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My first “real” roller coaster ride consisted of holding back the urge to vomit while waiting in line, hesitantly strapping into the seat, and immediately having a panic attack resulting in tears and a serious hit to my dignity. By the way, I was 22. Needless to say, I survived this horrifying experience, got off the ride shaking and sweating, only to surprise myself by saying “which one are we doing next?” That’s pretty much how my life plays out on a daily basis. Well, not really the shaking and urge to vomit, but the crazy highs and lows that somehow keep me looking for the next ride. This is what planning is all about: understanding the complexities of the human spirit that some days brings us up, some days brings us down, and some days brings us upside-down; that desire to get on the next ride, and what we overcome to get there; what motivates and inspires us to get in line; and what ultimately allows us to fight through our fears and enjoy the ride. The following three case studies highlight my experience in the Miami Ad School Account Planner Bootcamp. They’ll show you how I learned to discover real problems, and get my creatives to come along for the ride; how I connected with the people who bring brands to life, and discovered what thrills them; and how I ultimately used those insights to keep our consumers strapped in.


ary r b i l tral n e c s poli a e n n mi


Situation In May 2006, Hennepin County invested in the education of its residents with a brand new library. Since then, the Minneapolis Central Library has consistently seen increases in usage. We were asked to reinforce this trend by creating a new campaign promoting the library. Problem: Although not immediately apparent, through some digging we were able to uncover an area of opportunity to further increase usage. We found that area families underestimate the benefits of making weekly visits to the Minneapolis Central Library. Parents and their kids are busier and more active than ever, but a trip to the library is rarely considered as a part of their routine.

Minneapolis Central Library

Objective: Our campaign shows families why trips to the library are valuable experiences for both parents and kids. Once we can get them in the library, they will continue to visit due to a natural cycle created by checking-out and returning books. Target: Communicating with both parents and their kids younger than 12 is essential to getting the whole family on-board for visiting the library. We will be delivering our message to families living within 30 miles of the Minneapolis Central Library. Competitors: Other family activities such as playing at a park, swimming at the local pool, a day at the zoo or amusement park, and at-home activities like video games, building forts, and chores rule their lives. The library has the advantage of being a safe and educational environment, away from home and multi-tasking.

Insights The Consumer: Parents constantly feel burned out from multi-tasking. With chores, bills, and entertaining the kids, life can get overwhelming. Mom and Dad feel guilty turning to TV and video games as distractions. They say the library provides an opportunity for undivided attention with their kids, but when we observed their actions, they were really finding seclusion and allowing their little ones to roam independently. Kids always want to be older than they are, have the responsibilities that are just out of reach. They get dragged to the grocery store and along on other errands, constantly having their hands smacked away from whatever they grab. They wish they had a credit card just like the one Mom uses at the check out. And in a perfect world, they would get to make the shopping list. The Brand: With a large collection of children’s books, patient and helpful librarians, attentive security guards, and a selection of comfy couches and chairs, the library is the perfect place for parents to get a break from the constant chaos in their lives. They can forget multi-tasking, feel guilt-free keeping their children content with books, and zone-out knowing that they are in a safe environment. Kids get excited about space to roam, the freedom to choose their books, the responsibility of holding onto their very own “credit card,� and a shopping trip that is all about them.


STRATEGY Positioning Statement: Parents get a break from chaos while kids explore what the library has to offer them. Strategic Platform: The library is a guilt-free break.

CREATIVE Art Direction: Ronney Chong Copywriting: Graham Lewis Print: Appears in the Sunday edition of the Star Tribune, a local paper that will effectively reach the target. When you tear out the Augmented Reality square, the copy on the next page is revealed. It expresses to parents the idea that they will get a break from entertaining their kids when they visit the library.


Web Site: This redesigned kids area of the Library’s web site will allow kids to interact with their Augmented Reality piece from the newspaper. By combining all 4 squares, they can bring to life an entire scene. It will keep kids entertained for a short period of time, giving parents a preview of the guilt-free break that the library will provide. The site also makes it easy for them to get started registering for their very own library card.


