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Work Experience Presentation
(old version)

CRAVEROLANIS EURO RSCG
During the four years I have worked for Euro RSCG I
have been involved with some of the brands in the
following slides:
Employer:
Job Responsibilities:
Summary:
-Promotional/ direct-marketing projects
-Integrated Traditional/ interactive- campaigns/
ATL / BTL

Some jobs I Have been responsible for:

Old work ppt cecilia editada including canada work and some freelance plus ones- worth to have a look at

Inserts in Magazines, Printing Ads and E-mailing

Peugeot Rugby Sponsorship:
Inserts in magazines, flyers and invitations
for VIP customers

Printing Ads and Online Campaign

ACTIVATION IDEA/ EXECUTION IDEA
Feel like a queen everywhere! Supermarket Campaign...

Always feel like a queen! Parking...

Always feel like a queen! Cinema and shopping malls...

ACTIVATION IDEA/ EXECUTIONAL IDEA
Always feel like a queen! Cinema and Shopping malls...

Canada/ Toronto
What was my job?
What did I take part in?
(Kogenate - Gamunex – Bayer)

JOB DESCRIPTION
TITLE: Account Coordinator
REPORTING TO: V.P. Group Account Head
GENERAL STATEMENT OF DUTIES
To help coordinate project activities and act as agency liaison with creative, production
and suppliers.
To help manage projects and act as liaison with Client.
To help increase involvement in campaign planning.
LIAISE WITH CREATIVE, PRODUCTION AND CLIENT:
To ensure projects are executed as per strategy, creative specifications, on budget and
upon agreed timelines.
Help ensure that the projects continue to meet the strategy and creative specs
throughout and follow timelines and sign off process
CONFIRM PROJECT FILES ARE KEPT UPDATED:
Project brief-client approved
Copy/layout-client approved
Typeset material-client approved
Translations-client approved
Sample of printed material
Brand Binders always current
Clinical binders organized and updated

CONTRIBUTE TO CLIENT CAMPAIGN DEVELOPMENT
Help in development of project briefs, specifically in gathering background
documents, relevant current creative, competitive materials (e.g. ads),
and preparing sufficient quantities for Creative team.
BE ABLE TO WORK PROFICIENTLY ON (MAC):
Word, Excel, PowerPoint, Filemaker Pro
TO ASSIST IN MEDIA PLANNING AND EXECUTION
To assist in briefing and execution of media plans, specifically the
preparation of background information and ensuring Client is advised
of any changes.
TO ASSIST IN NEW BUSINESS DEVELOPMENT
Help with PowerPoint revisions
Assemble leave-behinds and follow-up components
Provide “fresh-eyes” to content and presentation

Bayer and Gamunex
Worldwide/ Global Campaign launched

Kogenate
Calendar, Newsletter, Global ads and Network Website
developed for children

I have worked for HSBC
(ATL, BTL and on-line advertising )

2006 Spring Brand Campaign Overview

an overview
– Continue to build on the gains and the successes of the 2005
plan.
– Introduce not just a new campaign, but one that defies category
conventions:
? Seed an understanding of the new campaign idea utilizing a mix of
global and local executions
? Innovative media plan with unique placements
? Extends campaign into product communication
– Fuel Deeper Engagement by consistently driving consumers to
ypov.com

TV
? the claw
? dog show
? gorillas
? haute-couture
? old age
? paparazzi
? tai chi
? wind-farms

Unique Media Placement
Floor stickers in high traffic
locations

Unique Media Placements
Construction wraps
for maximum impact

subway car domination & station domination

on the ground:
?taxi tops
?coffee cups
?lenticular bus shelters

Projection
Media

Product Communication - Tax Time

Next steps/Actions
? Formalise brief/customer offers
? Revise creative if required
? Agree creative route

I have worked for Crayon London/ Free
Lance/ BT TELECOM Account
September 2007

Ronseal Q3 2007
Creative Proposition Development
September 2007
Version 1

Where we are now…
? Whilst enjoying excellent response rates to our Q2 Recontracting
comms, there are still some customers who have yet to respond
? Our approach in this quarter is therefore not only to build on the
compelling work already produced by considering how it needs to
evolve in order to prompt these non-responders to act

