Mariscia Thompson
( mah-ree-see-ah )
Specializing in Shattering the Status Quo
New and Improved
These simple words can dramatically reposition a product. They can shatter misperceptions and create excitement where little may have existed before. This is how I’d like you to consider my background – new and improved. And, in many respects, better than the competition.
MARISCIA THOMPSON
803.271.3322 Mariscia@hotmail.com
EXPERIENCE Account Management Intern, Grey Worldwide, New York, NY, Summer 2007
• • • • •
Selected as one of 150 AAAA Multicultural Advertising Internship Program participants from 325 applicants; Nominated for “2007 Intern of the Year” award based on performance Assisted VP of Brand Planning with five competitive “brand equity pyramid” research projects, examining natural snack category and presenting findings to account team Researched competitive advertising, media and marketplace trends for Procter & Gamble Pringles brand, providing reports and perspective during weekly strategy brainstorming sessions Completed six week, in-depth brand analysis, producing 50-page presentation of “indulgent snacks brands” presented to account team and client Monitored creative development and production timetables, media placements, legal clearances and proofread copy/layout of all mechanicals for approval
Administrative Positions, Temporary Assignments, Columbia, SC, 2004 - 2006 • • •
Simultaneously supported three executive vice-presidents as Executive Assistant for Carolina First Bank, managing calendars/meetings/travel, preparing reports, paying bills, planning events and anticipating business needs of top executives Managed accounts payable, accounts receivable and general ledger for property management firm Provided administrative support to Hurricane Katrina housing coordination team, providing temporary housing to 200 families within six weeks of the FEMA housing assistance deadline
Project Controls Administrator, Parsons, Brinckerhoff, Quade & Douglas, Columbia, SC, 2000 - 2004 • • • •
Produced Executive Monthly Report for the client, South Carolina Department of Transportation, reducing production time from one month to one week Created online inter-office communication system, integrating new computer software and increasing productivity by 75% Saved $15,000 annually in printing fees by transferring production in-house Initiated computer training program for office staff, coordinating training schedules, fees, and certifications, saving company over $5000
Customer Care Professional, CONXUS Communications, Greenville, SC, 1997 - 1999
• • • • • •
Awarded CONXUS “Customer Care Professional of the Month” due to numerous customer commendations forwarded to senior management Verified 300+ accounts for dealer location database maintaining accounts for direct customers Conducted over 30 market research surveys converting 15 trial participants to retail customers Efficiently managed credit requests for billing department, reducing time spent by 75% Developed new tracking system for billing department for more accurate reporting of customer feedback and billing issues Coordinated the return of damaged units and refund requests for inventory department, ensuring tight controls and timely order processing for customers
Customer Service Supervisor, Teletech Teleservices, Inc., Greenville, SC, 1996 - 1997 •
• •
Streamlined communications between UPS distribution centers, customer assistance call centers and district management departments during UPS consolidation project, monitoring over 250 service calls monthly to satisfy UPS quality standards Supervised thirty universal customer service representatives and two assistant supervisors for United Parcel Service, providing coaching to six team members who assumed management positions within their first six months of employment Trained and mentored low-performing team to win four consecutive “Top Quality Team” awards out of 25 groups within a four-month time frame through goal setting and positive coaching
Executive Support Supervisor, MCI Telecommunications, Greenville, SC, 1995 - 1996 • • • •
Customer Service Representative, 1993 - 1995 Resolved customer concerns for MCI residential customers, expediting complaints to the National Escalation Center and providing reports of escalations to management for trending purposes Received 25 customer and management commendations for premier customer service, receiving “Top Quality” and “Top Sales” awards for two consecutive years Selected by management as a team coach for new hires given leadership skills and high quality scores
Customer Service Representative, Shakespeare Electronics & Fiberglass, Newberry, SC, 1992 - 1993 • •
Coordinated distribution of promotional materials for 120 representative agencies while providing administrative support to the management team Attended in-house training seminars on customer service, social style identification and time management
Education
- Virginia Commonwealth University, M.S. Mass Communications,Creative Brand Management
VCU Brandcenter
(free trip to NYC to be on Creativity roundtable discussion)
Two years of nonstop intensity
Managing 3 - 4 projects simultaneously
Sleepless Nights
Intro to Brand Campaigns Brand Campaigns Building Brands in International Cultures Brand Management - Creative Simulation Strategic Brand Concepts Creating Brand Products & Channels Business of Advertising
Divine inspiration appears Gained 20lbs. in 2 years New Friendships Eating Mojo’s Consumed gargantuan amounts of processed food
Dealing with different personalities.
Creative Brand Management
Technology Cultural Exploration & Communication Creative Thinking Media Research & Planning Managerial Accounting Concepts Cultural Exploration & Communication Qualitative & Quantitative Research Methods
MAIP Internship
Massive Research BECOME THE BRAND Brand Briefings Brand Books
- Howard University, Bachelor of Arts, Political Science
Account Management Internship Grey NYC Nominated for “Intern of the Year”
A little bit more about me...
