Attune Bar's Fonts Choice

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The backwards brief ---- Michele Manila

http://www.explorenavajo.com --- The backwards brief ---- Michele Manila

WHY DOES NAVAJO WANT TO ADVERTISE?

Navjo is in Arizona. Arizona is often stereotyped for its elder population & sticky humidity.

In reality - arizona is so much more. The desert brings out the stillness of the sunrise and sunset. The clean landscape against a blue sky is so relaxing that it takes you to another place. Navajo is a sacred place where everything has a symbolic meaning. While the landscape shows a place of reflection and serenity, the culture of the Navajo Tribe is astonishing. Come taste he place of the Native Indians, try their food, practice ancient healing, and attend an authentic pow-wow. Come visit the land and let the experiences lead you to your next.

TO WHOM?

Original cultural adventurists

A text book or series on the Discovery channel just isn't enough for the Original Cultural Adventurists.

Because to them, noting is more fulfilling than taking a breath-full of culture. From food to letting go of everyday norms and commodities, they thrive when they can get hand's on experience.

WHAT ARE SOME INSIGHTS?

Their homes are full of sentimental art & keeps-capes collected from their travels.

Other interests: Road trips, biking, hikes, camping, or a visiting a museum. They might also be found at the Library or any type of book store. They do a great deal of research before visiting another culture.

BIG IDEA

Let the lands of the Navajo, speak to you.

WHAT WILL THE ADVERTISING ACCOMPLISH?

A rise in Arizona state revenue through tourism. Money goes to support locals and the land of the Navajo Tribe

WHAT ELSE SUPPORTS THIS MESSAGE?

Visitors can hear the traditional language because it is still largely spoken throughout the region, although most Navajo speak English fluently as well.

can witness original housing. Navajo lived in round houses known as hogans. Hogans are houses of forked poles and brush covered with earth. According to Kehoe, this style of housing is distinctive to the Navajo, even going as far as saying that, “even today, a solidly constructed, log walled Hogan is preferred by many Navajo families.” (Kehoe, 133) However, the Navajo have another style of housing. Around the 17th century, the Navajo built rectangular stone homes known as pueblitos. These pueblitos are believed to have been adopted by the Navajos from Pueblo culture, and resemble small Pueblo houses. (Kehoe, 133)

can leave home dressed in silver & tourquoise

Silversmithing is said to have been introduced to the Navajo while they were in captivity at Fort Sumner in eastern New Mexico in 1864. At that time Atsidi Sani learned silversmithing and began teaching others the craft as well. By 1880 Navajo silversmiths were creating handmade jewelry including bracelets, tobacco flasks, necklaces, bow guards. Later smiths also made earrings, buckles, bolos, hair ornaments and pins. Turquoise has been used with jewelry by the Navajo for hundreds of years, but they did not use turquoise inlay, in silver, until the past century.

Jaclyn Marchisella
working backwards brief
The Hauser Group - Georgia



Why are we advertising?
To introduce Motorola's Talkabout. People are unaware that Motorola has "walkie-talkies."

What do we hope to accomplish?
Not many people have a need or desire to use a "walkie-talkie" unless they are children. We need to spread the awareness of the Talkabout and how it is functional and reliable.

Target:
The Team Players:
These people work together and play well with others. They need to communicate. They depend on communicating to get their jobs done.

insights:
There main mode of communication is cell phones, because they already have one, but these team players aren't just sitting around they are out and about. They work or play in rough environments - dense woods, out in the ocean, places where they can't rely on reception towers.
Also, they don't communicate for fun or to gossip, but mostly because staying connected in the different environments they are in ensure their safety.

Key message:
Helping you stay connected where ever you are.

Supporting facts:
Uses FRS and GMRS frequencies - ideal emergency preparedness tool.
A range up to 25 miles.
Emergency alert feature.
Flashlight.
22 channels
11 weather channels
Hands free communication
Quiet talk filter

Tone:
Rugged, dependable, sarcastic, must have

josie w+k

I decided to branch off of Wieden+Kennedy in Portland, their current campaign for Target. Along with their holiday commercials (Black Friday spots), they also are doing a promotion for Pearl Jam and their CDs. Pearl Jam held a secret, intimate concert at the Showbox in Seattle, WA and they played in front of a green screen where W+K was able to put the target icon on the screen in the back.