Letter: Letters will be sent along with each card with instructions on use and the Augmented Reality feature.

Shopping Cart: This shopping cart execution will remind parents during a stressful situation, that the library is a place where they don’t have to limit what their kids explore.


PATR Ó N


SITUATION Patron Tequila is the number one selling premium white tequila, made 100% from the finest Weber Blue Agave in Mexico. It hasn’t been able to beat out top-shelf vodkas in the Ultra Premium White Spirits category. With recent attention in pop culture, the brand has a fear of “The Cristal Effect”, that the name will become too trendy and turn into a novelty. Problem: Patron is top of mind in the premium tequila realm, but less thought of in the Ultra Premium White Spirits category that it is ultimately competing in.

PATRÓN

Objective: Our campaign will differentiate the experience of drinking Patron tequila from that of mixing with other Ultra Premium White Spirits. We want our target to remember that when you order a round of Patron shots at the bar, it says something different than ordering a Grey Goose with cranberry. Target: The communications will be aimed at young adults, who not only work hard, but know how to play hard. Concerned with success and building an image, they use socializing as a stress reliever. Competitors: Ultra Premium White Spirits such as Grey Goose and Absolut are generally top of mind in the category. Vodkas and other Ultra Premium White Spirits are more often used in combination with a mixer as opposed to taking straight shots or sipping on the rocks.

Insights The Consumer: These young up-and-coming professionals are working harder than ever to establish themselves. With concerns over money, a career path, and finding a partner, life is stressful and socializing with friends is the best way to unwind. When they get an opportunity to have a fun night out on the town, they party hard. They know that drinking straight Patron is the easiest and quickest way to get the buzz that will make their night fun and exciting. The Brand: Patron is smooth and easy to drink straight as a shot or on the rocks, delivering a quick and painless buzz that will get you feeling stress-free and ready to party. Competitors like Grey Goose give you a pretentious image, while Patron gives you “party cred.” When you order your crew a round of Patron, everyone knows that you are ready to really let loose and have a crazy night.


STRATEGY Positioning Statement: Drinking Patron Tequila shows that you’re serious about having fun. Strategic Platform: Patron gives you “party cred.”

CREATIVE Art Direction: Nikki Albrecht Copywriting: Zach Slovin Print: The creative is inspired by Mexican wrestling masks, connecting the brand with its heritage, clearly differentiating it from vodka competitors and adding a sense of fun and excitement to the ads.


TH E

NE W

YO RK

TI M ES


Situation The New York Times Media Group approached us with a challenge: to increase at-home print subscriptions among Executive Decision Makers by positioning The Times as a “business must-read.” With print being considered a dying medium, it was quite the opportunity to create a campaign that could save the print experience. Problem: Revenue is dropping, as both subscription numbers and ad dollars have taken a nosedive. The New York Times is struggling to build their subscribers back up and increase value for advertisers.

The NEW YORK TIMES

Objective: The plan we created will remind the target of the benefits of taking the time to open up a paper copy of the world’s leading source of global news. We have shown them how subscribing to The New York Times will add value to their lives, resulting in The Times becoming a “must-read.” Target: Executive Decision Makers, or C-suite Executives, are heavy consumers of news and information and also a great value to advertisers. They have a hard time finding balance between their role as a leader and quality of life. Competitors: The Wall Street Journal owns the category of business and finance, which is why we decided to take a different route on positioning The Times. The other primary competitor, USA Today, had the highest circulation in ‘08, but lacks in the quality and analysis provided by The Times. Digital versions of print, televised news, and social media sources are secondary competitors.

Insights The Consumer: Leadership is the defining quality of an Executive Decision Maker. The average tenure in a position of this nature is dropping due to the inability to balance a successful career with a quality life outside the office, which leads to burn out. The trend toward increasing empathy in business as well as maintaining a well-rounded understanding of the world, and our culture’s obsession with productivity and efficiency do not encourage or allow C-suite Executives to take the breaks they need. The Brand: With more than 100 Pulitzer Prizes to prove it, The New York Times provides the most quality and in-depth analysis of the global news that is affecting everyone. The brand has incredibly strong recognition, especially among the target. Opening up a paper copy of The Times shuts out immediate surroundings, and gives you time to take a highly necessary break, while gaining a deep and meaningful understanding of a broad range of issues.


