Portfolio created during Miami Ad School Europe Account Planning Bootcamp

2. I’m sure many people emphasize their passion to travel, but
for me one thing is sure, I don’t just enjoy traveling, I love
immersing myself in different cultures and adapting to the
environment as a local.
Getting into the minds and habits of locals gives me a grand
appreciation of how diverse the world can be. Understanding
the flow of life through another’s eyes is not only rewarding,
but gratifying.
That’s probably what got me into planning.
The more I learned about what makes a great planner, the
more I became interested. I realized that my natural tendency
to observe and attempt to understand cultures and people
can be easily transitioned into strategic planning.
Understanding how different parts of the world react with
the inevitable progress of technology, communications, and
ideas, creates a changing playground for me to explore.
I guess you can say this new frontier tickles my fancy.

3. SCRAP BOOK
Here are a few Hamburg Daily Observations:
observations I’ve
- Majority of dogs in Hamburg don’t have leashes and
jotted down and are quite obedient
pictures I’ve taken - Locals don’t tend to cross the street unless the light is
green
during my time in - There’s always some event going on at St. Pauli
Hamburg, Germany. - Creative personalities have so much more to share
- Everyone in MASE has their own style
- When purchasing fruit or vegetables at large markets,
be sure to weigh in and print out sticker before check-
ing out, locals don’t like tourists making them wait
- It doesn’t just drizzle here, it pours
- Around 85% of the Europeans I’ve met smoke cigarettes
- Account planning has no clear description
- MACs are by far the dominant choice of laptops for
creatives
- Hamburg is quite a biker friendly community, every
sidewalk has a specific bike path
- Drinking alcohol in public is quite prevalent
- Public transport employees don’t cut you slack, even if
you’re a tourist
- Restaurants don’t have grading scales for quality
- When you ask for water, most assume you mean with gas
- Doner kabobs are the best when you’re poor, drunk, or
just want something delicious
- Burping and spitting are cultural taboos, it is ex-
tremely rude
- Hamburg has the most annoying bees in the world
- Lady bugs are prevalent during the summer
- The forecast is not predictable, therefore don’t trust
the weather man
- Locals know when a storm is coming because they start
running for cover while its still sunny, 2 minutes later
it begins to hail
- People don’t dance, they just vibrate to the beat of
electronic music
- It’s difficult for Germans to pronounce the "th" sound
in english words
- Eggs here are brown where as they’re mostly white in
the states
- It’s taboo to use the toilet for number 1 usage while
standing up, even in public toilets
- Mullets are considered acceptable and somewhat a
trend for youth here
2 Scrap Book

4. PLANNING TASK
We went out to McDonald’s chains and asked consumers what type
of promotions were memorable. A majority referred to the Monopoly
promotion awhile back. When asked why this promotion stuck out,
the consensus was the fun factor and the perceived ability to control
your involvement and winnings. This led to the idea that promotions
which interact with consumers have a lasting impression.
The more the consumer feels they have a chance to control their
fate, whether it be collecting Monopoly pieces for a shot at a million
dollars or just for a free meal, their natural instinct of determination
and competition kicks in. It’s a natural tendency for people to want to
be part of a winning team.
We will aim to create a promotion that intrigues and lures the
consumer to participate with McDonald’s while focusing it around
the core products.
OBJECTIVE COMMUNICATION STRATEGY
McDonald’s has become an international household name that has been Instead of having the consumers play among themselves or against
around for decades. They lead the fast food chain category and have McDonald’s, it would fit hand-in-hand with the brand personality if they
been consistently offering a welcoming ambience, reasonably priced were invited to participate with McDonald’s. They have always been
tasty products, and exciting promotions. Promotions have been the main perceived as a welcoming and fun brand, so by integrating friendly
component of the McDonald’s engine and is what keeps people coming competition through mini-challenges located in and around McDonald’s
back for new products to satisfy their cravings. chains, the consumer can feel involved and part of a team.
Time after time, promotions came and went, but only the classics We’ll devise a campaign which hinges on the idea of incorporating
have survived the test of time. 70 years later and the McDonald’s line the consumer through interactive games while promoting the “proven
up has not faltered. winners.” By giving McDonald’s consumers a chance to be on a team
McDonald’s would like to start a new promotion that repeats the “proven to compete together and support each other for a common goal, while
winners.” A new concept that surrounds the core products (Big Mac, being rewarded for their participation, will create a strong sense of
McNuggets, Hamburger Royal, McRib, McChicken, Filet-o-Fish). motivation and teamwork.
3 McDonald’s

