“Curiosity about life in all of its aspects, I think, is still the secret of great creative people.” -Leo Burnett-

Tarek Ayoub Marketing & CommunicationPortfolio

With a Bachelor degree in Computer Science from the Lebanese American University and a Master degree in Advanced Computing from the University of Bristol-UK, you will be wondering what got me into Marketing and Advertising. Well it is neither by chance nor by accident. My personality and passion to this industry are my drive. My 4 years-experience in the Integrated Marketing Communication and my recent postgraduate certificate in Advertising Management provided me with expertise in conducting research and developing effective marketing strategies and media plans. My extensive knowledge of the Adobe suite, analytical and creative approach, added to my interpersonal and strong organizational and communication skills in both English and French enabled me to excel at every task I handled. Please find enclosed some of the work that I was proudly involved in.

Hobbies:Traveling, Art & Fashion01

Smartphones are eating into point and shoot camera sales. Smartphones camera quality has increased roughly 10-fold from where we were five years ago and the fact that we have access to all these apps and services that make it easy to host and share photos immediately on social media constitute the main causes for the shoot cameras’ decreased popularity. The purpose of this project was to address this problem and communicate effectively the Nikon COOLPIX AW110 benefits over smartphones to the target audience. In terms of my contribution, I developed the creative brief and concept. I also executed the artwork in terms of art direction, copy writing, and design.

Nikon Project

Campaign included: -Print Ad & Postcard-Vertical Web Banner

02

As part of the Advertising Management course, I and a team of 2 needed to prepare a fully integrated marketing & communication plan for Purina One Smartblend Weight Control in Canada. The project involved developing a thorough market, consumer and media research as well as analysing the outcome in an attempt to determine the implications, threats and opportunities crucial for building a solid advertising & communication campaign that cuts through the clutter and resonate with the right target, at the right time using the right media vehicles. Various software and industry techniques were taken into consideration to plan and execute a campaign in adherence with the Canadian code of Advertising standards.

Purina One Smartblend

Product: Purina ONE Smartblend Weight Control for CatsCreative Concept: Purina ONE is Like a Gym in a BagCreative Execution: consumer and trade print ads

03

Founded in 1975, Voice of Lebanon was then the first private radio to ever broadcast NEWS in Lebanon. It has always provided its listeners with the best live News coverage, interactive shows and many other programs. The station targets “mainstreamers” 45+ and the challenge was to reposition the station and promote a series of new programs targeting a younger audience. In this project I contributed in briefing the agency and executing the radio, online and print campaign. The print Ad’s headline is using a slang proverb meaning the radio was and will always be there to resonate with the younger generation effectively.

VDL Repositioning Startegy

IMC Plan included: -Advertising Camapaign (Print, OOH, Radio, Digital Marketing) -Press Conference & PR support

04

Fanar Residence is an affordable mid-sized real estate project comprising 3 buildings with 70 apartments. The challenge was to sell 50% of the project within a 3 month campaign planned to run during summer 2010. The campaign was a success and resulted in 60% sales. Not only I contributed in branding, planning and executing the communication and marketing campaign but also got involved in the developing 2 from briefing agencies and gathering proposals to shooting and editing the final versions. Multi-tasking, time management and prioritizing were key skills to achieve the above.

Fanar Residence

IMC Plan included: -Advertising Camapaign (Print, TV, OOH, Radio, Digital & Direct Marketing) -Pre-Launch Event, Public Relation and Sales Promotion Starategy

05

Monte Verde 81 is a premium real estate project offering investors a very promising opportunity and residents an exclusive lifestyle. Monte Verde 81 is located in Monte Verde, an upper class area in Lebanon which rates second in terms of demand straight after the capital. The challenge was to promote and sell 30% of the project through 3 phases: teaser, revealer and maintenance marketing and communication campaigns. I contributed in branding the project, drafting the strategy and communication plan, executing and measuring the campaign’s effectiveness based on awareness, calls & sales data.

Monteverde 81

IMC Plan included: -Advertising Camapaign (Print, OOH, Radio, Digital Marketing) -Pre-Launch Event, Public Relation and Sales Promotion Starategy

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