS | INTERNAL COMMS | SOCIETAL | MULTICULTURAL |
CHANNEL PLANNING |

5. Some brands I’ve worked on:
Role: Account Coordinator
Info: Launched Telstra’s ‘Next’ Network across all channels in Australia’s largest national
advertising campaign. Launched the HipTop phone in a youth focussed campaign.
Channels: | BRANDING | DESIGN | DIGITAL | DIRECT |
Role: Account Manager & Strategist
Info: Australia’s largest television network, FOXTEL approached LOUD for DM
strategy and creative, on-air creative and a new product launch. Developed creative
strategy across multiple products.
Channels: | BRANDING | DESIGN | DIGITAL | DIRECT | INTERNAL COMMS |
Role: Strategist
Info: Complete rebrand of all communications to take the brand from standard trade
advertising to a unique look and feel with strong cut through that has seen them
challenge John Deer for the number one brand.
Channels: | BRANDING | DIGITAL | DIRECT | INTERNAL COMMS
Role: Senior Strategist
Info: Rebrand of all assets including store design, communications and branding to
broaden the customer base from targeting multicultural only to mass appeal.
Channels: | BRANDING | DESIGN | DIGITAL | MULTICULTURAL | INTERNAL
COMMS
Role: Strategist
Info: Australia’s 2nd largest mobile provider approached us for a multicultural
marketing strategy. Conducted in-depth research, developed products and call rates,
then executed creative to 5 cultures.
Channels: | BRANDING | DIGITAL | ALTERNATE CHANNELS | MULTICULTURAL |

6. Case Studies

7. Cerebral Palsy Alliance
The challenge:
A.2$)12$(%!%&'()%5$)%)*$%'05$%).%5$)%'/%+-,% After 76 years as The Spastic Centre, awareness was still at just 1.5% (or
pretty much nothing) and there was very little understanding of what
0'-%+:0.((%)*$%0..28%B*$-%!%0$2$2;$08 Cerebral Palsy consisted of. With a number of “mega charities” going
from strength to strength and threatening to poach our donor base, a
!"#$% &'()% *+,% +-% ./$0+)1.-% (.% 23% 4$5(% ,.-")% 6.07% #$03% 6$448% 9')% )*+)"(% (.2$)*1-5% )*+)% 3.'% &'()% *+#$% ).% bold move was needed.
5.% )*0.'5*% 6*$-% 3.'"#$% 5.)% :$0$;0+4% /+4(38% <(% 3.'0% ;.-$(% 50.6=% 3.'0% 2'(:4$(% (.2$)12$(% ,.-")% 7$$/%
'/% 61)*% )*$2=% (.% ./$0+)1.-(% :+-% *$4/8% <-,% 4.)(% .>% )*$0+/3% +>)$06+0,(% ).% *$4/% )*$% 2'(:4$(%
()0$):*% .')888% 6*1:*% !% ,.-")% 417$?888% ;')% !% ,.-")% *+#$% 2':*% .>% +% :*.1:$8% !)"(% &'()% >0'()0+)1-5% ;$:+'($% The brand realities:
+>)$0%$+:*%./$0+)1.-%!"2%;+:7%).%(@'+0$%.-$8%<%>$6%2.-)*(%+5.%!%:.'4,%6+47888%+-,%-.6%!%*+#$%).%4$+0-%).%,.%1)%
+44% .#$0% +5+1-8% A.2$)12$(% !% &'()% *+#$% 2$4),.6-(888% !% 5$)% 0$+443% $2.)1.-+4888% :+'($% !% &'()% 6+-)% A negative stigma was attached to The Spastic Centre’s name, which
).% ;$% +;4$% ).% ,+-:$% +-,% ,.% )*$% )*1-5(% -.02+4% )$$-+5$% 5104(% ,.888% ;')% !"2% ()':7=% +-,% !% :+-")% ,.% +-3% was deterring donors – it wasn’t a glamorous cause. We recommended a
.>% )*.($% )*1-5(8B*$-% !% &'()% )03% ).% /'44% 23($4>% ).5$)*$0% +-,% )*1-7=% 1)"(% >.0% )*$% ;$()8% major rebrand and a name change to the Cerebral Palsy Alliance.
!% 2$+-=% )*$% ./$0+)1.-% 1(-")% &'()% ).% *$4/% 2$% 6+47% +5+1-888% 1)"(% ).% *$4/% 2$% 6+47% )$-% )12$(%
;$))$0% )*+-% !% :.'4,% ;$>.0$888% +-,% !"2% 4':73%>.0%)*+)8%!"#$%&'()%5.)%).%7$$/%)*1-71-5% Secondly, we had to make people understand what Cerebral Palsy is
.>% )*$% /.(1)1#$(% )*+)% +0$% 5.1-5% ).% *+//$-%1-%)*$%>')'0$8%C$"0$%5$))1-5%)*$0$8% without just using the shocking statistics which were associated with the
% % % % % D% <-,1$=% EF% 3$+0(% .4,=% 41#1-5% 61)*% :$0$;0+4% /+4(38 condition to bombard audiences.
Thirdly, being a charity their marketing budget was minimal and we had
to make every dollar count. Therefore a donor acquisition element had to
be included.
Insight:
‘Just telling me it’s a physical disability [or insert rational fact here] isn’t
enough’. People need to conceptualise then empathise.
Cerebral Palsy is a condition that can trap people forever. It affects more
Every 15 hours, an Australian
child is born with cerebral palsy. Australian families than any other physical disability.
By making a donation, you
can change life for these
kids and their families. Visit
cerebralpalsy.org.au
Strategy:
Knowing that awareness levels of The Spastic Centre were so low, we
decided to focus on Cerebral Palsy the cause rather than the
organisation itself and its name change to be at the centre of the
campaign. We had to make the cause hit home for our audiences – that
Cerebral Palsy affects entire families, not just people with CP.