5. The start of the campaign is sparked
from a comment Stephan Raab casually
said on his talk show, claiming no
McDonald’s consumer would be able
to beat him on his own game. Publicity
is created thus leading McDonald’s
to make a public announcement
welcoming this challenge and confident
that they will find the one who is able to
Mc Champ prove him wrong.
’cause i’m Lovin’ it
Our approach was Through the campaign, McDonald’s will arrange a series of competitions
to think with depth, to put consumer’s luck, knowledge, and strength to the test.
interaction, and appeal
the masses, so we
tailored our campaign
around the German hit
show, Schlag den Raab*
*In a quick summary, this show allows one
challenger to compete 1v1 against Stephen
Raab, who is the show master, in a series of
mini-games. These mini-games involve luck,
knowledge, and skill, which creates an even
playing field. If the challenger wins majority
of the games, they are then rewarded with
at least 500,000 euros. However if Raab
prevails, then the reward carries over to the
next show.
4 McDonald’s

6. McDonald’s will re-name their core products and
promote with a motivational tonality to rally together the
McDonald’s family.
This is the ticket given to consumers
to enter weekly drawings for
upcoming competitions. This will
also allow McDonald’s to distribute
promotions, coupons, and other
type of channels via email.
5 McDonald’s

7. Few sample mini-challenges located around town to engage the
public and spread awareness.
On a weekly basis, chosen contestants will undergo different stages
of competitions to move towards the final show-down.
Our microsite will
have mini-games and
allow consumer’s to
track likely candidates
through the weeks and
eventually vote for their
favorite competitor
who will then proceed
to Schlag den Raab
to regain McDonald’s
honor.
6 McDonald’s

8. PLANNING TASK
Having dived into the center of Bremen on multiple occasions, we were able
to get into the minds of Bremers. Due to the unique personality of GAK, we’ve
GAK
decided if we were aiming for a target group that could potentially understand
GAK and support their cause, we would have to focus on those in Bremen that
have an active appreciation for art.
These art students, members of other art organizations, and art-related business
owners add up to approximately 15,000 locals. Only 2% of this target group
are currently members of GAK, which leaves a lot of opportunity to increase the
GESELLSCHAFT FÜR AKTUELLE KUNST BREMEN members.
We began conducting numerous interviews, searching for any related factors
that may add to our solution for GAK’s predicament. However, most of the
people in this group have never even heard of GAK. If they have heard of it, they
probably don’t understand what it is. And even if they have been to it, they really
don’t understand it.
OBJECTIVE To put it simply, people just don’t understand GAK. Instead of thinking of this
truth as a bad thing, we decided to use it to our advantage!
Gesellschaft für Aktuelle Kunst, which stands for “society for contemporary
art,” is an organization that has brought emerging international art to its
exhibition space in Bremen, Germany since 1980. They have an established COMMUNICATION STRATEGY
3 month routine rotation period to exhibit new unseen contemporary art. Instead of attempting to just spread GAK’s name throughout Bremen, we
GAK represents questionable ideas through provocative pieces of art. They wanted to spark interest and get in the faces of locals. This idea led us to our
are a safe haven for risky international artists. The art is not there for the concept which revolves around the message of “Don’t come. You wouldn’t get
world to accept, but there to share a piece of mind and welcome their it anyway.”
audience to engage and create their own interpretations. Although it has a This concept heightens curiosity and issues an indirect challenge to the viewer,
good reputation among international art circles, it has struggled to awaken making them want to visit so they can prove it wrong. The reverse psychology
interest in its home city, and is suffering financially because of its difficulty technique that this concept uses is based on the phenomenon of reactance,
in attracting new members. which has proven that people have opposing emotional responses when told
GAK is a non-profit organization that relies on governmental funding, public to do something.
visits, and membership fees to stay afloat. The problem is they have a small By connecting with the risky, challenging, and unconventional brand personality
following of around 300 members and has been on a decline. of GAK, this concept brings the organization’s positioning of free thinking to
With this brief in mind, it was up to us to come up with a big idea for a tiny life, and reinforces its belief that the world would be a better place if people
budget. thought for themselves.
7 GAK

