Chauncey Zalkin Case Studies from Advertising

SERVICE KIT 2009

BIOGRAPHY C ha u nc e y Za lk i n i s a f r e e la nc e w r i t e r , b r a nd s t r a t e g i s t , a nd e t hn o g r a p he r c u r r e nt ly b a s e d i n B a r c e l o n a . S he a t t e nd e d Be n ni n g t o n C o ll e g e a n d t he N e w S c h oo l f o r S o c ia l R e s e a r c h i n N e w Y or k g r a d u a t e d i n 1 9 9 6 . S h e f o u nd e d t he W e b b y no m in a t e d G i r l o nt he s t r e e t .c o m i n 1 9 9 9 c ov e r i n g t r e nd s f r o m t h e s t r e e t a nd p r o vid i ng i n s ig h ts f o r a d ve r tis i ng a nd ma r k e t in g c li e nt s a n d wr i ti n g f or ma ga z in e s b e f or e b e c o m in g a s e n ior b r a n d s t r a t e g i s t a nd r e s id e nt t r e nd s e x p e r t a t C r i s p i n P or t e r + Bo gu s ky a nd M F P , le a d i ng s tr a te g y o n b r a nd s a s d iv e r s e a s C oc a -C o la , Pe r r y E ll is , Vic tor ia ’s S e c r e t , tr u t h , L ’O r e a l , a nd L ou s ia na P a c if ic lu m b e r . I n 2 0 0 7 , s he mo ve d to P a r i s to wor k on he r f ic t i on a n d a n a l y z e c u l tu r e f r o m t he M i la n f u r n itu r e f a ir , t h e F r i e z e A r t F a i r a nd L o nd o n D e s ig n W e e k , a ls o w r i t i n g i n - d e p t h p ie c e s s he r e s e a r c he d i n F r a nc e a n d i n J a p a n f or b r a n d c ha n ne l .c o m . (S he w a s t r a ve l i n g t h r o u g h T o ky o a nd K y o t o e x p lo r i ng c on c e p t s a nd o p p or t u ni ti e s f o r a n a s c e n t l if e s t y l e b r a n d wi t h h e r n ow lo n gs t a nd i n g J a p a ne s e c li e nt - h e r m os t e x c i t i n g p r o je c t t o d a t e . ) S he ha s s p o k e n a t T he F u t u r e o f I n t e r a c t iv it y in Pa r is , t he VN U ‘W ha t Te e n s W a nt ’ c o nf e r e nc e a nd A d W e e k ’s I m a g in a t io n F e s t iva l i n N e w Y or k a nd mo me n t a r il y , wi l l h os t a w or ks ho p o n e th n og r a p hy i n Ba r c e l o na . H e r r e p or t a ge ha s a p p e a r e d i n H o ne y , C o mp le x , M T V N e w s , t h e N e w Y or k P os t , Tr a c e , T e r r a c e , Th e S o u r c e , C o s m o p o l i t a n , a nd Br a nd c h a nn e l . I n a d d i ti o n to he r c r e a t iv e wr it in g , W h a t W om e n M a ke i s h e r n e w e s t p r o je c t a nd a n e vo lu t io n of h e r c o nt i nu e d d e d ic a t io n t o s how c a s i ng g lo b a l f e ma le c r e a t iv it y . I t c a n b e f ou nd a t w w w .g ir l o nt he s tr e e t . c o m/ w ha t wo me n ma k e .

RESEARCH / INSIGHTS SCOPE :: Understanding the brand or issue and :: Quick exploratory with sample its opportunities target – deliverables ranging from videography; photos and topline; web report :: Deep dive on the Category Ethnographies – going ‘on location’ to deliver a thorough and fresh analysis of :: In-depth ethnography – deliberable: consumer behavior and attitudes videography & ppt :: Study of cultural nuances that effect :: Competitive Analysis – deliverable: brand, business, policy, or usage ppt with notes :: Special Interest: understand shifts in :: (Relevant) Design & Innovation female attitudes and behaviour globally Reports for Creative Development or Marketing – deliverables range CONSULTING STRATEGY :: Copy :: Strategic Positioning and Recommendations :: Editorial Needs – assembling Creative, Design, Development teams *International Capability on all projects :: Press Positioning & Outreach personal resume upon request Chauncey Zalkin :: chauncey@girlonthestreet.com :: www.girlonthestreet.com :: follow me on twitter.com/girlonthestreet

Truth Anti-Tobacco Ethnography Role: Head Strategist How are teens truly using media and technology. What insights can we get to that will help us connect with teens? SOLUTION Because of the increased savvy of teens with technology, they have amazing tools at their fingertips. We can put the power of the message into the hands of teens by plugging into their everyday use of technology, letting them create their own message.