STRATEGY Positioning Statement: The New York Times provides leaders with an opportunity to disconnect and engage with an analysis of issues that affect everyone.

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Art Direction: Paige Miron

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MONDAY

MONDAY, JULY 6, 2009

MONDAY, JULY 6, 2009

By BILL CARTER

uary, when Steven P. Jobs wood — does his big reveal the geegaw people will see probably won’t be on

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Copywriting: nhealthy Kevin ‘Tonight Waltz Show’ Audience a Decade YoungerUnhealthy Fixation Fixation Conan O’Brien’s strength On Jobs’s Illness obs’s Illness is with the young, while Print: One of the big questions facing Conan O’Brien was this: How can he succeed with the older “Tonight Show” viewers? The answer: by making them younger. In Mr. O’Brien’s first month as host, the median age of “Tonight Show” viewers has fallen by a decade — to 45 from 55, a startling shift in such a short time. This audience composition means advertisers can now address almost exclusively young viewers on “Tonight,” and NBC is already contemplating a shift in how it sells the show. In network television, where audiences tend to age up consistently, this is an eye-popping development. But the shift is not all good news for NBC. One way Mr. O’Brien has lowered the

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‘Tonight Show’ Audience a Decade Younger Unhealthy

By BILL CARTER a third competitor, “Nightline” on ABC, to most-watched status with 3.9 One of the big questions facing Comillion viewers for its half-hour.) nan O’Brien was this: How can he sucThe numbers in late night have been ceed with the older “Tonight Show” tossed around with unusual aggresviewers? The answer: by making sion as NBC and CBS jockey Next for the February, when Steven P. Jobs them younger. spin’s high ground. If cash followson wood — does his big reveal — knock In Mr. O’Brien’s first month as host, youth, as it often does in television, at Macworld, the geegaw people will the median age of “Tonight Show” NBC may not care much. most want to see probably won’t be on viewers has fallen by a decade — to 45 “Conan’s performance is, display. honestly, from 55, a startling shift in such a short He will not reveal his panextraordinary,” said Alan Wurtzel, the time. This audience composition president for research at NBC, adding creas so that the horde can means advertisers can now address althat the show had overwhelming examine it for signs of remost exclusively young viewers on strength in the youngest demographic, curring cancer. There won’t “Tonight,” and NBC is already conviewers 18 to 34. “These kinds of tran- be a JumboTron image of templating a shift in how it sells the THE MEDIA sitions are hard, especially EQUATION with an his recently transplanted show. iconic program like the ‘Tonight liver so that they might turn In network television, where audiit over with a stick as they look for signs Show.’” ences tend to age up consistently, this of rejection. PAUL DRINKWATER/NBC For its part, CBS argues that NBC’s And despite the fever for all is an eye-popping development. But things Mac, there won’t be an iPhone claims about demographic superiority Conan O’Brien has been host of is not all good news for NBC. the shift app that tracks Mr. Jobs’s health in real One way Mr. O’Brien has lowered the the “Tonight Show” for a month. Continued on Page 7 time, including blood sugar, blood pressure and white blood cell count. Silly? Sure, but not that long a walk from the media clamor that confronted his return to work last week. For those of you keeping score — I’m sure there is an over/under out there somewhere — Mr. Jobs, the chief executive and the only thing more fetishized than the iPhone at Apple, announced in January that he was taking a six-month leave, saying his “health-related issues are more complex than I originally thought.” In news that first broke in The Wall Street Journal,By it was learnedJ.that MICHAEL de la MERCED

Conan O’Brien’s strength is with the young, while older viewers tune out.

