strategist portolio
DESCRIPTION
My work in Miami AdSchool Account Planning Boot Camp from October to December 2014TRANSCRIPT
IRENE ANDRÉSBrand & Communications Strategist
I am Irene. A Realistic Creative.
I like to dream while keeping my feet on the ground.
Lover of contradictions, plot twists and inevitable outcomes, I am sensitive enough to feel the duty
of commitment.
I believe in the useful beauty, in innovation that solves problems.
BIENVENIDO
( )
Brach´s Candy CornPaddy Devil´s Apple
Kiva7UP
CASE STUDIES
))
assignment:
PROBLEM:
STRATEGIC IDEA:
REASONS TO BELIEVE:
BRACH´S CANDY CORNRegain top of mind consideration.
Take share from other candy corn brands to own the market.
Lack of differentiation from other candy corn brands.
Parents who had candy corn when they were kids. • 81% of parents surveyed say that they take candy from their children’s Halloween candy haul for their own
enjoyment. National Confectioners Association’s National Survey 2013.
Having fun with your kids is an opportunity to relive your childhood.
• Brach’s Confections has remained #1 selling candy corn among the primary target audience childhood.
steal back your childhood with Brach’s Candy Corn
TARGET:
OBJECTIVE:OBJECTIVE:
INSIGHT:
CREATIVE IDEA:
TAGLINE:
A Tasty Throwback
SOCIAL MEDIA
Copywriting: Mishal JagijvanArt Direction: Carl Larsson
Parents live young, like the good old days, through Brach´s Candy Corn.
assignment:
PROBLEM:
STRATEGIC IDEA:
REASONS TO BELIEVE:
PADDY DEVIL´S APPLELaunch a new Cinnamon-Apple Flavored Whiskey.
Household penetration. Drive awareness of Paddy Devil´s Apple.
Repositionwhiskeyasadrinkthatisfittingforthemoderndayindependentwoman.
Self-made women 25-40 years old.• Whiskeyastheirstatementofconfidence: “I drink it for the taste. I drink it because I don´t pay attention to people’s limiting ideas about what women are supposed to do. And I drink it to subvert expectations.” Chloe, whiskey-lover.
Breaking stereotypes is a mark of confidence.
• Cinnamon-Apple Flavor suits women´s taste. • Whiskey has traditionally been a drink with masculine associations, but Paddy´s taste is a natural extension for
females to enjoy beyond wine, which by Gallup’s 2012 Consumption Habits Survey is their favorite drink.
AclutteredcategoryofflavoredwhiskeysledbyFireball.
paddy devil’s apple celebrates women confidence
OPPORTUNITY:
TARGET:
OBJECTIVE:OBJECTIVE:
INSIGHT:
CREATIVE IDEA:
TAGLINE:
TASTEFULLY BOLD
microsite
Chooseyourconfidence,choosePaddyDevil´sApple
Copywriting: Mishal JagijvanArt Direction: Carl Larsson
assignment:
PROBLEM:
STRATEGIC IDEA:
REASONS TO BELIEVE:
kivaRecruit 10,000 new Kiva “donors” with a budget of $25,000 USD.
Kiva enjoyed a lot of early success and media coverage but it is not the fancy new charity start-up anymore.
Take share from crowdfunding supporters to own the bridge between charity and crowdfunding categories.
Migrate crowdfunding behavior to support this online charity.
Crowdfunding supporters• They want to support a cause and are attracted by taglines as Kickstarters´s “Bring creative projects to life”.• Main deterrent: distrust of creator´s use of funds. Studio by Northwestern University.
Real ingenuity comes when people find themselves with a problem that needs to be solved.
• Aligns with Kiva´s mission: To connect people, through lending, to alleviate poverty.• Kiva´s site works as a crowdfunding platform: users need to choose which project they want to donate to.• Kiva borrowers give a loan, not a donation.
kiva connects you to meaningful innovation
OPPORTUNITY:
TARGET:
OBJECTIVE:OBJECTIVE:
INSIGHT:
CREATIVE IDEA:
TAGLINE:
Art Direction: Denyss Carmona
fUnd ingenuity
Supporting Kiva means giving a chance to real change-makers.
digital
assignment:
PROBLEM:
STRATEGIC IDEA:
REASONS TO BELIEVE:
7upDouble 7UP market share in 3 years.