9. COPY TEST
Before diving into the executions, we wanted to test our
concept to reassure that this unconventional method
will work. We made two posters and placed 30 of each
in the artistic areas of Hamburg. These posters drew
traffic to two different websites we registered, where
we counted the number of visitors that they received
over a period of four days.
GEHEN SIE GEHEN SIE
AUF DIESE NICHT AUF
SEITE DIESE SEITE
SIE WERDEN ES SIE WÜRDEN SOWIESO
MÖGEN NICHTS VERSTEHEN
WWW.KUNSTAKTUELLE.COM WWW.AKTUELLEKUNST.COM
CONTROL TEST
“Click on this site. “Do not click on this site.
You will like it” You wouldn’t get it anyways”
20 Visitors after 4 Days 100 Visitors after 4 Days
5x Better!
8 GAK

10. EXECUTIONS ADVERTISING
Due to the small budget, we decided
to focus on three different verticals:
advertising, merchandise, and rewards. Since GAK is located on an
island in the center of a bridge,
we designed progressive and
playful messages that start
from the bridge and leads to
the entrance of GAK.
Our core concept would be the main
focus for our print ideas, but could be
used in many creative methods.
Across from GAK is a more popular and
established art gallery. Once the visitor
steps into GAK, they are greeted with
Free Thinking.
9 GAK

11. When entering GAK’s website, randomly generated messages A banner will be hung outside GAK, easily viewable by the
would question the visitor if they really wanted to enter hundreds of locals at cafes and bars across the river
Maps located at tourist locations or city lights would have a
Direct mailing envelopes would inform the recipient
clear sticker informing the viewer to “Not to come to GAK,”
of upcoming exhibits, but warn them before opening
but always show them where GAK is located
10 GAK

12. MERCHANDISE REWARDS
Since GAK already sells personalized umbrellas, we want to Since increasing our member base is our goal, we devised rewards
add a few more items to help generate more profit. By focusing for those who do “get it.” New members would receive exclusive “I
on the “I don’t get it” messages, we want to generate a trend get it” merchandise that would not be available to the public.
among the target group.
TAKE THIS TEST
TO PROVE YOU
GET IT GETS IT
NAME, VORNAME
BERUF, GEBURTSDATUM BY SUPPORTING EMERGING ART
STRASSE, PLZ, ORT
TELEFON, FAX, E-MAIL AT GAK, YOU CAN ALSO
JAHRESBEITRAG BEITRAGSZAHLUNG
GET INTO ALL OTHER
KUNSTVEREINE
ORDENTLICHES MITGLIED - 46 € ÜBERWEISUNG AUF DAS KONTO
GAK E.V. / BREMER LANDESBANK
ERMÄSSIGTER BEITRAG - 20 € BLZ 290 500 00 / KONTO 100 780 0005
GAK
FAMILIEN - 76 € EINZUGSERMÄCHTIGUNG
FIRMEN - 302 €
FÖRDERMITGLIED AB - 150 € GESELLSCHAFT FÜR AKTUELLE KUNST
DER MITGLIEDSBEITRAG IST STEUERLICH ABSETZBAR
TEERHOF 21 D-28199 BREMEN +49 421. 500897
KREDITINSTITUT BLZ
OFFICE@GAK-BREMEN.DE WWW.GAK-BREMEN.DE
KONTONUMMER
DI BIS SO 11 - 18 UHR DO BIS 21 UHR
DATUM, UNTERSCHRIFT
GAK
GESELLSCHAFT FÜR AKTUELLE KUNST
TEERHOF 21 D-28199 BREMEN +49 421. 500897
OFFICE@GAK-BREMEN.DE WWW.GAK-BREMEN.DE
New member forms and membership card.
DI BIS SO 11 - 18 UHR DO BIS 21 UHR
“I Don’t Get It” T-shirts, “I Get It” T-shirts
hand bags, umbrellas, and stickers to help
and stickers. spread awareness.
11 GAK

