( mah-ree-see-ah )

Specializing in Shattering the Status Quo

Mariscia Thompson

NEW AND IMPROVEDThese simple words can dramatically reposition a product. They can shatter misperceptions and create excitement where little may have existed before. This is how I!d like you to consider my background – new and improved. And, in many respects, better than the competition.

Two years of nonstop intensity

(free trip to NYC to be on Creativity roundtable discussion)

Creative Brand ManagementStrategic Brand Concepts

Technology

Creative Thinking

Intro to Brand Campaigns

Managerial Accounting ConceptsBusiness of Advertising Cultural Exploration & Communication

Creating Brand Products & Channels

Brand Management - Creative SimulationBuilding Brands in International Cultures Cultural Exploration & Communication

Brand Campaigns

Media Research & Planning

Qualitative & Quantitative Research Methods

VCU Brandcenter

- Virginia Commonwealth University, M.S. Mass Communications,Creative Brand Management

Managing 3 - 4 projects simultaneously

Dealing with different personalities.

MAIP Internship

Nominated for “Intern of the Year”Grey NYCAccount Management Internship

Massive Research

BECOME THE BRANDBrand BriefingsBrand Books

New FriendshipsEating Mojo!sConsumed gargantuan amounts of processed food

Gained 20lbs. in 2 yearsDivine inspiration appears

Sleepless Nights

- Howard University, Bachelor of Arts, Political Science

A little bit more about me...A color you like to wear: Red Regardless of size or circumstance, An animal you would like to own as a pet: A TIGER AN ORCHID Your lucky number: 8 A taste that you makes you melt: CHOCOLATE A hobby that occupies your time: READING A sport you enjoy watching: Ballroom Dancing A sport you enjoy playing: ANYTHING THAT INVOLVES A GUN A city you like to visit: ATLANTA A country you like to explore: ITALY Your favorite meal: SHRIMP A drink you often order: AMARETTO SOUR A delicious dessert: CHOCOLATE MOUSSE A game you like to play: TABOO A book you

strongly recommend: ACT LIKE A LADY, THINK LIKE A MAN An author who has affected you: J. CALIFORNIA COOPER The magazine you read most frequently: O MAGAZINE The newspaper you prefer to read on Sundays: THE WASHINGTON POST

Music you prefer to listen to when you are alone: CLASSICAL The singer or band you currently listen to the most: ETTA JAMES FRIDAY A director you admire: CHUCK JONES An actress whose performances you admire: MERYL STREEP An actor whose performances you admire: MORGAN FREEMAN A TV show you watch regularly: THE GAME An artist whose work you highly respect: JONATHAN GREEN A piece of clothing you love to wear: PZI JEANS A monument you would like to have a view of from your bedroom: EIFFEL TOWER Your favorite time of the day: AFTERNOON Your favorite place to sit at home: ON MY BED What you most like to do on Sunday: READ Your

motto: DO YOU If your house was burning and you only had time to rescue three things,

they would be: 1. PICS 2. LAPTOP 3. BLACKBERRY

CARTIER

Opulence.

Cartier.

Extravagance, frill, and indulgence.

An inability to resist the

gratification of whims and desires.

Luxury.

“It’s a luxury being a writer, because all you ever think about is life.” - Amy Tan

We can’t call Cartier “luxury”. We dislike the word

“luxury”.

Somewhere along the way, the word “luxury”

lost its luster.

It has become a label so

overused that it bears

little resemblance

to its

original meaning.

But we can call it

opulence.Opulence is an expression of

individuality...

...through the unique

and highly personal

experiences and

emotions that

products provide.

It gratifies the appetites and tastes of those

with personal aspirations and

self-discovery.

A piece of eternity

here on earth.

The word alone conjures

powerful imagery, and special feelings.

A desire, a dream to

which we are always striving.

Cartier is art. And art is timeless in

its appeal.

Da Vinci.

Van Gogh.

Picasso.

It is an expression of

emotion, love and

friendship.

Luxury no longer lives in a world

of individuality and

experiences.

But opulence defines and creates a world of

opportunity for Cartier.

Go ahead.

Open a red box.

Carry a red bag.

We dare you.

It may be a long weekend

in an exclusive hotel,

or a collection of the most

stylish brands, or

anything in between that captures our Gatsby-like

sense of aspiration

and longing.

It is something inessential but conducive

to pleasure and

comfort. Something

expensive and hard

to obtain. “Reading is my greatest luxury.”

- Louise Brown

“It’s such a luxury to be able to be happy about going to work in the morning.”

- Joe Pantoliano

Or is it?

ChallengeIn the growing global luxury market where watches are still seen as status symbols how can Cartier differentiate itself from everyone else?

Situation The global luxury market is increasing while the United States luxury market is on the decline. Luxury brands are looking at other countries besides the United States for growth. China, for example is predicted to surpass the United States as the world!s largest

didn!t inherit wealth but earned it so acquiring luxury goods is seen as a right and not a privilege. Russia has 50 more billionaires than a year ago-110 compared with 60. This year $1.1 billion was required to break into the top 100 (Forbes Richest Russians) compared with $660 million a year ago. Now that they have the freedom and income to buy anything, Russians are buying everything and the more expensive, the better.

