BIOGRAPHY

Chauncey founded Webby-nominated Girlonthestreet.com in 1999. Since then, she’s been a senior brand strategist at Crispin Porter + Bogusky, Margeotes Fertitta Powell, and as a consultant leading strategy on brands as diverse as Coca-Cola, Perry Ellis, Victoria’s Secret, truth, L’Oreal, and Louisiana Pacific lumber. Her public speaking has included the following: The Future of Interactivity in Paris, hosting a panel at VNU’s What Teens Want conference, the Imagination Festival during NY’s Ad Week, a workshop on ethnography in partnership with Brain Ventures for clients such as Pan Rico and Gallina Blanca and hosted talks on sustainability in London at the Sense Loft (home of Sense Worldwide). Her early entrepreneurial work was talked about in the Daily News, Elle Brazil, Newsday, New York Magazine, and Teen People and now in Spain she’s been on B TV and featured in PR Noticias, and Expansion. Her reportage has appeared in Honey, Complex, MTV News, the New York Post, Trace, Terrace, The Source, Cosmopolitan, Brandchannel, and Comunicas? the magazine of Spain’s largest financial paper. Chauncey left New York in 2007 for Paris where she traveled around Europe reporting from Salone del Mobile, the London Design Festival, the Frieze Art Fair, also writing culturally specific articles for Brandchannel from Paris and Japan. In 2009, she moved to Barcelona where she’s consulted with Future Lab out of Antwerp and taught brand strategy and trends/insights to second year B.A students at the Istituto Europeo di Design. Her newest project, What Women Make is her ongoing experiment dedicated to the spirit of enterprising creative women around the world who continue to inspire her. In September 2010, she hosted ten designers from six countries, three continents at the London Design Festival showcasing exemplary work along the following criteria: sustainability, innovation, problem-solving, fresh cultural perspectives, a sense of whimsy. Please visit her at www.whatwomenmake.com.

SCOPE :: Quick exploratory with sample target – deliverables ranging from videography; photos and topline; web report :: In-depth ethnography – deliberable: videography & ppt :: Competitive Analysis – deliverable: visual messaging, mapping, pinpointing opportunity :: Design & Innovation insights for user centric product design and brand development

RESEARCH / INSIGHTS :: Understanding the brand or issue and its opportunities :: Deep dive on the Category - Ethnographies – going ‘on location’ to deliver a thorough and fresh analysis of consumer behavior and attitudes :: Study of cultural nuances that effect brand, business, policy, or usage :: Special Interest: understand shifts in female attitudes and behaviour globally CONSULTING :: Copy :: Editorial Needs – assembling Creative, Design, Development teams :: Press Positioning & Outreach

STRATEGY :: Strategic Positioning and Recommendations

::International Capability on all projects

Chauncey Zalkin :: chaunceyzalkin@gmail.com :: www.whatwomenmake.com :: follow me on @whatwomenmake

KEY VALUES :: authenticity, sustainability, user centric principles, global perspectives personal resume upon request

Truth Anti-Tobacco Ethnography Role: Head Strategist How are teens truly using media and technology. What insights can we get to that will help us connect with teens?

SOLUTION

Because of the increased savvy of teens with technology, they have amazing

tools at their fingertips.

We can put the power of the message into the hands of teens by plugging into their everyday use of technology, letting

them create their own message.

Jennifer Lopez Fragrance for Men Role: Brand Strategist How do we add a men’s fragrance, while staying true to the essence of the Jennifer Lopez brand and persona?

SOLUTION

Mapped men’s media landscape, discovering that the message for men lives

in the extreme quadrants.

Pinpointed the emotional territory that defines Jennifer Lopez

Platform: Everybody has a fantasy.

Even Jennifer.

Found territory to break from the clutter while reinforcing the allure of the Jennifer

Lopez brand.

Provided storyline and executional recommendations to drive creative.

Perry Ellis Role: Head Planner/Ethnographer With an aging customer base, the Perry Ellis brand had to re-invent itself to appeal to a younger audience.

SOLUTION Setting out across America - Miami,

Chicago, NY, and Southern California. -to talk to mid-market male consumers, age 23-

35.

Key learning: At 27 or so, he withdraws from the outrageous or bold images of his youth, now wanting to project an image to his boss

(and future wife) as a capable adult and provider.

Opportunity: The PE target is confused by the

clutter of extreme and irrelevent images in fashion. Perry Ellis can provide a refuge from

the fashion jungle.

Outcome: an unfashion graphic novel inspired campaign that garnered national media attention and changed the category

Crispin Porter & Bogusky for Victoria’s Secret PINK Role: Ethnographer (and head planner) How do we leverage this dog as an icon of the brand? What would the dog enforce about the girlish appeal of the product and the brand?

SOLUTION

Reached out to GOTS Girls to learn the significance of stuffed animals in their world.

Key learning: stuffed animals and dogs

express the delicate balance of ‘cuteness’ and adult sensuality/sexuality.

Opportunity: PINK can become the tool in culture for "practicing sexy" for 15-24 year

olds as they come of age.

Outcome: an online viral campaign expanded the brand’s relationship

with its target.

GOTS Fashion & Street Style Trend Report Global street style trend report

In-House Trend Book for Crispin Porter + Bogusky A look at the world of fashion to inspire and provide direction for ad agency creatives

GOTS Cultural Phenomenon Report Examining kindergarten nostalgia / 'toy' trend for Victoria's Secret