Fixation On Jobs’s Illness

‘Tonight Show’ Audience a Decade Younger

By BILL CARTER a third competitor, “Nightline” on ABC, to most-watched status with 3.9 One of the big questions facing Comillion viewers for its half-hour.) nan O’Brien was this: How can he sucThe numbers in late night have been ceed with the older “Tonight Show” tossed around with unusual aggresviewers? The answer: by making Next February, when Steven P. Jobs sion as NBC and CBS jockey for the them younger. knock on wood — does his big reveal spin’s high ground. If cash— follows In Mr. O’Brien’s first month as host, at Macworld, the geegaw people will youth, as it often does in television, the median age of “Tonight Show” most want to see probably won’t be on NBC may not care much. viewers has fallen by a decade — to 45 “Conan’s performance is, display. honestly, from 55, a startling shift in such a short He will not reveal his panextraordinary,” said Alan Wurtzel, the time. This audience composition president for research at NBC, adding creas so that the horde can means advertisers can now address althat the show had overwhelming examine it for signs of remost exclusively young viewers on strength in the youngest demographic, curring cancer. There won’t “Tonight,” and NBC is already conviewers 18 to 34. “These kinds of tran- be a JumboTron image of templating a shift in how it sells the THE MEDIA sitions are hard, especially EQUATION with an his recently transplanted show. iconic program like the ‘Tonight liver so that they might turn In network television, where audiit over with a stick as they look for signs Show.’” ences tend to age up consistently, this of rejection. And despite the fever for all PAUL DRINKWATER/NBC For its part, CBS argues that NBC’s is an eye-popping development. But things Mac, there won’t be an iPhone claims about demographic superiority the shift Conan O’Brien has been host of is not all good news for NBC. app that tracks Mr. Jobs’s health in real One way Mr. O’Brien has lowered the “Tonight Show” for a month. Continued on Page 7time, including the blood sugar, blood pressure and white blood cell count. Silly? Sure, but not that long a walk from the media clamor that confronted his return to work last week. For those of you keeping score — I’m sure there is an over/under out there somewhere — Mr. Jobs, the chief executive and the only thing more fetishized than the iPhone at Apple, announced in January that he was taking a six-month leave, saying his “health-related issues are more complex than I originally thought.” In news that first broke in The Wall Street Journal, it was learned that

Conan O’Brien’s strength is with the young, while older viewers tune out.

a third competitor, “Nightline” on ABC, to most-watched status with 3.9 million viewers for its half-hour.) The numbers in late night have been tossed around with unusual aggression as NBC and CBS jockey for the spin’s high ground. If cash follows youth, as it often does in television, NBC may not care much. “Conan’s performance is, honestly, extraordinary,” said Alan Wurtzel, the president for research at NBC, adding that the show had overwhelming strength in the youngest demographic, viewers 18 to 34. “These kinds of transitions are hard, especially with an iconic program like the ‘Tonight Show.’” For its part, CBS argues that NBC’s claims about demographic superiority Continued on Page 7

The print campaign communicates both visually and through headlines the idea that The New York Times gives you the privacy you desire in each situation.

He will not reveal his panreas so that the horde can xamine it for signs of reurring cancer. There won’t e a JumboTron image of is recently transplanted ver so that they might turn stick as they look for signs And despite the fever for all here won’t be an iPhone ks Mr. Jobs’s health in real ng blood sugar, blood preste blood cell count. , but not that long a walk ia clamor that confronted work last week. f you keeping score — I’m an over/under out there — Mr. Jobs, the chief execunly thing more fetishized ne at Apple, announced in he was taking a six-month his “health-related issues mplex than I originally news that first broke in The ournal, it was learned that

return to Apple nly more prurient ng.

