Valentina AlmeidaA C C O U N T P L A N N E R

Valentina Almeida

Personal Manifesto

Where south of the border meets north of your expectations. When my oldest niece, Sariah, was born, I sent her a drawing of an elephant on a ball. Although amateur 14-year-old-esque and horribly colored, Dodo, the elephant, stills hangs on her wall. Elephants have a jovial personality. They are majestic animals, but also know when to ask their pack for a hand when their load is absurd. Their minds are sharp and when tasked they wisely give it their all. So, I guess wanting to be like Dodo is not too shabby of a goal.

ResumeEducation BrighamYoungUniversity,Provo,UT Bachelor of Arts in Communications (Emphasis in Advertising) Sept 2007 - April 2011 Minor: Business Management Current GPA: 3.76 Scholarships& Academic scholarship Sept 2008 - April 2011 Awards AAF Most Promising Minorty Student, Class of 2011 BYU Advanced Advertising Lab Volunteerism Award 2011 BBDO Allen Rosenshine MET Fund Scholarship 2010

Employment StrategicPlanningIntern,LeoBurnett,Chicago,IL June 2011- Aug 2011 Worked on Kellogg brands: Special K, FiberPlus, Eggo Assisted in building brand purpose for various brands Applied consumer knowledge for new brand and product positioning Heightened team's knowledge of consumers' behavior with detailed research Developed strategy for a new Silk campaign

AccountPlanner,BYUAdLab,Provo,UT Sept 2009 - April 2011 Clients include: Gatorade, Nature Valley, Doritos, City Harvest, Zion's Bank Manage business with national and local clients Develop strategic decisions according to clients’ needs MarketResearchAnalyst,TahitianNoniInternational,Provo,UT Sept 2010 - May 2011 Conducted and analyzed research on current and possible future products Designed and monitored clinical studies Create consumer profiles based on research

AccountPlanningIntern,EnergyBBDO,Chicago,IL June 2010 - Aug 2010 Worked on Bayer and Wrigley brands Prepared and attended creative briefs to inspire creative teams Assisted in the development of brand equities Created consumer profiles

Volunteer President,BYUAAFChapter,Provo,UT Sept 2010 - April 2011Activities Organize chapter meetings and events Represent chapter at Utah AAF events Contact professionals and arrange campus workshops

VicePresidentofCommunications,BYUStudentAlumniAssociation,Provo,UT Jan 2010 - June 2010 Planned and assisted in execution of Student Alumni events Handled on-and off-campus advertising and media relations Assist in the writing, editing, and publishing of the first annual Y Book

NOOKA

Munchbox

Problem: Find the correct target customer for KURU footwear, an online shoe provider with a wide line of orthopedic shoes who desires to switch their target to a 30-35 yr. old demographic.

Solution: Create a survey to identify the current customer and their preferences. Present target customer and data that may serve as guiding information for the company's next steps.

Findings: KURU has an older customer of 46 or older and should not switch markets. Females dominate their market.

Their customers are concerned about comfort and are computer savvy for their age group

You'llsee: Excerpts from survey findings that show the specific elements that characterize the brand’s customers.

Client: KURU FootwearPosition: Account PlannerBYU AdLab

ThemajorityofKURU’scustomersare46orolderandfemale

95%ofKURUcustomersansweredbetween3.2and6.52;arangehigherthannormalfortheagegroupofrespondents.

ComfortwasanimportantcharacteristicoftheirKURUs

AsignificancetestfortherelationshipbetwengenderandfactorsinbuyingKURUshoesshowedthatwomentendtobemoreconcernedaboutquality,price,andrecommendations.

Appearance

MedicalBenefits

Quality

Price

Recommendations

AsignificancetestfortherelationshipbetwengenderandfactorsinbuyingKURUshoesshowedthatwomentendtobemoreconcernedaboutquality,price,andrecommendations.

Brands: Bayer: 2011 New Product, One A Day, Flinstones Wrigley: Eclipse

Intern Project: create a website for interaction between Energy BBDO's current and past interns.

Projects: Developed prime prospect profiles Created insights for creative briefings Conducted primary and secondary research Created profile videos Designed and compiled creative briefing books Worked with designers to create materials

You'llsee: Eclipse: Gum Ocassions Map Bayer: Project overviews Intern Project: Strategy, logo, website mock-ups

Account Planning InternEnergy BBDOChicago, IL

Desk

Gum Occasions:

Due to Eclipse's attempt to switch their prime prospect, I created this map to demonstrate the daily moments whenthe customer feels the need for a new pellet of Eclipse.Ocassions were defined by previous research.

Strategy: LogoDesign: WebsiteDesign:Valentina Almeida Alexia Georgiou Matthew AccettaJason Houze

Myroll:

Strategy: This platform will be the best communication base to provie Energy BBDO with insights about the intern generation, while providing contributors networking opportunities.

As head planner, I organized teams to research and develop differentwebsite levels that would achieve the desired objectives presented.

Intern Project:

Bayer Products:

Much of my time at Energy BBDO was devoted to Bayer Healthcare.

2011 I did extensive primary and secondary reserach NewProduct: to present the client with a prime prospect profile. I created briefing materials and participated in creative briefing.

OneADay: Analyzed focus groups and compiled a video of insights and prime prospect segments.

Assisted in putting together creative briefing.

TheLoopFunctions:

Three levels were created to give the website public, communal, and secure aspects.

Public: Accessible to the general public, this level displays intern profiles and entertainment. Community: A space for interns and employees to interact while and outside of EBBDO.Secure:Private sector were research is conducted with intern generations for EBBDO purposes.

