A perfect recipe.

Every great dish deserves the perfect hint of salt. Salt marries the ingredients together, enhancing flavor and releasing beautiful aromas. The cook’s job is to find the right amount of salt that equals the perfect hint.

Every well-crafted creative brief is motivated by brilliant key insights. The account planner’s responsibility is to discover those insights within the research findings. These insights infuse inspiration into the minds of the creative team when they dive into the brief.

Cooking + Account Planning

Table of ContentsAppetizerCreative Brief for Overstock.com Credit to: Lauren Dordal, Tristan Jimerson, Katie Neuman

Main CourseAudience Study for Levi Capital E Credit to: Melody Vitzthum

DessertCultural Brief for Hawaiian TropicCredit to: Lauren Dordal

AppetizerBook Club’s Bruchetta

6 roma (plum) tomatoes, chopped1/2 cup sun-dried tomatoes, packed in oil3 cloves minced garlic1/4 cup olive oil2 tablespoons balsamic vinegar

1/4 cup fresh basil, stems removed1/4 teaspoon salt1/4 teaspoon ground black pepper1 French baguette2 cups shredded mozzarella cheese

INGREDIENTS

DIRECTIONS

1. Preheat the oven on broiler setting.2. In a large bowl, combine the roma tomatoes, sun-dried tomatoes, garlic, olive

oil, vinegar, basil, salt, and pepper. Allow the mixture to sit for 10 minutes.3. Cut the baguette into 3/4-inch slices. On a baking sheet, arrange the baguette

slices in a single layer. Broil for 1 to 2 minutes, until slightly brown.4. Divide the tomato mixture evenly over the baguette slices. Top the slices with

mozzarella cheese.5. Broil for 5 minutes, or until the cheese is melted.

Skill: Demonstrate strategic thinking

and an ability to effectively craft a creative brief.

Client: Overstock.com

+ +

CONSUMER INSIGHTSHESITANT TO BUY ONLINEThey lack confidence in their purchases because of the inability to see a product’s true quality and experience the products firsthand. Because of this, they will often use web retailers to research a product, but still purchase the item in person.

DESIRE A WELL ORGANIZED WEBSITEWe found that the growing number of female online shoppers desire a website that is easily navigable with a large variety of items and products that are presented in a well-organized manner.

USE OF MOBILE WEB AND iPHONE APPLICATIONSApplication development was the fourth highest social media trend of 2009 (FastCompany.com). With approximately 70% of organizations banning social networks in the work place and the sales of smartphones on the rise, it’s likely that consumers will access their favorite social sites through their mobile devices. As a result, we may see more and/or better mobile versions of the sites and applications (Business Week).

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CReAtiVe BRieF

OPPORTUNITYOverstock has the opportunity to meet the needs of a growing audience of female online shoppers.

OBJECTIVERefocus the brand message and design to better appeal to the intended target audience and increase sales by 10% within a year.

OBJECTIVE RATIONALECurrent consumer purchasing trends indicate a downshifting from large ticket items to smaller ticket items and a tendency to look to discount retailers to stretch their dollar. The intended target audience’s perception of Overstock is that the website is too cluttered and overwhelming for casual browsing. We found that this growing segment of female online shoppers desire a website that is easily navigable and with many options presented in a well-organized manner.

AUDIENCE OVERVIEWThe growing target audience has been coined “The Book Club”. They are females ages 35-50, with families, and a college degree. These women have money to spend on themselves but need to allocate for their children, homes, and vehicles.

The Book Club currently shops online on websites such as American Airlines, Amazon, and Ebay.

MESSAGEThe Book Club can find exactly what they’re looking for all in one streamlined shopping experience with Overstock.

CONCEPTOverstock will communicate the message through omitting, and thus emphasizing, the letter “o” in the copy, symbolizing that the audience can find exactly what they are looking for at Overstock.

PRINT MEDIA INSIGHTPrint advertisements will be featured in MORE Magazine, New York Times Magazine, Real Simple Magazine, and Martha Stewart Living. After reviewing the media kits for each vehicle, it was found that at least 49% of users were females with at least 44% having completed college, and at least 34% over the age of 35 years. These audiences coincide directly with the intended target audience, The Book Club.

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MOBILE APPLICATION INSIGHTAccording to the primary research we conducted, The Book Club finds Overstock too cluttered and overwhelming for casual browsing. To appeal to these women, streamlined search options are necessary. Palmer Web Marketing states that by filtering by department, color, price, etc, online distributors can optimize customer searches. Allowing visitors to filter the results can increase the relevancy of the search, thus increasing the level of satisfaction

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Main CourseModern Mom’s Tortellini

1 (16 ounce) package cheese tortellini1 (14.5 ounce) can diced tomatoes with garlic and onion1 cup chopped fresh spinach1/2 teaspoon salt1/4 teaspoon pepper

1 1/2 teaspoons dried basil1 teaspoon minced garlic2 tablespoons all-purpose flour3/4 cup milk3/4 cup heavy cream1/4 cup grated Parmesan cheese

INGREDIENTS

DIRECTIONS

1. Bring a large pot of water to a boil. Add the tortellini, and cook until tender, about 10 minutes.

2. While you get the tortellini going, combine the tomatoes, spinach, salt, pepper, basil and garlic in a large saucepan over medium heat. Cook and stir until the mixture begins to bubble.

