ChappyAccount Planning & Strategy Bibliography: 2000-2010

Brand HistoryStrategic Thought Leadership

BBH JWT BBDO SAATCHI & SAATCHI

M&C SAATCHI GREY TRANSLATION CROSSCUT

2000-2001Account Planner

Brands: ReebokTimeto.comWorld Gold Council

2002-2003Freelance Account Planner

Brands: Foster’s LagerMiller Genuine Draft

2003-2005Vice President, Assoc. Group Planning Director

Brands: DiageoPepsi/Mountain Dew, Frito-Lay, Yum! BrandsGilletteNew York Stock Exchange

2005 Senior Vice President, Group Planning Director

Task: Lead the repositioning of Kid Connection, a youth-centric marketing division

2006 Head of Strategy

Brands: AIG Financial ProductsFinancial TimesRoyal Bank of ScotlandTravelex

2006-2008 Senior Vice President, Planning Director - P&G Health & Beauty

Brands: ClairolCover GirlHugo Boss FragrancePantene

2008-2009 Managing Director, Strategy - Consumer & Markets

Brands: McDonald’sTarget StoresJohnson’sState FarmWrigley

2009-PresentFounder, Principal

Brands: Startup online media co.Wealth advisoryStartup yoga brandStartup ‘Green’ business

360o Strategic ThinkingFrom Insight to Idea

RESEARCH

ANALYSISSTRATEGY

EVALUATION INSIGHT

IDEA

QUALI-QUANT

CULTURE

CONSUMERBRAND

BUSINESS

CREATIVE

Case StudiesReebok ClassicWorld Gold CouncilGuinnessRed StripeSmithwick’sMountain DewMountain Dew: MDXDoritosCheetosKid ConnectionAIG Financial ProductsHugo Boss FragrancesCover GirlClairolRocawearJohnson’sTranslation MarketingCrosscutting

Reebok Classic

Agency: BBHClient: Reebok InternationalBrand: Reebok ClassicCreatives: John Hegarty, Ty MontagueCampaign: “Portrait”Media: Print, OOH Year: 2000-2002Rounds: 12Category: Apparel, FashionConsumer: 16-25Objective: Define “classic”Insight: Classic is a style not a period. Creative Idea: Modern-day classic portraits.

Portrait

World Gold Council

Agency: BBHClient: World Gold CouncilBrand: GoldCreatives: John Hegarty, Ty MontagueCampaign: “Glow”Media: Print Year: 2001-2002Rounds: 1Category: Commodities, Jewelry Consumer: Trade, Investors, ConsumerObjective: Make gold a ‘standard’ againInsight: Gold’s warmth radiates from within the wearer. Creative Idea: The glow of gold.Results: Since a new brand identity was created for the World Gold Council, sales and investment of gold have increased 25%.

Gold

Guinness

Agency: BBDO New YorkClient: DiageoBrand: Guinness Draft in a Bottle (GDIB)Creatives: Gerry Graf, Joel Rodriguez, Dan Kelleher, Eric SilverCampaign: “Brilliant!”Media: Television, Digital, RadioYear: 2003-2005Rounds: 3Category: BeerConsumer: Men 21-29Objective: Increase Adorer and Adopter consumption of GDIB; How to drink GDIB “straight from the bottle”, occasionality, calories, coldCreative Idea: Monty Python meets Guinness.Insight: When men believe there is only one right way to enjoy a product, they need an impetus to consume it in an alternative way.Results: Increased GDIB sales by 12.1% and Guinness franchise by 5.8%. “Brilliant” became part of Popular Culture lexiconAwards: Bronze Effie; Addy - Gold, Silver; One Show - SilverEffie Paper: http://bit.ly/bgF0HT

Brilliant

Guinness

Agency: BBDO New YorkClient: DiageoBrand: Guinness Draft in a Bottle (GDIB)Creatives: Gerry Graf, Joel Rodriguez, Dan Kelleher, Eric SilverSpot: “St. Patrick’s Day”Media: Television, Digital, RadioYear: 2003-2004Rounds: 1Category: BeerConsumer: Men 21-29Objective: Motivate Adorers and Adopters to increase their consumption of Guinness leading up to, and on St. Patrick’s Day.Insight: On St. Patrick’s Day, when out with groups of friends in crowded bars, consumers want an ‘effortless” beer choice.Creative Idea: St. Patrick’s Day morning is Christmas morning. Results: Increase Guinness consumption P4W leading up to St. Patrick’s Day by 6.3%

St. Patrick’s Day

Guinness

Agency: BBDO New YorkClient: DiageoBrand: Guinness Draft in a Bottle (GDIB)Creatives: Gerry Graf, Joel Rodriguez, Dan Kelleher, Eric SilverCampaign: “Washboard”Media: Print, OOH, DigitalYear: 2005-2006Rounds: 4Category: BeerConsumer: Men 21-29Objective: Prove to consumers that Guinness is not filling.Insight: Men need to feel good about their appearance in order to be confident.Creative Idea: LightnessResults: Increased usage, attitude and consumption KPIs - Improved Guinness overall rating by 12+ points; GDIB grew by 60%, Guinness TM by 12% during the period in key markets.