Household penetration. Rethink target audience to bring 7UP to compete for a place in Top 10 Soft Drinks.
Strong positioning for Latino audiences is limiting 7UP growth.
Reposition 7up as a brand that talks to young people as coming from another young person, not like a parent trying to be cool
College students & recent graduates.
You are lazy about things you don´t care about, but you strive to be great in the ones you do care about.
• 7UPisthefizziestlemon-limesodainthemarketthatistherightrebellioustastetoinspiregreatideasinlazymoments.
7up embraces laziness as the beginning of greatness
• Peoplewhoareusedtodoingwhatthey’retoldarefacingadulthoodforthefirsttimeintheirlives,experiencing the tension between what they should do and what they want to do.
OPPORTUNITY:
TARGET:
OBJECTIVE:OBJECTIVE:
INSIGHT:
CREATIVE IDEA:
TAGLINE:
7UPisthecatalystthatturnslazinessintogreatness.
CHILL IT
SOCIAL MEDIA
Copywriting: Mishal JagijvanArt Direction: Carl Larsson
BecauseIwanttohelpbrandsfindandstandfor their unique cause.
I want to listen to their customers, understand their success and frustration and discover opportunities
for improvement.
I believe in brands committed to their customers.
I’m willing to ignite changes demanded by society.
WHY me?
EXPERIENCE
ActtivLeisureProjectsisthefirsttouristentertainmentagencyinSpain.
EDUCATION
skills
interestS- Entrepreneurial & self-made people
- Artists
- Listen to anyone´s story (love stories are my favorite)
-Writingmyideasasitwouldbeafictionstory
-Alsowritingscriptsthatarerarelyfilmed
- Revolutions
- Travelling as backpacker
- Playing any team sport.
- Great conversations (the ones that exhaust the
subject, not the partners)
- Online Marketing
- UX design - web prototyping
-WebGlobalization
- Web Analytics
- Client pitch
- Spanish Native
- English bilingual
Account Planning Boot Camp. Oct –Dec 2014. Miami Ad School. San Francisco, CA.
Online Marketing Postgraduate. 2009 Online Business School. University of Barcelona, Spain. Bachelor Degree in Audiovisial Communication2001 - 2005 University of Navarra, Spain.
2010-2014 acttiv leisure projects madrid, spain
• Europa Press, Press Agency, La Rioja. Jan – Sept 2006• Balboa Communication Agency, Madrid. Oct – Dec 2005• Tele5 News, Madrid. Internship. Jul – Sept 2005. • Radio Nacional de España, La Rioja. Internship. Jul – Sept
2004• Televisión Española, La Rioja. Internship. Jul – Sept 2003
Pure España is a marketing agency offering services to Spanish
clients in the travel industry.
International eMarketing Executive•CoordinatorWebGlobalizationroyalcaribbean.com.•ProjectManagerB2BbookingtoolglobalisationanditstranslationintoBrazilianPortuguese.
Communications DirectorCommunications plan, brand management, digital strategy, web prototyping, UX, social media, email marketing, SEM, copywriting, web analytics, events, media liaison, press releases.
jUL 2007-DEC 2009 ROYAL CARIBBEAN CRUISES LONDON, UK
OCT 2006-JUN 2007 PURE ESPAÑA LONDON, UK
Junior Account ExecutiveWorked on Theme Park Port Aventura and Costa Dorada Tourist Board.
JOURNALIST / SPANISH COPYWRITING EXPERIENCE SPAIN
Royal Caribbean Cruises Ltd is the second largest cruise line.
Projects accomplished (UX design & strategy): • Acttiv E-learning platform: campus.acttiv.net• Repositioning Animajobs.com• Teguise Tourist Board: iloveteguise.com, turismoteguise.com• IFA Lopesan Hotels & Resorts: vivelopesan.com
