Account Planning Portfolio

Clyde Lee

Miami Ad School 2010

My Foundation:

I am…

Modeled by my upbringing as a product of General Motors. (Born and raised in Flint, MI)

Influenced by hip-hop and the impact it has on pop culture.

Passionate about following my dreamsCarpe Diem is my motto since tomorrow is not promised.

Competing in sports is what has prepared my for life. (Talent can only take you so far)

Fascinated by the personal stories of others; by what makes up each individual's unique DNA.

Fueled by my own thinking proportion: 60% head |10% heart | 30% gut.

19

Ad Campaigns:

To view a case study built around target relevancy and innovation turn to PNC. This marketing activation is based on the launch of a new product in a saturated industry.

To view a case study built around qualitative research and consumer insight turn to the WWF project. This awareness campaign is built with influencers in mind.

To view an advertising ecosystem built around quantitative research and the white space in a competitive market turn to the Starbucks Doubleshot project. This ecosystem will challenge assumptions and change perceptions.

3

Account Planners: Clyde Lee | Andreas HumbelCreative Team: Allyson Martin | Juan Pablo Lemus

4

Leading the way to an easy green lifestyle

Case #1

PNC bank is known as “your father’s bank” and has grown into the 5th largest banking institution in America driven by other banks miscalculations and greedy business practices. Most importantly PNC’s growth was driven by the slow and steady approach to lending, focused on responsibility. With the recession of 2009 and a combination of bank failures across the U.S. PNC’s stringent business practices proved to be what Americans needed highlighting the fact that they will always be responsible partners in the community.

Now PNC is ready to capitalize on their positive momentum and move parts of its business into the modern times of today. PNC would like to design, develop a strategic direction and create a new and responsible credit card product that expands the PNC brand and culture into the hearts of a future target market.

5

The Problem

Create new logo

Consumer: Lite green movers and shakers are often non-believers in the green movement. They would like to have a reason to join the positive trend of making a better planet as long as there is no inconvenience in their lifestyle.

Brand: PNC’s leadership has taken the leap into the green movement within its corporate culture, embracing sustainable designs, LEED certified buildings and refurbished branch locations giving PNC authenticity to speak to those looking for easy solutions to enhance this targets lifestyle.

Key Insight:My time is valuable and I have no time to jump through hoops in order to go green, if going green can be as easy as turning off the lights I’m all in.

5

PNC invest in

green initiatives

The Insights

What motivates them:Adventure activities with friendsNew technology or informationSecurity in the futureDoing better than their parents

5

Target: Lite green consumersWhat they look like:Middle American: Living in urban environmentWorking: In technical field, creative or education$75K median income - 27 to 35 Y/O65% male / 35% femaleIn a relationship or married (Straight or LGBT) - 0 to 1 kid

How to reach them: Internet: Information over entertainmentEvents: Art galleries, charity gatherings & festivals Sports: Outside of big 4

Business Objective:Position PNC bank, the 5th largest in the U.S. to launch a credit card product and advertising campaign that stands out in a saturated market, in addition to returning the credit card experience to a productive, simple and pleasing individual event.

Big Idea: The hippie generation now have a chance to invite the yuppies of today to their bank through a common cause of going green. By reframing the credit card experience for this lite green target provides entry into a new space of responsibility for this consumer while adding some youth to the image of PNC away from being known as "your father’s bank“.

What does the lite green target consumer think today?I am ready to go green if I could see the positive impact on the environment and understand what makes my purchasing habits eco-friendly.

How will lite green consumers feel after the launch?Spending money on my PNC credit card is easier than recycling newspapers and bottles.

5

Creative Brief

Creative recommendations: Interactive and digital

Insight to creative strategy:Connect with the target while they are experiencing digital media which can conserve natural resources through small shifts in behavior with suggestions from PNC.

8

Interactive web banner -

Energy saver message

Redesigned card made with

biodegradable material

8

Mobile app & E-

payment system

Green focused website

with PNC goals & missionCreative Strategy: Evolving my digital life to help create a better environment without giving up the perks of simplicity.

Evolve from card to mobile payment (NFC chip)

Donate rewards points

to eco-charities

Engagement Strategy: Heavy digital focus based on interaction with target market using mobile, web and interactive media to invite a user experience with the benefits of the product and consumer needs addressed.

Motion activated

electronic billboards

8

Account Planners: Clyde Lee | Jessica FriedmanCreative Team: Alphie Ali | Thu-Nhi Nguyen

9

Understanding the real cost of bottled water

Case #2

Save the fresh water supply by encouraging the use of tap water. It takes two bottles of water to create one bottle of water, any 1st grader knows that 1+1≠1 but adults continue to practice this funny math every time they drink from a plastic bottle of water. The usage of plastic bottled water is spiraling out of control with a current pace expected to increase over a 5 year span ending in 2011 by 40%.

