Account Planning Portfolio (Draft) - Jason PotteigerJason Potteiger
My name is Jason Potteiger and I am an account planner seeking an agency. This is a first draft of my planning portfolio. More updates and revisions to follow. Feedback, notes and criticism are always welcome. Thanks, @JPotteiger.
Including my top strategic planning, creative planning, and social media planning jobs.
Brands included:
JCPenney + Fashion.
The Discover Card + Credit Card (Finance).
Neuro Drink + Consumer packaged good (CPG).
The Economist + Publisher (British Magazine).
Daniel Posavac's presentation at Mumbrella360 AsiaJordanDervish
Daniel Posavac, CEO, Bonsey Jaden presented 'The Future of ‘Digital First’ Brand-Building? Staying in Control Without Taking Ownership Away from Consumers'
We are happy to share with the world our company culture playbook. Read it, explore it, share it!
The Keenfolks is a digital transformation agency based in Barcelona, Mexico City, and New York. We opened a new business category -Digital Gap Management to help companies outpace consumer speed.
We would be happy to hear your feedback and get in touch with you!
Stay Keen!
Our senses fuel our perceptions of the objects and events that surround us. Yet as marketers we're often limited to just two of them—sight and sound.
How much more compelling could brand experiences be if we used the science of perception to design better, more persuasive interactions—taking into account all of our senses?
In our latest white paper, we explain how an experiential approach harnesses the science of the senses to create more effective, more engaging experiences that amplify your message and brand.
Account Planning Portfolio (Draft) - Jason PotteigerJason Potteiger
My name is Jason Potteiger and I am an account planner seeking an agency. This is a first draft of my planning portfolio. More updates and revisions to follow. Feedback, notes and criticism are always welcome. Thanks, @JPotteiger.
Including my top strategic planning, creative planning, and social media planning jobs.
Brands included:
JCPenney + Fashion.
The Discover Card + Credit Card (Finance).
Neuro Drink + Consumer packaged good (CPG).
The Economist + Publisher (British Magazine).
Daniel Posavac's presentation at Mumbrella360 AsiaJordanDervish
Daniel Posavac, CEO, Bonsey Jaden presented 'The Future of ‘Digital First’ Brand-Building? Staying in Control Without Taking Ownership Away from Consumers'
We are happy to share with the world our company culture playbook. Read it, explore it, share it!
The Keenfolks is a digital transformation agency based in Barcelona, Mexico City, and New York. We opened a new business category -Digital Gap Management to help companies outpace consumer speed.
We would be happy to hear your feedback and get in touch with you!
Stay Keen!
Our senses fuel our perceptions of the objects and events that surround us. Yet as marketers we're often limited to just two of them—sight and sound.
How much more compelling could brand experiences be if we used the science of perception to design better, more persuasive interactions—taking into account all of our senses?
In our latest white paper, we explain how an experiential approach harnesses the science of the senses to create more effective, more engaging experiences that amplify your message and brand.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Is Creativity the Key to Connection - Future of Social Media Forum 2018craig mack
I recently spoke at IBR Conferences Future of Social Media Strategy Forum in Sydney on May 31 and again on June 1 for a live podcast with Hot and Delicious.
I looked at the future, and present, of social media strategy and content from a perspective that is often undervalued - the value and role of creativity.
Read more about this talk: https://craigontoast.com/2018/06/13/if-marketing-is-all-art-and-science-is-creativity-the-key-to-connection/
Listen to the Podcast with Hot and Delicious: https://hotndelicious.com/2018/06/05/future-social-media-2018-conference-hot-delicious-rocks-the-planet-live-podcast/
Craig Mack is a social media and content strategist, Head of Social Media at Colloquial @ JWT, blogger, model and Ambassador for suicide prevention charity R U OK. With broad experience in social media, digital and content, from all client, agency and talent sides he has a unique view of and approach to social media. Whether developing strategy, building and engaging communities, creating content, running paid social campaigns, working with influencers or analysing data, thinking creatively and putting the audience first to deliver results, is the lens he looks through.
