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Monopoly Brand Repositioning
Project Type
Brand Strategy | Go-to-Market & Campaign Strategy
OVERVIEW:
Led a full brand repositioning to evolve Monopoly from a nostalgic property-trading game into a contemporary, playful world of opulence and villainy. The objective was to create a unifying strategic platform and globally integrated campaign to revitalize the 89-year-old brand following a period of post-COVID decline.
Developed in partnership with The Martin Agency, All Is Fair in Monopoly launched globally across linear, digital, social, influencer, PR, and OOH.
MY ROLE:
As Brand Marketing Lead, I partnered closely with product management and insights to identify the core brand challenge and define the strategic direction. I authored the creative brief, selected and managed the lead creative agency, and oversaw the end-to-end production process.
I developed and presented the business case to secure a multi-million-dollar production and media investment, then led creative approvals and cross-functional alignment across Hasbro’s global and regional teams, media partners, and agency collaborators to ensure consistent execution against a unified strategy.
IMPACT:
The award-winning work delivered measurable gains in brand relevance, affinity and purchase intent, and earned a 2024 Jay Chiat Gold Award.
Brand momentum revived and secured new licensing partnerships.
