Cooking + Account Planning
A perfect recipe.
Every great dish deserves the perfect hint of salt. Salt marries the
ingredients together, enhancing flavor and releasing beautiful aromas.
The cook’s job is to find the right amount of salt that equals the perfect
Every well-crafted creative brief is motivated by brilliant key insights. The
account planner’s responsibility is to discover those insights within the
research findings. These insights infuse inspiration into the minds of the
creative team when they dive into the brief.
Table of Contents
Creative Brief for Overstock.com
Credit to: Lauren Dordal, Tristan Jimerson, Katie Neuman
Audience Study for Levi Capital E
Credit to: Melody Vitzthum
Cultural Brief for Hawaiian Tropic
Credit to: Lauren Dordal
Book Club’s Bruchetta
6 roma (plum) tomatoes, chopped 1/4 cup fresh basil, stems removed
1/2 cup sun-dried tomatoes, packed 1/4 teaspoon salt
in oil 1/4 teaspoon ground black pepper
3 cloves minced garlic 1 French baguette
1/4 cup olive oil 2 cups shredded mozzarella cheese
2 tablespoons balsamic vinegar
1. Preheat the oven on broiler setting.
2. In a large bowl, combine the roma tomatoes, sun-dried tomatoes, garlic, olive
oil, vinegar, basil, salt, and pepper. Allow the mixture to sit for 10 minutes.
3. Cut the baguette into 3/4-inch slices. On a baking sheet, arrange the baguette
slices in a single layer. Broil for 1 to 2 minutes, until slightly brown.
4. Divide the tomato mixture evenly over the baguette slices. Top the slices with
5. Broil for 5 minutes, or until the cheese is melted.
Demonstrate strategic thinking
and an ability to effectively craft a
HESITANT TO BUY ONLINE
They lack confidence in their purchases because of the inability to see a product’s
true quality and experience the products firsthand. Because of this, they will often
use web retailers to research a product, but still purchase the item in person.
DESIRE A WELL ORGANIZED WEBSITE
We found that the growing number of female online shoppers desire a
website that is easily navigable with a large variety of items and products
that are presented in a well-organized manner.
USE OF MOBILE WEB AND iPHONE APPLICATIONS
Application development was the fourth highest social media trend of 2009
(FastCompany.com). With approximately 70% of organizations banning
social networks in the work place and the sales of smartphones on the rise,
it’s likely that consumers will access their favorite social sites through their
mobile devices. As a result, we may see more and/or better mobile versions
of the sites and applications (Business Week).
Overstock has the opportunity to meet the needs of a growing audience of female online
Refocus the brand message and design to better appeal to the intended target audience
and increase sales by 10% within a year.
Current consumer purchasing trends indicate a downshifting from large ticket items to
smaller ticket items and a tendency to look to discount retailers to stretch their dollar.
The intended target audience’s perception of Overstock is that the website is too cluttered
and overwhelming for casual browsing. We found that this growing segment of female
online shoppers desire a website that is easily navigable and with many options presented
in a well-organized manner.
The growing target audience has been coined “The Book Club”. They are females ages 35-
50, with families, and a college degree. These women have money to spend on themselves
but need to allocate for their children, homes, and vehicles.
The Book Club currently shops online on websites such as American Airlines, Amazon,
The Book Club can find exactly what they’re looking for all in one streamlined shopping
experience with Overstock.
Overstock will communicate the message through omitting, and thus emphasizing, the
letter “o” in the copy, symbolizing that the audience can find exactly what they are looking
for at Overstock.
PRINT MEDIA INSIGHT
Print advertisements will be featured in MORE Magazine, New York Times Magazine, Real Simple
Magazine, and Martha Stewart Living. After reviewing the media kits for each vehicle, it was
found that at least 49% of users were females with at least 44% having completed college, and
at least 34% over the age of 35 years. These audiences coincide directly with the intended target
audience, The Book Club.
Pea c at Silk bl use
Rain b ts Stilett s
MOBILE APPLICATION INSIGHT
According to the primary research we conducted, The Book Club finds Overstock too
cluttered and overwhelming for casual browsing. To appeal to these women, streamlined
search options are necessary. Palmer Web Marketing states that by filtering by
department, color, price, etc, online distributors can optimize customer searches. Allowing
visitors to filter the results can increase the relevancy of the search, thus increasing the
level of satisfaction
search by color
I’m missing a l .
back skip next
back more online
Modern Mom’s Tortellini
1 (16 ounce) package cheese tortellini 1 1/2 teaspoons dried basil
1 (14.5 ounce) can diced tomatoes with 1 teaspoon minced garlic
garlic and onion 2 tablespoons all-purpose flour
1 cup chopped fresh spinach 3/4 cup milk
1/2 teaspoon salt 3/4 cup heavy cream
1/4 teaspoon pepper 1/4 cup grated Parmesan cheese
1. Bring a large pot of water to a boil. Add the tortellini, and cook until tender,
about 10 minutes.