Brand Storytelling: A Look at the Hero and Brand JourneyKim Donlan
Consumer decisions and behaviors are increasingly driven by the opinions, tastes and preferences of an exponentially large global pool of friends, peers and influencers. Social activities have become the place where consumers tell their stories. 70% of consumers hear of other's experience of brands and 65% learn about products and services. Brand storytelling is not about telling your brand story -- it is about making the consumer the hero. Today’s consumer has the ability to share their hero journey and it is our job as marketers to be the herald of their story.
The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. So, we wrote this whitepaper drawing upon the anthropological concept of culture to introduce a new model for brands. We argue that its time for true values to replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must be better from the inside out. We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.
Five awarded essays on branding by MEC's rising stars:
- I Believe in the Future Brands Must be Superhuman..
- I Believe that in the Future Brands will have to Earn the Right to Communicate
- I Believe the Future Belongs to Brand-Driven Businesses
- I Believe that the Future of Brands Lies in making Loving Fun
- Statics & Flows: The Creation of Brand Fame in theDigital Age
Pragmatic analysis of advertisements. Introduction with Elaboration likelihood model.(psychological analysis of advertisements)
Whosoever see this slide, do watch this Nestle campaign #shareyourgoodness and Open Happiness campaign by coca cola.
Nestle campaign : https://www.youtube.com/watch?v=syZju6ui394
Coca Cola Campaign: https://www.youtube.com/watch?v=9dHOzw5KSlE
Super Bowl ads have unique $4+ million USD price tags attached to them – and more media attention than most campaigns receive. But they still face the same fundamental challenges that any planner wrestles with: how can they deliver emotion, novelty and relevance without one undermining the others? And how can they do so in a way that works not only on TV, but across social media as well?
In this webinar, TNS introduces brand new research using social and survey data to find out which brands got it right (Hyundai? Doritos, Wix.com or Heinz? Or seasoned Super Bowl advertiser, Budweiser?) and for which, going viral is simply not enough.
3 Lessons for Brands
Technology killed cheating.
Weaknesses are your greatest strengths.
Brands with purpose do better.
3 Lessons for Agencies
Agencies need more diversity.
Strategy is knowing what not to do.
Modern creativity demands collaboration.
Bonus Lesson
Take risks to stand out.
Integrated Marketing Communication Plan for WVU IMC ProgramThomas Armitage
Integrated marketing communication campaign for St. Jude Children's Research Hospital to reach the teenage target audience. Final capstone project for West Virginia University's Integrated Marketing Communication master's program. Spring 2014.
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Is Creativity the Key to Connection - Future of Social Media Forum 2018craig mack
I recently spoke at IBR Conferences Future of Social Media Strategy Forum in Sydney on May 31 and again on June 1 for a live podcast with Hot and Delicious.
I looked at the future, and present, of social media strategy and content from a perspective that is often undervalued - the value and role of creativity.
Read more about this talk: https://craigontoast.com/2018/06/13/if-marketing-is-all-art-and-science-is-creativity-the-key-to-connection/
Listen to the Podcast with Hot and Delicious: https://hotndelicious.com/2018/06/05/future-social-media-2018-conference-hot-delicious-rocks-the-planet-live-podcast/
Craig Mack is a social media and content strategist, Head of Social Media at Colloquial @ JWT, blogger, model and Ambassador for suicide prevention charity R U OK. With broad experience in social media, digital and content, from all client, agency and talent sides he has a unique view of and approach to social media. Whether developing strategy, building and engaging communities, creating content, running paid social campaigns, working with influencers or analysing data, thinking creatively and putting the audience first to deliver results, is the lens he looks through.
Brand Storytelling: A Look at the Hero and Brand JourneyKim Donlan
Consumer decisions and behaviors are increasingly driven by the opinions, tastes and preferences of an exponentially large global pool of friends, peers and influencers. Social activities have become the place where consumers tell their stories. 70% of consumers hear of other's experience of brands and 65% learn about products and services. Brand storytelling is not about telling your brand story -- it is about making the consumer the hero. Today’s consumer has the ability to share their hero journey and it is our job as marketers to be the herald of their story.
