1* But I’ve got bills to pay, so hear me out.

Kevin Murray’s Planner Portfolio

Wichita Falls, TX

London

I shouldn’t be here.*

Huntsville, AL

Indio, CA

Rio

de J

enei

ro

New York City, NY ?

Dallas, TX

Miami, FL

2

WHY I THINK I AM A UNIQUE SNOWFLAKE

ninety year old roomie

former roof salesman

front row for Pearl Jam

... twice

best man... twice

ill r

hym

es

cross!t

spelling bee champ... twice

ordained minister

twin

four-term vicepresident

1

Why would you hire me? Have I dreamed of advertising since third grade? Have I interned at top agencies? No. I

thought I would be a lawyer, or run a restaurant, or grow a beard and sell trinkets on the

shores of Thailand. I grew the beard, but I realized I was attracted to the traits required for

those paths, not the careers. With a little luck and a lot of hard work, I found and pursued

planning. I took the long and winding road to get here, but I’ll show you how the whole is

greater than the sum of the parts. Check it out!

CONTENTS

Sirius Satellite Radio 2-3

and How Slangin’ Dinner Helped Me Understand My Target

InterContinental Hotels Group 4-5and How The Three Little Pigs Helped Me Find a Dope Insight

AARP 6-7and How Getting Robbed at Gunpoint Helped Me Find a Fresh Perspective

Résumé 8

Things I Paid People to Say 9

Thanks For Pushing Me 9

2

How Slangin’ Dinner Helped Me Understand My TargetI think every college student should wait tables. Not just for the extra cash, but the arsenal of

skills you develop that can’t be learned in the classroom. No tables are ever the same, and

you have to tailor your approach accordingly. If there is a table of suits at lunchtime talking in

hushed tones, quickly and quietly get their orders. But if you have a family with a young child at

dinner, the child is your !rst priority. And if you have a table full of high school kids before prom,

just walk away.

CHALLENGETo make Sirius’ subscription service appealing in an environment of free or cheap substitutes.

INSIGHTSirius’ largest consumer base – the American truck driver- is America’s backbone. They lead a life of uncertainty and solitude, and need companionship more than any other consumer.

STRATEGYSirius rides shotgun for professional truck drivers. Renovating and branding rest areas and truck stops show our commitment. Trucker speci!c billboards prove it’s not a gimmick. We’re watching out for America’s unsung heroes. And watching out for truckers means watching out for America. We see a trickle-up effect by saluting America’s backbone.

OVERALL IDEASirius. In it for the long haul.

CW: Fernanda MachadoAD: Rosana GoerkeAP: Wesley-Anne RodriguesAP: Kevin Murray

3

BillboardsPosted along trucker routes, off the beaten path.

Sirius TruckTaking the show on the road, literally.

How Slangin’ Dinner Helped Me Understand My TargetGuiding a table through their experience from beginning to end will certainly teach you how

to understand your audience. Don’t get me wrong; I never again want to explain to someone

why a well-done steak can’t be juicy and tender. But understanding what matters to peo-

ple and how to reach them is directly related to advertising. For Sirius, it was important to

understand the life of a trucker.

TV Spot to Air During Sporting Events“You’re the good folks who wake up in Chattanooga, Tennessee and then lay your head down in Jackson, Mississippi. You’re the ones picking up a trailer full of timber or dropping off a load of feed. You might be passing through the counties of Texas or cruisin’ through Kansas, surrounded by those amber waves of grain. And you keep on truckin’, come hell or high water, and you wouldn’t have it any other way. You’re the backbone of America. At Sirius, we salute you, and we’re proud to be in it for the long haul.

Sirius. In it for the long haul.”

TV

Print

Ambient

4

How The Three Little Pigs Helped Me Find a Dope InsightI defended the Big Bad Wolf in a mock trial in Mrs. Smith’s third grade class. The Three

Little Pigs’ case was built on a weak foundation, much like their houses, but circumstantial

evidence was good enough for the jury. I was devastated when I lost the case, but from that

moment forward, I planned on becoming a lawyer.

CHALLENGEBuild and launch a green hotel with the potential to change the world’s lodging landscape.

INSIGHTMillennials want to help and they want to see the world, but as Kermit the Frog said, “It’s not that easy being green.” Voluntourism is often an act of compromise; you forfeit comfort or contribution.

STRATEGYCompassion, comfort, and college collide. The initial launch centers around travel abroad programs, with a facebook “like-off” contest between universities awarding exclusive access and scholarships to one of our twenty international hostel locations.

OVERALL IDEATravel well. Do good.

W: Frances CharapataAD: Nicholas PineiroAP: Kevin Murray

5

How The Three Little Pigs Helped Me Find a Dope InsightI decided law school wasn’t my cup of tea. But that doesn’t mean I can’t use skills required

for such a profession: logic to discover insights and presenting a well-built and persuasive

case. In the presentation, we told the story of how milleninials have grown up seeing the

irresponsibility of big government and big business. But they’ve also seen good triumph.

They saw that they could make a difference, playing a huge role in electing Obama. With

growing trends of ecotourism and voluntourism, combined with the Serve America act, we

had a solid case. Just because an insight isn’t the most likely one doesn’t mean there isn’t

logic to support it and a story to be told.

