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eyMegan Hann Account Planner/Strategist

PORTFOLIO

LONDON, UK 3 JANUARY 2011


“ The world is a book, AND THOSE

who don’t travel, read but one page” St. Augustine

PARIS, FRANCE 28 DECEMBER 2010


Inside the folio

The story so far Case studies Resume A theory on finding insights


T he story so far My name is Megan Hanney I grew up on a large farm in NSW, Australia. I learnt to drive the day my feet could hit the peddles. I’ve lived through a rat plague, many floods and many droughts. My coping mechanism is pointed at fight, not flight. I like to travel, take pictures (like the ones you see here), write, bake and theorise. I want to solve business and societal problems, and learn something new every day.


Case Studies


UBER MOBILE APP CONVINCE SAN FRANCISCO TO USE A CAR SERVICE OVER CHEAPER ALTERNATIVES

PARIS, FRANCE 28 DECEMBER 2010 LOCH NESS, SCOTLAND 20 SEPTEMBER 2010


Insight:

‘Maximum fun hunter’ 20-30 years old / Loves concerts of local artists/ Leader of social circle / Works hard, but plays hard / Has to think ahead to plan his day – which is hard as they are notoriously time-poor and late. People aim to have a great night out, but its the smallest things can make or break a great night out

Good night

The Strategy:

The Idea: Creative idea:

Debauchery

Target profile:

Bad night

The target audience’s highest need was during Friday and Saturday nights in nightclub districts, when they are out having a good time and don’t want transport problems to spoil their night. Uber saves the night For wherever your decisions take you.


Creative Executions:

As our target market are most in need while they are out enjoying their evenings, we wanted to utilise media during this time.

Tone:

We wanted to show how fickle a good night out can be, with the simple choices that are made that can make or break the great night out.

Coaster illustrates how serendipity effects a night out, either ending well or horribly.

Creatives: Alexander Norling and Helena Olsson


Adding functionality to the current app, we wanted to make suggestions to the audience as to other great places for that particular night out.

In-bar posters encourage patrons to continue their night out, and not go home before they are ready.


FINAL PITCH WINNER

PEOPLE HELPING PEOPLE AN ECUADORIAN CHARITY PROJECT NEEDED TO RAISE $150,000 IN DONATIONS AND BREAK THROUGH THE CLUTTER OF OTHER CHARITIES IN THE USA.

IGUAZZU, BRAZIL 25 APRIL 2009


Research Findings:

Insight:

Idea: Strategic Idea:

Target Audience:

1. Ecuador’s independance day: February 16, - its The same weekend as the largest flower selling day of the year. 2. Ecuador’s third biggest export is cut flowers to the US. It also has no export tax. 60% of all roses sold in the USA are from Ecuador. 3. The charity market place is overcrowded. There are 1.5 million charitable foundations in the U.S.A alone. Roses are the international symbol of love, but how the flower farmers are treated, is not love. Spreading the true Ecuadorian love P.H.P can collaborate with Expoflores (exporter and wholesaler of Ecuadorian flowers) in U.S.A, which have tariff free zones on roses.  Expoflores benefit from additional profit and patronage, while building upon their corporate values.  P.H.P benefit from increasing an industry in Ecuador and raising money and can help create demand for fair trade roses, while also benefiting the Ecuadorians with better working conditions and healthcare. The audience starts with the Miami ad school class that went to the briefing for the P.H.P project. Then sends a ripple effect through to thier family and friends, because issues and causes that we think are important, are also important to our friends and family.


Creative idea:

Tone: Tie in the love that the client has for her Ecuadorian family with the love that reflects the true sentiment of Saint Valentines day. Creative executions: Facebook app allows users to order flowers online for friends’ birthdays, anniversaries etc, remind friend of important days and give a gift that has a greater meaning.

Creatives: Hugo Rochette and Rob Sabalvaro


Point of Sale poster. We found that when purchasing flowers people linger to choose the best looking of the available arangements. So we designed a poster to communicate the difference Rose+ makes to the Ecuadorian community and why it means more to give our flowers

Wrapper from the flowers can be used as a poster to remind people of the gift long after it is gone.


VOLVO

TARGETING STAY AT HOME DADS

HAVAR, CROATIA 4 OCTOBER 2010


Research Findings:

The family dynamic is changing – with divorce rates at 52% for first marrages, also an increase of: blended families, adoption, surrogacy etc. The nuclear family is decreasing, below 25% of all families in America.  44% of working women earn more than their husbands.