The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. So, we wrote this whitepaper drawing upon the anthropological concept of culture to introduce a new model for brands. We argue that its time for true values to replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must be better from the inside out. We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.
Five awarded essays on branding by MEC's rising stars:
- I Believe in the Future Brands Must be Superhuman..
- I Believe that in the Future Brands will have to Earn the Right to Communicate
- I Believe the Future Belongs to Brand-Driven Businesses
- I Believe that the Future of Brands Lies in making Loving Fun
- Statics & Flows: The Creation of Brand Fame in theDigital Age
Pragmatic analysis of advertisements. Introduction with Elaboration likelihood model.(psychological analysis of advertisements)
Whosoever see this slide, do watch this Nestle campaign #shareyourgoodness and Open Happiness campaign by coca cola.
Nestle campaign : https://www.youtube.com/watch?v=syZju6ui394
Coca Cola Campaign: https://www.youtube.com/watch?v=9dHOzw5KSlE
Super Bowl ads have unique $4+ million USD price tags attached to them – and more media attention than most campaigns receive. But they still face the same fundamental challenges that any planner wrestles with: how can they deliver emotion, novelty and relevance without one undermining the others? And how can they do so in a way that works not only on TV, but across social media as well?
In this webinar, TNS introduces brand new research using social and survey data to find out which brands got it right (Hyundai? Doritos, Wix.com or Heinz? Or seasoned Super Bowl advertiser, Budweiser?) and for which, going viral is simply not enough.
3 Lessons for Brands
Technology killed cheating.
Weaknesses are your greatest strengths.
Brands with purpose do better.
3 Lessons for Agencies
Agencies need more diversity.
Strategy is knowing what not to do.
Modern creativity demands collaboration.
Bonus Lesson
Take risks to stand out.
Integrated Marketing Communication Plan for WVU IMC ProgramThomas Armitage
Integrated marketing communication campaign for St. Jude Children's Research Hospital to reach the teenage target audience. Final capstone project for West Virginia University's Integrated Marketing Communication master's program. Spring 2014.
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
Tom Haslow - Strategic Planning PortfolioTom Haslow
This portfolio contains 3 case studies of projects completed at Miami Ad School’s Account Planner’s Boot Camp. They represent collaborative work with two talented and dedicated teams.
The targets are diverse, as are the brands and business challenges. What unites them is thoughtful research and creative thinking about how to solve problems and create opportunities for brands. They are all driven by good ideas.
After the case studies, there is a short section about my life and previous experience.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
This White Paper explores the role of planning in
today’s ever-changing world of advertising & marketing.
First, a job profile for the post-digital planner is defined on
the basis of 3 core duties. Then, two campaign cases are
discussed, explaining how post-digital planning added value
to the creative process.
Re designing the World of PR [People Relations]MSL
The world is changing, fast, and our clients are facing huge transformations. There is a strong call for change, in the PR industry like everywhere. At a recent conference, our chief strategy officer Pascal Beucler was asked to stimulate a discussion on if the PR industry was ready for this change, the challenges we face and the power shifts we need to address, as an industry, to make it happen.
Master's thesis: American Red Cross IMC Campaign ProposalJamie Pachomski
This is the final Integrated Marketing Communications (IMC) plan I submitted as my master’s thesis project on behalf of the American Red Cross. My plan was selected as among the best of three classes and was shared with Peggy Dyer, CMO, American Red Cross.
Are You Listening To Your Customers? Engage Customers Like Never Before.SAP Asia Pacific
Social Media channels offer marketers a rich opportunity to really engage their customers like never before.
Sadly, customer engagement today has namely been oneway' with many marketers using Social Media as a Digital Megaphone to shout about their Brand and Products in the hope that someone will 'like' them and find their 'content' funny.
