For my ADV 373 class Integrated Communication Campaigns, our class was given nearly free reign for our advertising capstone. We were paired with an actual client, Jane Winchester, and tasked with devising a campaign to increase brand awareness and sales.
We were each interviewed after applying for specific agency departments with our resumes and cover letters. I was placed into Account Planning, and this decision was integral to my development of a continuing career plan.
My department immediately began research, which was later specially commended during our pitch to the client. We worked tirelessly, conducting a 700-respondent survey and a dozen phone interviews in addition to days of online research and report compiling. We–and I in particular as a matter of fact–were integral to the development of both the “Big Idea,” and thus the Creative Brief.
Made for Your Journey
We presented these to the agency at large, gained approval, and went to work on designing the content for a deck that would later become part of the book delivered to our client at the pitch. I in particular also assisted Creative with InDesign work to this goal. Due to our deep understanding of the target, we actually assisted at all stages of the process, often guiding other departments with their deliverables and finding requested data. We each also spoke during the pitch.
Now that our non-disclosure agreement is invalidated due to lapse of time, here are more specific examples of my contributions.
Agency Final Submission
Audio excerpts from the official pitch may be added soon.
Account Planning Presentation on Findings
Account Planning Creative Brief
Sample of my Primary Research
Sample of my Secondary Research