2. While you get the tortellini going, combine the tomatoes, spinach, salt, pepper,
basil and garlic in a large saucepan over medium heat. Cook and stir until the
mixture begins to bubble.
3. In a medium bowl, whisk together the flour, milk and cream. Stir this mixture
into the saucepan along with the Parmesan cheese. Heat through, then
reduce heat to low, and simmer until thick, about 2 minutes.
4. Drain the tortellini, but do not rinse, then pour them into the saucepan with
the sauce. Stir to coat, and serve.
Ability to develop an audience
study by using primary and
and interpret cultural
and social trends.
Levi Capital E
The audience for this campaign was initially selected based on a study of the
premium denim market conducted by Cotton Incorporated. Targeting this
audience was a strong opportunity due to the study’s finding of a growing trend of
mothers, 32-45, beginning to purchase premium denim for themselves.
Method: Observation at the Mall of America, the country’s largest
During our time spent at the Mall of America, we observed women who fit
into our target audience for several hours over the span of two weekends.
Our observation began at the Levi’s store and continued to other retailers
that were visited by our target audience. Other retailers that were visited
the most by the women such as Banana Republic, Bloomingdales, Disney
Store, Gap and GapKids, and The Children’s Place.
Method: Survey of women around the Twin Cities
We asked a sample of Modern Moms about their everyday lives, personal
goals, preferences, and motivations. Since these women live busy lives, we
conducted the survey through e-mail. Through our questions and dialogue
through e-mail, we were able to identify important insights into how they
conduct their lives.
3 Method: Secondary Sources
Through our research we found many articles on trends relating to the
premium denim industry, mothers as consumers, and the history of Levi
Strauss & Co. The articles came from online sources such as The Wall
Street Journal, MSNBC, fashion expert blogs, and Levi Strauss & Co.
Another resource we utilized in our research was a television documentary,
“Sewing the Legend” by Carl Quintanilla on CNBC that aired on July 17,
2009. This documentary was an account of the history of Levi Strauss &
Co. It was rich with detail of how the first pair of denim was sewn to its
latest premium denim line, Capital E. From the information presented, it is
apparent that Levi Strauss & Co. prides itself on the heritage of the brand
and versatility in its denim lines.
Identified as Modern Moms, this target audience is married and live upscale lifestyles
earning $70,000 or more annually. They live in mid-sized homes in the suburbs. Modern
Moms are college graduates, working white-collar jobs and staying home with the kids.
(My Best Segments)
Modern Moms live goal oriented lifestyles with a commitment to their families and
careers. They tend to live conventional, conservative lives. Modern Moms’ social lives are
structured around family, work, and their place of worship (VALS). When purchasing
denim jeans for themselves, Modern Moms are motivated by the fit and versatility of the
denim. They have recently discovered that premium denim offers the best varieties in fit
Modern Moms tend to use established and prestige products that are trusted by critics
and their community of other Modern Moms. When shopping for clothing, purchase items
that will be appropriate for work, everyday wear, and special occasions. They are loyal to
stores such as, Old Navy, Target, and Gap. They read parenting and lifestyle magazines
and drive vehicles that use flex-fuel technology.
The following message and brand experience were developed for Levi Capital E
premium denim to match the target audience’s needs and desires.
Modern Moms will feel confident wearing Levi Capital E premium denim for every
occasion, from everyday activities to a fun night on the town.
Levi’s prides itself on the heritage of its denim being multipurpose in wear. Versatility
best relates to our target audience because of their lifestyles, desires, and needs. This
communicates that Levi’s Capital E premium denim can be worn for any occasion, from
everyday living to a special night on the town.
Out and about Around the house Night on the town
A runway event that will be held at the Mall of America featuring Modern Moms wearing
Capital E premium denim. There will be dressing rooms set up at the event for the
attendees to try the premium denim that will be modeled.
Modern Moms are nervous to make the investment in premium denim. They want to be
convinced that Levi Capital E premium denim are appropriate for their lifestyles before
purchasing a pair. Featuring other Modern Moms in a pair of Levi Capital E in different
outfits, such as everyday wear and night on the town wear, will help build confidence in
those who are nervous about purchasing a pair of Levi Capital E.