3. In a medium bowl, whisk together the flour, milk and cream. Stir this mixture into the saucepan along with the Parmesan cheese. Heat through, then reduce heat to low, and simmer until thick, about 2 minutes.

4. Drain the tortellini, but do not rinse, then pour them into the saucepan with the sauce. Stir to coat, and serve.

Skill: Ability to develop an audience study by using primary and

secondary research, and interpret cultural

and social trends.

Client:Levi Capital E

AUDIENCE SELECTIONThe audience for this campaign was initially selected based on a study of the premium denim market conducted by Cotton Incorporated. Targeting this audience was a strong opportunity due to the study’s finding of a growing trend of mothers, 32-45, beginning to purchase premium denim for themselves.

RESEARCHMethod: Observation at the Mall of America, the country’s largest shopping centerDuring our time spent at the Mall of America, we observed women who fit into our target audience for several hours over the span of two weekends. Our observation began at the Levi’s store and continued to other retailers that were visited by our target audience. Other retailers that were visited the most by the women such as Banana Republic, Bloomingdales, Disney Store, Gap and GapKids, and The Children’s Place.

Method: Survey of women around the Twin CitiesWe asked a sample of Modern Moms about their everyday lives, personal goals, preferences, and motivations. Since these women live busy lives, we conducted the survey through e-mail. Through our questions and dialogue through e-mail, we were able to identify important insights into how they conduct their lives.

Method: Secondary SourcesThrough our research we found many articles on trends relating to the premium denim industry, mothers as consumers, and the history of Levi Strauss & Co. The articles came from online sources such as The Wall Street Journal, MSNBC, fashion expert blogs, and Levi Strauss & Co.

Another resource we utilized in our research was a television documentary, “Sewing the Legend” by Carl Quintanilla on CNBC that aired on July 17, 2009. This documentary was an account of the history of Levi Strauss & Co. It was rich with detail of how the first pair of denim was sewn to its latest premium denim line, Capital E. From the information presented, it is apparent that Levi Strauss & Co. prides itself on the heritage of the brand and versatility in its denim lines.

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DEMOGRAPHICS

MOTIVATIONS

PREFERENCES

RESEARCH FINDINGS

DEMOGRAPHICSIdentified as Modern Moms, this target audience is married and live upscale lifestyles earning $70,000 or more annually. They live in mid-sized homes in the suburbs. Modern Moms are college graduates, working white-collar jobs and staying home with the kids. (My Best Segments)

MOTIVATIONSModern Moms live goal oriented lifestyles with a commitment to their families and careers. They tend to live conventional, conservative lives. Modern Moms’ social lives are structured around family, work, and their place of worship (VALS). When purchasing denim jeans for themselves, Modern Moms are motivated by the fit and versatility of the denim. They have recently discovered that premium denim offers the best varieties in fit and versatility.

PREFERENCESModern Moms tend to use established and prestige products that are trusted by critics and their community of other Modern Moms. When shopping for clothing, purchase items that will be appropriate for work, everyday wear, and special occasions. They are loyal to stores such as, Old Navy, Target, and Gap. They read parenting and lifestyle magazines and drive vehicles that use flex-fuel technology.

CAMPAiGn OVeRVieWThe following message and brand experience were developed for Levi Capital E premium denim to match the target audience’s needs and desires.

MeSSAGeModern Moms will feel confident wearing Levi Capital E premium denim for every occasion, from everyday activities to a fun night on the town.

RATIONALELevi’s prides itself on the heritage of its denim being multipurpose in wear. Versatility best relates to our target audience because of their lifestyles, desires, and needs. This communicates that Levi’s Capital E premium denim can be worn for any occasion, from everyday living to a special night on the town.

Out and about

Around the house

Night on the town

FASHION SHOWA runway event that will be held at the Mall of America featuring Modern Moms wearing Capital E premium denim. There will be dressing rooms set up at the event for the attendees to try the premium denim that will be modeled.

INSIGHT Modern Moms are nervous to make the investment in premium denim. They want to be convinced that Levi Capital E premium denim are appropriate for their lifestyles before purchasing a pair. Featuring other Modern Moms in a pair of Levi Capital E in different outfits, such as everyday wear and night on the town wear, will help build confidence in those who are nervous about purchasing a pair of Levi Capital E.

