The document outlines Pooja Munshi's experience in account planning and strategy, including completing an account planning bootcamp at Miami Ad School. She has worked at MASS Strategy since 2007 developing 360 degree programs, digital strategies, interactive retail experiences, and visibility/engagement programs for brands like Moet, Veuve Clicquot, Confederate Motorcycles, 7 For All Mankind, The New Yorker, Godiva, and Patron Tequila. The document highlights her strengths in translating design output to meet client needs and being collaborative yet goal-oriented.

1. TO dive into the future.
TO sink into the roots of history.
TO swim into curiosity.
TO observe. absorb. think. connect. create. share.
TO be able to zoom out. View multiple angles.
TO be friends with folktales and algorithms.
TO be persistent.
TO find patterns.
TO be quick to adapt and change.
ACCOUNT PLANNING
TO create brands that are antidotes of massification.
TO conjure brands that inspire community.
TO imagine brands that instigate culture.
MIAMI AD SCHOOL
TO weave elasticity and engagement.
POOJA MUNSHI
TO mold brands that shape our future.
TO surf.
TO play with plasticine.
TO watch the ocean.
TO gaze at the stars against the night sky.
TO learn something new everyday.
TO discover passion at every step.
TO smile.

2. Childhood mornings spent watching
the world go by from our verandah. 6 Ft. waves teach you flow of the ocean.
INDIA SURF Staying fearless yet humble.
Each morning I was creating stories
about every passer by.
Teenage years spent as part of the Indian swim team.
Spending time with the indigenous shamans.
SWIM Lessons on how to win, keep persevering, ELDERS Lessons of immense gratitude for all life’s blessings
and smile when I didn’t get gold.
LONDON New culture, new people, new experiences.
YOUTH
Mentoring inner-city teenagers.
TIME Wow, the world could be my playground. Became a teen once again.
Working in the industry and making clothes is
BRAZIL Navigating cliff hangers in the amazonian river.
FASHION great, but questioning why do people choose
HAZE Life is precious. Holding on tight. one over another?
NY The spear head of goals.
TECH Obsession learning how technology
is bending to meet our needs.
CLARITY Making it happen or going home. GEEK
NY Train riding, observing behaviour. BUCKY Learning to apply nature’s principles to the everyday.
SUBWAY Learning from everything that moves. FULLER

3. Grameen Bank.
YUNNUS Making it a mission to help the less privileged.
Encountering one is experiencing the vulnerable.
SHARK Learning how to maintain calm in the eye of a storm.
BIKRAM Everyone needs a recharging station.
YOGA This is mine.
SUDOKU Solving problems is a bed time ritual.
While we can safely bottle specific
emotions into their relatively tight
individual compartments,
I am more interested in stirring
them together with ones that are
barely conscious.
Investigating fresh playgrounds of
interaction and participation.
Playing in uncharted
territory and hunting down
powerful insights.

4. ALL SAINTS
THE CHALLENGE:
Set up the fashion brand, All Saints for longitivity in the US.
BACKGROUND:
All Saints of Spitalfields is an East London fashion brand that started in 1994 with Clubwear and has since, evolved
towards a neo-punk look and feel.
The clothing is best described as a mix of distressed, unusual fits and shapes with a noir palette. Although it sits on
the high street, one would argue that the style of clothing caters to a narrow aesthetic.
However, two years into the launch, All Saints has found immediate success with 13 stores across the US.
All Saints was now marching towards a mass distribution strategy in the US market.
PROBLEM:
With All Saints launching 50 stores by 2015, the brand needed to make sure it did not disrupt its niche audience.
Without the trend setters championing it, All Saints faced the risk of being abandoned by the very people that gave
shape to the brand and carried it forward to the trend followers.
BUT WHO WAS THIS NICHE AUDIENCE:
The brands subculture group, the taste makers, the urban style hunters and gathers.
Instead of following trends on magazines, they were ones that made the journey to rummage through vintage
stores, record stores and lesser known boutiques and restaurants to curate their very own list of “cool” which
then, made it down to the trend followers. They were not ones to shop at mass chains. Their unique identity
was expressed through the way they dressed. Their choices often lay beyond conventions, they appreciated
individuality, rather than fitting into a group.
GOAL:
Engage and clench core target with:
PROVOKE
- An arresting brand communication platform
- Strategic executions at store level
INSIGHT:
FASHION WAS PERCEPTION. WHILE THEY BELIEVED THEY DRESSED FOR THEMSELVES, THEY ALSO
DRESSED TO SET A CERTAIN STANDARD IN THE EYES OF OTHERS.
AD - ROSANA GOERKE, CW - JUDSON JEAN-MARY, AP - POOJA MUNSHI

