Every candidate says theyʼre different. Well, theyʼre not. Not necessarily. What they mean, generally, is that their skills, experience and interests only stand out enough to be selected for a job, an internship, a date, a spot on an MTV show, or a PTA seat. What I mean by “different” is that a person sticks out because they just arenʼt like the others. They simply donʼt think the same way as everyone else. Being different allows you to look at advertising problems and come up with solutions that arenʼt cookie cutter responses. Being different allows you to bring another perspective. To open up new possibilities for those around you. Iʼm a different kind of different. I was pre-med before I focused on advertising, and Iʼve conducted a lot of hard, numbers-based research. My mind is built to study people both quantitatively and qualitatively. My first internship was at a Bombay agency, studying Western effects on Indian advertising. This helped me view advertising through the looking-glass of a completely different culture. My name is Senesi. Iʼm an African in advertising – a field that our parents never suggest to us as a career choice. Weʼre always told to become doctors, lawyers, engineers. Those of us that choose another path are different enough to fight conventions of what we should be. Iʼm not just into account planning between the hours of 9 to 5. Iʼm into it at every waking moment. Itʼs the way I am. Ever since I can remember, Iʼve been analyzing people – what makes them tick, what makes them laugh, what makes them love. For this reason, I studied Social Psychology in college.
Youʼre looking for someone different. See how my differentness shows through my work.
Senesi Blake 601 West Cary Street, Richmond VA 23220 | (313) 258 3937 | firstname.lastname@example.org
WHERE I’VE LEARNED University of Michigan
Ann Arbor, MI (September 2002 – April 2006)
B.S. Diploma: Social and Cultural Psychology, Biological and Physical Sciences (Pre-medicine)
Richmond, VA (August 2009 - Present)
M.S. Diploma – Mass Communications, Communications Strategy
WHAT I’VE DONE VCU Brandcenter Communications Strategy Track
Richmond, VA (August 2009 - Present)
Led strategy on integrated campaign designed to introduce brand new awards show, Tomorrow Awards o Campaign (Future Jim) was one of only five selected by CEO of ihaveanidea.org to go live Developed strategy/creative briefs for a variety of brands (W Hotels, Truvia sweetener, SyFy.com) Created solutions and pitched business for brands based in Richmond (Barrel Thief wine shop and cafe, Merriment Events wedding planning service) Solved case studies for global and international brands (Red Bull, NBC Universal) Research experience with Simmons and Mintel Caley Cantrell Scholarship Recipient – merit scholarship awarded to one first-year strategist
Digitas, LLC Analyst/Strategist
Detroit, MI (February 2007 – August 2009)
Subject Matter Expert (SME): Social Media Engagement
Provided expertise on how consumers interact with GM brands/products in the social media space; analyses included the evaluation and measurement of consumers’ overall perceptions and opinions of GM and divisions Used social media outlets to conduct primary research of consumers to deliver insights to senior-level GM clients o Insights were used to assist with the development of GM Divisions marketing and brand image recommendations, as well as to drive deeper engagement by GM Divisions in the social space; tactics included direct and indirect dialogue on messageboards and blogs Developed standard reporting methodology to allow for more efficient social engagement reporting and acted as a point of contact among key agency personnel and disciplines for all social media metrics and initiatives Created Social Media outreach strategy for local TV personality, Lee Thomas’ website (turningwhite.com); to raise the awareness of vitiligo (a rare skin disease by which he is personally affected) by placing target-specific content in relevant social media channels such as Facebook, Twitter and YouTube Collaborated (with Creative) on the development of an internal daily digital newsletter that exposed colleagues to trends and interesting news in the digital space
Subject Matter Expert (SME): Third-Party Site Optimization
Conducted perceptual research of GM brands and products on third-party sites such as Edmunds.com and KBB.com; findings contributed to the overall research of third-party research on GM vehicles among consumers Monitored and measured consumer activities within the GM-branded environments on third-party sites
Project and Client Lead: Strong Relationship and Planning Skills
Lead and managed various partner agency and client relationships across GM Divisions
Webchutney Internet Marketing
Mumbai, India (July 8 – August 29, 2006)
Research Fellow: University of Michigan Center for South Asian Studies
Conducted qualitative research on the effects of westernization and globalization on Indian advertising o Provided insights for targeted campaign ideation for HSBC and ICICI Bank for Non-Resident Indians Final study results were used by the University of Michigan to enhance knowledge and understanding of India’s urban culture during its economic revolution
WHAT MAKES ME DIFFERENT Interests: Music production (experience with Soundtrack Pro) and marketing; Sports and sports marketing; Filming and Cinematography (proficient at Final Cut Pro); Studying urban culture and its effects on advertising; Ethnographies; International travel; Japanese, Brazilian, and Hindi music; International football (soccer)
Tomorrow Awards Communication Strategy Syfy.com Redesign – Creative Brief A Planner’s World Tour TOMS Segmentation Study Gap Spokesperson POV The New York Mock Exchange Video Projects
TOMORROW AWARDS COMMUNICATION STRATEGY覺
The Background The Tomorrow Awards is a brand new advertising award show founded by Ignacio Oreamuno, CEO of ihaveanidea.org. A distinguishing feature of the show is that anyone with an internet connection can register and become a judge, allowing them to help decide what work deserves to be awarded. Ignacio looked to us to create a campaign that would promote the show and drive people to want to become judges for the show.