a liver transplant in April, to many that his pancreatgnosed in 2004, had spread. ek, Mr. Jobs returned to rt-time basis, precisely he would. Experts with al knowledge of his treatt his prognosis is good. ot stop the keening on the news media and in the inmmunity that he and Apple a medical full monty to exditions because they bee material to the company’s ould be reported as such. and not many others, say: ally confused about Mr. status? I remain unconrt because I believe that t legitimate financial conmost people’s interest in others. he most private of all matgood reason, and the Secuchange Commission has ined a company for a faile health problems. In part, ll and trade on someone’s ut knowing their fates. Serarry Page, Google’s y be fit as fiddles, but they over tomorrow by a Prius a Prius would still hurt,

who has had cancer would ntinued on Page 5

age is by losing many older viewers. “The Late Show With David Letterman” has already posted one week in which it drew more viewers than Mr. O’Brien, who reached the smallest audience in “Tonight” show history, just 3.3 million viewers, about two million fewer than Jay Leno’s average as host. (The next week Mr. O’Brien bounced back and edged past Mr. Letterman in total viewers, 3.7 million to 3.5 million. It was an unusual week as the death of Michael Jackson elevated

DAVID CARR

age is by losing many older viewers. “The Late Show With David Letterman” has already posted one week in which it drew more viewers than Mr. O’Brien, who reached the smallest audience in “Tonight” show history, just 3.3 million viewers, about two million fewer than Jay Leno’s average as host. (The next week Mr. O’Brien bounced back and edged past Mr. Letterman in total viewers, 3.7 million to 3.5 million. It was an unusual week as the death of Michael Jackson elevated

DAVID CARR

age is by losing many older viewers. “The Late Show With David Letterman” has already posted one week in which it drew more viewers than Mr. O’Brien, who reached the smallest audience in “Tonight” show history, just 3.3 million viewers, about two million fewer than Jay Leno’s average as host. (The next week Mr. O’Brien bounced back and edged past Mr. Letterman in total viewers, 3.7 million to 3.5 million. It was an unusual week as the death of Michael Jackson elevated

Court Ru Clears Pa For New

Court Ruling Clears Path For New G.M.

Court Ruling Clears Path For New G.M.