The World Wildlife Fund (WWF) recognized that this increased usage of bottled water is taking a toll on the environment and deteriorating the fresh water supply which impacts the quality of life for animals. They would like to create a movement from disposable plastic water bottles to an increased usage of tap water.

10

The Problem

Brand Influencers and tastemakers in major cities promoted the use of bottled water with the introduction of premium waters over 20 years ago at fashion shows and with entertainers. Fast forwarding to the 21st century bottled water usage has increased by roughly 8% a year over the past 7 years across all target audiences that view bottled water usage as a need versus a luxury.

This thought of premium drinking water took off with these advocates and will end with these trendsetters in the same manner that it started.

10

Consumer Many people who drink bottled water in some cases have done so for the past twenty years or as far back as they could remember but also stated that they will only eat organic or locally sourced food because both are much healthier and also better for the environment proven by their steps towards a sustainable life. Some consumers of bottled water are against tap water because of previous behaviors that stem from safety violations dating back 20 years.

Key Insight:You’re already using tap water in your everyday life, stop paying a premium just to get water in a bottle. Make the healthy shift that you’ve made with your lifestyle.

The Insights

What motivates them:Success on own termsBeing first and creatingCompeting with friends and networking

5

Target: TastemakersWhat they look like:Bi-costal: Living in major citiesWorking: In entertainment or fashion (behind the scenes) or starting a entrepreneurial venture$100K+ median income - 25 to 40 Y/O75% male / 25% femaleMarried: 2 kids (Stay at home mom or dad)

How to reach them: Internet: Social media (Brands) and entertainmentInfluencers: Free samples or sponsored eventsMusic and entertainment: Concerts & launch parties

Who are we talking to? Influencers and tastemakers in major cities who committed over the past decade to a Wholefoods lifestyle when convenience is not a factor.

What does this target think now?Health is important to me and I value anything that gives me the impression that it is in its purest form even if cost comes at premium.

What do we want them to do?Request tap water with confidence in social situations around their peers.

10

Advertising Objective:Change the mindset of bottled water drinkers and encourage them to drink more tap water while raising the awareness of the reduction of the earth’s freshwater supply in a relevant and seamless way.

Big Idea:Change the way that tap water is seen.

Creative brief

Creative recommendations:Think about out of home situations that are pre-water drinking scenarios.

Insight to creative strategy: Water drinkers have a bad history with tap water, this perception can only be broken through trial and understanding of improvements that have taken place with tap water.

13

Micro-site with local

water purity levels

R e c y c l e d p a p e r c u p s

distributed at public fountains

Copy:Did you know? The main ingredient in your latte is purified water.

And you know that’s a fancy way of saying tap water. Right?

Creative Strategy:Just ask for tap! Create a constant reminder of the tap water movement in convenient and timely situations. Create Logo

Stickers for restaurants

Partnership w/

Banana Republic

13

By choosing restaurants as a primary supporting vehicle a conversation with friends and family in social settings will influence future drinking behavior of those that are on the fence about drinking tap water.

While consumers are headed home or to work we want to remind them of tap water and that it is safe to use because they are all ready using tap water in their day to day life. Making small changes in behavior will connect with the strategy.

Bus shelter

billboards

Subway billboards

13

Copy:Evening cocktail - $6.95Ingredients: Whiskey, Sour Mix, lemon wedge also, tap water

Copy:Morning coffee - $6.95Ingredients: Coffee, sugar, milk also, tap water

Account Planners: Clyde Lee | Jessica FriedmanCreative Team: Alphie Ali | Thu-Nhi Nguyen

14

A shot of personality in a can

Case #3

15

The Problem

Starbucks Doubleshot ready to drink beverages have a two product brand offering that is looking for an identity in a crowded marketplace. They have created a cult following of loyal users who connect the usage of the Doubleshot beverages solely on the taste and quality of the product.

There has been little to no advertising around these beverages in the past but a changing competitive landscape which has grown by leaps and bounds over the last 5 years have changed the needs of the messaging around the brand. This has the Starbucks/Pepsi joint venture looking for a stimulant to move Doubleshots awareness to the next level of the ready to drink market, moving it pass a coffee drink to player in the energy drink space.

Create new logo

15

The Insights Key Insight:I am focused on getting into the zone, The mental area between productivity and creativity,

MarketThe Doubleshot brands compete with other energy drinks through the strong brand association with Starbucks and cult following of drinkers who use the Doubleshot products as a tool to jump start their mornings or re-energize throughout the day when the traditional coffee shop.

The market has intensified with other energy drinks identifying specific spaces to own, building a connection with the user who need energy for a specific purpose versus energy in general.

Consumer “Young Guns”, 18 - 25 year old males (core audience centered around 22-25 year olds), focusing on getting major personal goals accomplished in their life with the skills that they have practiced, learned or self taught in preparation of graduation, opening their first business, launching a new art exhibit or anything that is creative or inspired by their personal drive.