Terra Mersi means “immersion in the

land”

The website would be simple to navigate, with student/

user generated content (USG) detailing each location/

program.

For initital launch, schools with most ‘likes’ in the social media

(SM) arena would win partial scholarships.

Logo

UGC

SM

6

How Getting Robbed at Gunpoint Helped Me Find a Fresh PerspectiveA cluttered passport is an asset to an advertising team. Mark Twain said it best, “Travel is

fatal to bigotry, prejudice and narrow-mindedness. Broad wholesomeness and charitable

views cannot be acquired by vegetating in one tiny corner of the globe.” One group that

sees a lot of prejudice and narrow mindedness is the elderly. We wanted to change that

with AARP.

CHALLENGEChange the face of aging in America.

INSIGHTWhat it meant to be seventy three decades ago and what it means to be seventy now is completely different, yet misconceptions persist.

STRATEGYWe can’t romanticize aging because our target has a good “BS Gauge.” Instead, we will use humor and empirical data to convince our target - af"uent 55-65 year young couples - that a lot of the perceptions we have about aging are false.

OVERALL IDEAGeezers rule.

CW: Frances CharapataAD: Nicholas PineiroAP: Liliana ReyesAP: Kevin Murray

7

How Getting Robbed at Gunpoint Helped Me Find a Fresh PerspectiveI started traveling when I was a junior in high school. During Christmas break we were

stranded in a cabin without electricity in the snowcapped mountains of New Mexico. That

!rst trip, far away from my comfort zone, sparked an insatiable wander- lust. Since then I

studied abroad throughout Europe, road-tripped around the United States, and during my

last trip, Brazil, I found myself on the wrong end of a gun. When you’re a foreigner miles

away from home, you’re forced to step outside of your bubble and see the world with fresh

eyes. You learn a lot about yourself, others, and the world around you.

Videos

Print

Web

8

Kevin Lee Murray940.781.8274

www.kevleemur.comkevleemur@gmail.com

Account Planning Boot Camp, Miami Ad SchoolJanuary 2011 - March 2011

Gleaned insight from research to inform strategy, develop creative briefs, and deliver weekly pitches across a number of categories with clients such as GM, GameStop, AllSaints, SiriusXM, smart car, and InterContinental Hotels Group.Inspired and coached by industry leaders such as Heidi Hackemer, Christopher Owens, Ilana Bryant, Erik Hanson, Marta LaRock, Eric Pakurar, Juan Guzman, Paul Matheson, and Kim CurryDeveloped an understanding of SEO, SEM, Google Analytics, Final Cut, and social media

EXPERIENCEFreelance Planner, BBDO, New York, NYMarch 2010 - December 2010

Helped AT&T understand evolving consumer psychology by uncovering insights and explaining converging trends within the digital landscapeIllustrated an in-depth archetype for Milky Way used to inspire creative teamBrainstormed consumer pro! le for Swanson broth to inform creative team

Server, The Porch, Dallas, TXMarch 2010 - December 2010

Approached service like a planner, understanding and engaging consumers by creatively delivering them service in a personal, unobtrusive manner

Project Manager, Danner Construction, Huntsville, ALMay 2009 - December 2009

Thrived in entrepreneurial environment in order to pay off student loans. Consistently recognized as a top salesman, procuring over $400,000 in contracts in six monthsCollaborated and negotiated with homeowners, contractors, construction crews, insurance companies, and insurance adjusters to pro! ciently complete insurance restoration projects

Assistant Vice President, Wells Fargo, Wichita Falls, TXApril 2006 - May 2009

Worked full time during college to support myself and pay for my educationPromoted to new branch as a manager and succeeded in developing and motivating staff to achieve over 100% of our sales goal

EDUCATIONMidwestern State University, Wichita Falls, TXMay 2009

Bachelor of Arts in Business Administration

9

“Was a pleasure to have in the building and always gave 100% effort towards his job.”

- Taryn Anderson, former manager

“Tenacious paintballer.”- Dylan James, bestie

“I was thoroughly impressed with Kevin’s work ethic and attitude.”- Scott Cechovic, former customer

“You = smelly. Me = awesome.”- Frances Charapata, copywriter

“You are a man of honor, dignity, and class. I will sleep easy tonight knowing your beard will rise again in true hero fashion.”

- Jason Lindberg, former teammate

“He’s whatchya call a health nut.”- Papa, grandfather

“A cross between a young Sly and Pee Wee Herman is exactly where you fall.”

- Justin Valdata, brother from another mother

“I’ve never known anyone like Kevin Murray. Take that as you will.”- Mary McGinn, gypsy

PapaAunt Sherry & Aunt Glenda

Dylan & Keely JamesBrent & Brittany Gallagher

Ryan & Mo WilliamsJustin ValdataDakota Crew

Christopher OwensHeidi Hackemer

Juan GuzmanJason LindbergThe Porch StaffStan Leishner

Trey & Lisa WilliamsSeth MirimanianTimothy Stepp

THANKS FOR PUSHING ME