My name is Tara Dueñas . I’ve been immersed in the world of digital advertising at Wieden+Kennedy. Advertising & Marketing are my world.
I’m currently available for informational interviews.
I’m based in Oregon, but most likely manifesting a future where I can thrive in Bali.
I’m continually finding opportunities where I can implement marketing research, strategy, and creativity to aid in developing effective media plans. I am human centric and love to learn why people do the things that they do. To study the way that culture and society collide.
Old Spice Associate Media/Comms Planner (N. America)
Hired right out of college, I have been able to assist with a multitude of campaigns that Old Spice N. America has been able to execute and launch from 2021-2023. This includes: Men Have Skin Too, Smell Ready For Anything, Thor, Arby’s, Redvolution, Ode to Smell, and assist in launching Old Spice Canada’s first Twitch Livestream with French Canadian Twitch streamer Proze. Throughout this time, Old Spice maintains always-on media that has been managed on a wide variety of digital platforms and Broadcast TV.
Covid-19 has impacted our global and local societies in a variety of ways. Food insecurity has been exacerbated by the economic conditions and healthcare disparities affecting BIPOC communities in Oregon. In this role, I created a 3-6 mo. plan including strategies to increase awareness of SNAP (food stamps) and improved accessibility to free food benefits for college students.
I help consult local brands on utilizing media channels that are in tune with creative strategy which aligns with overall business objectives. With my understanding of clients’ target audiences in their desired markets combined with the knowledge of demographic data for specific media, I then determine the best possible media plan and schedule for their budget. Meanwhile, providing steps to implement and methods to track campaign progress.
Market Research - CSA
In 2021, I published a thesis for the Urban Honors College at PSU. I conducted primary research on Corporate Sociopolitical Activism (CSA) and Nonprofit impact. Specifically focusing on consumer behavior in forms of support (monetarily and time). You can find that thesis here.
