MICHAELWALTER

TABLECONTENTS

ResumeManifestoTelenorPKO Bank of PolandJC PenneyKilling Sacred CowsFurther Experience

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SprinklrStrategy Intern• Assist in design and production of internal and external assets.• Evaluate client and competitors Social channel usage.• Plan Social campaign strategies for clients.

H2O InternationalDirector of Marketing• Increased tra�c to the company Facebook page over 1,000%.• Designed and photographed all printed materials.• Created the design strategy for water bottles.

Grey GlobalStrategy Intern• Worked on new business pitch strategies for multiple potential clients.• Shadowed and assisted all other processes of the advertising process.• Developed the foundations of a trend study for Grey Germany.

Experience

Brigham Young UniversityBachelor of Communications Advertising emphasis

Education

• Skilled in Adobe Creative Cloud.• Knowledge of design theory.• Near native German fluency.

Skills

• Pioneer consitently e�ective work.• Have photography gallery shows.• Read every Hemmingway novel.

Goals

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Books . Black .

New Music . Movies .

Skateboarding .City .

Thinking .

Photography WhiteOld MusicArtMovement NatureTalking

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TELENOR

MY RESPONSIBILITIES

As a strategist intern at Grey, I identified characteristics of small business owners that helped Telenor (a Serbian telecommunications company) market themselves toward small business owners.

I did this by researching and synthesizing dozens of studies on the wants and needs of small business owners. These studies were published by WARC and Forrester as well as other publishers. Many of my findings made it into the final presentation and led to key strategic de-cisions.

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BRAND MODEL & BRIEFTarget Market (my research and contribution).

Small business owners are optimistic, hardworking, and honest people who like interacting with companies and individuals who are the same. They feel like their service providers don’t understand the needs of his business and wishes that they would cater toward the small business market. Providers could do this through creating financially flexible, customizable plans that are clear in their pricing structure - especially concerning smartphones - and distinctly explain the di�erences between business and personal plans.

When looking for a new provider, they are impressed by easy-to-use websites. They respond well to print ads, promotional o�ers and will even click sponsored-links on a search engine. The largest influence in the decision making process are fellow small business owners. Small business owners value the lessons learned from other small business owners, but wishes there were more platforms for small business owners to communicate their various: problems and solutions. He craves social interaction with fellow small business owners.

Small business owners spend time researching products on the Internet, and values companies that are transparent. They wants to be provided with superior customer service. If they cannot find what he is looking for with a major provider, they are not afraid to go with a third party provider.

Current Brand PositionTelenor is optimized for individuals, but lacks rapport with busi-nesses.

Future Brand ObjectivesTelenor needs to shift from the mindset of selling to a customer to working for a customer.

The goal is to position the business not as a ‘service provider,’ or as a seller of ‘stu�,’ but as a reliable and trusted source of infor-mation.

Key Insights“I’m the boss now. I never switch o�.”

“I need things ticked o� my list not added to it and I certainly haven’t got the time to be chasing up the basics.”

“I want providers to be working for me, not selling to me.”

Creative StrategyTelenor will conduct recorded interviews with ten entrepreneurs and use direct quotes, stories, and footage from the interviews to create ads.

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PRINT & BILLBOARD

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Copy translation

Good products demand top service. I think Zaplet made me as much as I made it. People that I started it with, and that I’m running it with today, our guests, all made Zaplet the way it is today.

Because we are using Moja Firma, we are always in contact and I always know what’s going on. That way I can leave for a month and nothing dramatic can happen. And Zaplet can stay the way it is.

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RADIO COPY

Translation:Speaker: Svetlana Živanović, owner of fresh fruits and vegetables shops “Mali Kalenić”Svetlana: I am proud that we can o�er fresh fruits and vegetables to our customers every day. That’s why it’s important to always be in contact with every supplier, and to always know time and shop supplies are arriving to. Telenor Moja Firma gives me good coordination with all employees and suppliers, and ensures me that we did a good job. And fresh fruits and vegetables are guaranteed to you.Speaker: Telenor Moja Firma. Free calls in teams. Best phone o�er for 1 dinar. E- mail solutions. Web optimization. Google Clinic.Svetlana: Telenor works for Mali Kalenić.