Washboard

Red Stripe

Agency: BBDO New YorkClient: DiageoBrand: Red StripeCreatives: Gerry Graf, Joel Rodriguez, Dan Kelleher, Eric SilverCampaign: “Hooray Beer!”Media: Television, Print, OOH, Digital, Experiential Year: 2004-2005Rounds: 3Category: BeerConsumer: Men LDA-25Objective: Extend the subculture of Jamaican-ness.Insight: As young men get older and find themselves under more pressure to conform, they need to reconnect with their uncompromised self from time to time.Creative Idea: ‘Irie’ rebel withinResults: Increase Brand Health to highest levels ever; Year-on-year volumes increased 25%; Increased P4W trial from 3% to 4%, and affinity from 18% to 21%.

It’s Beer. Hooray Beer!

Smithwick’s

Agency: BBDO New YorkClient: DiageoBrand: Smithwick’sCreatives: Eric Silver, Dan KelleherCampaign: “Luck of the Irish”Media: OOH, Experiential Year: 2004-2005Rounds: 2Category: BeerConsumer: Men 25-34Objective: Launch Ireland’s ‘oldest ale’ in America.Insight: In a constantly changing world, men 25-34 need the familiarity created by enduring relationships, in order to bring out their most confident selves. Creative Idea: Irish LuckResults: Awareness, Trial, Repeat KPIs reached double-digit growth in first six months of launch.

Luck of the Irish

Mountain Dew

Agency: BBDO New YorkClient: PepsiBrand: Mountain DewCreatives: Bill BruceCampaign: “Spy vs Spy”Media: Television, Digital, Print, OOH, Experiential Year: 2004-2005Rounds: 3Category: Carbonated BeveragesConsumer: 12-24Objective: Expand beyond ‘extreme’ activities.Insight: Boldly pushing the limits is how Millennial consumers express and communicate what’s inside them. Creative Idea: Spy vs SpyResults: Increased P4W consumption by 3.4%; Drove ‘this is a brand for me” scores by 11%. First live-action animation commercial for a carbonated beverage - breakthrough.

Spy vs Spy

Mountain Dew: MDX

Agency: BBDO New YorkClient: PepsiBrand: Mountain Dew MDXCreatives: Bill BruceCampaign: “All Night Long”Media: Television, Digital, Print, OOH, Experiential Year: 2005-2006Rounds: 1Category: Carbonated BeveragesConsumer: 12-28Objective: Bridge the gap between energy drinks and soda.Insight: A different kind of energy is needed at night. Creative Idea: Nocturnal Energy

All Night Long

Doritos

Agency: BBDO New YorkClient: Frito-LayBrand: DoritosCreatives: Al MerrinCampaign: “INNW?”Media: Television, Digital, Print, Radio, Mobile, OOH, Experiential Year: 2004-2005Rounds: 1Category: MacrosnacksConsumer: 12-18Objective: Create a new anthem for Doritos.Insight: Teenagers sometimes require lighthouse brands to help them navigate the experience of getting older. Creative Idea: If Not Now When?Results: New awareness of Doritos droves increase in sales of Nacho Cheesier, Black Pepper Jack, and key Limited-Time-Offerings.

If Not Now When?

Cheetos

Agency: BBDO New YorkClient: Frito-LayBrand: CheetosCreatives: Al MerrinCampaign: “Dangerously Cheesy”Media: Television, Digital Year: 2004-2005Rounds: 1Category: MacrosnackConsumer: 8-12, Gatekeeper momsObjective: Convince mom and kids that Cheetos is the most fun and involved snacking experience ever.Insight: Kids want more control over their eating experiences - they want to explore more and live on the edge. Creative Idea: Dangerously CheesyResults: Increased penetration of Trademark and new variants in grocery.

Dangerously Cheesy

Kid Connection

Agency: Saatchi & SaatchiBrand: Kid ConnectionClients: General Mills - Cereal, Snacks, Good-for-YouCategory: Youth MarketingConsumer: MillennialsObjective: Reposition Kid Connection from a child-centric in-house agency to an independent business unit.Insight: Youth is aspired by all ages - it is the spirit that keeps humans young. Results: Created a new Value Proposition of “youth” to extend throughout Saatchi & Saatchi global network; Created new identity and avatar.

Defining Youth

AIG Financial Products

Agency: M&C SaatchiClient: AIG Financial ProductsBrand: AIG FPCreatives: Brett Howlett, Paul KamzelasCampaign: “Half Measures”Media: Print, Digital Year: 2006-2007Rounds: 1Category: Financial Products - DerivativesConsumer: Institutional InvestorsObjective: Establish AIG Financial Products as a derivatives powerhouse.Insight: Risk has no grey area. Creative Idea: Half Measures.