This presentation explores the challenges marketers face in effectively engaging todays digital natives, as well as the opportunities that Social Channels offer them in really being able to 'listen' to their customers and harness insights on what is influencing them so as to be able to craft content that is both contextual and relevant.
The intersection of content and design is fascinating subject. This paper focuses on product and brand design to create compelling interactions that draw consumers in and get the them to share the creative experience.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
2. My Foundation:
I am…
Modeled by my upbringing as a product of General Motors. (Born and raised in Flint, MI)
Influenced by hip-hop and the impact it has on pop culture.
Passionate about following my dreams
Carpe Diem is my motto since tomorrow is not promised.
Competing in sports is what has prepared my for life. (Talent can only take you so far)
Fascinated by the personal stories of others; by what makes up each individual's unique DNA.
Fueled by my own thinking proportion: 60% head |10% heart | 30% gut.
3. Ad Campaigns:
To view a case study built around target relevancy and innovation turn to PNC. This
marketing activation is based on the launch of a new product in a saturated industry.
To view a case study built around qualitative research and consumer insight turn
to the WWF project. This awareness campaign is built with influencers in mind.
To view an advertising ecosystem built around quantitative research and the white
space in a competitive market turn to the Starbucks Doubleshot project. This
ecosystem will challenge assumptions and change perceptions.
4. Leading the way to an easy green lifestyle
Case #1
Account Planners: Clyde Lee | Andreas Humbel
Creative Team: Allyson Martin | Juan Pablo Lemus
5. Cr
ea
te
n ew
m
r oble log
o
The P
PNC bank is known as “your father’s bank” and has grown into the 5th largest banking institution in
America driven by other banks miscalculations and greedy business practices. Most importantly
PNC’s growth was driven by the slow and steady approach to lending, focused on responsibility.
With the recession of 2009 and a combination of bank failures across the U.S. PNC’s stringent
business practices proved to be what Americans needed highlighting the fact that they will always
be responsible partners in the community.
Now PNC is ready to capitalize on their positive momentum and move parts of its business into the
modern times of today. PNC would like to design, develop a strategic direction and create a new
and responsible credit card product that expands the PNC brand and culture into the hearts of a
future target market.
6. gh ts
Insi Key Insight:
The My time is valuable and I have no time to jump
through hoops in order to go green, if going
green can be as easy as turning off the lights I’m
all in.
Brand:
PNC’s leadership has taken the leap into the green
movement within its corporate culture, embracing
sustainable designs, LEED certified buildings and
refurbished branch locations giving PNC authenticity
to speak to those looking for easy solutions to
enhance this targets lifestyle.
t in
n ves atives
C i iti Consumer:
PN en in
gre Lite green movers and shakers are often non-believers
in the green movement. They would like to have a reason
to join the positive trend of making a better planet as
long as there is no inconvenience in their lifestyle.
7. What they look like: Target: Lite green consumers
Middle American: Living in urban environment
Working: In technical field, creative or education
$75K median income - 27 to 35 Y/O
65% male / 35% female
In a relationship or married (Straight or LGBT) - 0 to 1 kid
What motivates them:
Adventure activities with friends
New technology or information
Security in the future
Doing better than their parents
How to reach them:
Internet: Information over entertainment
Events: Art galleries, charity gatherings & festivals
Sports: Outside of big 4
8. ef
e Bri
iv
Cr eat
Business Objective:
Position PNC bank, the 5th largest in the U.S. to launch a credit card
product and advertising campaign that stands out in a saturated
market, in addition to returning the credit card experience to a
productive, simple and pleasing individual event.
What does the lite green target consumer think today?
I am ready to go green if I could see the positive How will lite green consumers feel after the launch?
impact on the environment and understand what Spending money on my PNC credit card is easier
makes my purchasing habits eco-friendly. than recycling newspapers and bottles.
Creative recommendations:
Interactive and digital
Big Idea:
The hippie generation now have a chance to invite the yuppies of today to their bank through a common cause of going
green. By reframing the credit card experience for this lite green target provides entry into a new space of responsibility for
this consumer while adding some youth to the image of PNC away from being known as "your father’s bank“.