Translation:Speaker: (announcing) Vladimir Melentijević, owner of restaurant Zaplet“Vladimir: I think Zaplet made me as much as I made it. People that I started it with, and that I’m running it with today, our guests, they all made Zaplet the way it is today. We have now reached level of organization when I can leave for a month, and nothing dramatic will happen. That’s because we are using Moja Firma. It makes the job easier, we are always in touch, and communication between employees is excellent. And Zaplet can stay the way it is.Speaker: Telenor Moja Firma. Free calls in teams. Best phone o�er for 1 dinar. E- mail solutions. Web optimization. Google Clinic.Vladimir: Telenor works for Zaplet

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WEB SERVICE

MOJA is a new web service o�ered by Telenor aimed at connecting small business owners so they can share ideas and business strategies. This idea was based on research that I did on the American Express OPEN initiative.

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01

PKO BANKOF POLAND

MY RESPONSIBILITIES

As a strategist intern at Grey, I helped develop a survey as well as did all the secondary research on the wants and needs of Poles. This was done so that the PKO Bank of Poland could e�ectively market themselves to meet the wants, needs, and aspirations of Poles today.

Many of my key findings made it into the final presentation and helped shape creative strategies.

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BRAND MODEL & BRIEF

Current Brand PositionDuring the communist era of Poland, PKO Bank of Poland was the only bank that was authorized by the government. This means that 100% of Poles used the bank. After the fall of communism in 1989, other banks were founded and the Bank of Poland had competition. Today the bank has between 20-25% of the market share in Poland. 97% of all Poles today are aware of the Bank of Poland and 40% of Poles have financially interacted with the bank in the past.

Future Brand ObjectivesAs Poland transforms from an ex Soviet-Block country and into the financial and cultural powerhouse it is destined to become, the PKO Bank of Poland is determined to speak to the ambitions of Poland and its people. PKO Bank of Poland must be the bank and the brand that speaks to the aspirations and achievements of Poles in the 21st century.

Key InsightPoles have experienced individual economic progress, and are just starting to develop confidence about it. Poles definitely succeeded and want to be recognized, share this successes and achievements and want to boost their self-esteem.

Communication StrategyThe bank will enable Poles to take advantage of the opportunities that the contemporary world provides. “Helping Poles transform Poland – one life, one business at a time”

Target MarketPoles Today (my research and contribution)

Poland has had an extremely bloody and sad history. Because of living in territory that was constantly changing hands, Poles have nearly no sense of national pride. This is finally changing. Poles now have international figures that are looked up to by the whole world, and Poland is one of the only European countries to experience no negative e�ects of the financial crisis.

Poles are finally starting to show national pride and are ripe for recognition as a country that has e�ciently rebuilt itself after the 1989 collapse of communism. Poles are proud of their Pope John Paul II, Chopin, Marie Curie, Roman Polanski and Lech Walesa. Poles are ready to be recognized and treated as a Western European country.

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CELEBRITY ENDORSEMENT

Szymon Majewski today is a popular Polish radio host, actor and beloved personality who often speaks about the problems of being a 21st century Pole.

PKO Bank of Poland will make him a spokesperson who will talk about the bank in a comedic, yet positive manner. Szymon will also answer mail inquiries direct-ed toward the PKO Bank of Poland. He will write the responses and will have creative control over how he decides to answer the queries. Szymon will also appear in all television and radio spots.

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EXAMPLE TV SCRIPT

We are in the studio, film is shown on the big screen. In front of the screen Szymon is walking and commenting on everything he sees. Camera slowly focuses on the pictures.

VO:

Bygdoszcz, housing estate. Normal place, engraved in a landscape of polish cities. It is 22nd of September 2012, sleepy, Saturday morning. Suddenly a convoy of big trucks, not even trying to conceal their presence, roll in from an access road. Who are they, where do they come from and most impor-tantly – where are they headed?

We see trucks parking in front of the stairways. People disembarks and starts to unload furniture and clothes. Amongst them emerges Szymon with mic.

Szymon: Good Morning! What is happening here?

Woman: We are moving in! Finally, my first, own apartment. I have waited so long for this and at last we have it! Thank God I can move out from my parent’s house.

Szymon: Thank God?

Woman: Yeah. It was nice until dad changed my room into a gym. Can you dig it? Sport gym!! (flash from the small gym – old man pedals on the train-ing bike, then marvels at his body looking in the mirror and flexes muscles in a funny body-builder poses.)

Szymon: What next?