13. Permanent Address: Jonathan Chu
7706 Melrose Ave Jchu17@gmail.com
Rosemead, CA 91770
Objective Junior strategist position.
Business Management Intern August 2007 – August 2008
Experience Junior Strategic Planner January 2010 – July 2010 UBS Investment Bank, London, UK
180 Amsterdam, Amsterdam, Netherlands • Experienced, observed, and adapted to an English professional corporate environment.
• adidas: • Measured and increased the efficiency of cost spending within the Legal and Compliance
o Managed, updated, developed, and tracked the adidas Running Facebook (L&C) department.
Fanpage, adidas Football Youtube Channel, adidas Outdoor Youtube Channel, & adidas • Assisted in the development of ad hoc projects to help maximize department savings.
Mens/Womens Training Youtube Channel. • Audited legal invoices and generated weekly updates. Used the numbers to draw conclu-
o Assisted in the development of comprehensive consumer profiling research for sions of where to improve the auditing process.
adidas Running and adidas Football leading up and through the World Cup campaign. • Created presentations and manuals for future new hires.
o Lead the Facebook Community Analytics project for the adidas Running • Responsible for the creation of the lay out and production of the monthly L&C newslet-
category, generating actionable insights and recommendations for their global content ter.
strategy • Designed new share point and intranet pages for the Business Management Function,
o Worked alongside account, creative, production, digital, retail, & marketing Legal Online Services, and Outside Counsel Management.
science departments.
• Other business and new pitches: Environmental Marketing Intern April 2007 – June 2007
o Supported in the development of global campaigns for blue chip brands: Ecomotion, Irvine, California
adidas performance (brand, football, running, Olympics, World Cup), Tommy Hilfiger, • Assisted in environmental marketing projects by researching, writing articles, preparing
Diesel, Schweppes, DHL, Western Union, Omega Watches, & Emirates Airline packets, web site design, and creating Excel spreadsheets.
o Thoroughly researched and created a digital and competitive analysis across • Contributed to community outreach strategies to promote energy conservation.
leading direct competitors to Emirates, DHL, Western Union, and Omega watches. • Used programs such as Dreamweaver 4 to update company’s website, Constant Contact
o Assisted in the development of comprehensive consumer profiling research for to create and publish electronic newsletters, and Microsoft Publisher to prepare and final-
Emirates, DHL, Western Union, and Tommy Hilfiger. ize newsletters.
o Co-organized the creative concept process for the development of the Tommy
Hilfiger Club and Schweppes campaign. Education
B.S., Social Ecology, June 2007
Account Planner Boot Camp Student July 2009 – September 2009 University of California, Irvine
Miami Ad School Europe, Hamburg, Germany Miami Ad School Europe, Boot Camp for Account Planners
• Researched and created concept work for brands such as DMAX television, T-Mobile, Hamburg, Germany, July 2009 - September 2009.
McDonald’s, Burger King, Gesellschaft für Aktuelle Kunst (GAK art exhibition), and Awarded the Top Dog Best of Show Trophy for Boot Camp quarter
Old El Paso.
• Researched, strategized, briefed, and assisted in the execution for McDonald’s core University of Essex, Colchester, United Kingdom.
products and GAK campaigns (our GAK idea was adopted and went live in May Social Psychology, Management, and Advertising Courses Abroad, Autumn 2006
2010).
• Engaged in weekly lectures about account planning techniques, developing, writing Mountbatten Internship Program, London, United Kingdom, August 2007-2008.
and presenting a creative brief, using qualitative/quantitative research, discovering Certificate of International Business Practice, Mountbatten Internship Program, August
insights, using media planning, developing and managing a brand, using surveys and 2008.
other research, idea development and developing ideas of others, presentation tech- Cambridge International Diploma in Management, University of Cambridge International
niques and judging advertising effectiveness. Examinations, August 2008.
12 Résumé