curriculum!vitae · 2018-03-08 · 4 fallingterminallyill,ormeetingwit...
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Curriculum Vitae Personal Data Contact Shonali Shetty
Kaiser Wilhelm Ring. 43 50672 Köln Mobil: 0177/3502945 Email: shonalishetty@gmail.com
D.O.B/ Place 08.05.1984, Mangalore Nationality Indian Experience 05/2016 – Today Senior Strategist (Freelance)/ Weber Shandwick, Cologne. Client: Bill & Melinda Gates Foundation/ Washington/ U.S.A
Development of a discussion guide for a PAN European focus group on Women & Girls Issues.
The focus of the research was to test a global narrative, as well as identify key drivers of natural empathy in donor countries among opinion elites, domestic feminist activists and engaged public sceptics to increase engagement on W&G development issues.
Client: Yanfeng/ Global Automotive Interiors/ Michigan/ U.S.A
Presentation content for a brand repositioning workshop titled “Smart Surfaces, the next big thing in automobile interiors”. This included, in-depth brand and competitive analysis of YFAI and Faurecia automotive to highlight on key values, brand architecture and product placements. Latest innovations and trend forecast for automobile interiors such as nomadic Screens, humanised internet, self-driving cars, and integration of car interiors and urban living spaces were taken into consideration to develop an overall brand direction for YFAI automotive.
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07/2015 – Today Part-Time Designer/ T-Labs/ Innovation Laboratories Deutsche Telekom / Berlin, Germany
Co-moderation of design thinking Workshop for Next Generation Communication, which involved future Scenario modelling with text, illustrations, trends deck, idea napkins developed through in-depth analysis of insights from BMI research.
The above led to a future-movie production, which involved script writing, Storyboards, designing screen interfaces and production of an inspirational future scenario movie in collaboration with external agencies.
Design and development of a co-creation user workshop with DT
magenta users at the IFA Kundentag, 2015. Tools included home work assignment, culture probes, personas and user testing of the Telekom “Magic Button’ a mobile service application. Re-branding of the new “Group Innovation” i.e. innovation department of Deutsche Telekom. This involved Training Senior
Managers on Stanford “Design Thinking Process” at the Group Innovation Management Off-Site. 04/2012 – 01/2014 Co-Founder/ Baobab Bottega/ Brand Design Studio/ London Baobab Bottega was established in collaboration with a strategy
team in London and a design team in Milan. Some notable clients include, website design for Best Western Hotel, California that used Google Street view on the landing page to direct travellers already online on the Highway to the Hotel Website.
Rebranding of Bazar Bengali, Paris, a fashion and home accessory brand under the concept “Glamour of everyday life”, which also extended itself to product identity. The new collection was presented at the Maison et Objet, Paris in 2013. Rebranding and website development of Stone Water professional audio speaker company.
01/2010 – 03/2012 Strategic Planner (UK & Europe)/ Weber Shandwick/ London Anti-Smoking Campaign/ Scottish Government
In-depth one-on-one qualitative interviews with failed quitters, we established that the pain point was the dream of “quitting overnight”. While, a smoker becomes a chain smoker in a slow and gradual progression, quitting is often assumed to be a overnight process setting quitters to a failure trap.
Campaign Strategy: We help you quit like you started. One cigarette at a time!
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British Horse Racing/ UK
Diving into sports psychology and the evolution of England's deep connection with sports like football, cricket and darts, it became evident that a nations international acclaim in a sport increases collective pride and engagement in the sport. Gaza crying after England lost the World Cup semi-final in 1990 against west Germany was a turning point for the nations sentiments towards football. More recently In 2010 Amy Williams a skeleton racer won the gold medal at Vancouver Winter Olympics and there was an increase in the number of school children who joined the never heard before sport.
Campaign Strategy: 'Best of British’, screening horse racing alongside the best of British art, design, fashion and sport. Collaborations with British brands like Burberry to broadcast horse racing in youth hangouts and subways making it relevant and very British to ignite a passion for horse racing among a younger audience.
EDF Energy/ UK
With a series of qualitative interviews we found out that consumers wish to do their bit for the environment, and feel rather guilty for not knowing where to start. There was the feeling that what they would try to do is too small and irrelevant in the bigger environmental crisis.
Campaign Strategy: Get greener together. Focus on collective effort has an higher impact on the environment, it ended with a BIG GREEN LUNCH organised in parks across the city of London.
Result: The campaign also met the objective of raising awareness of EDF as an Olympic sponsor: spontaneous awareness of EDF Energy as the most recalled Olympic sponsor rose by 7%, against a target of 5%.
Awards: PRCA, Corporate Social Responsibility Award, 2011
Nespresso/ Paris
User Research and Strategy development to influence consumer perception of Nespresso capsules. This involved co-working with the research agency Flamingo Group, UK, attending focus groups and suggesting strategies from the findings to tackle sustainability issues with the capsules.
One of the suggested solutions was to create a company owned recycling network which is currently in practise.
01/2009 – 01/2010 Brand Partner/ Bartle Bogle Hegarty/ Mumbai Larsen & Toubro General Insurance
After conducting nationwide focus groups with life insurance consumers and general insurance sceptics. As well as in-depth interviews with insurance agents, it became evident that people invest in “Life Insurance” as ‘death’ is a definite occurrence and they are sure that at some point the money they invest will be benefited by their families. In comparison to
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falling terminally ill, or meeting with an accident, neither of which is a definite occurrence. The strong cultural belief in Karma makes an average Indian consumer believe that “bad things will not happen to him”. All general insurance brands communicated on the fear of a negative occurrence with advertisements showing footage of accidents and thunder strikes. Campaign Strategy: Disrupt the category code of putting fort the negative occurrence of not having a general insurance for home or health and focus on the positive mood of a growing nation where every individual is driven the idea of providing a “Blue Print” to a better life!