Woman: All the pleasure! Picking the right colors for walls, pattern for the tiles, choosing draperies, curtains, cups, new furniture, lamps (naming it on one breath). I love it!

Szymon (turns to the viewer): Of Poles like this, I’m proud!

At the end of the clip we see the product part – scroll (small strip on the bottom of the screen) with the information about mortgage on easy terms for people, who want to develop/who think about the past. Scroll moves a little then ends with Szymon’s words.

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01

JC PENNEY

MY RESPONSIBILITIES

As strategist for a school project in which our client was JC Penney, I was in charge of doing research on the target market and finding what drives them to or away from JC Penney.

I was also in charge of the overall book, website, and print ad design as well as thein-store advertising.

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BRAND MODEL & BRIEFCurrent Brand PositionThe large majority of those surveyed had a negative attitude towards JC Penney clothing and styles; placing their style, quali-ty and pricing below competitors.

Future Brand ObjectivesAcquire and retain female customers ages 20-34 as well as increase the frequency of purchases that are made through the JC Penney website.

Key ProblemThe biggest problem for JC Penney deals with their store image and opinions regarding their wares. Many of the women we interviewed within the target market viewed JC Penney as a store for older women. The unfamiliar brands and disorganized layout of the store gives a muddled, undesirable, and boring image to the products o�ered at JC Penney.

In-store RedesignSections will be organized by style, bringing an individual feel to shopping. Products will be displayed on tiers and on the walls to enhance product visibility and clothes will be showcased in complete outfits on mannequins.

There will be floor sta� members who are trained style consul-tants. In-store posters will depict women in visual context. No more models on plain, solid white backgrounds.

Big IdeaWomen today seek out products that represent who they are. Using this as groundwork for inspiration, we have developed a campaign focused on the woman’s confidence in being herself, and showing how JC Penney is committed to providing prod-ucts that express that confidence in a personal way.

With the tagline, “Exclusively You,” we seek to connect with the woman by showing her that JC Penney o�ers products that truly represent her best self.

Website RedesignThe JC Penney website is to be recreated as a styling profiling and shopping experience that is truly designed for the “Modern Woman.” While traditional catalog searching will still be available, users will be given the option of using JCP Exclusive.

JCP Exclusive is a social purchasing and outfit-rating platform that will provide shopper with outfit suggestions based on other users profiles and shopping history. Much like a pinboard, users will have “closets” where the outfits they post or like will be found on their profiles for other JCP Exclusive members to see.

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BILLBOARD CONCEPTS

Interactive street displays will show participants what “Exclusively You” means by matching the patterns of their outfits to scenes from life.

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BILLBOARD CONCEPTS

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Exclusively you.

Da idols, a canary’s song, lemon danishes, and sunshine... these are a few of my favorite things.

I like to think of myself as a nonconformist.

But then I realize, so does everyone else.

Doesn’t that make us all basically the same?

No.

Exclusively you.

PRINT CONCEPTS

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WEBSITE REDESIGN

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01

KILLINGSACRED COWS

I did a large amount of research for a conference address given by Johann Wachs (Grey Group’s Planning Director for Central and Eastern Europe). The address wastitled “Killing Sacred Cows - how renegade marketing thinkers question everything you thought you knew about marketing.”

MY RESPONSIBILITIES

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KEY FINDINGS

• Advertising that contains no message, proposition or benefits is not necessarily deficient. • People don’t have to think of the brand as di�erent to buy it., they just have to think of it at all.

• The real goal of communications is the creation of vivid memories that surface at the moment of purchase.

• Engagement is not a metric (Facebook or Twitter followers).

• Growth comes from new users, not loyal users.

• The battle is for attention and not loyalty.

• Talk value must be built into the participation idea of ads.

• Brands don’t have exclusive users.

• Advertisers need to realize that the biggest obstacle to overcome is that people generally aren’t interested.

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ADDITIONAL EXPERIENCE

Through my internship at Grey, I was able to work on a number of compelling campaigns, such as: IKEA Poland, Allianz, O2, the Emirate Qatar’s communication account, Almdudler, Veltins and Vitamalz.

As a student at Brigham Young University I have been able to work for clients such as: PBS Broadcasting, Intel, XOJO and the BYU Student Association.

For Sprinklr, I worked on campaign audits and creative concepting for multiple clients, but am unable to elaborate due to an NDA.

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THANK YOUMichael Walter

1(801) 556-4482m.scott.walter@gmail.com