The Results Our campaign was selected as one of only five teams to go live to the general public. The campaign goes live April 5th.
Contributors: Senesi Blake (CS), Stephen Hadinger (CT), Sarah Weeden (CBM), Stephanie Hankins (CT), Allyson Otis (AD), Justine Cotter (CW)
Who We’re Speaking To – Our Audiences: Primary Audience:
The employees of the most influential agencies and advertising publications We didn’t have much of a budget, so we knew that we’d have to go simple. Our main focus was to get the word out to the influencers digitally, and then have them tweet, blog, or report about it on their own. They tell the world their thoughts mainly through this channel, so we wanted to be a part of that conversation.
Everyday advertising professionals that don’t often get to participate in awards shows Because certain agencies and publications are so powerful in advertising, our secondary audience listens to a lot of what they have to say. They want to create good work and see good work created, and they’re very vocal about this – especially in the digital realm. Through twitter and other social media platforms, our secondary audience spreads the word about their own thoughts and about what the influencers say.
What We’ve Learned – The Insights: Main question to answer - Why should they care? 1) Participation is Key: People are more likely to participate if you show them what happens if they don’t (i.e. Vote or Die campaign) “I had to vote because I wouldn’t forgive myself if we had 8 more years of the same policies.”
2) Increased Involvement: Awards show judging is shrouded in secrecy – real people don’t get a say and are therefore less likely to understand why an ad or campaign would win “I honestly don’t understand how THAT got a Gold Pencil.”
3) Make It Relevant: Only the people who have submitted work care about the shows – the rest don’t care because there’s no payoff for them “Awards are a good night out and maybe some PR but that’s about it.”
Inform these people that they control the future of advertising. Remind them of the power they have to see the work that they want created. They can finally exercise this power through an award show they can feel invested in. If they aren’t willing to cast a vote to influence advertising, they can’t complain about where it’s going.
Meet Future Jim. Future Jim is a futuristic citizen that time travels from the future to warn people about the effects of bad advertising - and more importantly - how they could've stopped it.
How Jim Reaches the People – The Tactics Website: Create a central digital place for people to associate with Future Jim – read about him, learn about him, and interact with him.
Viral videos: Entertain future judges with hypothetical situations in which Future Jim comes back from the future and tries to stop bad work from happening.
Cut-Out Future Jim: Allow fans to print out a cutout version for their desks - reminding them to visit tomorrowawards.com and help great work prevail while stopping bad work from influencing advertising. Faxes: Send cryptic messages to people of note at 50 top agencies, imploring them to exercise their influence over the ad world.
Facebook Fan Page / Twitter Statuses: Contact movers and shakers in the current mediums of choice for advertisers and agencies.
