Engineering Social Change

/// Engineering Social Change

Creating a lasting impression can be a daunting task to undertake. How a group or individual goes about bringing change and awareness for a pressing social issue starts from the bottom. GMMB‘s mission is to help solve the problems that society faces.

We’re lucky enough to have three engineers of social good join us at Do Good Better. Learn more about Joel R. Johnson, SVP Account Planning, Jeff Martin, SVP Creative Director, and Jennifer Krupey, SVP Strategist.

Joel R. Johnson, SVP Account Planning

Joel is a veteran brand planner whose award-winning strategies have helped some of the world’s best brands achieve deeper consumer insights and more effective advertising Joel began his career as a consumer ethnographer and worked for ADDB in Chicago, DDB in London, Spike Lee’s ad agency in NY, Spike DDB, where he was named Managing. Johnson was Director of Digital Strategy on Citi at Sapient Nitro. There he executed Citi’s first ever social media campaign. Later, Johnson joined Porter Novelli, co-creating award-winning campaigns, including HP ePrint Live, the first live-streamed branded entertainment show on YouTube. The HP ePrint Live campaign was written up in the NY Times, Bloomberg, and Wall Street Journal.

After more than a decade in traditional advertising, Joel founded Shared Value Strategy to advise brands with social good strategies for Merck, Skype, and Ford. Just recently, Joel co-produced the branded documentary for Ford Warriors in Pink (an innovative breast cancer research charity apparel line) called Bang the Drum. Joel is a graduate of Swarthmore College, Goldsmiths College (University of London), and Northwestern University, where he earned a MA in Performance Studies. Johnson is also a noted speaker and blogger, Think See Do Differently, is read monthly by industry professionals around the world.

Jeff Martin, SVP Creative Director

Jeff builds brand identities for a wide range of clients, interweaving digital and traditional advertising in thought-provoking, cross-platform campaigns. He has been named on Adweek’s Creative All-Star team, and his work has garnered a number of photography and graphic design awards.

Jennifer Krupey, SVP Strategist

Jennifer has 15 years of experience in marketing, advertising and communications with expertise in the areas of online planning and strategy, social media consulting, search and online advertising, mobile marketing, and online measurement.Â

Jen provides strategic counsel to multiple GMMB clients, delivering digital training and ongoing direction on the use of digital media to maximize communication efforts. She directs digital work at GMMB, ensuring staff and clients are leveraging the latest technologies and best practices. Jen most recently led integrated communications efforts for the Lupus Foundation of America, Fan Freedom and the Millennial Trains Project. Each of these accounts leverages multiple forms of media and events to raise the profile of the organizations, as well as the issues and audiences they serve.

Before returning to GMMB, Jen held leadership positions at two digital marketing companies. At Viget Labs, Jen was the Director of Marketing Services, where she oversaw the growth and evolution of the company’s marketing department. Her position included managing a team of strategists providing search engine marketing, web analytics and paid advertising support to clients. As the Director of Client Services at TIG Global, Jen managed a team of digital marketers, and worked directly with creative and technical teams to ensure marketing campaigns met clients’ brand and revenue objectives. Her clients included Marriott Hotels & Resorts, Outrigger Hotels & Resorts, Ritz Carlton and KSL Resorts.

Jen earned a Bachelor of Arts degree in Political Science from the University of California Los Angeles.


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