The Curious Case Studies Of Adam Panetta
“Everything should be made as simple as possible. But no simpler.” — Albert Einstein
Adam Panetta
Planning Portfolio
About Me
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.
I’m an open mind that opens minds.
Adam Panetta
Planning Portfolio
“Discovery consists of looking at the same thing as everyone else and thinking something different.”
— Jon Steel
Adam Panetta
Planning Portfolio
What You’ll Find
Adam Panetta
Planning Portfolio
The Strategy
The People Helping People Manifesto 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 of informational 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.
CHALLENGE
AUDIENCE
INSIGHT
IDEA
Raise $150k to keep PHP running and making a difference within the Ecuadorian community.
Slacktivists are those that do something in support of a cause with minimal personal effort.
Slacktivists are globally connected, but lack a true understanding of global issues.
Challenge the global knowledge of Slacktivists.
Adam Panetta
Planning Portfolio
The Creative The 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.
Adam Panetta
Planning Portfolio
The Strategy
The Best Buy Manifesto We know who you think we are.
They are those “easy” and “convenient” online shops.
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 them. The one’s with the can’t beat prices.
You know what we think is funny? Them.
CHALLENGE Best Buy has become the showroom for Amazon. How do we make it relevant to Millennials?
The anxiety, the hope, the finger-crossing. That’s all on them.
What’s so funny about them?
Things like “easy” and “convenient” come from being in the know.
They pride themselves on words like “easy” and “convenient.”
That’s what we are about: We’re about putting you in the know.
That’s only because it’s “easy” and “convenient” for them.
We know who we are. Do you?
AUDIENCE The know-it-alls and find-it-alls that desire real-time results.
INSIGHT
IDEA
Millennials find joy in shopping experiences that break the norm.
Embrace being the showroom.
Adam Panetta
Planning Portfolio
The Creative Best 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.
Adam Panetta
Planning Portfolio
The Strategy
The Uber Manifesto 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 are punctual. We know that time is money. It has value. Just like you. We conform to your needs and cater to them.
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 an extension of the office or a friendly conversation. We are what you want us to be. We are at your service.
CHALLENGE
AUDIENCE
INSIGHT
IDEA
How do we get riders to choose Uber over cheaper transportation in the Bay Area?
MINKs (Massive Income, No Kids) are young professionals that know their time is valuable.
Reliable transportation has no price when you have obligations to meet.
The Uber experience puts you in control.
Adam Panetta
Planning Portfolio
The Creative Uber 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.
Adam Panetta
Planning Portfolio
Adam Panetta
925.330.5297 @panettaadam adampanetta.com adam.panetta77@gmail.com
Planner + Strategic Problem Solver
Experience barrettSF
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 Jr. Planner (January ‘13)
› 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.
Pac-12 Conference
Contributing 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 Marketing
Senior 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
Beliefs › Curiosity should last a lifetime. › Decisions are driven by emotions. › The only shame in making mistakes is not learning from them.
Guilty Pleasures › Guy Richie Films › Kurt Vonnegut Novels › College Sports
Education Miami Ad School Fall 2012
Boot Camp for Account Planners
University of Oregon Class of 2012
Major — Journalism: Advertising Minor — Business Administration