AGENCY
Karan Gera, SVP Strategy Director
Sung Chang, EVP Chief Creative Officer
Daniel Carlsson, SVP, Group Creative Director
Tony Jones, SVP, Group Creative Director
Jane Kim, Associate Creative Director
Dominique Dachille, Management Supervisor
Regina Raphael, Account Executive
Chris Voodre, Senior Project Manager
Kobi deGraft-Johnson, Associate Director of Technology
Tina Braun, SVP, Group Account Director
Chris Cotter, Strategy Director
Kate Rohrich, Copywriter
Asiya Fisher, Art Director
MinJu Yoon, Designer
Karuna Pendyala, QA Manager
Smita Khammampad, QA Analyst
Matt McCormick, Account Supervisor
Renee Wool, Account Executive
Ben Dayton, Senior Strategist
Nikki Siegel, Associate Strategy Director
SUMMARY
In 2016, USPS’s -44 net sentiment score clearly indicated Americans weren’t happy with us. We needed to regain the love lost. We noticed that although people were disappointed with USPS, they loved their mail carriers for their thoughtfulness and generosity. We realized USPS could extend the humanity of its carriers to the entire brand. So we used Operation Santa to make children’s wishes come true, showing USPS’s human side, driving a 115% increase in net sentiment.