9. Insight to creative strategy:
Connect with the target while they are experiencing digital media
which can conserve natural resources through small shifts in
behavior with suggestions from PNC.
Inte
En racti
erg ve
y s we
ave b b
r m ann
ess er -
age
10. ite
w ebs ssion
ed mi
cus als &
fo o Creative Strategy: Evolving my digital life
en g to help create a better environment without
Gre PNC
with giving up the perks of simplicity.
with oin
ts Mo
de pa bile a
dm
a sp
car ateria
l ard ym
en pp &
d ew s
gne e m te r aritie t sy E-
d esi adabl n a
Do co-c
h ste
m
Re egr e
d to
bio
Evolve from card to mobile
payment (NFC chip)
11. Engagement Strategy:
Heavy digital focus based on interaction with target market using
mobile, web and interactive media to invite a user experience with the
benefits of the product and consumer needs addressed.
ted s
iva oard
act illb
tion nic b
Mo ctro
ele
12. Understanding the real cost of bottled water
Case #2
Account Planners: Clyde Lee | Jessica Friedman
Creative Team: Alphie Ali | Thu-Nhi Nguyen
13. le m
Pro b
The
Save the fresh water supply by encouraging the use of tap water. It takes two bottles of water to create one bottle of
water, any 1st grader knows that 1+1≠1 but adults continue to practice this funny math every time they drink from a plastic
bottle of water. The usage of plastic bottled water is spiraling out of control with a current pace expected to increase over a
5 year span ending in 2011 by 40%.
The World Wildlife Fund (WWF) recognized that this increased usage of bottled water is taking a toll on the environment
and deteriorating the fresh water supply which impacts the quality of life for animals. They would like to create a movement
from disposable plastic water bottles to an increased usage of tap water.
14. ts Key Insight:
n sigh You’re already using tap water in your everyday
The I life, stop paying a premium just to get water
in a bottle. Make the healthy shift that you’ve
made with your lifestyle.
Brand
Influencers and tastemakers in major cities Consumer
promoted the use of bottled water with the Many people who drink bottled water in some
introduction of premium waters over 20 years cases have done so for the past twenty years or
ago at fashion shows and with entertainers. Fast as far back as they could remember but also
forwarding to the 21st century bottled water stated that they will only eat organic or locally
usage has increased by roughly 8% a year over sourced food because both are much
the past 7 years across all target audiences that healthier and also better for the environment
view bottled water usage as a need versus a proven by their steps towards a sustainable life.
luxury.
Some consumers of bottled water are against tap
This thought of premium drinking water took off water because of previous behaviors that stem
with these advocates and will end with these from safety violations dating back 20 years.
trendsetters in the same manner that it started.
15. What they look like: Target: Tastemakers
Bi-costal: Living in major cities
Working: In entertainment or fashion (behind the scenes)
or starting a entrepreneurial venture
$100K+ median income - 25 to 40 Y/O
75% male / 25% female
Married: 2 kids (Stay at home mom or dad)
What motivates them:
Success on own terms
Being first and creating
Competing with friends and networking
How to reach them:
Internet: Social media (Brands) and entertainment
Influencers: Free samples or sponsored events
Music and entertainment: Concerts & launch parties
16. rie f
i ve b
C reat
Advertising Objective:
Change the mindset of bottled water drinkers and encourage them to drink more tap water while raising the
awareness of the reduction of the earth’s freshwater supply in a relevant and seamless way.
Who are we talking to? What does this target think now?
Influencers and tastemakers in major cities who Health is important to me and I value anything
committed over the past decade to a Wholefoods that gives me the impression that it is in its purest
lifestyle when convenience is not a factor. form even if cost comes at premium.
Creative recommendations: What do we want them to do?
Think about out of home situations that are pre- Request tap water with confidence in social
water drinking scenarios. situations around their peers.
Big Idea:
Change the way that tap water is seen.
