ResumeManifestoDellRaisinetsIQ NutritionHuggiesBrandstormCHOICEDeer ValleyBody GloveColumbia

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Resum

eWork ExperienceYOUNG & RUBICAM New York NYAccount Management Intern May-June 2012 - Contributed to the Dell team by responding to team and client requests - Generated competitive decks and charts with PowerPoint and Excel - Compiled, organized, and analyzed competitors’ creative work - Learned basic procedures for operations and billing

BYU ADVANCED ADVERTISING LAB Provo UTAdvertising Consultant 2011-2012 - Worked with real clients such as Huggies and CHOICE - Performed a leadership role in a business-winning team

COSTCO WHOLESALE Orem UTCashier’s Assistant 2008-2010 - Promoted the Costco American Express Card to members - Worked 24 hours/week during the school year - Assessed and sold the upgraded version of the Costco membership to customers

BRIGHAM YOUNG UNIVERSITY Provo, Utah. 2012. BA Communications Emphasis: Advertising Major GPA: 3.69 ALTA HIGH SCHOOL Sandy, Utah. 2008.

Education

ADVERTISING MAJORAccount Manager2010-2012 - Gained experience by working with real companies such as Huggies, IQ Nutrition, CHOICE, and Nestle. - Learned to research and interpret data using SPSS, Qualtrics, and Mintel - Improved business pitches and presentation skills - Gained a basic knowledge of Adobe programs such as Photoshop, InDesign, and Illustrator - Mentored by Gary Dixon, the President of the Foundation for a Better Life

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Per

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to I appreciate culture, beauty, holidays and life. I love the taste of chocolate but the smell of vanilla, and I don’t eat the marshmallows in my Lucky Charms. When I am interested in something, I become obsessive. I like to learn about things by talking about them more than reading about them, because I think opinions are just as important as facts. I spend my free time drooling over magazines and collecting pictures of intriguing ideas. Advertising excites me because we use creativity to accomplish a goal, not just to make something pretty or to be the most creative. My friends have described me as quirky, but in an endearing way.

I’m a fourth-generation Japanese American, but the only Japanese I know is a prayer for dinner time. I’ve read almost every book about Japanese internment camps during World War II and I know all of my Grandma’s life stories by heart. I love being childish. I will never grow out of jumping on the bed. I have a secret obsession with musicals. I connect best with optimistic, free-spirited people who can also appreciate culture, beauty, and life. 3

A Bit About Me

Account Intern

Young & RubicamINTERNSHIP

Interning at Young & Rubicam in Account Management was a great experience because it taught me how an agency really operates.

I was able to participate in status meetings, client requests, and all-agency meetings. All of this allowed me to network, meet, and learn from people in different areas of the advertising field.

On the Dell Account, I performed some intensive competitive research and analysis and learned more about the technology field in general. I compiled information into decks with charts and graphs to distribute to my team members. I learned to be detail-orient-ed and organized to accomplish these tasks.

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Doing My Part

Acc

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My main task at Y&R was to do competitive research and compile decks for the Dell Team. These are some sample slides that I created using Power-Point and Excel.

Raisinets C

ampaign

RaisinetsNESTLE

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As the president of my group, I arranged all meeting times, created a timeline, and participated in all aspects of this campaign. I organized interviews, focus groups, and helped discover our Big Idea.

Along with my group members, I presented our strategy, creative work, and media choices to the client.

Raisinets is one of the smallest segments of the Nestle candy company, and also has the smallest budget. Nestle asked our BYU Capstone class for a new campaign for the year 2013 that would be cost-effective and increase the target market’s consumption by one more purchase per quarter.

We found that the biggest problem with Raisinets is that they are easily forgotten. The challenge was to remind the target market of their love for this nostalgic candy and to navigate through the overly-saturated sea of “healthy candy” claims.

Our campaign was chosen by a representative of Nestle as the winning project in our Capstone class.

Doing My Part

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SurveysCreative ContentIn-Depth Interviews & EthnographiesFocus Groups

RESEARCH METHODS

OUR TARGET MARKET + 35-64 with personality, opinion-leaders+ Healthy-minded, balanced meals & lifestyles+ They cook with butter and sugar, meaning they live “sensibly indulgent” on a daily basis

BIG IDEA:A woman’s day is full of emotional complexities. Guilt and obsession should not be included. Our big idea was to show Raisinets as a way to break these cycles, a way to indulge sensibly.

7Team members: Jacqueline Morris & Janice Cho

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Raisinets C

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NESTLE30 sec. television spot

Creative work by Michael Harding, Cameron Pinegar, & Lorne Sleem

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Direct Mail Piece

Women are constantly battling unhealthy habits, which is why Raisinets empowers them to physically break the cycle bytearing the Raisinets coupon from this direct mail piece. This reminds them that Raisinets are a sensible craving.

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Raisinets C

ampaign

This sample booth serves as a fun attention-getting way to point out the unhealthy cycle that women easily fall victim to. Raisinets acts as the hero brand by satisfying a craving without experiencing guilt.

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IQ Nutrition is a non-disclosure startup company which needed research for a new product.

As a class, we compiled secondary research and sent out Qualtrics surveys.

We then interpreted the data on SPSS and were able to tell IQ Nutrition where and how it should market it’s new product.

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quantitative researchIQ NUTRITION

I researched possible competitors of IQ Nutrition’s new product on secondary research sites such as Mintel. In a small group, I helped to write questions for the Qualtrics survey and sent it out to our target market. I also helped with coding some of the questions and answers and put the data into SPSS.