5. ALIGNMENT STRATEGY:
DEMONSTRATE THAT ALL SAINTS COULD SEAMLESSLY AND TRANSFORMATIONALLY EXIST IN THEIR LIVES.
We wanted the target to know we understood and shared their non traditional value system.
REASONS TO BELIEVE:
Emotional - All Saints sits on high-street with a distinct UNDERGROUND ESQUE style,
challenges mainstream fashion.
Rational - All Saints questions our perception of “SAINT”
through their black & gray distressed de constructed clothing.
TONE:
Bold, Adventurous, Mysterious
CREATIVE IDEA:
UTILIZE FILMS TO CHALLENGE CONVENTIONS BY SHOWING THE OTHER SIDE.
The urban style hunter / gatherer is always the first one to adopt new ways of thinking that may be outside the
norm. We wanted to instigate this individuals thinking.
All Saints had been promoting music through their sponsorship at the JellyPool parties and their live basement
sessions. Seemed only natural to branch off and explore the film area.
- Two thought provoking films were the base of our campaign. They explored the humaneness of two lives that
were considered unacceptable by society.
A Beautiful Life : The life of a street hustler
Shine Brilliantly : A story of a stripper
- These films would sit on the home site and could be shared via social networks and viral.
- Sanctuaries would be set up in key cities and at All Saints events.
People could enter these booths and view the 2 videos and/or record stories about their lives, where they went
beyond the norm. If they wanted to be anonymous, a simple button on the screen interface would record them
with ram heads (brand logo).
People could scroll through videos, comment and share.
- Guerilla ram heads would be placed around the key cities. Brand apps would unlock and reveal the videos for
viewing and sharing.

6. IN STORE :
- Exclusive limited edition lines with Music Artist collaborations available only in key cities for a limited time span.
- In store screens welcome returning customers with suggestions of new items based on their past purchases.
The videos could also be viewed on these screens.
Shine Brilliantly :
A story of a stripper
A Beautiful Life :
The life of a street hustler

7. - Guerilla ram heads
- In store screens welcome returning customers - Sanctuaries in key cities and at All Saints events

8. THE ECHO POSHTEL
THE CHALLENGE:
Create and develop the ultimate green hotel brand that would change the world’s lodging landscape.
OBSERVATION:
While Eco concerns were relatively common in luxury resorts and boutique hotels, it was far and in
between in the budget hotel and hostel category.
Research showed us large hotel chains were dipping their feet in budget ventures and hotels like low budget-
chic hotels like Easy Hotel were seeing great success in the recent years.
Bloomberg Businessweek wrote “ Hostels are no longer the cheap shelters they used to be classified as, they
are almost boutique hotels in some parts of the world”
WE SET UP AN AMBITIOUS GOAL:
A green Poshtel (posh-hostel) chain aimed at the modern traveller.
BUT WHO WAS THIS MODERN TRAVELLER:
Enter the “FLASHPACKER”
- 22-35, travels like a backpacker, but with an additional bag full of his laptop, zoom lens camera,
and other digi gadgets
- much bigger budget, they’re older, in more stable jobs
- expects accommodation with a bit of luxury when travelling the world
- more conscious of their eco footprint than any other. no immediate family allows them to travel
and be connected to nature.
INSIGHT:
ENGAGE
WHILE HE TRAVELED TO CONNECT WITH DIFFERENT CULTURES ON AN EXTERNAL LEVEL, INTERNALLY,
THESE MOMENTS WERE OPPORTUNITIES TO TEST AND PROVE HIMSELF IN UNFAMILIAR CIRCUMSTANCES.
OUR STRATEGIC POSITIONING:
A GREEN POSH-TEL CHAIN BRINGING THE INSIDE SCOOP OF LOCAL CULTURE TO THE
MODERN TRAVELLER.
AD - ROSANA GOERKE, CW - JUDSON JEAN-MARY, AP - POOJA MUNSHI

9. FEATURES:
- Green with a complete recycling water management system.
- Tryvertising partners. Space efficient rooms and would come with branded shower pebbles or energy efficiency meters
that would measure your water consumption or energy usage for the day. A complimentary meal would be provided to the
guest with least consumption as a way to encourage living on a smaller eco footprint.
- Brings the skin of the local culture to the guests. Not the trip to the Eiffel Tower but that jazz local band playing under
the bridge at sunset on that day!
- Local experts would guide guests through walking tours, and curate a list of to do each day.
- The hotel would have a strong sense of hostel culture with large communal lounges, complete with PS4 and XBOX.
- Free wireless, USBs chargers and card readers available to use, tweet concierge and a digital self serve philosophy.
CREATIVE IDEA:
UTILIZE LOCAL CULTURE TO CREATE A PLATFORM THAT CONNECTS GLOBAL FLASHPACKERS WHILE
SIMULTANEOUSLY PROVIDING AN OPPORTUNITY FOR SELF EXPRESSION AND DISCOVERY.
THE CREATIVE TEAM BOUNCED BACK:
THE ECHO POSHTEL. Reverberating the sounds of the local culture.