Jennifer Lopez Fragrance for Men Role: Brand Strategist How do we add a men’s fragrance, while staying true to the essence of the Jennifer SOLUTION Lopez brand and persona? Mapped men’s media landscape, discovering that the message for men lives in the extreme quadrants. Pinpointed the emotional territory that defines Jennifer Lopez Platform: Everybody has a fantasy. Even Jennifer. Found territory to break from the clutter while reinforcing the allure of the Jennifer Lopez brand. Provided storyline and executional recommendations to drive creative.

Perry Ellis Role: Head Planner/Ethnographer With an aging customer base, the Perry Ellis brand had to re-invent itself to appeal to a younger audience. SOLUTION Setting out across America - Miami, Chicago, NY, and Southern California. -to talk to mid- market male consumers, age 23-35. Key learning: At 27 or so, he withdraws from the outrageous or bold images of his youth, now wanting to project an image to his boss (and future wife) as a capable adult and provider. Opportunity: The PE target is confused by the clutter of extreme and irrelevent images in fashion. Perry Ellis can provide a refuge from the fashion jungle. Outcome: an unfashion graphic novel inspired campaign that garnered national media attention and changed the category

Crispin Porter & Bogusky for Victoria’s Secret PINK Role: Ethnographer (and head planner) How do we leverage this dog as an icon of the brand? What would the dog enforce about the girlish appeal of the product and the brand? SOLUTION Reached out to GOTS Girls to learn the significance of stuffed animals in their world. Key learning: stuffed animals and dogs express the delicate balance of ‘cuteness’ and adult sensuality/sexuality. Opportunity: PINK can become the tool in culture for "practicing sexy" for 15-24 year olds as they come of age. Outcome: an online viral campaign expanded the brand’s relationship with its target.

GOTS Cultural Phenomenon Report Examining kindergarten nostalgia / 'toy' trend for Victoria's Secret In-House Trend Book for Crispin Porter + Bogusky A look at the world of fashion to inspire and provide direction for ad agency creatives GOTS Fashion & Street Style Trend Report Global street style trend report

NEW YORK POST – 5/02 TEEN “Chauncey, author of the …covers everything from ‘Girl on the Street’ fashion news street trends around the website, wears a fashionable globe to juicy fashion- getup of a peasant blouse and chic industry gossip.” Earl Jeans to trot Niji around town.” COSMOPOLITAN – 2/03 ELLE BRAZIL – 3/02 What can you tell from his (translated) “Think of a good cell…“We asked Chauncey friend who knows everything Zalkin, a marketing and trend about fashion, parties… who research expert from Brooklyn, to can tell you everything first that break down what a man’s cell- is going on in New phone features reveal.” York...Girlonthestreet.com (or GOTS) is that friend…” NY NEWSDAY – 3/31/03 “‘When the trend (monogramming) first started its resurgence a couple of years ago, it was because people were really obsessed with celebrity and wanting to be famous, so they wanted their names on everything,’ says Chauncey Zalkin, trend watcher. Now, she says, THE 7TH ANNUAL WEBBY AWARDS ‘03 there is something soothing “Presented by The International Academy of involved. ‘In times like this, people Digital Arts and Sciences, The Webby Awards find comfort in timeless old is the leading international honor for the worlds traditions like monogramming,’ best web sites.” says Zalkin.” Girlonthestreet.com was nominated in 2003 under the “Living” category. HONEY – 12/00+01/01 “Plugged-in New York City trendspotter Chauncey Zalkin hips you to the haps in Chauncey’s Updates, an addictive newsletter…”

“As a Senior Planner in the Planning and Research department… the lead planner on Victoria’s Secret PINK and the Truth Anti-Tobacco business, Chauncey served in the role of trend spotter for the agency and helped keep CP+B on the leading edge of popular culture..(she) is smart and very passionate about the projects she works on.” Tom Birk, VP/Director of Strategic Planning, Crispin Porter + Bogusky “GOTS has a unique dialogue with one of the most desired target market segments for most any marketer. The insights and perspectives are garnered through one of the finest examples of Permission Marketing. No marketer seeking to reach women today can afford NOT to be speaking to GOTS.” Barry Herstein, SVP Marketing, Amex “When it comes to getting the pulse on the street, Chauncey's one of the best there is. Our marketing campaigns have greatly benefited from Chauncey's expertise.” Marc Schiller CEO ElectricArtists “I have worked with Chauncey through GOTS for trend spotting and research and have found her service to be extremely useful. The information and forecasts I purchase from her are very accurate. She has a unique perspective on fashion and can be used for both genders. I would suggest anyone in need of short and long term trend analysis to reach out to the GOTS team.” Joe Davis, Footwear Design Director, FUBU

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Chauncey Zalkin Case Studies from Advertising

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