They are currently between doing something great and handling real world responsibilities i.e. working a crappy job while preparing for a career but often have to go back to the drawing board to readjust their path to success due to real life obstacles for example, being a $1,000 short on tuition in their junior year of college.

What motivates them:Blazing a trail inspired by celebrity idol (Diddy or Ashton Kutcher)Using the talents that they learned outside of school (limited formal training)Being creative and breaking rules not laws

5

Target: Young GunsWhat they look like:They live on or close to a college campus (Roommates)Working: Part time while attending school full time with dreams of beginning a entertainment heavy weight Less than $20K median income - 18 to 25 Y/O50% male / 50% femaleSingle: Mom and dad provide limited support

How to reach them: Internet: Hulu, Social Media & BlogsTV: OnDemand or DVRGrassroots: Events and contest (on & off line)

Marketing Objective:Connect the two Starbucks Doubleshot brands, building upon its cult following of current drinkers who use the product in impulse situations through convenience purchases while leveraging the Starbucks brand of freshness and authenticity. In addition to this, we have the opportunity to leverage the HBO brand in a creative form that is seamless and relevant to the Doubleshot brand, product and target market.

What does this target think?I need a pick-me-up to get me through the day and ANY energy drink will do.

So what do we want them to do?Choose Doubleshot products as their go-to drink that will help deliver my greatness.

15

Creative brief

Creative recommendations:Develop a campaign that is interactive and work well on a college with students who are inspired by what the future holds.

Big Idea:Everyone in the core target has a talent, lets ask them to commit to sharing it with the world.

Insight to creative strategy: Launch an interactive campaign driven by students creative focus and dreams. Each participant will be asked to dedicate 30 minutes daily for 30 days to develop a story using their creative passion. Each month a new genre will be highlighted (i.e. directors, script writers, actors and camera operators etc.) over an entire school year to build a full film production team.

18

Social media will

spread the word.

Partner with local campuses to

build creative concept rooms.

Creative Strategy:Get into the Doubleshot zone. Develop a marketing campaign with events focused on the creative energy of students across the country that can be promoted through user generated content and social media word of mouth.

QR code flyers

17

Copy: Good idea’s don’t come easy. For times when you’re stuck in a mental rut and need to break free you have Doubleshot - Energy.

For the focus you need to keep you going.

Copy: Yesterday’s ideas are already stale. For times when you need a jolt to kick start your day, you have Doubleshot

For the focus you need to start your day right.

Let the users spread the word of the ZONE’s 30 for 30 campaign and give Doubleshot an creative authentic voice with the target

Interactive web banner

17

Copy: When things no longer make sense, it’s time for a Doubleshot.

For the focus you need. ZONE

Engagement Strategy:Interactive and user generated system creating awareness with a grassroots digital focus that encourages participants to be productive and creative while increasing brand awareness.

Dedicated micro-site

17

ExperiencePernod Ricard USA (June ’10 - Present)Consumer Insight, Planning & Research

Comcast Cable Corporation (2003 - 2010)Senior Manager Marketing & Sales (January ’07 - June ’10)Marketing Manager (June ’05 - January ’07)Marketing Coordinator (January ’03 - June ’05)

SkillsPlanning | CRM Marketing | Financial/Analytical Forecasting | Telecommunication and Media

InterestProfessional: Telecommunication, spirits, traditional and emerging media, finance and technologyPersonal: Fashion, arts, entertainment, financial markets, networking and mentoring, historical business titans and sports

EducationMorehouse CollegeBachelor of Arts in Business Administration, Marketing Graduated Cum Laude, August ’98 - May ’02

Southern Connecticut State UniversityMaster of Business Administration (MBA), Finance Graduated Cum Laude, September ’07 - May ’09 (nights and weekends)

Miami Ad SchoolAccount Planning Boot Camp, Account Planner Graduated, January ’10 - March ’10

LeadershipTraining: NAMIC Leadership Seminar, NYU ’07 (New York), The Partnership Inc. - Fellows Program ’08 (Boston) and Self Leadership and Empowerment - Comcast University ’09

ProfessionalResume

20

Pocket: 203-506-9150Land: 135 Olive St. 1B, New Haven, CT 06511Web: ClydeLee111@Gmail.comInteractive: Skype – ClydeLee111

About me

Follower

Humble

Curious

Diverse

Productive

PassionateExperienced

Driven

Charitable

Energetic

Strategic

Innovative

Authentic Opinionated

Listener

Ethical

Finance Family

Faith

Thoughtful

Productivity

ROIHappy

Ads

Comedy

Leader

Blue collar

PatienceValue

EducatedFashionable

Fearless

Dreamer

Talented

Smart Creative Thinker

Accountable

Fighter Resourceful

Art

Teammate

Cultured

Music

Substance

Loyal

Hi-Tech

Hired

21