Public

Community

Secure

Problem: Position NOOKA as a fashion accesory and an alternative time piece.

Solution: Identify the NOOKA customer and their personalities.

Myroll: I coordinated meetings between management and creative, and made the final presentation with the key consumer and market insights.

You'llsee: Creative Execution

NOOKAClient: NOOKA Position: Account Planner

Nooka wearers are revolting against traditional ways of telling time. Personified by “Father Time.”

BigIdea

“Killing time”

Art Direction: Katie MellorCopy: Charlotte Haynie

Print

Creative Execution:

MemoryGame

TangramGame

iPhone Apps:

Problem: The children's lunch market has a variety of packaged products that are processed and unhealthy for children. As an account planning team, we had to create and design a healthy and convinent packaged product to replace the current eating habits of children for lunch.

Solution: We created Munchbox, an online home delivery lunch service. With many options, parents and their children can hand pick their choice of ingredients for lunch making both parties happy while in the comfort of their home. Quick for moms, tasteful for kids.

Strategy: To the concerned mother, this customizable healthy lunch will settle the constant battle between a child's unique taste buds and a mom's health-conscious mind, while awarding them with convenience and a well valued product.

You'llsee: Customer profile Munchbox packaging

Client: New Product DevelopmentPosition: Account Planner

Target: To their kids they are super moms; but as some things fall through the cracks, they sometimes feel insecure in being able to meet all the demands. They help with homework, avert crisis, and keep the entire home running. They are concerned about the healthy and well-being of their children and about the nutrition of the food their children eat. Their mornings are hectic witht he hustle and bustle of preparing lunches for their children. They are faced with the battle of satisfying the picky palettes of their children day in and day out. They have a flexible budget but want to make the most out of their purchases.

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Client: DoritosPosition: Account PlannerBYU AdLab

Campaignname: Doritos "Nemesis"

Problem: Place Doritos as the most desirable snack for the consumer whenever and wherever .

Solution: Put Doritos in a new, movie theater scenario, where the consumer doesn't usually have it and where we can remind them to watch their back more than ever; because you never know when someone is going to sneak up on you and try to swipe your Doritos. Created Doritos' original shorts to show at the movie theater.

Myroll: Developed strategy Researched supporting facts for media and consumer receptivity moments.

Awards: 2011 Utah Student Gold Addy 2011 Regional Student Silver Addy 2011 National Student Gold Addy

Copy & Art: Scott Stevens & Travis Meidell

Designed movie posters for display at the movie theater and exclusive Doritos buckets to create a new way for the consumer to enjoy their favorite snack in a new scenario.

Client: City HarvestPosition: Account PlannerBYU AdLab

Campaignname: City Harvest Neighborhoods (Non-Traditional/Integrated campaign for 2011 Student One Show Brief)

Problem: Create a campaign that promotes City Harvest’s food rescue model as THE solution to fighting hunger in New York City.

Highlight City Harvest as the connection between high quality food in New York City that would otherwise go to waste and the more than 1 million men, woman and children who access emergency food each week.

Target: New Yorkers are proud of who they are and what they have accomplished. They dress, talk, and walk in confidence. When it comes to choosing a place to live, they look for something that fits them individually. They may not be the reps for their zone, but when it comes to neighborhood pride they are in the front of the line. Although their busy lifestyle may make them seem closed-off, when a good cause hits close to home they are fully invested.

Solution: Take advantage of the natural rivalry between New York City's neighborhoods to encourage New Yorker's to fight hunger.

Myroll: Developed strategy and consumer profile Researched supporting facts for mediums and consumer receptivity moments

Art Direction: Pierce ThiotCopy: Scott Stevens

Created City Harvest logos representative of each neighborhood and digital billboards to display neighborhood donation totals in heavily transited areas. Also created City Harvest bags for each neighborhood.

Ads would display smack talk between neighborhoods to inspire New Yorkers to represent and prove who can help the most.

City Harvest logo stickers representative to the specific neighborhood would be put outside of restaurants to indicate their alliance with City Harvest.

A mobile app would be created to easily show New Yorkers all the City Harvest affiliated restaurants nearby where they could donate.

Strategic Planning InternLeo BurnettChicago, IL

Intern Project:

Kellogg Products:

Kellogg'sOlympics: Put together a customized report to identify the opportunities Kellogg's could take advantage of in the 2012 Olympics.

Created a brand purpose presentation that explain the different emotions consumers can associate with their favorite products.

SpecialK: Helped with the research and concepting for a new product.

Analyzed TV spots before testing in order to verify the messaging that we desired to portray was clear. Helped in day-to-day assignments as needed.

HispanicKellogg's: Expanded the team's knowledge of the Hispanic Kellogg's customer by conducting research on the Hispanic consumer.

KidBrands: Interacted with client, vendor, creative, and account teams to organize a major event to learn more about Kid trends. FiberPlus: Helped in organizing a positioning workshop and in finding a new positioning for the brand.

Eggo: Assisted in researching, writing a survey, and conducting interviews for a brand purpose workshop.

Valentina Almeida

valentinalmeida.posterous.com

valerdea@gmail.com

(801) 792-7517

Things I like:

Field HockeyTravelingBarbecuesPlaygroundsDriving without purposeStand up comedy shows

Cloud artCookingSaturday morning cartoonsSwimmingPhotographyCereal

Contact Information:

Thank YouVA L E N T I N A A L M E I D A