How We Know People Are Listening - Measurement To measure success, we’ve got to know if people are coming to Future Jim’s website, interacting with him through media, watching him through video – and ultimately, going to the tomorrowawards site to become judges. Some of our measurement tactics: Website: - Unique visitors Videos: - Views - Time spent on site - Traffic driven - Interaction with to Tomorrow sections (blog, cut-out, Awards site etc) - Traffic driven to Tomorrow Awards site
Social: - Twitter Retweets - Mentions in blogs and newsletters - Entry links from blogs - Traffic driven to tomorrow awards site
SYFY.COM REDESIGN – CREATIVE BRIEFı
The Background NBC Universal was taking another look at their digital properties after the recent partnership with Comcast. We decided to take another look at one site in particular, Syfy.com, and asked ourselves the question “What is the website for a cable channel supposed to look like – specifically one for Syfy?” Syfy is at a bit of a crossroads – its rebranding expanded its audience, but it wants to keep the die-hard fans that are dedicated to the channel. We made the site a place where both veterans and new fans could feel like they were getting more out of their favorite shows.
The Results Because we were able to show that we could allow Syfy.com to accommodate both fan bases, NBC executives were pleased with our ideas and plan to implement our recommendations into the Syfy website.
Contributors: Senesi Blake (CS), Hannah Choi (AD), Vasili Uspensky (CBM), Jeff Hornung (CW), Stephanie Hankins (CT), Jameson Young (CT)
Syfy.com Creative Brief 1) What do we have to do? Extend the content experience for our fans.
2) Who do we hope to reach? We’re hoping to reach sci-‐7i lovers. Everyone else has fans, but ours are truly invested and passionate about science 7iction – they are truly fanatics. To them, it’s a way of life, a sense of belonging. What makes our target unique? • Joined by af7inity, not age – 90% of our viewers are evenly distributed from 18-‐54. A college student is as likely to be watching as a mom of 3.
• The canon – The biggest thing that unites Science Fiction devotees is knowing and making accounts of every little fact about their shows, and discussing these.
• The show doesn’t end with the credits– Just because a show has ended doesn’t mean that the experience has. These fanatics are interested in anything that’s related to their favorite shows – especially merchandise.
• Super tech-‐savvy – A big reason not to disappoint them. If they don’t 7ind the content they want on our site, they can always go somewhere else and get it. They don’t need our content, so we have to make them want our content.
3) How do we give them what they want? Three Ways: 1. Talk with them. The forums are the second-most visited section of the site. Here, these fanatics are talking and bonding over their shared obsessions. Their lives are personally invested in these shows – let’s show that we’re invested in our fanatics. If we can share in these obsessions, it shows that we know Science Fiction like they know Science Fiction – improving their experience. 2. DVR Provide access to Syfy content, including top shows. This allows new fans to catch up on shows and later become fanatics, while current fanatics can watch their favorite shows on-‐demand. 3. Simplicity Organize the site to improve how users get to what they want, when they want it.
4) WHAT’S THE MOST IMPORTANT POINT HERE? Sci-‐7i fans can’t get enough of anything related to their shows – Syfy.com 7ills that need.
From the Fanatics Themselves
Quotes that inspired our brief and our executions
“Children have a sort of contextual speci7icity. Their interests don’t have to make any sense at all, but they have to know every little detail about them – Sci-‐7i fans haven’t grown out of that.” “I scheduled my whole day around watching Battlestar Galactica.” “If there were episodes available online – well I probably wouldn’t ever come back to school.” “When I meet or speak to someone who knows more about Star Trek than me, I give them respect.” “I’ll pay for a copy, expensive as it may be. There are a lot of other people who would too. Look how much money fans have been spending during [Battlestar Galactica] auctions…”
Redesigned Video Page A streamlined video page allows both new and current Syfy fans to watch their favorite shows whenever they want. The page also allows both groups to voice their concerns to the IG council (more detail on next page) on the 7ly. In addition to access to the Syfy Forums and IG Council, NBCU Store merchandise related to the series they’re watching is displayed. This allows fans instant opportunities to own a piece of their favorite shows and extend their experiences.
Creative Executions (cont’d.) The Syfy Imagine Greater Council The Syfy Imagine Greater (IG) Council is the governing body of Syfy fans, consisting of citizens from the forums section of the site. The Council allows fans to suggest changes to the site, to merchandise in the NBC store, or even to Syfy network itself. It allows Syfy’s dedicated fans the opportunity to in7luence a network that they feel personally invested in.