17. s
r cup s
p e untain
pa fo
l e d ublic
c y c ed at p
R e ibut
r
dist
Copy:
Did you know? The main ingredient
in your latte is purified water.
And you know that’s a fancy way of
saying tap water. Right?
cal
h lo els
wit
s ite ity lev
ro- ur
Mic ter p
wa Insight to creative strategy: Water drinkers
have a bad history with tap water, this
perception can only be broken through
trial and understanding of improvements
that have taken place with tap water.
18. Creative Strategy:
Just ask for tap! Create a constant reminder of the tap
Cre water movement in convenient and timely situations.
ate
Log
o
Sti
res ckers
tau fo
ra n r
ts
P
Ba artn
na ers
na hip
Re w
pu /
bli
c
By choosing restaurants as a primary supporting vehicle a conversation
with friends and family in social settings will influence future drinking
behavior of those that are on the fence about drinking tap water.
19. While consumers are headed home or to work we want to remind them of tap water
and that it is safe to use because they are all ready using tap water in their day
to day life. Making small changes in behavior will connect with the strategy.
Su
elte
r bill bway
s sh rds
Bu o a
boa
rd s
billb
Copy: Copy:
Evening cocktail - $6.95 Morning coffee - $6.95
Ingredients: Whiskey, Sour Mix, Ingredients: Coffee, sugar, milk also,
lemon wedge also, tap water tap water
20. A shot of personality in a can
Case #3
Account Planners: Clyde Lee | Jessica Friedman
Creative Team: Alphie Ali | Thu-Nhi Nguyen
21. Cre
ate
new
log
o
m
r oble
The P
Starbucks Doubleshot ready to drink beverages have a two product brand offering that is looking for an identity
in a crowded marketplace. They have created a cult following of loyal users who connect the usage of the
Doubleshot beverages solely on the taste and quality of the product.
There has been little to no advertising around these beverages in the past but a changing competitive landscape
which has grown by leaps and bounds over the last 5 years have changed the needs of the messaging around
the brand. This has the Starbucks/Pepsi joint venture looking for a stimulant to move Doubleshots awareness to
the next level of the ready to drink market, moving it pass a coffee drink to player in the energy drink space.
22. ts Key Insight:
n sigh I am focused on getting into the zone, The
The I mental area between productivity and creativity,
Consumer
“Young Guns”, 18 - 25 year old males (core
Market audience centered around 22-25 year olds),
The Doubleshot brands compete with other energy focusing on getting major personal goals
drinks through the strong brand association with accomplished in their life with the skills that they
Starbucks and cult following of drinkers who use have practiced, learned or self taught in
the Doubleshot products as a tool to jump start preparation of graduation, opening their first
their mornings or re-energize throughout the day business, launching a new art exhibit or anything
when the traditional coffee shop. that is creative or inspired by their personal drive.
They are currently between doing something great
The market has intensified with other energy drinks and handling real world responsibilities i.e. working
identifying specific spaces to own, building a a crappy job while preparing for a career but often
connection with the user who need energy for a have to go back to the drawing board to readjust
specific purpose versus energy in general. their path to success due to real life obstacles for
example, being a $1,000 short on tuition in their
junior year of college.
23. What they look like: Target: Young Guns
They live on or close to a college campus (Roommates)
Working: Part time while attending school full time with
dreams of beginning a entertainment heavy weight
Less than $20K median income - 18 to 25 Y/O
50% male / 50% female
Single: Mom and dad provide limited support
What motivates them:
Blazing a trail inspired by celebrity idol
(Diddy or Ashton Kutcher)
Using the talents that they learned outside
of school (limited formal training)
Being creative and breaking rules not laws
How to reach them:
Internet: Hulu, Social Media & Blogs
TV: OnDemand or DVR
Grassroots: Events and contest (on & off line)
24. rie f
i ve b
C reat
Marketing Objective:
Connect the two Starbucks Doubleshot brands, building upon its cult following of current drinkers who use the product
in impulse situations through convenience purchases while leveraging the Starbucks brand of freshness and
authenticity. In addition to this, we have the opportunity to leverage the HBO brand in a creative form that is seamless
and relevant to the Doubleshot brand, product and target market.