Here is the link to the original TV spot:

http://www.wk.com/campaign/pearl_jam

And I decided to make a poster for the concert itself.

AKQA

AKQA is a global agency with brances in SF, NY, Washington D.C., London, Amsterdam and Shanghai. Their San Francisco office is located at 118 King Street.
Since Rei Inamoto was guest speaker at the ADC screening this year, I think most of you are familiar with their work, but they have major clients such as VW, Coca Cola, NHL, ESPN, Fiat, Gap, Heineken, Virgin, VISA, Nike and McDonalds.

They specialize in interactive advertising, as well as creating games and applications. They've won numerous awards, including the One Show best of show in the interactive category for the Fiat Eco Drive.

http://www.akqa.com/

t3

I also didn't know we were to post this here.

T3 San Francisco
Austin, TX and New York, NY

Some clients:
Ford
Universal Orlando
Microsoft
JCPenny
Intel

Most of their ads are online ads, websites, viral video, events, sweepstakes, and some print.
This is a link to their website and their latest award winning campaign:
http://www.t-3.com/work/view/marriott/reveal_renaissance

They are a very graphic design heavy agency with a strong backbone for strategy.
From the T3 website, "T3 works to ensure that strategy, creative, analytics, media
and search work together to not just reach, but measurably connect to your audiences."

josie - heat

CONDE NAST


EA SPORTS




CALIFORNIA ACADEMY OF SCIENCES


Did no realize we had to post our agency, thought we were doing it in class.

HEAT
sfheat.com

This small, local agency does branding, mass marketing and advertising. Some of their major clients are EA Sports, California Academy of Sciences, Conde Nast, Vogue, Wired, Adobe , GQ, Cinemax.

Many of their medias include TV, Print and Interactive. For instance, Heat launched many EA Sports games, such as Need For Speed, Army of Two, Dead Space, Skate. For local clients, such as California Academy of Sciences, they have done the re-branding and advertising for the opening premiere. Their continuing advertising includes MUNI takeovers and print, in terms of posters and street post lamp banners.

Red Tettemer Laurel Hill Cemetery

I chose to branch off of the Red Tettemer Laurel Hill Cemetery campaign. The first one is a billboard/environment piece (it is a plaque on a granite stone) The second is my two page spread.

(Not too bad for a copy writer I must say...)

Ohio Agency

I branched off barefoot proximity's campaign for Mickey's Malt Liquor.
It was an interactive campaign geared toward 21-25 year old men giving them advice on
what NOT to do. I made a coaster (last image)to go with it.
www.mickeys.com/

SF Agency _Pereira & O'Dell_ Michele

HOMEWORK

CREATIVES / ACCOUNT PLANN

Pereira & O'Dell

217 2nd Street
San Francisco CA, 94105
415.284.9916

The people behind O'Dell have a range in background experience in the industry, but have the connecting element of experience to make them a good team. Since the agency launched in 2008, they have been recognized in a number of categories including "Best use of social media" (by Flashpoint PR) as well as claiming two Gold Pencils from the 34th Annual One Show. The agency was co founded by Anderw O'Dell & PJ Pereria. Founder Andrew O'Dell prior to this was a president of AKQA.

Clients include LEGO, University of Pheonix, Corona, Yes to Carrots, Yahoo! popchips, Muscle Milk, Robert Oatley Vineyards, Intuit, Carrots, UBISOFT

The list stands out to be because it is small enough to grasp the type of work they do. Among this list there are:

-New products such as, "Yes to Carrots," granting the team has a lot of freedom to play with design in branding & a blank canvas to choose the product claims.

-Fun clients like LEGO, provides opportunity to bring out an almost natural, true to the heat dedication. The products with a "childlike" mentality is an avenue to fully use creativity and ask the consumers to do the same (where they have done exactly that) connect with the "kid mentality" we all love to bring out.

-Established products like Corona. That simply speak for themselves as great bran ding tactics. Clients like this integrate strategy and tactic to produce sales.