By MICHAEL J. de l

By MICHAEL J. de la MERCED

A federal judge approved a plan by A federal judge approved a plan by General Motors late on Sunday to sell General Motors late on Sunday to sell its best assets to a new, governmentits best assets to a new, governmentbacked company, a crucial step for the backed company, a crucial step for the automaker to restructure and complete automaker to restructure and complete its trip through bankruptcy court. its trip through bankruptcy court. The decision by the judge, Robert E. The decision by the judge, Robert E. Gerber of United States Bankruptcy Gerber of United States Bankruptcy Court in Manhattan, came after three Court in Manhattan, came after three days of hearings to address the 850 obdays of hearings to address the 850 obMr. Jobs had a liver transplant in April, plan and afMr. Jobs had ajections liver transplant in April, jections to the restructuring to the restructuring plan and afan indication to that his pancreatan indication toter many thatreceived his pancreattermany he had received a revised sale order he had a revised sale order ic cancer, diagnosed in 2004, had spread. ic cancer, diagnosed in 2004, had spread. from G.M.’s lawyers. from G.M.’s lawyers. But last week, Mr. Jobs returned to Judge Gerber But last week, In Mr.his Jobs returned to In his 95-page opinion, 95-page opinion, Judge Gerber work on a part-time precisely work on a part-time precisely wrote basis, that he agreed with G.M.’s main wrotebasis, that he agreed with G.M.’s main when he said he would. Experts with when he said he would. Experts with contention: that the asset sale was contention: that the asset sale was only a general knowledge of his treatonly a general needed knowledge of his treatneeded to preserve its business in the to preserve its business in the ment suggest face his prognosis is good.and government fiment suggest his prognosis good.and government fiof steep losses face of steep is losses JIM WILSON/THE NEW YORK TIMES JIM WILSON/THE NEW YORK TIMES JIM WILSON/THE NEW YORK TIMES That did notnancing stop thethat keening on the to run out by That did not nancing stop the that keening on the to run out by is scheduled is scheduled A standard incandescent bulb, left, and a more efficient one using Deposition Sciences technology. A standard incandescent bulb, left, and a more efficient one using Deposition Sciences technology. blogs, in the news A standard incandescent bulb, left, and a more efficient one using Deposition Sciences technology. blogs, in the news media andweek. in the inmedia andweek. in the inthe end of the the end of the vestment community that he and Apple vestment community that he and Apple “Bankruptcy courts have the power “Bankruptcy courts have the power needed to do atomedical full monty to exneeded to do a to medical full monty authorize sales of assets at a time authorize sales to of exassets at a time plain his conditions they be- to preserve — plain his conditions they when because there still is value whenbecause there still is bevalue to preserve — lieve they are to material to the lieve they are material to the prevent the company’s death of the patient on to prevent thecompany’s death of the patient on future and should reported as such. Judge Gerber future and should reported as such. Judge Gerber the be operating table,” the beoperating table,” To which I, and not many others, say: To which I, and not many others, say: wrote. wrote. Is anyone really With confused Mr. of the restructurIs anyone really confused Mr. of the restructurthe about approval With the about approval Jobs’s health status? I remain unconJobs’s health status? I remain unconing plan, G.M. and the government are ing plan, G.M. and the government are vinced, in partseeking becausetoI believe that vinced, in part seeking becauseto I believe that close the sale by Monday or close the sale by Monday or prurience, notTuesday, legitimate financialto conprurience, not Tuesday, legitimateaccording financial conaccording people briefed on to people briefed on people’s interest in cerns, drives most people’sThe interest in the matter. The government, which is fithe matter. government, which is fiBy LEORA BROYDO VESTEL that meet the 2012 standard, and researchers are By LEORA BROYDO VESTEL that meet the 2012 standard, and researchers arecerns, drives most By LEORA BROYDO VESTEL that meet the 2012 standard, and researchers are the illness of others. nancing the reorganization, had given nancing the reorganization, had given promising a wave of innovative products in the next promising a wave of innovative products in the nextthe illness of others. promising a wave of innovative products in the next SANTA ROSA, Calif. — When Congress passed a Health is theG.M. mostuntil private of allto matHealth is theG.M. mostuntil private of all to matFriday win approval for SANTA ROSA, Calif. — When Congress passed a Friday win approval for SANTA ROSA, Calif. — When Congress passed a few years. few years. few years. new energy law two years ago, obituaries were writnew energy law two years ago, obituaries were writnew energy law two years ago, obituaries were writters for very good reason, andlosing the Secuters for very good reason, and the Secuthe sale or risk its bankruptcy fithe sale or risk losing its bankruptcy fiIndeed, the incandescent bulb is turning into a Indeed, the incandescent bulb is turning into a Indeed, the incandescent bulb is turning into a ten for the incandescent light bulb. The law set tough ten for the incandescent light bulb. The law set tough ten for the incandescent light bulb. The law set tough rities and Exchange Commission has rities and Exchange Commission has nancing. nancing. case study of the way government mandates can case study of the way government mandates can case study of the way government mandates can efficiency standards, due to take effect in 2012, that efficiency standards, due to take effect in 2012, that efficiency standards, due to take effect in 2012, that never disciplinedHarry a company for a failnever disciplinedHarry a company for a failJ. Wilson, a member of the J. Wilson, a member of the spur innovation. spur innovation. spur innovation. no traditional incandescent bulb on the market could no traditional incandescent bulb on the market could ure to disclose Obama health problems. In part,auto task force, no traditional incandescent bulb on the market could ure to discloseObama health problems. In part,auto task force, administration’s administration’s “There’s a massive misperception that incan“There’s a massive misperception that incan“There’s a massive misperception that incanmeet, and a century-old technology that helped cremeet, and a century-old technology that helped crewe all buy, selltestified and trade someone’s that the adminwe all buy, selltestified and trade someone’sthat the adminonon Wednesday meet, and a century-old technology that helped creononWednesday descents are going away quickly,” said Chris Cal-health without knowing their fates. Serdescents are going away quickly,” said Chris Caldescents are going away quickly,” said Chris Calhealth withoutistration knowing did theirnot fates. Ser- to extend the ate the modern world seemed to be doomed. istration did not intend to extend the ate the modern world seemed to be doomed. ate the modern world seemed to be doomed. intend well, a researcher with Ecos Consulting who studiesgey Brin or Larry well, a researcher with Ecos Consulting who studies well, a researcher with Ecos Consulting who studies gey Brin or Larry Google’s loanPage, by even one day beyond the dead- But as it turns out, the obituaries were premaGoogle’s loanPage, by even one day beyond the dead- But as it turns out, the obituaries were premaBut as it turns out, the obituaries were premathe bulb market. “There have been more incan-founders, mayline. the bulb market. “There have been more incanthe bulb market. “There have been more incanfounders, may line. be fit as fiddles, but they be fit as fiddles, but they ture. ture. ture. descent innovations in the last three years than incould get run over descent innovations in the last three years than in descent innovations in the last three years than in could get run over tomorrow by a Prius tomorrow by aapproval Prius Judge Gerber’s marks yet Researchers across the country have been racJudge Gerber’s approval marks yet Researchers across the country have been racResearchers across the country have been racthe last two decades.” the last two decades.” the last two decades.” in Palo Alto (a another Prius would stillfor hurt, victory the Obama adminisPrius would stillfor hurt, victory the Obama adminising to breathe new life into Thomas Edison’s light Open up today. Close in on tomorrow.in Palo Alto (aanother ing to breathe new life into Thomas Edison’s light Open up today. Close in on tomorrow. ing to breathe new life into Thomas Edison’s light Open up today. Close in on tomorrow. The first bulbs to emerge from this push, Phil-right?). The first bulbs to emerge from this push, PhilThe first bulbs to emerge from this push, Philright?). tration, which has sought an enormous tration, which has sought an enormous bulb, a pursuit that accelerated with the new legislabulb, a pursuit that accelerated with the new legislabulb, a pursuit that accelerated with the new legislaips Lighting’s Halogena Energy Savers, are expen- As anyone who ips Lighting’s Halogena Energy Savers, are expenips Lighting’s Halogena Energy Savers, are expen- As anyone who restructuring of thewould American auto inhas had cancer would restructuring of the American auto inhas had cancer tion. Amid that footrace, one company is already tion. Amid that footrace, one company is already tion. Amid that footrace, one company is already Continued on Page 8 Continued on Page 5 marketing limited quantities of incandescent bulbs Continued on Page 7 Continued on Page 8 Continued on Page 5 marketing limited quantities of incandescent bulbs marketing limited quantities of incandescent bulbs Continued on Page 7 Continued on Page 7