Objectives:- Launch a brand campaign in three international countries- To make Cartier the most coveted timepiece on the market

Target Audience:PrimaryMillionaires-People who achieved wealth via inherited or self-made fortunes who purchase luxury goods.

SecondaryAspirationalists-People who are climbing up the wealth ladder and covet items that announce that they have achieved a certain level of status among their peers.

Key Insights

StrategyPositively connect with people through stories

MessageAn appreciation of meaning

CreativeWhile building the Brand “bible” for Cartier, I found many pieces that would help inform the creatives of its essence and also show the importance of the Cartier story.

Creative team:AD: Christina Chang CW: Forest Boleyn ST: Jessica Garrett AE: Geoff Blair CBM: Mariscia Thompson

At 9:00 a.m. a woman glances at a $3,000 watch she paid $10,000 for, and is grateful.

Introducing the Limited Edition Appreciation Watch. Every dollar you spend in excess of its value will be donated to providing a luxury of

your choosing, whether it water, shelter or medicine, to somebody in need.

Make an expensive watch meaningful to you, as well as those not as fortunate.

An appreciation of meaning.

Inspiration Creative

A killing machine defines luxury. In 1916 Commanding Officer John Joseph Pershing led a fleet of armored canons liberating the streets of Paris. More than a century later a timepiece paying tribute to the strong metallic casing of the famous World War I Renault Tank is still a conversation piece. The watch was not made available until the return of peace in 1919.

An appreciation of meaning.

An appreciation of meaning.

The time is 10:10 according to every watch in this magazine. Go ahead. Check…For two minutes a day a man can flaunt a logo framed within smiling hands. We’ve decided not to manipulate our watch. When a peek of a rivet underneath a man’s sleeve is enough to identify the storied aircraft in which a timepiece was inspired, there’s no need to show it.

Inspiration Creative

Limited Edition watch

If you define luxury as a certain amount.

You are paying what you think its worth and the money will go towards another ‘luxury’ of your choice.

$

The reinvigoration of the Cartier story also translated well to the website redesign, outdoor and related materials.

Store Display

An appreciation of meaning.

When does a watch become a timepiece? This is the part where we’re supposed to articulate (in whimsical detail) how fine materials pieced together by hand somewhere in Switzerland create excellence, etc., etc. True. What makes us unique, however, is every device we create experienced a moment of conception beyond let’s-make-something-expensive-and-call-it-luxurious. Watch? Timepiece? We made the Roadster tick.

THIS PROJECT TAUGHT ME SEVERAL THINGS:

Several of my teammates weren!t familiar with luxury brands so before I could educate them about Cartier I had to educate them about luxury. This was achieved by:

a

b.Visiting the Cartier store (along with other luxury jewelry stores) in Chevy Chase, MD and San Francisco, CA.

c.Immersing ourselves in luxury from the heavy card stock that was used for the creative brief to wearing $10,000 worth of watches during the presentation.

d.Visiting Fink!s Jewelers (Richmond, VA) to experience the process of selecting high-end timepieces

I learned that the importance of being a Creative Brand Manager is expressing the essence of the brand in a way that makes it accessible. What the creatives experience directly

and hopefully expand their category interest. This experience shows them that our working relationship makes the copywriter more than just a scribe and the art director not just a designer.

How to be Interesting...I!ve always been told to be interesting be interested. Expose yourself to new things. I always took that idea to heart. One of my semester long assignments turned out to be the exact same idea. For three months I had to expose myself to new things and then give a presentation at the end of the year. My “new things” were creating a blog about eavesdropping, reading a new magazine every week, and reading three books that I!d never pick up.

PROJECT: TITLEISTProblem: Titleist is seen as an unapproachable brand to cultures that hold it in high esteem.Challenge: Take Titleist international. Target Asian novice golfers. Make the Titleist brand more approachable.

Creative Director: Charles HallArt Director: Brian ThibodeauCopy Writer: Kasey FosterBrand Manager: Mariscia ThompsonStrategist: Jacob Lake

Situation Analysis:Unlike other brands such as NIKE and Calloway, which appeal to all levels of players,Titleist is seen as the brand only for advanced

into other countries.

Objectives:-Make Titleist the preferred brand for all levels of golfers.

-Target Asian novice golfers.

Target Audience:Primary

Secondary

new golfers.

Brand Positioning:Perfection is no accident.

Strategy:Make the Titleist brand more approachable to all levels of golfers.

Tagline:

Key Insights:

are participating in the sport more frequently, and spending more money on this pastime. Due to the lack of space in some Asian countries

their game.

Research...

this project I took the entire team to play golf, try

well-rounded understanding of what the brand is about.

Print

Print

Green Giant

Sprouts will also revolutionize the industry with new packaging of baby food. Similar to a standard toothpaste tube, Sprouts will have a detachable spoon and cap for portability.Take Alongs are precut fruits and vegetables, of

the proper servings sizes, made for little hands and mouths.

Brand Extension