Doing My Part

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quantitative researchIQ NUTRITIONQualtrics Survey

SPSS-literate

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Research S

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qualitative researchHUGGIES

Huggies wanted some fresh ideas for its online/mobile advertising. Our class was given a brand model on Huggies and a brief on what it was looking for.

As a class, we performed some background research on Huggies moms and competitors.

In teams we created a brand mod-el, mind map, and creative brief and presented our insights to the client.

Acting as manager for my group, I organized our meeting times, and kept the group up-to-speed on due dates.

I played integral parts in our ethnography and the writing of the creative brief, as well as directed the creative team.

I organized our presentation and presented to the client in a professional manner.

Doing My Part

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qualitative research

Research S

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qualitative researchHUGGIES

Finding I nsightsEt

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Our Promise:Huggies is there for these moms.

WE ARE LISTENING. All these busy, 21st century moms want is

for somebody to listen to their requests to make their lives

easier and raising a baby cheaper.

Creative BriefWhat are we up against?Moms are very busy and very involved. It will be difficult to create social and mobile media that will keep their attention and feel necessary to them.

What are we trying to do?Help Huggies better employ mobile and social media to connect with consumers in a meaningful, relevant way.

What is the cultural tension we are tapping into?These new, young mothers are millenials to the core; they want to keep up with friends and trends on social media via blogs and Pinterest, but many of them don’t have the time. Some moms view the internet as a sanity-sustaining escape, while others view it as a guilty pleasure. They often use smart phones during their cherished down time, even in the bathroom.

We are Listening

Easier

Affordable

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Cre

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Collect Huggies Centsand keep them all in one easy-to-access place.

Creative E

xecutions

HUGGIESSm

artp

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App

Creative work by Ryan Kunz & Kyle Taylor16

Baby Shower Packages

Introduce new mothers to the app and bring them into their Huggies circle of friends with a helpful package of baby items.

Brand Co-ops

Earn Huggies Cents by purchasing partnering brands. These are all products that mothers purchase prior to giving birth.

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CompetitionLOREAL BRANDSTORM

In this competition, my group first did research on

The Body Shopand on the development of a new iconic product that would benefit its brand. We also cre-ated a marketing plan which included media and creative considerations.

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I did half of the research, helping to compile a SWOT Analysis, as well as a Brand Analysis. Once the research was done, I was able to help develop the idea of our product, a waterproof eye-care line made with bamboo.

I also used the research to help with a year-long media plan and designed samples of creative executions.

Doing My Part Marketing

CompetitionLOREAL BRANDSTORM

Mar

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Team Members: Lelani Speer &Taylor Alphin 19

F luor

CHOICE HUMANITARIANN

ew B

usiness Pitch

The Challenge: Find a way to distinguish

CHOICE from other philanthropic companies by

breaking through the clutter in order to build long-term, sustainable partnerships.

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In our series of presentations, I developed the idea of introducing our team in a unique way, as char-acters in a popular TV show.

I helped organize and write our PowerPoints, and helped to develop our big idea.

I also helped position CHOICE to be unique in a sea of other non-profit organizations.

Doing My Part

Big Idea: CHOICE provides the opportunities communities need to create their own value of life. Now communities can find joy in life because all of their needs are met and share that celebration with donators.

New

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Creative Approach: Let the villagers take charge of video cameras and share the spirit of joy in their lives with donators. These videos will be playful and make the viewer laugh. The donator can take pride in how they’ve helped a community and forward the video to friends.

Mood Board

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conceptingCREATIVE

As an enthusiast for great creative work, I took a Creative Concepting class to better understand the creative teams I will work with in the future.

The following concepts are creative exercises for some companies I would like to do work for in the future.

Creative C

oncepting

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I worked in partnerships to develop creative con-cepts and big ideas.

I learned different elements of creating campaigns and the pressures of developing a creative idea with “legs.”

I have developed a sincere appreciation for the creative process.

Doing My Part

:30 sec television spotDEER VALLEY

Camera zoom in on Skier 1 jumping from ledge onto fresh powder.

Camera zoom out to see skiers from side of hill com-ing out of the trees to join synchronized skiing group. They start a V-formation.

Scyncronized skiers begin to carve Deer Valley logo in snow, weaving between eachother.

More skiiers come in from op-posite side, joining seamlessly to create a perfect Deer Valley logo in the snow.

Skiers continue down the hill.

Briefly show two men on ski lift.

Fat man tilts ski lift by look-ing over at Deer Valley logo. Skinny man slides close to Fat man . Skinny man tries to look over him, but he can’t see properly.

Both are left slightly mesmerized and are still sitting close. There is awkwardness between Fat Man and Skinny Man. Skinny man scoots over to opposite side.

Man’s voice says: Deer Valley, an experience you will never forget.

Audio: Refined Classical music plays throughout, swelling at the dramatic parts.

Team Member: Cameryn Call

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BODY GLOVEC

reative Concepting

PRINT AD

INTERACTIVE POSTERPRINT AD

The Big Idea: No matter what kind of water sport you do, Body Glove’s brand will fit your style like a glove. Strategy: To show each water athlete in their element, wearing the Glove on their hand to promote better brand recognition.

Poster is heat sensitive; your hand print shows the tagline. Team Member: Cameryn Call24

SportswearCOLUMBIA

Big Idea: Columbia’s Sportswear helps to push you in any adventure or on any terrain.Strategy: Have Columbia Sportswear put on marathons in once-in-a-lifetime locations to show how well their products hold up in extreme conditions. Team Member: Cameryn Call 25

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PRINT AD

SportswearCOLUMBIA

Team Member: Cameryn Call26

Creative C

onceptingColumbia’s website would be based on world travel.

JP