10. Our Creative Strategy was Four Fold, where user generated content would be used for both the website and ads.
Local Expert Recruiting
7 months before launch, we would send out press releases
as a an open job position in each of our cities.Someone
that is passionate about his city and knows it better than
most. His application would entail logging on to hotel site
and add photos, videos, tags of his favorite local places
and tweets with #Echo. The best entry would get the job,
complete with health benefits.
Advert
We would use photos and tweets of our local experts
as content for the ads. to be placed on bus stops,
subways, trains in the major cities. Outdoor ads with
QR codes took one directly to site and the blogs and
posts of local experts.

11. Travel Blogger Outreach
Our first set of guests would be 8 travel journalists
and popular travel bloggers. We would invite them
to visit us on an all expensed stay and blog about
Echo and the local culture through our eyes.
Me + Echo.
Each guest would be given access to our application, where they could
tag and comment on various spots in the city, a new local discovery, or
an experience at our hotel lounge!
These flashpackers tend to make social connections as they travel
the world. We would provide them with a platform connecting all our
poshtelites.
Through an interactive interface, guests would be able to track
Poshtelites journeys, their current position, and view each
others blogs.

12. CHEVY SONIC
At the Detroit Auto Show and Sonic Revealing, CEO of GM, Dan Akerson spoke about 2 things that rang out loud to us:
“Chevy is an Authentic American company” and “Chevy Sonic marked a new development phase for GM”
We wanted to bring his vision to life.
We started by understanding the nature of the current environment in the country.
ACTIVATE
We were living in extraordinary times.
From the popularity of transparent production processes of American Apparel to Apple’s aspirational level of
design and innovation, Americans certainly had things to be proud of. No one could deny the millennial efforts
towards the Obama campaign from the online space to the rallies and votes.
And there were American millennials like Jack Dorsey of Twitter and Mark Zuckerberg of Facebook that had
accelerated the world of online communication. Millennials watched and supported as a platform they had
popularized, Facebook, galvanized a revolution in Egypt!

13. Research showed us that despite stepping into a recession driven
job market, the millennial generation was optimistic.
They believed in the future of their country and in their own drive
for success.
As we moved from campus to campus interacting with Millennial
students, we noticed American Flags scattered in their dorm
rooms,parties and facebook pages. They were proud of their
country and were eager to support it.
Millenials today were the most American generation in terms
of American values with strong belief in hard work, passion
and optimism.
They believed in what people could do, not what people said.
Their brand associations went beyond the product, it was about
being part of a culture, that gave them a reason to believe.
Instead of targeting a subsegment in the millennial age group, we
decided to target the MILLENNIAL MINDSET.
INSIGHT: THESE WERE WAITING FUTURISTS THAT NEEDED
HELP GETTING THERE.
Amidst their optimism however, we had noticed a spark of
dampness when interacting with campus students.
While they were aggressive about their dreams for the future, they
did realize a part of their goal depended on external elements
such as the country’s economy and job market. Students about to
graduate spoke to us off their plans in a recession soaked future.
There was anxiety about their immediate next steps.

14. The average Chevy buyer was in his 50s.
And the millennials were far from these brand values.
They did not associate with the brand and their
products just didn’t seem relevant to them.
Our challenge still remained : How does Chevy speak
to the millennial mindset?
We pulled out Chevy legacy elements, the “muscle”
car a symbol of American power, the Corvette
craftsmanship that was a big part of the Sonic drive
and handling.
We combined it with the digital technology
(OnStar) and design elements (motorcycle inspired
dashboard and headlights) the Sonic brought
forward to address the millennials.
Together with these features, the Sonic represented
a positive step forward for America.