A boss’s return to Apple brings only more prurient chattering.

A boss’s return to Apple brings only more prurient chattering.

New Light in Old Bulbs

refocus on the world

withou t g e t t iWrinkles n g d for i sEdison’s t r a cInvention ted by it. Energy-Saving

recharge with the stories

relax by surrounding yourself

Log on to nytimes.com/timefor you and close in on tomor r ow.

Log on to nytimes.com/timefor you and close in on tomor r ow.

New Light in Old Bulbs

and is s u e s t h at a c t u a l ly m at t e r . Energy-Saving Wrinkles for Edison’s Invention

Log on to nytimes.com/timefor you and close in on tomor r ow.

Rise of Web Video, Beyond 2-Minute Clips By BRIAN STELTER

When motion pictures were invented at the end of the 19th century, most films were shorter than a minute, be-

New Web habits, aided by the screenfilling video that faster Internet access allows, are now debunking the rule. As the Internet becomes a jukebox for ev-

ing far outside the boundaries of a network schedule. Some are specifically introducing new shows this month with the knowl-

New Light in Old Bulbs

with w e l l - r o u n d e d a n a ly s i s . Energy-Saving Wrinkles for Edison’s Invention

Rise of Web Video, Beyond 2-Minute Clips By BRIAN STELTER

When motion pictures were invented at the end of the 19th century, most films were shorter than a minute, be-

