pete scanlon book
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Pete Scanlon's Brand Planning PortfolioTRANSCRIPT
ABOUT PE TE
I was born in the South Shore of Massachusetts and have an eternal affinity for all things Boston. I spent my undergrad years at the University of New Hampshire (UNH) where I had concentrations in Marketing and Entrepreneurship. After several marketing internships during college, my creative and entrepreneurial passion led me to a small digital agency, Strategis. After 8 months, I then transitioned to Arnold Worldwide where I worked as an Assistant Account Manager on Carnival Cruise Lines for a year and a half.
During my time at Arnold, I discovered my enduring passion for strategy and a fascination with why consumers act like they do. These curiosities finally led me to Miami Ad School’s Account Planning Boot Camp in San Francisco. It was there where I built my skills as a strategist. We worked on a variety of clients at Miami Ad School such as Uber Cab, Sam Adams and an NPO, People Helping People. I’m a passionate Planner ready to lay the blueprint for your clients to build lasting brands.
"If I had asked people what they wanted, they would have said faster h orses." - Henry Ford
Case Studies
I help build the blueprints for campaigns via brand strategy.Once the arch itecture has been set, the work comes to life.
About
Costa Concordia, a Carnival-owned brand, marked the biggest cruise tragedy since the Titanic in 1912. Carnival Cruise Lines elected to “go dark” with media, until the matter had been further alleviated.
Costa Concordia Tragedy
On January 13, 2012 a Costa Concordia Ship ran aground off the coast of Tuscany. The ship partially sank and resulted in 32 deaths and 64 injuries.
Problem
Provide recommendation to Carnival CMO, Jim Berra, for a “return to market” plan within 48 hours of assignment.
Research
Created Case Studies & Timelines for the following crises:º United Airlines and AA following 9/11º Ford and Firestone Tire Recallº Taco Bell meat quality accusationsº Mattel Toy RecallCase Studies supported Arnold’s recommendation for a “slow return to market”.
Results
º Carnival agreed to recommended strategy and returned to market weeks later.º Slow approach back to market allowed 2012 “Land vs. Sea” campaign to be salvaged as modified “Vacation Upgrade” campaign.º Campaign regained momentum from the original launch back on December 26, 2011.
Problem
Using a $0 budget, come upwith an idea that generatesat minimum $150K in donations.
About
People Helping People is a non-profit organization that supports the education and health among Ecuadorian children.
Research
º Survey on donating motivationº Data dive on target audienceº Research on Google Products
Insigh t
A student in Azama, Ecuador values their education so highly, they are willing to protect their only sheet of paper during rain showers.
Idea
Expose the public to Ecuadorian children’s devotion to their education.
Creative
Tagline: “A Page for Change”Created Google Doc projected to reach 100K impressions in less than 1 month.Redesigned Logo and Website.:40 OLV made entirely of paper.
About
Volvo is a luxury and performance brand with a long-lasting reputation for safety.
Research
º One-on-one school teacher interviews º Read The Daddy Shift by Jeremy Adam Smith
º Analyzed Various “Daddy Blogs”
Creative
“Safer Streets” Mobile App º Car Integration º Google Maps IntegrationPrint Executions
Insigh t
Stay-at-home dads confidently follow their inner compass to have a stronger connection with their kids.
Idea
Like Volvo, a father has a built-in protective instinct.
Problem
Find a way to increase sales of Volvo among stay-at-home dads in the U.S.
Problem
Make Sam Adams more relevant on the West Coast.
About
Sam Adams is a classic lager that believes in taking pride in your beer.
Research
º Geographical Data Diveº Viewing of Beer Wars documentary º One-on-one Interviews
Insigh t
All west coasters can relate to a journey west, either a personal journey or their ancestor’s voyage.
Idea
Create a product that represents the journey west to a better life.
Creative
New Beer Label/Package Facebook App Print Executions
º
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I was Pete Scanlon’s supervisor on the Carnival Cruise Lines account at Arnold. I’ve recently departed to join the JetBlue team at Mullen and immediately felt his absence. Don’t get me wrong, the current team with which I work is more than adequate but they don’t bring the same diligence and passion for advertising that Pete does.
He attacks every task, no matter the scope, with gusto and has an innate ability to anticipate needs of supervisors and clients alike. For a junior employee, he’s demonstrated a capacity to see the larger picture that sometimes even I lack. It’s this capacity that I think will serve him well in his future endeavors as a planner. And it’s this ‘big picture’ thinking that I think is wasted in account management.
It took me five years to figure out what I wanted to do with my career and just one for Pete to know that he wanted to make the move into planning. He knows without a doubt that this is what he wants to do and I know that with the dedication and passion that he’s already demonstrated in a career path he doesn’t want, he could do amazing things in a career path he does.
