planner book

http://payload.cargocollective.com/1/3/114491/1475955/photo.png

Joseph Gamrat Account Planner

ZEN

METAL HEAD

CYNIC

MENTOR

SUITHIPPIE

GENTLEMAN

SAILOR


About Me/Moi/Io


I want to be a brilliant planner. I crave the intelligence of Einstein, creativity of DaVinci, and the insight of a $100/hr psychic. Right now, I’m just some guy from the burbs of Philly. I have a heart and a mind. My heart beats to understand. My mind dreams of success. I believe in 3 things: passion, hard work, and that the number 5 is inherently evil (don’t ask.)

Get more men to sign up for Weight Watchers

Appeal to men by highlighting Weight Watcher’s sustainable results

“The Stalled Champion”-Overworked businessmen (30-35)-Historically active, fit, and ambitious-Felt like nothing could stop them-Suddenly overweight -Begining to see early signs of physical decline

They fear their best years are behind them

Help men conquer their inner has been

-Weight Watchers current base is 90% female-Men see exercise as the key to weight loss-Men are new to dieting and confused by it-Men see dieting as feminine-Men want a diet that gets and keeps the weight off

CHALLENGE

RESEARCHHIGHLIGHTS

OBJECTIVE

TARGET

INSIGHT

STRATEGY



CREATIVE IDEAConquer your inner has been

To motivate men to sign up for Weight Watchers and loose weight, we will compare their virile past to their current pudgy reality.

Generate buzz with gorilla executions. Large mirrors placed in high-traffic areas of cities get men to look at themselves.

OOH executions get men to compare their former selves with their current self and call for action.

Insult billboards throughout cities reinforce the message.

http://payload.cargocollective.com/1/3/114491/1475955/photo.pnghttp://payload.cargocollective.com/1/3/114491/1475955/photo.png

Sell 2 million additional bottles of Febreze Fabric Refresher for FY 12/13

Convert non and light users of Fabric Refresher into regular users by getting them to use it on garments

“The Out of Nester”-Young urbanites (18-24)-Approx. 17 million people-Living on their own for the first time-In college or have first real job-Active lifestyle, garment care not a high priority-Have favorite items (i.e. hat, jeans, sweatshirt)-Items used so heavily that they have become a part of them

Their over-loved items have acquired character and an odor problem

Remind young people to keep their character fresh

-37 million bottles of Fabric Refresher sold in 2011-68% of Fabric Refresher customers are “light users” using 1 bottle/year-28% of Fabric Fresher customers are “regular users” using 2-3 bottles/year-Product under used on garments

CHALLENGE

RESEARCHHIGHLIGHTS

OBJECTIVE

TARGET

INSIGHT

STRATEGY


CREATIVE IDEAStay You, Stay Fresh

To get people to think about their over-loved items and take care of them, we will ask people to become a fresher version of their unique selves.

OOH ads in subways, bus stops, and bar bathrooms will encourage target to think about their over-loved items and adopt Febreze as part of a weekly freshening routine.

A fun contest will increase engagement and get people to realize the importance of their over-loved items.

1. Switch a friend’s over-loved item for another one

2. Film friend’s reaction and post to microsite

3. Video with the most views wins money and free supply of Febreze

Resurrect the failing Blackberry brand

Make Blackberry relevant to the modern professional via the launch of the BB10

“The Emerging Visionary”-Skews younger (18-35)-Self-empowered, confident, and ambitious-Reject corporate life (i.e. 9 to 5, corner office)-Work/personal life overlap-Love their work and insist on doing things their way

BB10 helps build the business of you

-Blackberry tied to corporate culture and success-Post-recession, there is a macro trend of anti-corporate -Millennials redefining what success and being a professional means-Blackberry products lack innovation to compete with Apple and Android-BB10 designed to update Blackberry product line

CHALLENGE

RESEARCHHIGHLIGHTS

OBJECTIVE

TARGET

INSIGHT

STRATEGY

They want to succeed, but on their terms

-BB10 will pair Blackberry’s legendary productivity with updated features, creating a highly customizable and versatile business tool

PROOF


CREATIVE IDEA

To show that Blackberry understands the modern professional and adapts to the way they work, we will help Start-Ups get off the ground with BB10.

Blackberry Innovation Development (BBID)

1. Glass pop-up shops placed in high traffic areas of cities2. Start-Ups pitch to participate3. Winners occupy the shops for a month and run their business using BB10s4. All activity streamed to digital billboards, equipped with the BB10 interface, and a micro site.

5. Viewers able to follow a company’s journey and interact with them directly. 6. Footage and activity from participating companies turned into documentaries that live on micro site.

Joseph Gamrat Strategic Planner 610-316-5729 [email protected]

I’ve worked at The Vidal Partnership, Copy Intern, New York, NY, January-March 2012 People, Ideas, & Culture, Copy Intern, New York, NY, October-November 2011 The Phelps School, Communications Intern, Malvern, PA, May-August 2008

I’ve earned Initiation Phi Kappa Phi Honors Society Dean’s list, 7 semesters, Penn State

I went to Miami Ad School, Account Planning Boot camp, September 2012 Miami Ad School, Copywriting, December 2011 Florida International University, MS in Global Mass Communication, August 2011 Pennsylvania State University, Minor in French and Francophone Studies, June 2009 Pennsylvania State University, BA in Advertising, May 2009

I speak English French Italian

I do Consumer & Cultural insightsQual & Quant research and analysisGroup & Client storytellingCool things on Keynote



Thank You/Merci/Grazie

planner book

Health & Medicine

weight losshighlights

female men

feminine men

weight offobjectiveappeal

loose weight

themstrategy help men

young people

bottles of fabric refresher