Half Measures

Hugo Boss Fragrances

Agency: Grey New York - Nomad AgencyClient: Proctor & GambleBrand: Hugo BossCreatives: Glen PorterCampaign: “Element”Media: Television, Print, Digital Year: 2008-2009Rounds: 1Category: Fine FragranceConsumer: Men 25-34Objective: Extend Hugo story line. Insight: Every man has an element where he is himself. Creative Idea: My world.

Element - Hugo 4

Cover Girl

Agency: Grey New YorkClient: Proctor & GambleBrand: Cover Girl Creatives: Ericcson FinaCampaign: “Introducing Simply Ageless”Media: Television, Print, Digital, Social Media Year: 2006-2008Rounds: 1Category: CPG/Health & BeautyConsumer: Women18-64Objective: Introduce new innovation in by Oil of Olay and Cover Girl.Insight: As women age they aspire to a natural look. Creative Idea: Ellen.

Simply Ageless

Clairol

Agency: Grey New YorkClient: Proctor & GambleBrand: Cover Girl Creatives: Ericcson FinaCampaign: “Introducing Perfect 10”Media: Television, Print, Digital, Social Media Year: 2007-2008Rounds: 1Category: CPG/Health & BeautyConsumer: Women18-64Objective: Introduce the benefit of grey coverage in only 10 minutes.Insight: Why can’t hair coloring be a beauty process versus repairing a problem? Creative Idea: Perfect 10.

Perfect 10

Rocawear Fragrances

Agency: Translation MarketingClient: Elizabeth ArdenBrand: 99 - RocawearCreatives: Michael GodshallCampaign: “Stay on Her Mind”Media: Television, Digital, Radio, OOH, Experiential, Social Media Year: 2008-2009Rounds: 1Category: FragranceConsumer: 18-34Objective: Launch a new fragrance inspired by Jay-Z’s legacy.Insight: In a culture where rules no longer rule, hustling young men require new standards to live by and aspire to, in order to succeed on their own terms. Creative Idea: The Scent of a Man.

Stay on Her Mind

Johnson’s

Agency: Translation MarketingClient: Johnson & JohnsonBrand: Johnson’s Adult and BabycareCreatives: Charles WrightCampaign: “All in the Family”; “The Beauty of Touch”Media: Television, Print, Digital, Social Media Year: 2008-2009Rounds: 1Category: CPG/Health & BeautyConsumer: Mother’s 18-54Objective: Evolve Johnson’s into Beauty.Insight: Skin is the foundation of a woman’s beauty. Creative Idea: Touch.

All in the Family

Translation Marketing, LLC

Agency: Translation Marketing, LLCBrand: TranslationClients: McDonald’s, Wrigley, State Farm, Target Stores, Samsung, Johnson’s.Category: Multicultural Marketing and BrandingConsumer: Pop CultureObjective: Lead the rebranding and repositioning of a specialized consultancy to a strategic communications agency.Insight: Humans are connected to Consumerism through Culture. In an exceedingly democratized society people relate through communities where race and ethnicity is not assumed. Results: Led three new business pitch wins - launch of McDonald’s McCafe, Target Stores, Johnson’s.

Translating ‘Translation’

Crosscutting

Question: Can business profit from Culture?Answer: Yes. When brands with business models that lead Culture - human sets of practices - they tend to outperform the markets.Brand: Crosscut Advisory Partners, LLCMethodology: Crosscutting is a strategic way of thinking that helps Account Planners, marketing practitioners, and financial financial professionals reason Culture into their decision making processes.Objective: Better management of brand assets: brand health, brand equity, and brand value; Manage brand and market risk.Insight: Culture is an indicator of consumer demand.Results: 18-month discovery sojourn indicates that there are 20 universal segments that influence and motivate how, what, when and where consumers buy and relate to brands. Brands that integrate Culture into their business models, on average, have higher P/E multiples, market capitalizations, and returns than brands who do not.

Culture x Commerce

About

Background: Chappy grew up in the neighborhoods of Mount Airy and Chestnut Hill in Philadelphia, where he attended some of the areas finest private schools, excelling in ice hockey, tennis, running as well as his studies. He graduated from Morehouse College in Atlanta where he studied Finance and Japanese. He has made New York City his home for more than a decade.Accomplishments: Chappy is credited with creating the first African-American owned brewing company in the United States. He has created a portfolio of brand ventures through a private ideas production house, Binocular. He is the author of “Crosscutting, a blog that critically reviews Culture and Commerce in consumer and capital markets.

Press:Mojo Highway Brewing Company, LLC - http://bit.ly/90KjjtM&C Saatchi - http://bit.ly/dmJk1c

Blog: http://bit.ly/aZiwv3

Contact:Chappy@crosscutadvisory.com

917. 678. 5404

Lee “Chappy” Chapman