Runway with fitting rooms on the side

View looking down on event from 3rd floor

View of runway from seats of attendees

Dessert Charming Key Lime Cheesecake

1 1/2 cups graham cracker crumbs6 tablespoons butter, melted24 ounces cream cheese, softened1 cup white sugar

1 tablespoon cornstarch3 eggs1 tablespoon grated lime zest2/3 cup key lime juice

INGREDIENTS

DIRECTIONS

1. Combine cookie or graham cracker crumbs with butter or margarine. Press into bottom and partially up sides of 9 inch springform pan. Refrigerate.

2. In a large bowl, beat with an electric mixer the cream cheese, sugar, lime peel, and cornstarch until smooth and fluffy. Beat in eggs one at a time, blending just until smooth. Add key lime juice with mixer on low. Finish mixing by hand. Do not overbeat, or cake will crack during baking. Pour batter into prepared crust.

3. Bake at 300 degrees F (150 degrees C) for 55 to 65 minutes, or until set. To minimize cracking, place a shallow pan half full of hot water on lower rack during baking.

4. Open at least 4 inches. Remove from oven. Refrigerate cake overnight, and up to three days.

The following style of brief, called a Cultural Brief, was adapted from Douglas B. Holt, author of “How Brands Become Icons.” The goal of a Cultural Brief is to analyze how brands build deep connections within our culture.

Skill: Ability to determine branding

insights and propose a rejuvenation campaign.

Client: Hawaiian Tropic

CULTURAL BRIEFCULTURAL CONTRADICTION: a key contradiction facing the brand’s audience.

Today, a key audience for this brand, the Millennial Generation, has lost vision of what is real and what is false. They have concerns about the strong influence of the entertainment industry and the rising obesity rates from physical inactivity. With tabloid and gossip magazines over-running the shelves, and the pressure of “plastic dreams”, the Millennial’s are looking for authenticity.

MYTH TREATMENT: an outline of the myth, or story, the brand will tell.To address this tension felt by the audience, Hawaiian Tropic will use the Realism myth to address the “plastic dreams” contradiction. Its main goal is to target the consumer who wants to be independent of negative pop culture, socially confident, live an active lifestyle, and maintain healthy glowing skin. Hawaiian Tropic is guiding those people to a life that is social, while encouraging them to “be your own beautiful self.”

POPULIST AUTHENTICITY: the brand’s source of authenticity

Literacy: the brand’s effort to show consumers it understands cultural codesHawaiian Tropic has the same values as its consumers who are adventure seekers, love the outdoors, and take good care of their health and skin. Consumers will feel confident their skin is being protected from harmful sun rays while engaging in outdoor activities such as, mountain climbing, hiking, and beach volleyball, when using Hawaiian Tropic sun care products. These activities promote a healthy lifestyle and apply Hawaiian Tropic consumer’s values. It is the Laird Hamilton’s and Karch Kiraly’s who give authenticity to the Hawaiian Tropic brand.

Fidelity: sacrificing popularity to stay true to the brand’s ethosHawaiian Tropic focuses on the following characteristics to be true to its ethos:

• Healthy, natural glowing skin

• Leader, enthusiast of outdoors

• Confident, active lifestyles

Hawaiian Tropic does not exhort the following brand characteristics:

• Harmful tanned skin

• Follower of pop culture

• Passive, laid-back lifestyles

CHARISMATIC AESTHETIC: the overall tone of the brand’s messageThe tone of the brand communication based on this brief is Hawaiian Tropic cares about the health of the consumer’s skin and values the confident, active lifestyles they lead. The brand encourages its consumers to take care of their skin and live healthy lifestyles by showcasing everyday people participating in outdoor activities and using Hawaiian Tropic sun care.

DayField Vintage

Hawaiian Tropic’s exclusive Vintage Field Day is the ultimate track and field event, which will be held in major cities around the country in the summer months to promote healthy, active lifestyles and fun outdoor activities. Vintage Field Day will feature classic track and field events: long jump, high jump, mile run, 100 meter dash, 4 x 200 meter relay, shot put, and ending the day with a fun event of tug-of-war.

Hawaiian Tropic’s Vintage Field Day will provide its consumers with an event to participate in where they feel comfortable and in their realm. The goal of the event is to encourage participation in outdoor activities, promote living healthy lifestyles, and gain independence from pop culture, while maintaining healthy, glowing sun-kissed skin.

Vintage Field Day exerts Hawaiian Tropic’s objective to provide its consumers with a brand they can rely on that gives them an escape from the “plastic dreams” and the heavy negative influence of gossip magazines and the entertainment industry.

BRAND EXPERIENCE

Alyssa Zarembinskic: 651.226.7216t: @alyssakzb: heartofaccountplanner.blogspot.com