8. Rather than building a
dedicated campaign microsite,
Facebook was utilised to bring
each family’s story to life in
detail and make the affected
child more than “a sick kid on
an ad” and become real people
with hopes, dreams and unique
personalities through ongoing
posts and updates on the site.
www.facebook.com/cerebralpalsyalliance

9. http://www.youtube.com/watch?v=Hz3DggFs9j0

10. University of New England
Help launch something
truly amazing. You. The challenge:
UNE Open Day 6-8 May 2011, Armidale UNE wanted to raise the profile of the University to school
LITTLE RED • OPERATOR PLEASE • AMY MEREDITH • SEABELLIES* leavers in order to attract higher application rates to their
Head to UNE this May and be part of the very first Life at Altitude festival.
courses.
Check out courses, meet lecturers and get a feel for campus life on Friday 6
May. Then on Saturday UNE launches into a massive event, with a huge line-up
of live acts, great food and heaps of free entertainment. So this year, don’t just
settle for another ordinary open day. Experience Life at Altitude.
Subscribe at www.lifeataltitude.com.au for updates. The brand realities:
Armidale is a 6 hour drive from Sydney and Brisbane and lacks
the prestige of Tier 1 universities like Sydney University or the
University of Technology, however we knew that once people
A weekend of higher learning
visited their campus, 90% of people ended up enrolling at the
University.
Insight:
The students are in the midst of their most stressful year of their
lives leading up to their final exams. If you are going to take their
time, you need to make it worth it for them.
Strategy:
We decided to take the University Open Day and revamp it to
showcase the university’s unique personality. The Open Day
became the Life at Altitude Festival, a 3 day event which gave
attendees a complete university experience, with everything from
lectures and interviews with professors to bands, fireworks and
professional sports matches.
*LINE UP SUBJECT TO CHANGE. Now you’re thinking

11. Website, Facebook Page
and YouTube Channel

12. BridgeClimb Sydney
The challenge:
60% of BridgeClimb’s sales were from the international market
so when the Australian dollar rose significantly and the Global
Financial Crisis hit Australia’s major incoming tourist markets
halting international tourism, BridgeClimb suffered hard.
BridgeClimb needed to appeal to the local market to be a tourist
in their own city to keep Sydney’s number 1 tourist attraction
alive.
The brand realities:
BridgeClimb had been operating for 10 years so there was an
This Valentine’s Day, attitude that any local residents who were interested in climbing
take Romance
would have climbed already. Meanwhile, the price of a climb had
to a whole new level.
doubled in those 10 years to make it far too expensive for
residents to do as a regular weekend activity.
February 2009 Insight:
Sun Mon Tue Wed Thur Fri Sat
1 2 3 4 5 6 7 There are four times a year when people want to experience
8
15
9
16
10
17
11
18
12
19
13
20
14
21 something new and money is less of an issue – Valentine’s Day,
22 23 24 25 26 27 28
Mother’s Day, Father’s Day and Christmas.
Strategy:
Give your loved one an unforgettable experience with a BridgeClimb Gift Certificate.
We developed an occasions strategy to make sure that during
There are four to choose from.
Valentine’s Day packages are also available for Climbs from 13th – 15th February.
the four major occasions each year, BridgeClimb would be top of
mind as an unforgettable gift. We adapted the creative and
Ask our staff today. messaging to tap into the core insights of each occasion to build
a campaign strategy with longevity.

13. He always
gave you the
best view.
This Father’s Day, return the favour with
a BridgeClimb Gift Certificate.
Ask our staff today.
Make your Mother’s Day
This year give Mum an unforgettable experience with a BridgeClimb Gift Certificate -
there are four to choose from.
Ask our staff today.

15. Campaigns I wish I had
been involved with

16. The Fun Theory
Why do we always look for the serious, the shocking,
the hard facts when trying to change behaviour?
Whatever happened to a bit of positivity? Enter The
Fun Theory – Volkswagen’s approach to branding.
Give someone negativity and they will challenge it;
give someone a reward for changing their behaviour
and they will embrace it. And they did.
Why I like it?
When receiving a brief for a new environmentally
friendly car it would be easy to show flowers
blooming as cars drive by, ice-caps standing tall,
completely unmelted and, of course, the joy of
driving, but how would that differentiate the brand?
There are more interesting ways for your audience to
understand how your brand thinks and this campaign
brings the company to life in the most fantastic way.