The agency did a case study showing their ability to communicate with a target market & create a personality for Corona. The summer long reach utilized the popularity factor for a great time to drink Corona. In fact, they came up with even more reasons to drink a Corona; they made a tear off flip calender with a different game, fact list or message for an entire summer in NYC. All of these key things were collected to make up themes, labels, and reasons to party for the day. Each tear off had a personality in design and included a subtext with factoids & humor pointing out clues & tips on finding and enjoying a cold Corona. At the point of purchase, they used inbar promotions such as Beer garden Bingo or made up combinations like Corona w/ lime ice cream day. They called it this period Summerbration (summer + celebration).

Working backwards for this concept, I imagine a brainstorm bringing out the most commonly associated thoughts about summer. Choosing a place that Valued summer might be a good place to link linguistics and emotion. For example, take the word "Flip FLops." And take two regions, or more specifically, 2 states: California and New York......... The way a Californian feels about flip flops is not on the same page as a New Yorker does! "Flip Flops" to a New Yorker are a sign of ease. They represent less work (no scraping the windsheild off of ice) and comfort, (residents can walk out the door with a light jacket as opposed to the down ajcket, warm cap, gloves, and scarf they wore during the months of winter).

The agency fills some big shoes, being a full service ad agency with what seems to be a small team.

study of ad agencies in arizona , michele manila

Advertising Agencies located in Arizona

1 AVENUE 25

2 EBL

3 CARLSON MARKETING

4 MINDSPACE

5 TOMA

AVENUE 25

WEB DESIGN, GRAPHIC DESIGN, SALES

LOCATION

9201 n 25th avenue

pheonix, az 85021

CLIENTS

Copper Hospitality.com

DrGsFreshPetFood.com

ExploreNavajo.com

GrandCanyonPlanning.com

GYPOA.com

AZShootersWorld.com

YCMotel.com

AbleTree Care

PEOPLE

photo, what they do for the company & quick bio (Example, Rusty: CEO, dad who coaches basketball, Rob: senior art director, 20 years in the Army National Guard-as a cook!)

OTHER NOTES

Stylized, but KInky website... They also have provide direct mail services, logos, and promotion items.

ADVERTISING PUBLIC RELATIONS INTERACTIVE ONLINE MED

EBL

LOCATION

E.B. Lane
733 West McDowell Road
Phoenix, Arizona 85007
602-258-5263

CLIENTS

GREATER PHOENIX CONVENTION AND VISITORS BUREAU

THE ARIZONA BILTMORE RESORT & SPA

SUNCOR HOMES AT STONERIDGE

SUNCOR HOMES AT PRESCOTT LAKES

MUSCULAR DYSTROPHY ASSOCIATION

ARIZONA CARDINALS

GOLD'S GYM

HONDAJET

ARIZONA SUPER BOWL HOST COMMITTEE

ROCKRESORTS

ExploreNavajo.com

GrandCanyonPlanning.com

GYPOA.com

AZShootersWorld.com

YCMotel.com

AbleTree Care

PEOPLE

Features 10 profiles. The CEO has been with the company since 1985. photo, what they do for the company & quick bio (Example, Rusty: CEO, dad who coaches basketball, Rob: senior art director, 20 years in the Army National Guard-as a cook!)

OTHER NOTES

Philosophy : A good idea is like water. That may sound a little zen, but think about it for a moment. Water is one of those amazing things that you can consume in many different ways. You can crack open a bottle post-workout. You can soak it up within a hot, cloudy sauna. Heck, you can even drop it into a tasty mojito to keep things cold.

A good idea is the same way. And thanks to integrated disciplines like the ones you’ll find below, we can make sure your target audiences can always get a taste.

CARLSON MARKETING

LOCATION

North America, Latin America, Emea, APAC

Atlanta, Detroit, Minneapolis, Chicago, Detroit, Montreal, Parsippany, NYC, SF, Toronto, DC

CLIENTS/SERVICES

radison- ted funny guys london happening
sony
delta sky miles nwa look into book
espn boost mobile
executive club
grass cam
country in suites morning paper at the raddison
eco awards good design+

at&t

amtrack

winhim hotels guest rewards

• Rewards team provides clients with
• lifestyle items
• leading brand merchandise
• gift cards/certificates
• experimental awards
• recognition awards
• promotional products

Whether you wanta to acknoledge outstanding behavior or improve tomorrow's performance, a carefully designed reccognition or incentive program is what creates that emotional connection between your brand and the diverse target audiences who help make it succeed.

