M A R C O

M O I S O

S T R AT E G I S T

ELIE WIESEL

“

”

there is divine beauty

in learning

M A R C O

M O I S O

3

Ta b l e o f c o n t e n t s :

About me.......................................................................................................P.4

Legend ..........................................................................................................P.7

Code.org.......................................................................................................P.9

A&W..............................................................................................................P.13

Brach’s Candy Corn...................................................................................P.17

Kiva...............................................................................................................P.21

Education.....................................................................................................P.24

Experience ..................................................................................................P.25

M A R C O

M O I S O

A b o u t m e:

I n s h o r t:

I f y o u h av e a l i t t l e m o r e t i m e :

Me: Life enthusiat. Traveler. All things curious.

My Job: Zeitgeist seeker. Professional stereotyper. Post-it master minder. Storyteller.

I am an account planner with an international background and experience in the automotive, FMCG and clothing markets.

I have worked across brand development, positioning, integrated campaigns, digital branding and digital strategy.

After specialising in digital, I am now looking for an opportunity to go back to brand planning.

5

I am a man of many words.I am also a man who reads and listens.

Through listening to others and finding inspiration,

I will let the people I quote speak to my belief in what makes a good planner, great.

Curiosity. Originality. Mindfulness.

M A R C O

M O I S O

there is no top or bottomno absolute positioning in space

there are only positionsthat are relative to the others

giordano bruno

“

”

7

L e g e n d:

Problem

Target Audience

Insight

Proposition

Communication Barrier

Channels

Communication Task

Campaign Idea

Comms Planning

Brand Planning

M A R C O

M O I S O

I have no special talenti am only passionately curious

albert einstein

“

”

9

B r i e f:“To develop a campaign aimed at raising $5 million worth of donations on indiegogo.com in 60 days”

. o r g

M A R C O

M O I S O

B a c k g r o u n d:Code.org has a mission to educate kids around the world to code. In order to train and pay coding teachers in schools, the company needed to raise $5m.

Coding is an unknown discipline to many and it is hard to understand code.org’s values when compared to charities like Feeding America and United Way.

PAD

SEARCH

BUS

SOME EVENT

INDIEGOGO

direct

indirect

The ‘nurturing mums’Caring mums who love to see their kids’ creativity come to life. They believe that nurturing talents is a way to happiness and better jobs. Unfortunately, beyond constructions and colors, there aren’t many tools these mums’ kids can be creative with.

Without the right tools, childrens’ creativity goes wasted.

Coding brings your childrens’ ideas to life.

Ideas on a Journey with Cody (bus).

Campaign Ecosystem

11

E x p e r i e n t i a l , P R , S o M e , R a d i o , E v e n t

Exp/Radio

SoMe

Event/Radio

M A R C O

M O I S O

Great minds discuss ideasaverage minds discuss events

small minds discuss people

ELEANOR ROOSVELT

“

”

13

B r i e f:“To Re-launch the brand and double sales in three years”

M A R C O

M O I S O

B a c k g r o u n d: Since the 50’s, A&W has achieved a steady growth thanks to the strong consumer associations with childhood and their feelings of nostalgia.Sales have now flattened and the company wants to revert this negative trend.

Kids are not drinking A&W anymore. In the future, they will not have the memories and the nostalgia feelings that drove the business success for so many years.

The ‘Adventurous kids’ Kids who are growing up and seeking the first forms of independence from their parents. They are looking for adventure and beginning to prefer to play with their friends rather than stay at home. Experimenting with new things comes with a lot of “NOs” and “DON’Ts” from parents.

Kid’s don’t understand their parents’ “DON’Ts” but will remember them forever.

Be free to live your adventures with A&W.

Through scraps and bruises.

Irrelevant positioning to target audience.

Create awareness of new positioning.

TV, Kids Magazines (comics, etc.), Packaging (can).

No former relationship between A&W and

adventure.

Provide reasons to believe.

Microsite, Facebook, UGC.

Kids have not yet made memories that bind them to

the product.

Create memories that will generate future nostalgia.

Experiential.

Comms. Strategy

15

P r i n t A d s , T V C 1 5 ” , M i c r o s i t e ( M i S i ) , E x p e r i e n t i a l

Print

TVC MiSi

Exp Event

M A R C O

M O I S O

this is about creatingemotional work

so that we can stillcreate beauty

in this world

John c. jay

“

”

17

B r i e f:“To increase sales by 3% in the period between October 20th and November 1st.”

M A R C O

M O I S O

B a c k g r o u n d:Candy Corn is strongly associated with fall and is an unmissable Halloween product. The brand is now under threat from new entrants in the market and their commercials register dimishing brakethrough.

Until now, Brach’s commercials have been very product led. As a result, people want to buy Candy Corn but do not know Brach’s produces them.It is time to establish the brand, as opposed to the product, in the Halloween seasos.

The ‘Scared for Halloween parents’Parents who want to play with their kids at Halloween. They take them to go “trick or treating” in the streets and pretend to get scared by their kid’s jokes during the Halloween period.

Not getting scared of your kids’ “BOOs” spoils their Halloween.

Get scared of your kids’ with Brach’s Candy Corn.

The “Scare Me” campaign

Campaign Ecosystem

19

T V C 3 0 ” 1 5 ” , D i s p l a y, P O S , M i c r o s i t e , S o M e

TVC

Display

Digital POS

MiSi SoMe

M A R C O

M O I S O

the key to all story endingsis to give the adience

what it wantsbut not in the way it expects

jon steel

“

”

21

B r i e f:“To reach out to new lenders and inspire them to lend their money for the first time”

M A R C O

M O I S O

B a c k g r o u n d:After rapid growth driven by PR activities, Kiva’s growth is stagnating. The company is now looking to develop a campaign to drive new lenders to the website.

Kiva has traditionally done very literal communication that could hardly inspire new lenders. We now need to create awareness whilst emphasizing with our audience and inspiring them to lend for the first time.

The ‘Enlightened travellers’Educated professionals who have travelled the world and better understand the importance of helping people overseas.

People who have witnessed the struggle feel more compelled to empower change.

Remember how far a little help can go.

The “Filling in the blanks” campaign.

Campaign Ecosystem

23

T V C 6 0 ” 3 0 ” , P r i n t , S o M e

Print

TVC 60”

TVC 30”

SoMe

AWARDED

BEST CREATIVE

M A R C O

M O I S O

E d u c a t i o n:

Education

Education in Planning

- Account Planning Bootcamp

- Core Planning Skills

- Training Network // AWARD: Best Proposition

- YouTube Culture and Planning (Hosted by Google)

- Conversion Course

- Noisy Thinking: “What is an idea”, “What is an insight”, “What happened to brand building”

- MSc Consumer Psychology (currently attending)

- BA (HONS) Marketing // AWARDS: 2 Students Award; 1 Dean’s Award

25

E x p e r i e n c e:

Agency ClientsSenior Digital Planner

Client side and consultancy

Freelance Planner

Planner

Digital Strategist Placement

Marketing department Consultant

M A R C O

M O I S O

27

DON’T LOOK BACKYOU’RE NOT GOING THAT WAY

Unknown

“

”

marcomoiso@me.com+44 (0) 7904511383

linkedin/ marcomoisotwitter/ marcomoiso skype/ marco.moiso

fb/ marcomoiso

rome london

san francisco

wherever the trade winds blow