Target Audience:

Challenge:

Insight:

Strategic Idea:

Idea:

There is no such thing as a ‘normal’ family anymore. What all families have in common is that they all struggle as new parents. Fathers have been seen as doofuses (clumsy idiots) by media and other mothers in the playground. No wife wants their husband to turn into their ‘third child’. Baby Bjorns (and other similar devices) are no longer emasculating. It is a powerful tool in parenting. Not-so-desperate house dads: women find it admirable when Dads who can manage the stay at home situation with a worry free attitude and still get everything done. Evolvo: The modern dad is no fool, he had evolved Parenting 2.0.


Creative Idea:

Creative Executions:

Fathers in motion facebook app A mobile forum for new fathers for tips and tricks for new parents which also creates a group for people to share advice and support for new dads.

Creatives: Hugo Rochette and Rob Sabalvaro


Integrating the facebook app into a mobile offers new parents advice on how to deal with many situations on-the-go such as using the boot as a safe baby changing table.

Banner ads on top rated online magazines whose content includes automotive.


TANNUM BLUE CREATE A UNIQUE PROPERTY BRAND IN A CLUTTERED MARKET

BROOKLYN, USA 3 JANUARY 2013


Background:

Target Audience:

Challenge:

Insight:

Idea:

Gladstone: The southern Great Barrier Reef has been turned into a large port for the mining industry of the state. The mining boom has meant inflated salaries and put enormous pressure on housing costs in the area. A result from this industrial boom has been a direct impact on the evironment with an increasing evidence of the declined water quality. Tannum Sands: Only 20 minutes south of Gladstone and shows signs of cleaner rivers and has seen less environmental impact from the local smelters and mines. There is a stigma attached to ‘affordable’ government housing. The audience don’t want a ‘hand-out’. They are respected members of the community who deserve to be able to afford their own home The people who don’t work in mining, and aren’t receiving ballooned paychecks to live in Gladstone, like the nurses, police officers, teachers. Working in an industrial city, doesn’t mean you can’t live in paradise. Just take a walk outside to see the true beauty of the region. Fresh Coastal Living


Creative Idea:

Tone:

Leverage the natural beauty of the area to create a relaxed casual beach perspective.

Creative executions:

Illustrating the proximity to amenities such as the beach, river and shopping as well as the natural beauty of the region.


Billboards and signage surrounding the site as a teaser.

Fresh coastal living coming soon REGISTER NOW - TANNUMBLUE.COM.AU CALL 1300 325 519

The sales office was utilised to show the future plans of the development.

Creative: Kieran Adams


RESUME Education 2012 Account Planning Bootcamp Miami Ad School - San Francisco 2008 Masters of Business (IMC) Queensland University of Technology 2003 Bachelor Mass Communication University of Southern Queensland

BRIXTON, UK 6 MARCH 2011


Highlights 6 years of international experience in Advertising and Marketing across 5 different industries. Responsibilities including: new business, branding development, media planning, project management, client liasing, research and analysis, presentation skills, and account management.

Employment History Account Manager - Adcorp Australia Ltd. (Brisbane) Sep 2011 - Sep 2012 Clients: Colliers International & Urban Land Development Authority (ULDA). Responsibilities: All business across resedential property clients, including campaign project management, media buying and planning, research and analysis. Contract Account Management (3): 1) Sapient Nitro (Brisbane) June 2011 - Aug 2011 Client: Stockland Responsibilities: developing and executing local, state and national campaigns across multiple media and platforms. 2) Heavenly Ltd. (London) Feb 2011 - April 2011 Clients: BBC entertainment, Pace & British Gas. Responsibilities: working closely with planners developing workshops and research around new business and creative idea development. 3) Cubo Creative (London) Oct 2010- Feb 2011 Clients: University of East London, Golden Virginia, & Diversey Responsibilities: coordinating with creative, planning and media to launch new branding for U.E.L and January recruitment campaign. New business research. Junior Account Manager - TAW (Brisbane) Aug 2008 - June 2010 Clients: WOW, Terry White Chemists, Go Electrical, & Stanbroke Beef Responsibilities: managing multiple campaigns from start to finish including print, product packaging, OOH, digital and sponsorship.


“ and above all,

watch with glittering eyes

the whole world around you because the greatest secrets

are always hidden in the most unlikely places. Those who don’t believe in magic

will never find it ” Roald Dahl

RIO DE JANEIRO, BRAZIL 18 APRIL 2009


My theory on finding insights. Finding insights is about watching the world around you. Not just the competitors, the news and advertising theory, but pop culture, music, art, media, architecture, celebrity gossip, science, philosophy and anything else I can get my hands on. Education is life long and constant. Because the greatest secrets are hidden in the most unlikely places, so you’d better be open to everything.


Megan Hanney meganchanney@gmail.com 416-662-1319


Portfolio