The Council will be led by 100 “Councilmen” -‐ members of the forum most respected or deemed most knowledgeable by their peers. A member of the forum becomes a Councilman through election by peers. The Councilmen act as arbitrators, voting to take any proposed changes to the head of Syfy network, and then to NBC executives.
We’ve also brought the voting process to members’ phones – extending the idea of bringing the Syfy experience to fans outside of the shows. The IG Council app allows forum members to vote on, review, and propose changes to Syfy wherever they are. After they’ve done that, they can share the results with friends on other social networks.
A Planner’s World Tour I’ve been studying and analyzing people all my life, so it’s always a treat to get out of the country and immerse myself among new people. My love of all the different cultures of the world drives my interest in working with global brands.
a planner’s world tour
Parisians are generally nice if you can make an attempt at some guttural French. Once you’ve done that, they sort of take a bit of pity on you, not unlike a three-year-old “playing” basketball with his father. Oh yeah – the architecture is breathtaking or whatever. What this means to you: At restaurants, please don’t ask if they have “an American version” of the menu. Please.
If there was ever a city that was hard to live in, it's Bombay. The city combines the worst parts of New York and Los Angeles - the suffocating crowdedness of the former with the shallowness of the latter. It's tough. A very interesting fact is that being an African in Bombay is a very unnerving situation. Often, locals will assume you sell weed because, well, that's what Africans do there. If you're by yourself, they don't mind staring at you as if you've grown a purple horn out of your head. Kids will pretend you’re a monster. Glorious. What this means to you: If you’re non-African – It’s a rough city. Prepare as if you’re about to visit Brooklyn. If you’re African – it’s an even rougher city. Prepare as if you’re about to visit Brooklyn.
Bombay Sydney Berlin Sydney - the best place on Earth. This is where people come to be loved. Other than the Japanese, no one has treated me as nicely as Australians did. The weather is absolutely ridiculous - it’s 68 F on average in the winter. The weather probably has something to do with it, but everybody seems just so calm, like they put Ambien in the water. Wait… What this means to you: Check the water. Actually, on second thought – don’t check the water. It’s better that way.
Berliners are a really nice people, but only if you interact with them. You're not going to get many smiles on the streets. As you might guess, winter is kind of brutal over there. It’s very bleak and almost everyone wears dark colors or earth-tones, so party central it is not. However, if you are friendly with someone from the nightlife scene, you’ll find cool spots. What this means to you: If you can’t help yourself and have to wear the lederhosen, just make sure it’s earth-toned.
I don’t always take copious notes, but I do internalize everything that I experience in every community that I visit. Here’s what I’ve learned, and the implications for you, the current and/or future traveler.
Freetown London Rio de Janiero The number one rule in Freetown: They’ll know you’re a Westerner. You know what that means? Keep your hands in the car, keep your camera attached to your wrist, and don’t keep your money in your back pocket (for the love of God). You’re in their territory now, and they’ll let you know it. You’re probably going to get heckled unless you know someone. Then you’ll just get heckled less. What this means to you: Dull and Slow = Robbed and homesick
Brits are very straightforward about their feelings, especially when it comes to football. This however, doesn’t mean that they’re objective about it. Never ever listen to football fans speaking about football. They have no objectivity whatsoever, and loyalties to players and coaches can change with the wind. The same goes for news shows about sports or entertainment, which are like American tabloids. Brits are also very sarcastic and will tease you a lot. Actually, come to think of it, you probably shouldn’t listen to anything said to you. What this means to you: Take everything with a grain of salt. Especially the food.
One of the best places I’ve ever been is Rio de Janiero. Everyone is so nice and they all want to be your friend (if you’re an American). It’s SO great that I suffered a bit of mild depression when I got back to the States. The sun shines everyday, even in the winter. And the sights – Sugar Loaf Mountain, Christ the Redeemer, Copacabana – are so amazing. It’s like a city built by happiness. What this means to you: Rio is a well-documented cause of depression. Make sure your Zoloft prescription is ready when you get back.