New Web habits, aided by the screenfilling video that faster Internet access allows, are now debunking the rule. As the Internet becomes a jukebox for ev-

ing far outside the boundaries of a network schedule. Some are specifically introducing new shows this month with the knowl-

Conan O’Brien has the “Tonight Show” f

A federal judge appr General Motors late on its best assets to a ne backed company, a cruc automaker to restructur its trip through bankrup The decision by the j Gerber of United Stat Court in Manhattan, ca days of hearings to add jections to the restructur ter he had received a re from G.M.’s lawyers. In his 95-page opinion wrote that he agreed w contention: that the a needed to preserve its face of steep losses and nancing that is schedule the end of the week. “Bankruptcy courts h to authorize sales of a when there still is value to prevent the death of the operating table,” wrote. With the approval of ing plan, G.M. and the g seeking to close the sale Tuesday, according to p the matter. The governm nancing the reorganiza G.M. until Friday to w the sale or risk losing it nancing. Harry J. Wilson, a Obama administration’s testified on Wednesday istration did not intend loan by even one day be line. Judge Gerber’s appr another victory for the O tration, which has soug restructuring of the Am Continued on P

Rise of Web Video, Beyond 2-Minute C By BRIAN STELTER

When motion pictures were invented at the end of the 19th century, most films were shorter than a minute, be-

New Web habits, aided by the screenfilling video that faster Internet access allows, are now debunking the rule. As the Internet becomes a jukebox for ev-

ing far outside the boun work schedule. Some are specifica new shows this month


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LIZ ROGERS Account Planner

316 Oak Grove Street #905, Minneapolis, MN 55403 : 612.669.1696 : LizRog1331@gmail.com : @LizRog

objective

Seeking experience in Account Planning to utilize my education, skills, and understanding of the creative and strategic processes.

work

experience

Campbell Mithun

Bellin Health

Conduct and analyze competitive research using MRI/Simmons and Kantar’s Stradegy Oversee and train analysts on all media-related duties Help create and translate media strategies into presentations Responsible for maintaining all of Chipotle’s out-of-home advertising Assist in connections planning on new business pitches Participate in the Lucky 13 Intern planning committee

Researched trends in the healthcare industry Assisted Creative Director in strategic design of system-wide collateral Helped plan and execute special events Built experience with design programs such as Adobe Creative Suite and Quark

Media Planner - Chipotle, Land O’ Lakes, Frontier Communications, New Business April 2011 - Present

Media Analyst - Chipotle, Hartford AARP, Hefty, Airborne, New Business April 2010 - April 2011

Conducted competitive research using Kantar’s Stradegy Streamlined the process for contracting and maintaining Chipotle’s nationwide highway logos Planned out-of-home advertising for a handful of Chipotle’s larger market areas Assisted in gathering data for new business pitches Presented creative out-of-home options to Chipotle Helped organize, maintain, and update planning and budgeting documents

Fusion Hill

Research Strategist Intern - Hormel, Medtronic, US Bank January 2009 - June 2009

Collected initial secondary research on new projects Assisted in qualitative research through in-home ethnographies and focus groups Helped create personae, target markets, and opportunity areas Worked with design team to translate research into narratives, posters, video and presentations Participated in co-creation sessions with clients and consumers

Mind Spark Creative

Freelance Account Planner - Schell’s Brewery October 2008 - December 2008

Conducted one-on-one interviews at points of purchase and online surveys Defined target market and led brainstorming on strategy internally Wrote creative brief to help direct creative team in their first strategy-driven pitch

Marketing Summer Aide - Bellin Health June 2005 - August 2005

education Miami Ad School - Minneapolis Graduated September 2009 Account Planning Bootcamp

University of Minnesota - Twin Cities

Graduated May 2008 Bachelor’s Degree: Strategic Communications/Advertising, Design minor

activities Big Brothers Big Sisters November 2010 - Present

SJMC Alumni Mentor Program September 2007 - May 2008

National Student Advertising Competition August 2006 - June 2007

University of Minnesota AdClub August 2006 - June 2007


Liz Rogers : Planning Book