Christie Abshire

Current

Sr. Strategic Planner at TracyLocke (Omnicom)

Past

Sr. Strategic Planner at Publicis USA
Sr. Brand Planner at Javelin Direct, Inc. (Omnicom)
Brand Planner at Rapp Collins Worldwide (Omnicom)

Associate Brand Planner at Fellers Marketing & Advertising
Account Planning Pitch Consultant at RuffCoffinBreedlove Advertising

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2 more...

Education

Universidad Complutense de Madrid
The University of Texas at Austin
Stephen F. Austin State University

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Recommended

17 people have recommended Christie

Connections

286 connections

Industry

Marketing and Advertising

Websites

Christie Abshire’s Summary

Perpetually inquisitive, Christie is constantly on the quest for great ideas, emerging trends and innovative approaches to the most arduous challenges.

Christie has put her insatiable curiosity and empathy to work on a variety of leading brands such as Nestlé, GlaxoSmithKline, Sylvan Learning Centers, AT&T, Best Buy, Toyota, Sony PlayStation, and Virgin Mobile USA. Her other experience includes uncovering truths about consumer behavior for brands such as Brooks Sports, Inc., Texas Scottish Rite Hospital for Children, The Deep Ellum Film Festival, Dairy Queen and Lake Austin Spa and Resort.

Her inquisitive intellect led her to the University of Texas at Austin where she earned a Masters degree in Advertising with a concentration in Account Planning. Following graduate school, Christie immersed herself in exploring other cultures by traveling worldwide. She took up residence in Madrid, Spain attending the Universidad Complutense de Madrid for Cultural Studies and Art History.

Other things to know about Christie:
She believes that Planning humanizes advertising - and the most effective ads are simple, inviting and hard to ignore. She lives on sushi and natural adrenaline and has been referred to as “A Human Exclamation Point”.

Christie Abshire’s Specialties:

Brand Planning / Consumer Insight / Advertising Strategy

Christie Abshire’s Experience

Sr. Strategic Planner

TracyLocke (Omnicom)

(Public Company; Marketing and Advertising industry)

April 2008 — Present (8 months)

• Collaborate with Creative, Account Service, and Analytic teams to develop marketing and communication strategies that are fueled by customer insight.
• Recommend and implement strategic direction for current accounts contributing toward increased business and stronger client relationships
• Design, manage and analyze research, develop brand positionings, and provide creative insight resulting in communications that resonate with target audiences
• Monitor and interpret cultural and social trends relative to the clients’ business.
Sr. Strategic Planner

Publicis USA

(Public Company; Marketing and Advertising industry)

June 2006 — March 2008 (1 year 10 months)

• Lead Strategic Planner on Nestle (Hot Pockets), Sylvan Learning Centers, GlaxoSmithKline (GSK Corp., Os-Cal, BC, Goody’s Powder, Beano), and Texas Scottish Rite Hospital for Children.
Sr. Brand Planner

Javelin Direct, Inc. (Omnicom)

(Marketing and Advertising industry)

2005 — 2006 (1 year)

• Lead Brand Planner on AT&T/SBC; Promoted powerful integration of all Team AT&T agencies’ initiatives into cohesive, brand building programs during launch of the new AT&T as a result of the SBC / AT&T merger.
• Managed team of junior and mid-level planners in strategic marketing efforts and research projects.
• Gathered and interpreted quantitative and qualitative information to develop consumer insights.
• Participated as active member of the Business Process, Standards and Policies Council.
Brand Planner

Rapp Collins Worldwide (Omnicom)

(Public Company; Marketing and Advertising industry)

2002 — 2005 (3 years)

• Best Buy: Led planning initiatives to further drive Best Buy’s evolution from product-centric retailer to a customer-centric community.

• Toyota: Conducted planning efforts to increase Toyota owner repurchase by leveraging owner database as a new source of potential traffic.

• Virgin Mobile USA: Independently led an extensive Communications Audit to analyze the purchase and usage experience for prospect and customers.

• Sony PlayStation: Assisted in the creation of the Sony PlayStation Underground, a non-traditional loyalty membership program for hard-to-reach PlayStation gaming enthusiasts. Targeting an audience that dismisses most promotional material out-of-hand, we created segment-specific mailings using frank, in-your-face language that engages gamers and directs them to respond.
Associate Brand Planner

Fellers Marketing & Advertising

(Marketing and Advertising industry)

February 2001 — June 2002 (1 year 5 months)
Account Planning Pitch Consultant

RuffCoffinBreedlove Advertising

(Marketing and Advertising industry)

2002 — 2002 (less than a year)

Christie Abshire’s Education

Universidad Complutense de Madrid

Cultural Studies, Art History 2003 — 2003
The University of Texas at Austin

M.A., Advertising, Specialization in Account Planning, 2000 — 2002

Activities and Societies:

University of Texas Advertising Council (President)
Stephen F. Austin State University

B.A., Major: Journalism, Minor: Advertising, 1995 — 2000

Activities and Societies:

Delta Delta Delta Sorority
Order of Omega (Greek Academic Honor Society)
Rho Chi (Greek Rush Counselor)
Panhellenic Council
Kappa Alpha Order: Southern Belle (Rose)
Women in Communications (President)

Additional Information

Christie Abshire’s Websites:

Christie Abshire’s Interests:

Travel, Biking, Blogging, Yoga, Inspiring People and Art Brand Experience: TABASCO • TXU Energy • Guaranty Bank • Nestle Hot Pockets • GlaxoSmithKline • Sylvan Learning Centers • Curves • Denny's • Texas Scottish Rite Hospital for Children • AT&T/SBC • Best Buy • Toyota • Virgin Mobile USA • Deep Ellum Film Festival • Sony PlayStation • Dairy Queen • Brooks Sports, Inc. • New Business

Christie Abshire’s Groups:

Account Planning Additional Training:
• Adweek's Creative Conference: Mashup 2007
• AAAA Account Planning Annual Conference: San Diego, CA (2007)
• AAAA Account Planning Annual Conference: Miami, FL (2006)
• What Teens Want Conference, New York, NY (2006)
• AAAA Account Planning Annual Conference: Chicago, IL (2005)
• AAAA Account Planning Annual Conference: New Orleans, LA (2004)
• Second City Presentation Skills Training (2004)
• Trendwatching.com Trend Immersion Seminar (2004)
• The Qualitative Research Centre, Inc. – Qualitative Training Workshop (2003)
• AAAA Account Planning Annual Conference: Boca Raton, FL (2003)
• The Center for Brand Research: Branding and Rebranding in the 21st Century Conference (2003)
• Yahoo! Born to be Wired Youth Conference (2003)
• Account Planning Group: US Annual Conference: Washington, D.C. (2002)