Runway with fitting rooms on the side
View looking down on event from 3rd floor
View of runway from seats of attendees
Charming Key Lime Cheesecake
1 1/2 cups graham cracker crumbs 1 tablespoon cornstarch
6 tablespoons butter, melted 3 eggs
24 ounces cream cheese, softened 1 tablespoon grated lime zest
1 cup white sugar 2/3 cup key lime juice
1. Combine cookie or graham cracker crumbs with butter or margarine. Press
into bottom and partially up sides of 9 inch springform pan. Refrigerate.
2. In a large bowl, beat with an electric mixer the cream cheese, sugar, lime peel,
and cornstarch until smooth and fluffy. Beat in eggs one at a time, blending
just until smooth. Add key lime juice with mixer on low. Finish mixing by
hand. Do not overbeat, or cake will crack during baking. Pour batter into
3. Bake at 300 degrees F (150 degrees C) for 55 to 65 minutes, or until set. To
minimize cracking, place a shallow pan half full of hot water on lower rack
4. Open at least 4 inches. Remove from oven. Refrigerate cake overnight, and up
to three days.
Ability to determine branding
insights and propose a
The following style of brief, called a Cultural Brief, was adapted
from Douglas B. Holt, author of “How Brands Become Icons.”
The goal of a Cultural Brief is to analyze how brands build deep
connections within our culture.
CULTURAL CONTRADICTION: a key contradiction facing the brand’s audience.
Today, a key audience for this brand, the Millennial Generation, has lost vision of
what is real and what is false. They have concerns about the strong influence of the
entertainment industry and the rising obesity rates from physical inactivity. With
tabloid and gossip magazines over-running the shelves, and the pressure of “plastic
dreams”, the Millennial’s are looking for authenticity.
MYTH TREATMENT: an outline of the myth, or story, the brand will tell.
To address this tension felt by the audience, Hawaiian Tropic will use the Realism myth
to address the “plastic dreams” contradiction. Its main goal is to target the consumer
who wants to be independent of negative pop culture, socially confident, live an active
lifestyle, and maintain healthy glowing skin. Hawaiian Tropic is guiding those people to
a life that is social, while encouraging them to “be your own beautiful self.”
POPULIST AUTHENTICITY: the brand’s source of authenticity
Literacy: the brand’s effort to show consumers it understands cultural codes
Hawaiian Tropic has the same values as its consumers who are adventure seekers, love
the outdoors, and take good care of their health and skin. Consumers will feel confident
their skin is being protected from harmful sun rays while engaging in outdoor activities
such as, mountain climbing, hiking, and beach volleyball, when using Hawaiian Tropic
sun care products. These activities promote a healthy lifestyle and apply Hawaiian
Tropic consumer’s values. It is the Laird Hamilton’s and Karch Kiraly’s who give
authenticity to the Hawaiian Tropic brand.
Fidelity: sacrificing popularity to stay true to the brand’s ethos
Hawaiian Tropic focuses on the following characteristics to be true to its ethos:
• Healthy, natural glowing skin
• Leader, enthusiast of outdoors
• Confident, active lifestyles
Hawaiian Tropic does not exhort the following brand characteristics:
• Harmful tanned skin
• Follower of pop culture
• Passive, laid-back lifestyles
CHARISMATIC AESTHETIC: the overall tone of the brand’s message
The tone of the brand communication based on this brief is Hawaiian Tropic cares about
the health of the consumer’s skin and values the confident, active lifestyles they lead.
The brand encourages its consumers to take care of their skin and live healthy lifestyles
by showcasing everyday people participating in outdoor activities and using Hawaiian
Tropic sun care.
Hawaiian Tropic’s exclusive Vintage Field Day is the ultimate track and field
event, which will be held in major cities around the country in the summer
months to promote healthy, active lifestyles and fun outdoor activities.
Vintage Field Day will feature classic track and field events: long jump, high
jump, mile run, 100 meter dash, 4 x 200 meter relay, shot put, and ending
the day with a fun event of tug-of-war.
Hawaiian Tropic’s Vintage Field Day will provide its consumers with an
event to participate in where they feel comfortable and in their realm. The
goal of the event is to encourage participation in outdoor activities, promote
living healthy lifestyles, and gain independence from pop culture, while
maintaining healthy, glowing sun-kissed skin.
Vintage Field Day exerts Hawaiian Tropic’s objective to provide its
consumers with a brand they can rely on that gives them an escape from the
“plastic dreams” and the heavy negative influence of gossip magazines and
the entertainment industry.