Practical considerations
? Creative needs to work across new
customer offers:
– Vision bundling
– Price refresh (TBC)
– New Option 4 (Smart Phone)
– Possible free Wi-Fi printer follow up

Q3 Creative Routes
Reasons to stay with BTTBB
Changing
Needs
Rewards
Loyalty
Missing
out

Needs - rationale
? An evolution of the successful Q2 creative
? Proposition builds on communicating BTTBB as the constant in
people’s lives e.g.
“The only broadband you’ll ever need”
“The UK’s most complete broadband package”
? Two executions of proposition:
– Family based scenario highlighting breadth of offering (most complete)
– Alternative light-hearted take on Q2

Approach 1a: Needs – family
“Now you can do even more”

Approach 1b: Needs – haircut
“BTTBB – the one thing you
won’t want to change”

Rewards - rationale
? A refreshed proposition for this quarter:
“Take advantage of some great offers when you renew your BT Total
Broadband, created to reward your loyalty”
? This proposition is intended to not only communicate rewards, but
also imply that you will be missing out if you choose not to renew…
? We therefore have two routes about rewards, but which have
differing emphases:
– Rewards / Loyalty at a conceptual level
– Missing out (or what happens in the absence of loyalty!)

Approach 2a: Rewards – loyalty
“Loyalty gets its rewards”

Approach 2a: Rewards – loyalty
“Stay in and get more out”

Approach 2b: Rewards – Missing
out
“Don’t miss out”

Main story board
Unlimited
usage

Homepage
Rotation recommendation – all static
- Generic headline (BT Total BB - You get more out…)
- Feature specific
- BT Total BB – 8Mb download speeds
- BT Total BB – Free evening & weekend calls
- BT Total BB – Inclusive Wi-fi minutes
- Feature summary/list

Broadband homepage
Rotation recommendation
- Full story flash version with constant CTA – flash
- Interactive flash panel - flash
- Feature specific – cut-down flash
- BT Total BB – 8Mb download speeds & Free evening & weekend calls
- Generic headline (BT Total BB - You get more out…) - static
- Feature summary/list - static

Compare options
Replace lifestyle images with ‘Feature’ characters
NOTE: This page will be redesign to accommodate the 4th
Broadband option

Option pages
Flash/ gif animation instead of static router/hub/hub phone imagery to support
the campaign thought

Broadband & Internet page
Test by replacing image during campaign period
- Features
- Wi-fi
- 8Mb download speeds
- If possible, would like to test gif animation here

Broadband & Internet page cont’d
Test by replacing image during campaign period
- Features
- Wi-fi
- 8Mb download speeds
- If possible, would like to test gif animation here

Products & services
Generic headline (BT Total BB - You get more out…) - static

What’s new
Feature focus - static

Why choose
Replace lifestyle images with ‘Feature’ characters

Characters
? Two in-line speed skaters – man and woman – they’re
playing tag
? Demonstrates speed and versatility
? Male / female split avoids male-centric technological bias
? Variety of people of spacehoppers characterising Music
downloads, email/business downloads
? A demonstration of limitlessness
? Boy and girl held aloft on their parent’s shoulders
? Being held aloft shows friendly human face of support
? Men with earpieces – FBI style – protecting VIP
? They are security guards of the sophisticated/advanced
kind. Not burly bouncers
Unlimited
usage
? Woman working on a laptop on an armchair. She gets off
and hands it to a man
? Shows they’re not connected to network. Starts in the
home … moves onto who knows where…

Characters
? Teenage girl lying on bed on the phone – the bed is
being pushed by mother, father and younger brother.
She’s painting her toenails: her hair in rollers
? If you have a self-obsessed teenage daughter you NEED
free calls
? Football played between cricketer, footballer and rugby
player
? Shows breadth of sports coverage without showing too
much detail. Football leads of course. Choreography/action
to highlight athleticism/fun
? Cameraman crew pass by followed by extras dressed in
various genre outfits…
? Indicates action and breadth – genres can include:
gangsters, pirates, American policemen…
? Chinese dragon passes by…
? Dragon is a physical manifestation of breadth of content –
numerous legs under the costume demonstrate number and
variety of people/ effort involved
? Superhero outfit being carried by two men in dungarees – his arm
sticking out
? Superhero skit provides a punchline

Thank you very much
for your attention!
Cecilia Laura García Vidal
Current Mobile: 07837 666 943

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