Portfolio Manoela Pontual

MANOELA PONTUAL
strategic planning portfolio
segunda-feira, 16 de setembro de 13

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.

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

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

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

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

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

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.

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

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

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

ECE MALLS

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

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

JÄGERMEISTER
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!

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

Portfolio Manoela Pontual

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