Star CJ/ Home Shopping Channel/ Digital Campaign
Everybody has a secret wish list of the things they would like to receive on birthdays or anniversaries, and nothing beats the excitement when you get exactly what is on your wish list. Idea: A wish list app downloadable on the Star CJ Facebook page, which allows users to browse through the products and add items on the CJ wish list. The wish list can then be plugged into Facebook events when setting up a party invitation. Users can also publish and share individual items on the wish list leading to user generated content and buzz.
11/2007 – 11/2008 Brand Consultant/ Couch Surfing/ California/ USA
In a span of 15 months we arrived at a corporate rebranding and transformation from a not for profit to a benefit corporation. This eventually led to raising $22 million USD from Omidyar network.
11/2006 - 10/2007 Senior Strategist/ Ogilvy & Mather/ Mumbai Vodafone India/ Brand Launch Campaign
Handhold 35 million subscribers through a brand transition from Hutchison Essar to Vodafone India. The strategic challenge was to transfer brand love from Hutch to Vodafone, which was solved by maintaining the brand ambassador “The Pug” in the transition process.
With a media budget of $50 million, day-after brand recall for Vodafone was 80% – proclaimed by the industry and media as one of the best brand-launches the country has ever seen. 35 million customers transitioned seamlessly into brand Vodafone. Within six months of launch, it became the brand of choice for over 44 million subscribers.
Award: EMIES gold for best film in overall brand category, 2008. 05/2006 - 10/2006 Account Executive/ Ogilvy & Mather/ Mumbai
On my first job as an account executive I was trained in brief writing, print and television production, client time management, co-ordination with production agencies, stock photography licence management, Invoice and budgeting.
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UX/ Mobile/ Web Application 04/2013 - 01/2016 Ripple Card/ http://theripplecard.com/
My tasks involved clarification of the core idea, audience definition, road map for critical mass through B2B events, conferences and corporate tie ups. User Testing of user interfaces, wire frames and clickable prototypes, UX design and closing feedback loop to UI designers in agile methods of development.
04/2013 - 01/2016 Ichiqoo/ http://ichiqoo.com/
The task in hand was to create a brand differentiator for Ichiqoo that distinguishes it from the plethora of cheap travel operators, as well as develop product features that bring to life the authenticity of the local Ichiqoo network. This was possible by creating an online and offline integration between tourists and locals. Campaign Strategy: Disrupt the category code of cheap offers and beach destinations in Asia and focus on the people of Asia.
Asia is made of its people!
Thought Leadership/ Opinion Pieces 2010 – 2011 Behaviour Change Model, Weber Shandwick, London
Based on the Stanford prison experiment (SPE) i.e. the psychological effects of perceived power, we developed a behavioural change model that could be applied to incite consumer behaviour and acceptance of new products. The model was presented, tested and under development on ongoing communication briefs.
2011 – 2012 Science of Engagement, Weber Shandwick, London
An increasing demand for quicker turnaround of consumer insights, left us with very little time for organised qualitative input and user testing. I led the initiative to set up a consumer focus panel for co-creation and quick inputs into the agencies brief development process. The output was quickly cross referenced with an expert panel of behavioural psychologists, and industry experts, in collaboration with and external behavioural research agency.
2009 New Media/ Theory of Positive Disintegration, BBH, Mumbai
In 2009, amidst the rise of Google Adverts, Facebook monetization and ongoing banter on “Print is dead”, I was assigned the task to understand the future of New Media Looking back at the evolution of Print, Radio and Television, it became evident that each new media initially threatened the existence of the previous one. Applying the psychological theory of positive disintegration (TPD) by Kazimierz Dabrowski, I demonstrated that the digital media needs to first positively disintegrate from traditional advertising and content models in order to fully integrate back into the media mix.
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Management Competencies
C-Level Strategy Presentations
Pitched strategy presentation to top level marketing executives, with a 75% new business pitch success rate.
C-Level Brand Workshop Co - Moderation
Moderation and preparation for brand workshop with the end goal of arriving at ‘Brand Core Value”, “Manifesto” or “Vision Statement”, whatever is deemed to be relevant to the brand ideology.
Managing and mentoring Junior Strategists Education/ knowledge 2010 – 2012 Member of APG (Advertising Planning Group), London (attended several talks, seminars and conferences) 2005 – 2006 Master Advanced Advertising & Communication St. Xaviers Institute of Communication, Mumbai 2002 – 2005 Bachelors of Business Management
(Spec. Marketing & Consumer Psychology), Bangalore University
Skills/ Tools Design Thinking Trained in the “Stanford Design Thinking Process”. Research Tools Qualitative Research Methodologies, Social Media Monitoring – Radian6, Analysis and Interpretation of secondary research reports. Adobe Illustrator, Photoshop, InDesign, Muse. MS-Office Word, Excel, PowerPoint etc. Languages English First Language German B1. Intermediate Level Italian B1. Intermediate Level Career Progression Since 2014, I am pursuing design research and innovation in Köln International School of Design. With a focus on applying cultural and behavioural insights on product and service design.
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