M Magazine

“Fashion is not something that exists in dresses alone. Fashion is in the sky, in the street. Fashion has to do with ideas, the way we live, what is happening.”

- Coco Chanel

Trend Spotting Fashion is about self-expression and interpretation. It is about watching the trends and making them your own. Creating a personal style which evokes a feeling and expresses a viewpoint.

As with fashion, trends and insights are in the streets, the sky, the ideas, where we live, what is happening. A planner must tap into every avenue and seek out these insights in order to inspire breakthrough creative and messaging.

In my experience as an Account Manager, I have seen how a truly great strategy coupled with imaginative creative, can compel consumers to feel and to listen -- to yearn for the product like a well made Chanel suit.

The following pieces in this book are projects I worked on during my time at the Miami Ad School Account Planners Boot Camp. The inspiration for each campaign was drawn from following trends and finding a way to interpret and express them through advertising.

CHALLENGE: The general population of Twitter account holders are lazy birds. They signed up for a Twitter account only to go mute. The silence stems mainly from the view that Twitter is a narcissistic tool which lacks relevance in their offline life.

OBJECTIVE: Re-energize the social networking site and get the conversations going again by developing a messaging strategy which showcases the capabilities of Twitter as a bi-directional consumer tool.

AUDIENCE: m/f 18-34 This target is the main base of Twitter account holders and while they may follow other Twitter users, they are relatively inactive on the site. They grew up in a digital world. Make most of their purchases online and wouldn’t think of waiting to see photos developed from actual film.

CONSUMER INSIGHT: To this consumer base, brands can live and die in just one online review. Major purchases, restaurants, books, movies are chosen based on public opinion. These consumers are well informed and have no qualms about writing reviews and expressing their opinions, good or bad, on sites such as Amazon, Yelp, Citysearch, etc. However, they do not see Twitter as a means to inform and involve others and their consumption habits.

OPPORTUNITY: Twitter has the capability to be the most effective tool in their bi-directional life. It is formatted to put forth “thin-slices” of information which are easier to digest and conducive to better decision making. Online consumers do not have to scroll through pages of information to find the meat, it’s there, unfiltered and updated in real-time.

Strategic Idea: Twitter is social Google.

Tag Line: Your characters spark others.

OUTOFHOME:Twi,ers0ckerwouldappearnearZagatandCitysearchra0ngsignsatrestaurantstoprovokeuserstouseTwi,ertosearchforthelatestreviewsorposttheirown.

S TRATEGY

PRINT:U0lizedtradi0onalmediaforthiscampaigntoillustrateTwi,er’srelevanceinconsumersofflinelife.

REATIVE C

WEB: Created a tool which would link Twitter feeds to search capabilities on internet sites. When the user executes a search, the Twitter feed appears to showcase conversations happening at that moment on Twitter which correlate to the search criteria.

NON TRADITIONAL: Created a tool to link Twitter feeds to channel guides on cable television. The function would allow users to view Twitter feeds about popular television shows.

REATIVE C

CHALLENGE: There are a million different beverages in the marketplace which claim to have better flavor, more vitamins, hydrate better, keep you alert, enhance your life/workout/mind. In a saturated category, it is difficult to stand out on the shelf and in the minds of consumers.

OBJECTIVE: Make Propel Vitamin Enhanced Water Beverage top of mind for consumers looking for a hydrating beverage with some flavor to replace water for post workout hydration.

AUDIENCE: m/f 25-35 This target has a career path and career goals. They workout regularly. Their lives are busy keeping up with friends, family and outside interests. This audience grew up during a time of the information boom. They believe in transparency and authenticity, and will find out about falsified information one way or another.

CONSUMER INSIGHT: This audience is skeptical of overpromises. They want their products to embrace the real chaos that is their life. To understand that their life is not about what water they choose to drink -- It is 1 of 30 decisions they make in the next 3 hours.

CATEGORY INSIGHT: Almost all enhanced water products make promises to consumers which they cannot keep. VitaminWater – Run game like 50Cent. Dasani – Your best defense. Sobe – Zen-like bliss. The claims go on and on.

OPPORTUNITY: Position Propel as the water that accepts the things it cannot do and embraces the things which it can. Propel water won’t make any overpromises. It will just be a part of your daily workout by providing hydration to your body.

Strategic Idea: Acquiesce in the knowledge that you at least tried.

Tag Line: For an honest effort.

S TRATEGY

PRINT:Weu0lizedaheadlineapproachforourprintexecu0ons.Incorpora0ngthetagline“Foranhonesteffort.”

REATIVE C

OUTOFHOME:Matswouldbeplacedatthebo,omofstairsinmallnearescalators.

COPY: Propel won’t get you to the top any faster, but taking the stairs is a healthy choice, and so is Propel Vitamin Enhanced Water.

REATIVE C

CHALLENGE: News consumers are turning to the internet as the main source for their news. Not only citizen journalist online publications, but also online versions of popular print newspapers.