We’re currently in desperate need of an AAE on JetBlue and while I would cut off my left foot to have him, I would cut off the whole leg to have him as a planner instead.
Laura McWhorterAccount SupervisorMullen Advertising
RECOMMENDATIONS
I had the pleasure of working with Pete while at Arnold where he was a member of the account team I was responsible for. Of course, Pete has all the qualities you’d expect of an up and coming marketing professional: bright, focused, creative and ambitious, but what I like most about Pete are the intangible qualities you can’t teach. He’s insatiably curious, scrappy and quick to find a solution, he works well as part of a team but can also operate autonomously with little direction. Plus he’s the type of person people naturally gravitate towards with his affable disposition and open, direct approach with people. Happy to recommend him.
Stephanie Evans GreeneGroup Marketing ManagerCreative Lab at Google
Laura McWhorter Stephanie Evans Greene
RESUME
SchoolingMiami Ad SchoolSan Francisco, CAAccount Planning Boot Camp: October 2012 - December 2012 º Strategized and executed 6 campaigns in 9 weeks for clients in varying industries.
University of New HampshireDurham, NHBA in Business Administration: May 2010 º Dual concentration in marketing and entrepreneurship.
National University of IrelandGalway, IE Semester Abroad: January 2009 - May 2009º Studied International Business with a focus on current global influences and trends.
Skillsº Strategic Problem Solvingº Client Relationsº Market Researchº Competitive evaluation with expertise in the consumer & travel categoriesº Interviewing & Focus Groups º Public Speaking & Presenting
Technical Proficienciesº MS Office Suiteº Apple iWorkº InDesign
Work ExperienceFreelance Brand Planning January 2013 - Present º Conducted research and insights for barrettSF as part of new business pitch.º Developed brand and campaign strategy for regional clients: Wheel House and Tackle Grab.
Arnold Worldwide April 2011 - September 2012 Assistant Account Manager; Carnival Cruise Lines º Developed emergency response case studies and visual timelines in 48 hours for Arnold’s head of Account Planning to present to Carnival Cruise Lines’ CMO following Costa Concordia tragedy.º Wrote and communicated creative briefs to creative teams across varying digital and traditional initiatives. including 2011 & 2012 Miami Heat Sponsorships, 2012 TV Campaign, George Lopez Punchliner Comedy Club, Facebook Timeline Redesign.º Crafted Monthly Competitive reports for Carnival’s CMO to gauge creative work & sentiment across Cruise Industry. Reports comprehensive of traditional, digital & social.
Strategis July 2010 - March 2011 Account Coordinator º Managed clients across various industries including retail, education and healthcare.º Developed Social Voice Reports for clients to analyze social media & traditional “voice” and ROI.º Conducted due diligence and wrote multiple proposals as part of agency’s new business team.
Town of Kittery, Maine January 2010 - May 2010 Marketing Campaign Director º Conducted extensive qualitative and quantitative research to address market’s needs.º Successfully directed and implemented social media and print advertisement campaign.º Planned and executed a 700+ person event to promote Kittery as a vacation destination.
Big Hit Media LLC September2009 - December 2009 Marketing Assistant º Identified key contacts in regional markets and implemented a targeted sales campaign.º Performed market research resulting in findings that helped secure $60K+ of new business.
Adina Beverages June 2009 - September 2009 Marketing Intern º Researched and managed all promotional activities across MA for “Holistics” line, sampling at 35+ sites aligned with target demographic.º Interacted with hundreds of samplers/customers, discussing product attributes & brand identity.
Other Brands I've Worked For
Other Points of Passion
Skiing (aquatic and alpine).
#Hashtags.
Eating Buffalo Wings.
Waking my parents up before 7am on Christmas morning.
“We keep moving forward, opening new doors, and doing new th ings, because we’re curious and curiosity keeps leading us down new paths.”
- Walt Disney
Infinite Curiosity
BOSTON, MA Home
FT. LAUDERDALE, FLNASSAU, BHVacation
GALWAY, IEStudy Abroad
SAN FRANCISCO, CAMiami Ad School
LONDON, ENBRUSSELS, BEAMSTERDAM, NEPARIS, FRROME, ITFLORENCE, ITEurotrip
BEAVER CREEK, COBOULDER, COSki Trip
MONTREAL, QCSenior Trip
NEW YORK CITY, NYWASHINGTON, D.C.American Discovery
Thank You For Your Consideration
Pete Scanlon [email protected] 781.223.7062 LinkedIn.com/in/PeteScanlon @PeteScanlon