17. The Arcade Fire -
The Suburbs
Video killed the radio star and the internet killed the
record store. The music industry is renowned for its
slow adoption of technology, however The Arcade
Fire has bucked this trend and taken a refreshingly
imaginative approach with the release of their latest
album, The Suburbs.
Why I like it?
They bring the album concept to life across every
promotional aspect, while allowing each element to
work just as effectively independently to banish the
whole “matching luggage” mindset and blur the lines
between childhood nostalgia and today’s digital age.
The result? A new precedent for social campaigns.

18. 11 trends to watch in 2011

19. 1. Apps beyond mobile - While nobody can argue the impact of apps on the mobile industry, this year
people will start to understand how we can broaden their appeal as we see them infiltrate our TVs, cars,
computers and gaming consoles. And that is just the start.
2. The evolution of the banner ad - The banner ad has been fairly predictable for the past 15 years.
Sure there might be a few rich media surprises from time to time but no real innovation. As a response
to the iAd, banner ads will become more and more like mini microsites housed within the banner. The
challenge still though, will be understanding how to engage people enough to interact.
3. Digital retail - The retail world is set for a shakeup. Firstly, there’s the retail anywhere revolution. With
the launch of the ‘Square’ - a credit card scanner which literally just plugs into your iPhone to process
credit payments anywhere, the boundaries around purchases cease to exist. Then there is group
manipulated buying - a movement set to redefine our expectations of retail in the same way eBay and
Amazon did.
4. The Facebook economy - As Facebook Credits begin to grow in popularity/Facebook forbids using
anything else, we’re going to start seeing the wider population become more comfortable transacting
on Facebook in more than just gaming. Get primed for Facebook stores, charity fundraising and online
auctions getting housed more and more within Facebook.

20. 5. Location based networks - This is the year location will really come into its own. With FB Places
taking off and FB Deals rolling out, the check-in will become second nature. With the inherit urge to
‘mark your territory’ matched with more intuitive rewards such as auto-checkins and push notifications,
locations may define 2011.
6. Collaborative Consumption - As the effects of the GFC subside and the reflection of what has
happened is completed, the realisation that we aren’t what we own will start to appear. See people
become more resourceful as they outsource ownership in favour of a more collaborative approach,
where peer to peer sharing rules.
7. Mobile everything - Why carry multiple products when your mobile can offer you everything you
need? Prepare for a reliance on the mobile to fill the needs of previously separate products - ie.
cameras, blogging, apps, commerce, remote controls.
8. YouTube boom - With the removal of YouTube’s video length limit, YouTube will redefine itself from
being a one stop shop for cat videos to the first stop for live sporting events, concerts and
presentations, while becoming a serious competitor for Hulu and the onslaught of set-top boxes.

21. 9. Natural User Interface - Enter the Kinect effect. More than just a new standard in gaming, the
possibilities with the interface allow targeting like never before. Sadface? How about an ad designed to
make you smile. With the possibility to tailor communications to react to body language, we’ll see a new
level of engagement.
10. Transmedia experiences - Sure it’s a buzzword but it represents so much more. Automatically
check in to movies and shows based on sound recognition. Interact with other viewers in realtime over
social networks, turn comments on and off as you’re watching tv and see platforms such as Miso,
GetGlue and music app, SuperGlued grow in popularity.
11. Tablets - An obvious choice but one that cannot be ignored. Tablets are the future and set to be an
equivalent of the mobile phone in terms of popularity, with such a wide range of options available to
cater to all price ranges, there will be no reason not to have one. We will see them dominate education
while the daily commute has never been so entertaining. There will still be a bit of trial and error
throughout 2011 as brands work out the best way to use the technology, but growth will be enormous.

22. My passion project

23. If I had an (endless) million dollars I would set up a project that helped get kids from the
suburbs into the world. Travel is one of the most incredible things a person can do. It
challenges people and opens their eyes to all the wonderful and awful things mankind is
capable of.
Life in the suburbs can be easy. People can be born somewhere close to all the amenities and
entertainment they need and as a result, fall into their comfort zone, where they see no reason
to leave. What this can lead to is bigotry, misinformation and a lack of ambition.
I want to take my million dollars and give teenagers from the suburbs a passport. I want to
take them to see the architecture and way of life of the Western Europeans. The next group
would see the grandeur of the African safari and the hardships of the African people. Then we
would tango in the streets of Buenos Aires, trek to Machu Picchu, or cross the road in Ho Chi
Minh City. I want to open their eyes, to teach them that anything is possible with hard work
and to give them energy and a thirst for life.
What they do with their experiences is up to them but at least they will always know that not
everyone lives the same way they do, and there is nothing wrong with that.

24. References:
Russell Naughton – Strategy Director, LOUD
email: russell@loud.com.au
phone: +61 2 9964 7009
David Halter - Strategic Planner, LOUD
email: davidhalter83@gmail.com
skype: screaminghalt
Blog: adlandupstart.tumblr.com Twitter: @_lincu_ Email: Lindsey.t.cummings@gmail.com Skype: Lindsey.c Phone: +61 415 887751