GRAEME DYLAN HAMILTON Earning my M.A. in Adver sing at UT Aus n
EDUCATION The University of Texas at Aus n M.A. Adver sing Expected May 2019, Current GPA 3.71 B.S. Radio/Television/Film Earned May 2017 Overall GPA 3.45 Upper Division GPA 3.93 Woodrow Wilson High School Dallas, Texas ٠ Salutatorian, Class of 2013 ٠ AP Scholar with Dis nc on ٠ Na onal Honor Society HONORS / ORGANIZATIONS ٠ Ad Grad Council ٠ University Honors, Spring and Fall 2016 ٠ Cer ficate in European Studies, UT ٠ Pete Schenkel State Fair of Texas 4-Year Academic Scholarship RELEVANT COURSEWORK ٠ Consumer Behavior ٠ Cultural Fluency/Branding ٠ Advanced Account Planning ٠ Analy cal Tools for the Marketplace ٠ Integrated Communica on Management ٠ Media Management ٠ Theories of Persuasive Communica on and Consumer Decision Making ٠ Quan ta ve and Qualita ve Research ٠ Sta s cs in Market Analysis ٠ Technology Marke ng and Adver sing ٠ Brand Storytelling ٠ Crea ve Strategies ٠ Exploring Food and Urban Change ٠ La nas/os and US Media ٠ Race/Digital Media Cultures ٠ Film Edi ng
graemehamilton@utexas.edu / 214.533.9401 h ps://moody-utexas-csm.symplicity.com/profiles/graeme.hamilton www.linkedin.com/in/graeme-hamilton-197194159
OBJECTIVE Seeking a Strategy or Brand Planning posi on where I apply my educa on, wits and ins ncts to real-world strategy. BRAND PLANNING PROJECTS See more at www.graemebrand.com Pizza Hut and Papa John’s in collabora on with GSD&M: With a founda on of surveys, depth interviews and compe ve analysis, key problems were iden fied and solu ons created. To give Pizza Hut a differen a ng feature, which it lacks, Pizza Hut will offer by the slice delivery making them the only na onal chain with this op on. The demand for consumer customiza on is met, while also adding an opportunity to up sell the customer to a medium pizza, giving the appearance of great value. For Papa John’s, research points to the founder scandal being consumer top of mind. To address this while moving away from constant apology, Papa John’s can temporarily rename some of its franchise loca ons a er franchise owners, such as “Papa Jane’s” and run a na onal TV and social campaign highligh ng the diversity of franchise owners, reminding people that the restaurant is owned by someone in their community. SPAM: Faced with the threat of cheaper private label equivalents, how can Hormel’s SPAM brand retain and a ract price sensi ve consumers to its more expensive SPAM product line. A er observa onal research showed the threat from private label equivalents, intercept interviews found that value is the most important deciding factor for consumers. Blind taste tests confirmed there was no percep ble product difference. To raise the value of the SPAM brand, a sweepstakes was devised, as secondary research shows that the demographics of the PL buyer are similar to lo ery players, and that lo eries a ract price sensi ve consumers. The sweepstakes will be promoted through channels with free entertainment, such as YouTube pre-rolls and OTA TV spots. Out of home can be placed in lower income areas. Hope of winning increases the value of SPAM to the consumer, while allowing Hormel to have great control over any added costs. WORK EXPERIENCE Garrison Brothers Dis llery August 2018-Present / Marke ng Intern ٠ Collaborate in adver sing and marke ng strategy mee ngs ٠ Assist with public events and bourbon release celebra ons ٠ Plan, direct and execute brand photography ٠ Interface with sponsors New responsibili es will include: Product tracking and CRM, revamping e-commerce site and plan roll out, and iden fying brand partners The Daily Texan August 2014-December 2015 / Senior Photographer ٠ Honed collabora ve skills, judgment and teamwork ٠ Helped develop weekly feature Tat-Tuesday, a human interest series ٠ A ended planning mee ngs and assisted with photo edi ng ٠ Shot spor ng events, Aus n City Limits, guest lectures, campus life Grad Student Film Sets April 2015-April 2017 / Grip, Key Grip, Gaffer ٠ Worked on a dozen film projects, ligh ng and electric set ups ٠ Coordinated with large teams to achieve crea ve and technical goals ٠ Developed leadership skills as Gaffer: managed Grips, loca on surveys, logis cs, equipment sourcing Personal Photography Project / Texas Farmers ٠ Researched and set appointments with a dozen farmers for photo shoots