Every detail behind an incentive or event program is meticulously planned and managed by consummate professionals. From the first announcement to the final reward to high-touch, personal service at every stage, the experience we provide is simply superb.
Complete attention to detail with nothing left to chance including:

• business meetings
• sales/user conferences
• event marketing
• incentives
• training & performance improvement
• rewards & recognition
• virtual meetings
• social resonsibility and sustainability

Creative, interactive media and mobile together :
brand identity

• graphic design
• advertising
• direct marketing
• event design
• sales collateral
• video and motion animation
• interactive strategy
• website development
• rich media production
• email marketing
• text messagine
• mobile internet and application decelopment
• campaign automation & management
• social media and monitorinf
• media planning and buying
• promotions and sweepstakes

PEOPLE

Top Locations

• Greater Minneapolis-St. Paul Area (414)
• Toronto, Canada Area (148)
• Greater Detroit Area (99)
• Sydney Area, Australia (69)
• London, United Kingdom (40)
• Northampton, United Kingdom(37)

Common Job Titles	Account Manager 5% Account Director 4% Director 4% Meeting and Event Planner 3% Account Executive 3%

Top Schools	Univ. of Minnesota-Twin Cities 7% St. Cloud St. Univ. 4%

Median Age	35 years

Gender	Male 47% Female 53%

Estimated based on LinkedIn Data

OTHER NOTES

Creative is not a department but a mindset. We focus on creativity that works. We believe interactive today is about any channel (or online) that leverages technology to build relationships. OUr full-service media team goes further than simplu buying an ad by integrating behavior, transaction and demographic data to build complex ROI and conversion models. And our dedicated mobile unit strives to mobilize companies not just campaignsS

great ideas must compel a two-way dialogue. thats why we have top creative, smart interactive, responsive media and learning mobile operations all under one area called Door C

Carlson Marketing Sold - November 03, 2009
Canadian loyalty management firm Groupe Aeroplan will buy the Minneapolis-based incentive firm for $175 million

Carlson Marketing president & CEO Jeff Balagna

By Leo Jakobson

Carlson Marketing, an incentive industry pioneer and one of the largest firms in the business, announced this morning that it was being purchased by Montreal-based loyalty management firm Groupe Aeroplan for $175 million.

Carson Marketing is currently owned by Minneapolis-based Carlson Companies, owners of Carlson Wagonlit Travel, casual dining chains TGI Friday's and Pick Up Stix, and Carlson Hotels Worldwide, which includes Regent Hotels & Resorts, Radisson Hotels & Resorts, Park Plaza Hotels & Resorts, Country Inns & Suites By Carlson, and Park Inn. The sale is planned to close in early December.

MINDSPACE

LOCATION

2402 South Rual Road, Suite 201

Temple, AZ 8528

CLIENTS/SERVICES

corporate identity: logo for garagefly.com, design: OmniLink Services, advertising: Butterfly dreams, interactive: Avent, pr: Check MD (healthcare

PEOPLE : 4 photos and bios. Very proud descriptions. (Principal + CEO)With almost two decades of creative and design experience, there aren’t too many things that Brent hasn’t worked on in his career. His experience includes in-house marketing and advertising, as well as multiple leadership roles at both large and mid-sized agencies. Foundational to Brent’s development as a creative director was the time he spent at Dallas-based RBMM/The Richards Group working on clients such as Sprint, Samsung, El Paso Chile Co., Texas Instruments, Wyndham Hotels & Resorts, Associates First Capital Corporation, Stanford International Bank (West Indies) and First USA. Immediately prior to opening Mindspace, Brent was the Creative Director at Scottsdale-based SquareRadius (formerly Cobalt Creative). The founding principal of Mindspace, Brent’s design and identity work have been recognized regionally, nationally and internationally

Strategic Director)