What does this target think? So what do we want them to do?
I need a pick-me-up to get me through the day Choose Doubleshot products as their go-to drink
and ANY energy drink will do. that will help deliver my greatness.
Creative recommendations:
Big Idea:
Develop a campaign that is interactive and work
Everyone in the core target has a talent, lets ask
well on a college with students who are inspired
them to commit to sharing it with the world.
by what the future holds.
25. Insight to creative strategy:
Launch an interactive campaign driven by students creative focus and dreams. Each
participant will be asked to dedicate 30 minutes daily for 30 days to develop a
story using their creative passion. Each month a new genre will be highlighted (i.e.
directors, script writers, actors and camera operators etc.) over an entire school year
to build a full film production team.
Soc
spr ial m
ead edia
the w
wo ill
rd.
to
pu ses .
s
camt room
al ep
loc
ith conc
w e
er
rtn reativ
Pa ld c
bui
26. Creative Strategy:
Get into the Doubleshot zone. Develop a marketing campaign with events focused
on the creative energy of students across the country that can be promoted
through user generated content and social media word of mouth.
s
fl yer
code
QR
Copy: Good idea’s don’t come easy. For
Copy: Yesterday’s ideas are already stale. For
times when you’re stuck in a mental rut and
times when you need a jolt to kick start your
need to break free you have Doubleshot -
day, you have Doubleshot
Energy.
For the focus you need to start your day right.
For the focus you need to keep you going.
27. Let the users spread the word of the
ZONE’s 30 for 30 campaign and give
Doubleshot an creative authentic
voice with the target
an ner
bb
e we
ctiv
In tera
Copy: When things no longer make
sense, it’s time for a Doubleshot.
For the focus you need. ZONE
28. Engagement Strategy:
Interactive and user generated system creating awareness with a
grassroots digital focus that encourages participants to be productive
and creative while increasing brand awareness.
De
dic
ate
dm
icro
-sit
e
29. About me Experience
Pernod Ricard USA (June ’10 - Present)
Consumer Insight, Planning & Research
Comcast Cable Corporation (2003 - 2010)
Senior Manager Marketing & Sales (January ’07 - June ’10)
Marketing Manager (June ’05 - January ’07)
Marketing Coordinator (January ’03 - June ’05)
Pocket: 203-506-9150
Land: 135 Olive St. 1B, Skills
New Haven, CT 06511 Planning | CRM Marketing | Financial/Analytical Forecasting |
Web: ClydeLee111@Gmail.com Telecommunication and Media
Interactive: Skype – ClydeLee111
Interest
Professional: Telecommunication, spirits, traditional and emerging
media, finance and technology
Personal: Fashion, arts, entertainment, financial markets, networking
Professional and mentoring, historical business titans and sports
Resume Education
Morehouse College
Bachelor of Arts in Business Administration, Marketing
Graduated Cum Laude, August ’98 - May ’02
Southern Connecticut State University
Master of Business Administration (MBA), Finance
Graduated Cum Laude, September ’07 - May ’09 (nights and
weekends)
Miami Ad School
Account Planning Boot Camp, Account Planner
Graduated, January ’10 - March ’10
Leadership
Training: NAMIC Leadership Seminar, NYU ’07 (New York), The
Partnership Inc. - Fellows Program ’08 (Boston) and Self Leadership
and Empowerment - Comcast University ’09
30. Resourceful Fighter Listener
Hired
Diverse Authentic Opinionated Music
Follower
Finance Family Leader
Productive Humble Driven
Energetic
Substance Art
Strategic Faith
Comedy
Productivity
Loyal
Curious Blue collar
Ethical Dreamer
Thoughtful Value
Accountable ROI Patience
Happy
Experienced Passionate
Innovative Talented
Cultured Fashionable
Educated Charitable
Smart Ads Creative Fearless
Teammate
Hi-Tech Thinker