planning portfolio

The Curious Case StudiesOf Adam Panetta

“Everything should be made as simple as possible. But no simpler.”

— Albert Einstein

Planning PortfolioAdam Panetta

About Me

I’m an open mind that opens minds.

I’m a dot person. It’s how I live.

Living by the dot allows you to connect them. It takes you out of your comfort zone and forces you

to take a leap of faith.

When you live the dot lifestyle, you’re a chameleon. You

hop around different social circles and are exposed to worlds that

often go unnoticed.

The dots allow you constantly learn. They provide opportunities that

are blind to the masses.

The many dots I’ve touched upon have taught me that creativity is fueled by exploration. They have taught me to follow my gut. They

have taught me that simplicity exists in chaos.

They have made me, well, me.


“Discovery consists of looking at the same thing as everyone else and thinking something different.”

— Jon Steel


What You’ll Find


The People Helping People Manifesto

CHALLENGERaise $150k to keep PHP

running and making a difference within the

Ecuadorian community.

IDEA Challenge the global

knowledge of Slacktivists.Slacktivists are those that

do something in support of a cause with minimal

personal effort.

AUDIENCE INSIGHTSlacktivists are globally

connected, but lack a true understanding of global

issues.

The Strategy

We believe in people. Awesome, everyday people. People like you. We know a few things about people and what they’re capable of. Some bad, some good.

We know that people are globally connected. But we also know they are globally ignorant.

We know that in today’s society, thirty seconds ofinformational exposure provides just enough “expertise” to be dangerous at a cocktail party.

We know that people want to have an impact on world. But we also know that they don’t want things to change.

We believe in opportunity and we see this as ours.

We know many don’t get the opportunities that we are blessed with. But this doesn’t mean they don’t deserve one.

We provide that opportunity.

We are the change we want to see in the world. We are the ones that act on global issues.

We are the people that help people.


The CreativeThe Where the Hell is Ecuador? teaser

campaign will draw Slacktivists to a website where they will be challenged to find

Ecuador on a map and be prompted to donate either awareness or dollars.


We know who you think we are.

We are the store your Dad goes to. We are those ugly blue polo shirts. We are the dinosaur that never evolved. We are the showroom.

You know what we think is funny? Them.

They are those “easy” and “convenient” online shops.

You know them. The one’s with the can’t beat prices.

What’s so funny about them?

They pride themselves on words like “easy” and “convenient.”

That’s only because it’s “easy” and “convenient” for them.

The anxiety, the hope, the finger-crossing. That’s all on them.

Things like “easy” and “convenient” come from being in the know.

That’s what we are about:We’re about putting you in the know.

We know who we are. Do you?

The Best Buy Manifesto

CHALLENGEBest Buy has become the showroom for Amazon.

How do we make it relevant to Millennials?

IDEAThe know-it-alls and find-it-alls that desire

real-time results.

AUDIENCE INSIGHTMillennials find joy in

shopping experiences that break the norm.

The Strategy

Embrace being the showroom.


The CreativeBest Buy Live is a series of exclusive in-store events

that will be streamed to each store location and online through a variety of products that Best

Buy offers. Via the Best Buy Expert app shoppers can control the media of their choice on display models

from their smartphone.


Why do people not deliver?

We will call you tomorrow and wait until next week. We will be there in five and arrive in twenty. We will schedule a lunch at 1:00 and cancel at 12:55. We plan to work late and leave at 5:07.

When you say one thing and do another you’re a hypocrite.

There is only one way to avoid being hypocritical —Professionalism.

We are professionals. We deliver.

We arrive early because when you’re on time you’re late.

We know that there is a benchmark that not only should be met, but exceeded.

We are punctual.

We know that time is money. It has value. Just like you.

We conform to your needs and cater to them.

We are an extension of the office or a friendly conversation. We are what you want us to be.

We are at your service.

The Uber Manifesto

CHALLENGEHow do we get riders to

choose Uber over cheaper transportation in the Bay

Area?

IDEAThe Uber experience puts

you in control.MINKs (Massive Income,

No Kids) are young professionals that know

their time is valuable.

AUDIENCE INSIGHTReliable transportation has no price when you

have obligations to meet.

The Strategy


The CreativeUber Concierge allows users to organize their

nights by partnering with online event facilitators and suggesting efficient ride times. It will double as

a Facebook app that will allow friends to grab an “open seat” and book their night as well.


925.330.5297@panettaadam

[email protected] + Strategic Problem Solver

ExperiencebarrettSF

AdamPanetta

Pac-12 ConferenceContributing Writer (Fall ‘11)

› Constructing meaningful and captivating stories featuring student-athletes from universities within the conference. › Coordinating and performing interviews while getting to the emotional aspects of the individual’s experience. › Lesson Learned: Helping people articulate things they don’t think they know about or can’t find the words for is an art.

Vector MarketingSenior Sales Advisor (Summer ‘09)

› Orchestrating cold calls and engaging in one-on-one presentations. › Gained experience and expertise in building rapport.› Lesson Learned: The smallest of details can lead to invalueable insight.

Skills› Proficient with Pen and Pad› Observing Idiosyncrasies › Strategic Problem Solving› InDesign› Final Cut Pro

Guilty Pleasures› Guy Richie Films› Kurt Vonnegut Novels› College Sports

Beliefs› Curiosity should last a lifetime.› Decisions are driven by emotions.› The only shame in making mistakes is not learning from them.

Education

University of Oregon

Major — Journalism: AdvertisingMinor — Business Administration

Miami Ad School

Boot Camp for Account Planners

Class of 2012

Fall 2012

Jr. Planner (January ‘13)

› Conducting various types of research, finding insights in that research and developing the brand strategy for a major professional sport.› Lesson Learned: The knowledge gained in the classroom will never teach you as much as learning on the job.

Izzy Chan Consults

› Performing desk research, aiding in qualitative research and providing input on strategy development for the rebranding of a prominate UK-based technology firm.› Lesson Learned: The role of a planner changes on a daily basis.

Jr. Planner (January ‘13)

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