Tokyo’s unlike any city you’ve ever been to. The way people interact with each other is way different than we do. In a word – Japanese people are SO MUCH NICER. When we asked an Adidas store worker about her nightlife recommendations, she went out of her way to print directions to a club for us. Usually you have to pay or kill someone for that kind of service (I do not speak from experience). About the city’s appearance: There were just so many shiny objects everywhere that after a while, I just couldn’t take it. Imagine if Avatar was based in a city, and you saw it 23 times. That’s Tokyo. What this means to you: If you ever happen to develop epilepsy from all the lights, the nearest Tokyoite will surely lead you to the closest hospital.
TOMS Segmentation Study TOMS is a unique brand with a strong focus on helping others, as shown by their One for One Movement. Through survey methodologies, we searched for the perfect target market with whom the TOMS brand would be most relevant. After our research, we were able to find four main segments of sneaker wearers and a preferred target within these segments.
Research Objective: Identify ideal target market for Toms shoes based on parallels between that market and core characteristics of Toms
1! 2! 3! 4! Sally B. Different 7% of respondents
13.7% of respondents
8% of respondents
23.4% of respondents
Research Methodology: Survey: 19 Questions 138 responses
Sally’s an in casual shoes 75% of the time, especially flip flops. She spends between $50-75 on these casuals when she’s shopping, which is online or during sales. She’s currently wearing TOMS, but she’s only a small part of the market. Frank, a college undergrad, strongly believes that fashion is a reflection of himself. He likes to wear casual shoes, but only those that would appear “urban” such as Nike Dunks or Air Jordans. He frequents specialty shoe stores or buys limited editions online.
Diana generally falls between 18-25 years of age. She wears casual shoes when hanging out but they must match her outfit. She loves pop music and spends a lot on shoes during her impulse buying sprees.
Jeremy’s a 25 year old graduate student who lives in casual shoes. He’s into sports, reading & music (especially Indie rock). He’s conscious of world affairs and participates in programs like The (RED) Project. He loves his worn-in sneakers and isn’t often going shopping for new ones.
Through our research, we found Jeremy to be the best fit for TOMS. Like TOMS, he wants to make a positive change in the world. He also believes that clothes should be comfortable and practical – he’s into simplicity, not flash. When he finds a pair of shoes he likes, he sticks with them. A pair of TOMS can be that for him.
Contributors: Senesi Blake (CS), Drew Phillips (CS), Kelly Mertesdorf (CS), Morgan Welch (CBM), Carrington Faulk (CS)
GAP Spokesperson POV The GAP has been struggling the last few years. It was looking for a new spokesperson for their 40th anniversary initiative in order to really get the brand closer to their target, adult women aged 25 to 35. This is a recommendation on who this spokesperson should be.
For the Spring 2010 ad initiative, we recommend Anne Hathaway as the new face of The Gap. Anne brings many bene@its to the image of the retailer and can be an iconic symbol for current and potential fans of the brand. Classic Beauty Anne has rare (but much desired) classic beauty. Her physical attributes could be used as a fashion plate in any time or era. The Gap is celebrating its 40th anniversary -‐ a classic look like Anne’s would be a powerful complement to the brand’s timeless style and @lair. Because of her look, Anne would be versatile in any kind of collection that The Gap would like to display on outdoor and print – especially if the initiative will have a more historical, celebratory focus. She could @it in any Gap style from the 60’s to current trends. Represents effortless, youthful elegance Her styles of choice are simple, timeless pieces -‐ whether she is at an awards show or simply picking up a bite to eat. It’s very common to see Anne in a cardigan, solid colored-‐ shirt, jeans, and @lats. She understands that “less” is a very powerful fashion statement. The Gap understands this as well and styles its pieces as such. Anne and The Gap are perfect matches for each other. Respected Anne has an understated and mature personality. This should resonate with women, who at this point in their lives are becoming more re@ined and sophisticated. She’s a celebrity, but she doesn’t appear fake or inaccessible – rather, she seems like a person that the target could shop with. The Gap isn’t about showing out or showing up. It’s about “simplistic cool.” Acclaimed Actress Anne appears in movies speci@ically directed at this audience – The Devil Wears Prada, Rachel Getting Married, and Bride Wars. These are @ilms that speak to the women in this demographic. Few women embody the key factors of The Gap’s style of simple self-‐expression and individuality like Anne. Even fewer could speak to as many different women in the demographic as she does.