OBJECTIVE: Attract and acquire more Executive Decision Makers as home delivery subscribers of the New York Times.

AUDIENCE: executive decision makers, median age 45 This audience makes a substantial income. They are generally more dedicated than the average person. They are early risers who eat breakfast and workout regularly.

CONSUMER INSIGHT: Executive Decision Makers struggle to absorb an ever increasing amount of information with the distractions inherent to their lives. Which means they aren’t fully absorbing the news they do read and running the risk of missing pertinent information.

OPPORTUNITY: Utilize the characteristics inherent to only The New York Times (credible and curated content) to illustrate to this consumer base that subscribing to the home delivery of the print publication will allow them to read the news without the distractions inherent to the internet, on their own time.

ThiscampaignforTheNewYorkTimeswascreatedasourfinalclassproject.TheworkwaspresentedtotheactualNewYorkTimesclientandjudgedasacompe88on.

MystrategyandcampaignplacedintheTOP3oftheclass.

Tag Line: The New York Times. Focus on the future.

S TRATEGY

Strategic Idea: The New York Times print lets you focus on the news of today so you can make better decisions tomorrow.

PRINT:EachofourprintadsfocusedonadifferentbenefitofTheNewYorkTimes–nodisrup0on,curatedcontent,andcredibility.

REATIVE C

WEB:Executeda‘PeelAway’bannerwhichwillpeeloffthepagewhentheuserscrollsacrossleavingonlyatextlinkonthepage.Thelandingpagewouldincludeacopylineinourcampaignandtheregistra0onform.

REATIVE C

TELEVISIONSTORYBOARDANDSCRIPT

REATIVE C

PROFESSIONAL EXPERIENCE OGILVY & MATHER, NEW YORK, NY NOVEMBER 2005 – MAY 2009 CLIENT: AVON JUNE 2008 – MAY 2009 Account Supervisor •  Partnered with Avon Global Advertising and Marketing teams to create print and television executions for Avon skin care and color departments featuring celebrity talent. Including launch of new products. •  Liaised with strategic planning department to implement messaging strategies, competitive reporting, and brand guidelines. •  Attended focus groups and reported on qualitative and quantitative testing and results. •  Liaised with internal Ogilvy departments including creative department, print production, television production, traffic, art buying, and finance. •  Liaised with regional agency partners in Europe and Latin America to ensure proper local adaptations of global work. •  Responsible for implementing competitive search services as well as proper account and client management processes. •  Managed an Assistant Account Executive and Account Executive.

CLIENT: IBM (I.T. MANAGER PROGRAM, DEMAND GENERATION, NORTH AMERICA) MAY 2006 – JUNE 2008 Account Executive •  Primary client contact for IBM North America Demand Generation Activity within the IT Manager Program. Specifically supported Enabling Business Flexibility and Empowering People programs. •  Supported strategic initiatives for all email, direct mail, and online media activity from ideation, briefing process, conception to final execution. •  Maintained relationship with creative teams in remote location. Drafted and delivered creative briefs, managed internal and client review, liaised with creative team on client comments and changes. •  Provided clients and supervisors with pertinent consumer or market research findings to contribute to the development of marketing strategies and objectives. •  Compiled all quarterly results and liaised with analytics team to provide quarterly response analysis. •  Managed two Assistant Account Executives. Provided training to newly hired Assistant Account Executive.

CLIENTS: KIMBERLY CLARK HUGGIES, UNILEVER POND’S NOVEMBER 2005 – MAY 2006 Account Coordinator •  Acted as liaison with clients to schedule meetings with account group, creative, and planning departments. •  Liaised with audio-visual department to create dubs, edits, and copies of reels in VHS, DVD, and Mpeg formats. Assisted with creative development, production, and implementation of national broadcast and print advertising. •  Analyzed competitive data and advertising and authored quarterly reviews for distribution. •  Participated in packaging design initiative including competitive review and design strategy development.

POLITICAL CAPITAL LLC, NEW YORK, NY FEBRUARY 2004 – SEPTEMBER 2005 Account Associate •  Account Associate at independent, consulting venture focused on strategic media, public relations, marketing, and government affairs. •  Assisted with all event marketing, vendor relations, budgetary guidelines, design, and event execution. Executed events, including fundraisers, executive dinners, black-tie balls, meetings, lectures, and conferences for up to 2,000 people in New York City, Washington D.C., and London, UK.

SKILLS Microsoft Word, PowerPoint, Excel, Project, FrontPage, Outlook, Lotus Notes, SAP, Adobe Acrobat, Adobe Illustrator

EDUCATION MIAMI AD SCHOOL – ACCOUNT PLANNER BOOT CAMP – GRADUATED SEPTEMBER 2009 UNIVERSITY OF IDAHO – BACHELOR OF SCIENCE, POLITICAL SCIENCE – GRADUATED MAY 2004

ésumé R

Meghan Taylor Account Planner

meghantaylor81@gmail.com 347.453.4000