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Portfolio Manoela Pontual

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Strategic planning portfolio, Manoela Pontual - Miami Ad School Europe, 2013

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Portfolio Manoela Pontual

  1. 1. MANOELA PONTUAL strategic planning portfolio segunda-feira, 16 de setembro de 13
  2. 2. I’m a 24 years old girl passionate about people, traveling, discoveries and challenges. I believe planning is about life & people, and there’s no better way of knowing about it than experiencing. segunda-feira, 16 de setembro de 13
  3. 3. I’ve lived in 6 different cities and 4 different countries. This made me realize how different people and cultures can be, opening my mind to other people’s realities. Variety and respect are the rules out there. Recife, Brazil Rio de Janeiro, Brazil São Paulo, Brazil Winnipeg, Canada Paris, France Hamburg, Germany Recife, Brazil Recife, Brazil Rio de Janeiro, Brazil São Paulo, Brazil segunda-feira, 16 de setembro de 13
  4. 4. I’m a Bachelor in Social Communication, with specialization in Advertising by ESPM in São Paulo. In this course I worked with Vh1, Contém 1g (cosmetics company) and Sagatiba (cachaça, a Brazilian liquor) as main projects. STUDIES Account Planning Bootcamp - Miami Ad School Europe, Hamburg, Germany (July – September 2013) Contemporary Sexual Behavior - MIS – Museum of Image and Sound, São Paulo, Brazil (March – April 2011) Cinema, Psychoanalysis and Dreams - Casa do Saber, São Paulo, Brazil (May – July 2011) 4 yrs segunda-feira, 16 de setembro de 13
  5. 5. I’ve started my career in the client side, working in the marketing team of Itaú - the biggest bank in Brazil. There I helped the team in managing the bank’s loyalty program (member get member system) and also to help analyzing researches to develop strategies for campaigns focusing the bank’s young public. The importance of strategy and the hierarchy / politics inside a company. EXPERIENCE 1 yr segunda-feira, 16 de setembro de 13
  6. 6. In DraftFCB Brazil I’ve worked in the Accounts department. I began as an intern for iG (web portal, B2B), being responsible for coordinating all of the client’s projects in house. When promoted I became part of the Nivea team and was responsible for coordinating Nivea Body’s campaigns. There I could understand the whole process inside an agency, learned management skills and the difference the planning department can make in the projects. EXPERIENCE 2 yrs segunda-feira, 16 de setembro de 13
  7. 7. 1 yr In Taterka I worked mainly for Natura, a local cosmetics company. I was responsible for coordinating and analyzing researches, developing exploratory studies in specific sectors, market analysis of different Brazilian industries and monitoring the markets of the agency’s clients. Taterka was very important for me to learn the whole research process and to have a critical eye over it; it was where I learned how to analyze the competitors and the market and based on that to always keep an eye opened for opportunities and threats. EXPERIENCE segunda-feira, 16 de setembro de 13
  8. 8. 1 yr AYEAR OFF In mid-2012 I took a year off to travel the world while based in Paris and learning French. This was a great experience to learn a bit about so many different cultures and also about myself. It was a constant learning experience in so many different levels. segunda-feira, 16 de setembro de 13
  9. 9. 3 months In Miami AD School Europe we worked in projects for Jägermeister and ECE. The learnings were numerous, but I can highlight the importance and tools to find an insight and the inspiration to always search for new ways of doing things. MIAMI AD SCHOOL segunda-feira, 16 de setembro de 13
  10. 10. THE TASK Find trends that can be used to increase the time spent at the malls. THE TARGET Metropolitans: high- income, well educated families. THE CHALLENGE To find a way of using trends that didn’t become too superficial and could make a difference to the target audience. ECE MALLS Team partners:Albert Sharafutdinov and Renate Graf segunda-feira, 16 de setembro de 13
  11. 11. THE WORK We clustered the trends in patterned needs; then we selected the needs that could help the mall become a 3rd place for the target and, from that point, we searched for a theme that could work as supporter for all our suggestions. ECE MALLS THE SOLUTION From the overview we saw 3 relevant needs: amazerience, desirelent and createledge. Connecting those to the target’s values, we realized that ART could be the perfect concept for this project. THE ARTFUL SHOPPING EXPERIENCE Team partners:Albert Sharafutdinov and Renate Graf segunda-feira, 16 de setembro de 13
  12. 12. ECE MALLS Team partners:Albert Sharafutdinov and Renate Graf segunda-feira, 16 de setembro de 13
  13. 13. THE TASK Retain the so called “transitionals” (25+) and foster sustainable growth with focus on Germany, UK and the US. THE CHALLENGE Because of lack of a clear brand image and association with binge drinking, the T.A. feels like Jägermeister isn’t for them. THE HYPOTHESIS Jägermeister needed to create a substantial, meaningful brand idea matching the target’s lifestyle and goals. JÄGERMEISTER Team partners:Albert Sharafutdinov and Renate Graf segunda-feira, 16 de setembro de 13
  14. 14. THE WORK We started by researching the T.A. and their relationship with drinks. We realized that to them, the brand’s history could be a good starting point to create substance, so we went back to studying the brand. We found some interesting assets, but the most powerful was the fact that Jägermeister was created by a Master in hunting and in mixing herbs. THE SOLUTION The T,A, can relate to the Master ideal, but only if we’re talking about passion. So Jägermeister should be the brand that incentives people to find and foster their passion to become a Meister in it, aiming a more balanced life. PASSION MAKES A TRUE MEISTER JÄGERMEISTER Team partners:Albert Sharafutdinov and Renate Graf segunda-feira, 16 de setembro de 13
  15. 15. JÄGERMEISTER Team partners:Albert Sharafutdinov and Renate Graf THE MEISTER’S STRATEGY BARTENDER STORY OF PASSION BRAND BOOK SOCIAL NETWORK TEASER 1! 2! 3! 4! WEB DOCUMENTARIES 5! 360 CAMPAIGN 6! PLATFORM UNIVERSITY OF PASSION APP 7! 8! 9! THE MEISTER’S STRATEGY BARTENDER STORY OF PASSION BRAND BOOK SOCIAL NETWORK TEASER 1! 2! 3! 4! WEB DOCUMENTARIES 5! 360 CAMPAIGN 6! PLATFORM UNIVERSITY OF PASSION APP 7! 8! 9! segunda-feira, 16 de setembro de 13
  16. 16. 24 years old, Brazil Phone: +49 152 2636 1061 Phone: +55 11 9 4172 9595 mapontual@gmail.com http://linkedin.com/in/manoelapontual http://plan11.tumblr.com MANOELA PONTUAL segunda-feira, 16 de setembro de 13

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