Darren specializes in strategic turnarounds, brand launches and revenue growth. With over a dozen years of client-side experience, he has been responsible for the product marketing for more than 30 brands. Darren worked for seven years as a senior marketer at Microsoft, where he led the marketing efforts for a $200 million Xbox games product line and a $300 million segment of the U.S. Windows XP business. While at Microsoft, in addition to his leadership role on the 2001 Xbox launch team, Darren championed strategic turnaround efforts in software campaigns covering a number of industries ranging from education to sports and online security to entertainment. After leaving Microsoft, Darren launched two startup brands as the VP of marketing in the Web 2.0 and social media space. His focus was on using partners and new media to extract top tier campaigns from pre-revenue budgets. Previously, he worked at Access Software, the creators of the best-selling Links™ golf franchise, as the director of marketing prior to the company's acquisition by Microsoft in 1999. Darren earned his MBA from BYU's Marriott School of Management.

(apr, abc, group director- PR)

Cathy’s strength in corporate communications was developed through leadership positions with companies in the hotel, casino and technology spaces. Her extensive hospitality experiences includes working in senior level corporate marketing communications positions for Hilton and Doubletree Hotels, and as Director of Communications for Promus Hotel Corporation (Embassy Suites, Hampton Inn, Homewood Suites). During this time, she served as the corporate spokesperson for 1,200 hotels. She has complemented this experience with high-tech entities such as StarCite, WAVO, Motorola, and most recently VIACK Corporation as the Vice President of Marketing and Corporate Communications. Cathy has proven herself to be a highly effective leader with a variety of media, industry, and government contacts at the local and national level. She is also active in the community, serving on the Board for the Phoenix Public Relations Society, and on the Board & Marketing committees for the Junior League of Phoenix, where she brought in nearly $400,000 in publicity. Cathy holds a MBA and has achieved her APR and ABC accreditations, held by less than 10% of communications professionals today.

(Directory of new media + operations)

Richard started his career in the tourism and hospitality industry working for corporations like Hilton International, Marriott and Sodexho. His career path later turned to technology and Internet focused businesses, where he was on the startup teams of several profitable .com businesses and managed one of the top 30 websites in the world. His experience ranges from the creation and management of single landing pages to dynamic networks of database driven sites. Using his combination of business and interactive experience, he knows the right questions to ask before the Web design phase begins. Richard has managed the creation or modification of hundreds of sites, including the award-winning sites designed and built by Mindspace. Search Engine Optimization, optimizing new or existing sites for search engines, and the creation of Pay-Per-Click or Placement campaigns are among his many talents. He has created extensive customized tracking systems to measure the performance of websites. In his dual role at Mindspace as Operations and New Media Manager, Richard is responsible for all interactive media, video and internal operations. In 2006, he led a project to embed streaming video inside PDF documents which has grown to become one of Mindspace’s most sought-after products.

OTHER NOTES

OPEN: to a new way of thinking. ClientFirst is our culture, and being completley collaborative, refreshingly nimble, and ultimately accountable is our style. Not what you might expect from an ad agency. Well, we consider ourselves the anti-agency agency. Our clients consider us partners in their huge success.

No personality- strictcorporate.

TOMA

LOCATION

7762 e gray ed #400

Scottsdale AZ 85260

TOP OF AWARENESS MARKETING

CLIENTS/ PORTFOLIO

tv: Honeysuckle, Hip, Big Brothers & Big Sisters, Ace Hardware, Broyhil Furniture, Arizona Credit Union, Ashley Furniture, Boys & Girls Club,

radio: Thomasville Furniture, Ashley Furniture, K Power, Mutual Banking & Loans, CXT Mortgage, Baja Fresh

PEOPLE

Collection of people from all backgrounds. My favorite layout of all. The structure of people ranges from 20+ years in the business to people right out of college. They also clearly list that they are always looking for talent and creativity, a nice approachable gesture, good practice.

OTHER NOTES

Nice engergizing web site. Stylized clean and ranchero jazz music giving you a peak inside their workplace. Focus on AUTO and visual to deliver message. Lots of videos & self promo pieces. They do print and outdoor as well, but their radio pieces are the strong.