portfolio manoela pontual

MANOELA PONTUALstrategic 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 yrA YEAR 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


https://www.facebook.com/growaware


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 MALLSTHE 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 MALLSTeam partners: Albert Sharafutdinov and Renate Graf




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 1061Phone: +55 11 9 4172 [email protected]://linkedin.com/in/manoelapontualhttp://plan11.tumblr.com

MANOELA PONTUAL


mailto:[email protected]

mailto:[email protected]

http://www.linkedin.com/in/manoelapontual

http://www.linkedin.com/in/manoelapontual

http://plan11.tumblr.com

http://plan11.tumblr.com

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