hi.I’m marina.

welcome to my portfolio.make yourself at home.

cultural explorer

idea mixologist

poodle owner

I: own every back Issue of vogue sInce 1997 secretly read textbooks for fun

traveled to 29 countrIes order dessert fIrst

Immigrated to scenic Brooklyn, NY. Understood culture from an outsider’s perspective.

Curiosity sparked. Embarked on lifelong journey of exploration.

Completed first case study. Combined intuition, creative thinking, and field research to successfully

reposition myself from awkward immigrant to hip third-grader. Sealed fate as future strategist.

Departed for Montreal to attend . Incorporated “eh” into lexicon.

Became fascinated with urban self-expression. Obsessively photographed street style and art.

Untamed wanderlust met financial means. Started my travels.

Moonlighted as wannabe stylist. Spent excessive amounts of time in thrift stores. Developed musty smell.

Returned to New York upon graduation. Began quest to explore career paths.

Interned at tastemaker marketing boutique. Helped win a Cyber for Machines.

Became a “Jr. Cultural Engineer” at BMF Media. Created branded entertainment for clients including:

Joined a start-up focused on career training. Became marketing and biz dev manager.

Oversaw national expansion; established a brand presence at over 45 college campuses.

Took on additional clients. Enthralled with marketing but yearned to be around culture again.

Discovered account planning. Realized it’s the perfect marriage of everything I love.

Learned the craft at Account Planning Boot Camp and the trade at

Program in Integrated Marketing Communications.

Launched planning career. Picked up where I left off in the third grade,

but with a strategy sauce refined through years of schooling, work, and life.

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My story

CASE 1 | BLACKBERRY

Empowered, entrepreneurial

mindset of millennials has pervaded culture

Post-recession: strong anti-corporate sentiment & distrust

of big business

BACKGROUNDOnce a dominant player in the smartphone market, Blackberry is now on a slippery slope toward irrelevancy. It will make its last attempt at the hardware business with the launch of the BB10.

THE TASKResurrect the failing Blackberry brand.

WE FOUND1. The brand is tied to a vision of corporate success...

BUT

...people no longer aspire to success as defined by corporate life.

2. Blackberry hasn’t innovated product line to remain competitive.

CHALLENGEMake Blackberry relevant to professionals again via the launch of the BB10.

TARGETEmerging VisionariesSelf-empowered and confident, these 18-35 year olds eschew all the trappings of corporate life. Instead of molding themselves to fit the system, they craft careers around their personal interests, values, and work preferences.

INSIGHT

STRATEGYBlackberry builds the business of you

PROOF BB10 pairs Blackberry’s legendary productivity with a modern smartphone experience by offering voice recognition, an updated operating system, and robust app store.

CREATIVE Blackberry Innovation Development (BBID): To establish credibility with this generation of professionals and generate buzz for the launch, Blackberry will help companies get off the ground with BB10.

They want to succeed but on their own terms

BB Case: in “we found” section, pt1, include “...” after ‘success’ and before ‘people’ for continuity - “proof” sec-tion, take out “with” before ‘voice recognition’BB Creative: spelling mistake - entrepreneurs “pitch” to participate

CREATIVE | BBID: blackberry InnovatIon develoPMent

STARTUP INCUBATOR INSTALLATIONS: Glass pop-up shops in high-traffic urban areas

Entrepreneurs pitch to participate

Winners occupy space and operate their business on-site using BB10s

Activity streamed to digital billboards equipped with BB10 interface and a microsite

Viewers can follow journey and interact with participants directly through site and social channels

Footage turned into documentary, premieres at South by Southwest

CASE 2 | WEIGHT WATCHERS FOR MEN

Men need social motivation to lose

BACKGROUNDWeight Watchers recently launched a streamlined program for men that eliminates support groups.

THE TASKGenerate awareness and sign-ups.

TARGET

Many claim they want to lose, but few have tried

CHALLENGEMobilize men to get in shape.

KEY TRUTHS1. These guys know they’re technically overweight - but people judge themselves relative to others.2. In their communities, overweight is the norm.3. They rationalize inaction.

INSIGHT

STRATEGYMake weight loss contagious

CREATIVEThe Draft will tap into men’s love of fantasy football, gamifying weight loss to catalyze action. This also reintroduces peer support in an inherently masculine way.

Players will join or create teams of eight, plugging “points” on a daily basis to help with their stats. The winning team will receive a trip to the Super Bowl, where Weight Watchers will make them brand ambassadors and introduce them on-field during half-time.

CREATIVE | THE DRAFT

Increasingly concerned with longevity: seeking

lifestyle solution, not a quick-fix

More receptive to changing diet than

obese

Overweight men, age 31-49

PHASE 1: PROMOTE AND RECRUIT

PHASE 2: TRAINING AND ADVOCACY

CREATIVE | THE DRAFT

CASE 3 | FEBREZE

Women shorten the lives of irreplacable .garments with excessive cleaning

BACKGROUNDThe fabric refresher market is shrinking and longtime leader Febreze is losing market share to its competitors.

THE TASKSell 6% more fabric refresher, with stretch goal of 11%.

THE DIGGINGAt an average price of $5 per bottle, we’ll need to sell an additional2.5 to 4 million units.

WE FOUNDFebreze is mainly used on household items and underused on clothes. As the market leader, growing the category by introducing a new use represents the biggest opportunity.

CHALLENGEIncrease use of Febreze on garments.

TARGET Women, age 19-33

Why? 30 million Heaviest clothing consumersWith current market penetration of 11.6%, we’ll reach our goal with purchase of 1 more bottle per person.

Who?These fashionistas carefully curate their wardrobes and have strong emotional ties to their favorite items. Grooming and self-care rank high. Fastidiously clean, they wash clothes even when minimally worn.

INSIGHT

STRATEGYCreate a garment care ritual that freshens between cleans

CREATIVE“Care for the clothes that care for you”

#WHATIWORE: To spread the word about this new use of Febreze, we’ll tap into conversations already happening around fashion and clothing.The #WHATIWORE campaign will amplify this dialogue by leveraging women’s most trusted sources for style advice: influencers and each other.

1.STYLE influenCers kick-off campaign

Fashion personalities share stories tied to favorite items,

invite public to join the dialogue

4.Winners’ stories featured in ads ALONGSIDE INFLUENCERS

Users vote on favorite stories

Style tips and tricks from fashion and media partners

CREATIVE | #WHATIWOREwhatiwore

3.Uploads to microsite

2.Users submit via #WHATIWORE

thank you. come again.

...and do say hello marina.tokar@gmail.com @marinatokar 917 969 7333