The New York Mock Exchange Â I love comedy and I love writing for comedy even more. As part of my ongoing study of popular culture and its effects on advertising, I love to study comedy and why certain things are funny. My roommate also likes to write for comedy, and we often comment on certain trends. We'll discuss why
The New York Mock Exchange Quarterly Performance Graph (graphs make things official) 150 130 110
Quarterly Performance Hilarity
90 70 50 30 10 -10
Change 2Q 2010 3Q 2010 from last Current Price (Projected) (Projected) quarter
lasers the word "awesome"
The Situation the word "sassypants" Chuck Norris does ____
someone tripping (OUCH)
1Q 2009 2Q 2009 3Q 2009 4Q 2009 1Q 2010 (Projected) (Projected) 27 40 55 65 80 90 105
small woodland animals (SWA) lasers (LAZ) the word "awesome" (ASM) The Situation (GTL) the word "sassypants" (SASS) Chuck Norris does ____ (CN) someone tripping (OUCH)
small woodland (SWA) animals
2Q 2010 3Q 2010 (Projected) (Projected)
52 52 wk wk %Change high low
Shares Mkt Outstanding Cap
105 +15 120 +5
27 1B 75 20B
85 -10 40 +20
110 150B 0 5B
-20 -20 55 +8
-20 300B 50 500B
"lasers are so hot right now" or or why people will make unicorn jokes until they beat that dead horse (no pun intended). So I've created this Exchange to very (very) informally track the popularity of certain terms. The implications of this study? 1) To stop anyone that studies the graph from embarrassing themselves from telling a truly terrible joke. 2) To stop comedy writers from becoming hacks. That helps no one.
News Alerts and Notes Small Woodland Animals (SWA) Lasers (LAZ)
The Word “Awesome” (ASM)
The Situation (GTL)
The Word “Sassypants” (SASS) Chuck Norris does ____ (CN) Someone Tripping (OUCH)
- Feb/Mar 2009: Squirrels, Bunnies are hilarious. Esp. rabid ones. Will you get embarrassed if you reference this?: NO
- July 2009: Blog “WE HAVE LASERS” becomes way more hilarious NOTE: Lasers are a very hot pick right now. However, since it’s getting to that overused point, you may want to hold off buying this stock to see if it reverses. Will you get embarrassed if you reference this?: NO. NOT YET. - Jan 2009 – Present: Slowly becoming overused to the point where only a slight chuckle ensues. If used in correct context, can be very hilarious. For example, on “The Office” or by President Obama. Will you get embarrassed if you reference this?: AS LONG AS YOU’RE NOT TRYING TO BE FUNNY. - Dec. 2009 – Term and reference became wildly popular with ragtag bunch of crazies on “The Jersey Shore”, especially a very devious tanned one. Self-named The Situation. NOTE: Like most topical jokes, will be gone soon. DO NOT ATTEMPT. Will you get embarrassed if you reference this?: DO NOT ATTEMPT. NOTE: Safe pick, providing lots of return over the past 20 years. Will you get embarrassed if you reference this?: WORTHY INVESTMENT. WORKS EVERY TIME. NOTE: Reached peak in like 2006. C'mon dude – it’s truly not very funny anymore. Will you get embarrassed if you reference this?: CLEARLY. NOTE: Used forever. Low return, but low cost. Like a single in baseball. Will you get embarrassed if you reference this?: ONLY IF TELLING A STORY. DON’T PLACE IN A TV SHOW. EVER.
Video addresses are directly below each picture.!
Victoria’s Secret Brand Manifesto! A different take on what Victoria’s Secret means to the women that love it.! Senesi Blake, Drew Phillips, Lindsey Neeld! Voiceover: Claire Wyckoff!
Video address - ! http://www.vimeo.com/10311401
Levi’s :30 Commercial! How a real Levi’s owner treats her most prized possession. ! Senesi Blake, Ben Johannemann, Diandra Mintz, Colin Bierne. Actress: Raihana Halim!
Video address – ! http://www.vimeo.com/10311987
Nike SB Brand Essence! A video describing Nike SB sneakers – and the fans that wear them.! Senesi Blake!
Video address – ! http://www.vimeo.com/10312152
Thanks for reading.覺