15. Our output was American Exceleration
(EXCEL + ACCELERATION)
Combining the Chevy legacy with the latest
the Sonic had to offer. We wanted to show
how the Sonic represented this movement
forward in a positive direction.
Strategy jump off

16. CREATIVE IDEA: BRAND:
- CREATE A CROWDSOURCED PLATFORM THAT PROVIDES OPPORTUNITY AND PARTICIPATION.

17. CREATIVE IDEA : PRODUCT EXECUTION
- CREATE EXPERIENCES BY UTILIZING ELEMENTS OF THE CORVETTE
ENGINEERED SONIC DRIVE AND HANDLING AND ONSTAR CAPABILITIES
AMERICAN EXCELERATION TOUR AND CAR TRICK SHOW AT CAMPUSES
The tour would show off the handling, driving and manoeuvrability of the Sonic that
really defied the subcompact category.
Large digital screens would display how the driver is benefiting from The OnStar
connectivity features like tire pressure and fuel levels.
AD - ROSANA GOERKE, CW - JUDSON JEAN-MARY, AP - POOJA MUNSHI

18. Seeding awareness through guerilla sculptures
around campus to promote the tour and big idea
platform.
They had seen the car trick show and now they wanted
to drive it.
We would direct them towards an experience in the
dealerships.
Users could participate in obstacle courses with the Sonic,
focusing on the cars driving manoeuvrability. Digital screens
outside would display how each driver is using OnStar
connectivity to better his ride.

19. Sustain. We wanted people to take something home with them. This Sonic
application would be a car obstacle game where the driver would use the car
manoeuvrability and OnStar features to complete the course.

20. POOJA MUNSHI ADD: 226 E 7TH St. #2B NY. NY- 10018. TEL: 917 856 0972
poojamunshi@gmail.com, twitter.com/poojamunshi,delicious.com/poojamunshi
ACCOUNT PLANNING BOOTCAMP, MIAMI AD SCHOOL, MIAMI JAN- MARCH 2010
MASS Strategy and Creative Development Mar 2007- present
www.mass.com
Account management. Strategy building and creative development process. Projects include 360 degree program
integrating trade and social media platform for Moet Chandon, On and off trade design and activation Veuve Clicquot
Digital Strategy pitch for Confederate Motorcycle, Interactive Retail and pop up store for 7 for all Mankind,
Digital Revenue stream proposal to The New Yorker Cartoon Bank, Visibility and Consumer engagement programs
for Godiva and Patron Tequila.
Strengths: Clear understanding of Design and Strategy into realization, Ability to interpret design output to match client needs
Sharp and persistent on individual goals. Collaborative and inspiring when working in groups.
Project experience in branding, packaging, and product design.
Online experience ranging from social media - applications - blogging- pilot programs and microsites.
Strong international and national personal client relationships.
(Details and references available upon request)
INSTITUTE OF INTERNATIONAL SOCIAL DEVELOPMENT, ECOSOC, UN Design and Marketing Consultant Jan 2006- present
www.iisd-ngo.org
Provide hands on Artisan Training. Development of contemporary versions of artisan crafts with the objective of economic stability.
Strategize microfinancing options to assist in anchoring self-help crafts groups. Development of Branding and positioning tools.
Create revenue generating marketing channels.
(Details available upon request)
NIKKA NEW YORK Marketing Manager and International Sales 2004 – 2007
www.nikkanewyork.com
WHERE TO WEAR Freelance writer 2004
2004 Fashion Guide to New York, Fairchild & Gallagher
KIRNA ZABETE Assistant Marketing Manager 2003
kirnazabete.com
ROBERTO CAVALLI Assistant Marketing Manager 2002
www.robertocavalli.com

21. POOJA MUNSHI ADD: 226 E 7TH St. #2B NY. NY- 10018. TEL: 917 856 0972
poojamunshi@gmail.com, twitter.com/poojamunshi, delicious.com/poojamunshi
AAS in Fashion Marketing. Parsons School of Design, New York 2001- 2002.
Deans Advisory Committee, Parsons
Vice presidents advisory committee, New School University
SHOPPERS STOP Head Designer 2000
www.shoppersstop.com
BFA Transfer in Fashion Design. Nottingham Trent University. 1999- 2000 Fall Semester
- Full scholarship program NTU
ROHIT BAL Assistant Designer 1999
www.rohitbal.com
BFA in Fashion Design. National Institute Fashion Technology, New Delhi. 1996 –1999
- NIFT Award of Excellence
- Designer of the Year- India, 1998
- Showcased in Sao Paolo, Brazil. India Festival.
Adept at : Keynote, Photoshop, In-Design, Illustrator, Final Cut Express
Additional Languages : Hindi, Bengali, Basic Spanish
Interests : People, Surf, Design, Capoeira, Culture, History, Technology, Ocean, Micro Finance and
Mohammad Yunus, Agroforestry, Writing, Buckminster Fuller, Yoga, Music, Prisms, Futurism, Making a difference.
Current Engagements : Sponsor of Smile For your Soul, Educating Indian Street Children
Mentor at IMentor www.imentor.org, Volunteer at soup Kitchen, Trinity Lower East Side Church