A color you like to wear: Red Regardless of size or circumstance, An animal you would like to own as a pet: A tiger A flower you would like to grow in your garden: AN orchid Your lucky number: 8 A taste that you makes you melt: Chocolate A hobby that occupies your time: Reading
A sport you enjoy watching: Ballroom Dancing A sport you enjoy playing: anything
that involves a gun A city you like to visit: Atlanta A country you like to
explore: Italy Your favorite meal: shrimp A drink you often order: Amaretto Sour A delicious dessert: Chocolate Mousse A game you like to play: Taboo A book you
strongly recommend: Act like a Lady, Think like a Man An author who has affected you: J. California Cooper The magazine you read most frequently: O magazine The newspaper you prefer to read on Sundays: The Washington Post
Classical
The singer or band you Music you prefer to listen to when you are alone: currently listen to the most: etta james The film you could watch over and over: Friday A director you admire: CHUCK JONES An actress whose performances you admire: Meryl STreep An actor whose performances you admire: Morgan Freeman A TV show you watch regularly: The Game An artist whose work you highly respect: Jonathan Green A piece of clothing you love to wear: PZI jeans A monument you would like to have a view of from your bedroom: Eiffel Tower Your favorite time of the day: AFternoon Your favorite place to sit at home: on my bed What you most like to do on Sunday: read Your motto: Do
You If your house was burning and you only had time to rescue three things,
they would be: 1.
pics 2. laptop 3. blackberry
CARTIER
Luxury.
An inability to resist the It is something powerful imagery, in an exclusive hotel, inessential but conducive gratification of whims and desires. and special feelings. or a collection of the most to pleasure and stylish brands, or comfort. Something Extravagance, anything in between that expensive and hard “Reading is my greatest captures our Gatsby-like frill, and to obtain. luxury.” sense of aspiration indulgence. and longing. - Louise Brown Or is it? “It’s such a luxury to be “It’s a luxury being a We can’t call Cartier able to be happy about writer, because all you ever think about is life.” going to work in the “luxury”. We dislike the word morning.” “luxury”. - Amy Tan - Joe Pantoliano The word alone conjures It may be a long weekend
It has become a label so Somewhere along the way, the word “luxury”
lost its luster. It gratifies the appetites and tastes of those with personal
aspirations and self-discovery.
But we can call it
overused that it bears opulence. little resemblance Opulence is an to its
expression of
original meaning. individuality... A piece of eternity A desire, a dream to which we are always here on earth. striving.
Cartier is art.
...through the unique and highly personal
experiences and emotions that products provide.
And art is timeless in its appeal.
But opulence defines and no longer Da Vinci. It is an expression of Luxury creates a world of lives in a world Go ahead. Van Gogh. emotion, love and of individuality and opportunity for Open a red box. friendship. Picasso. Cartier. experiences. Carry a red bag.
We dare you.
Opulence. Cartier.
Challenge In the growing global luxury market where watches are still seen as status symbols how can Cartier differentiate itself from everyone else?
Situation The global luxury market is increasing while the United States luxury market is on the decline. Luxury brands are looking at other countries besides the United States for growth. China, for example is predicted to surpass the United States as the world’s largest purchaser of luxury items by 2015. India is experiencing a sharp rise of the new mass affluent consumer who unlike past generations didn’t inherit wealth but earned it so acquiring luxury goods is seen as a right and not a privilege. Russia has 50 more billionaires than a year ago-110 compared with 60. This year $1.1 billion was required to break into the top 100 (Forbes Richest Russians) compared with $660 million a year ago. Now that they have the freedom and income to buy anything, Russians are buying everything and the more expensive, the better.
Objectives: - Launch a brand campaign in three international countries - To make Cartier the most coveted timepiece on the market
Target Audience: Primary
Millionaires-People who achieved wealth via inherited or self-made fortunes who purchase luxury goods.
Secondary
Aspirationalists-People who are climbing up the wealth ladder and covet items that announce that they have achieved a certain level of status among their peers.
Key Insights “Charitable giving is becoming the new trend among the affluent.” “The term “luxury” needs to be redefined since it has become commoditized.” “The new affluent class are becoming interested in brands that have significance, relevance and story.”
Strategy
Positively connect with people through stories
Message
An appreciation of meaning
Creative
While building the Brand “bible� for Cartier, I found many pieces that would help inform the creatives of its essence and also show the importance of the Cartier story.
Creative team: AD: Christina Chang CW: Forest Boleyn ST: Jessica Garrett AE: Geoff Blair CBM: Mariscia Thompson
At 9:00 a.m. a woman glances at a $3,000 watch she paid $10,000 for, and is grateful. Introducing the Limited Edition Appreciation Watch. Every dollar you spend in excess of its value will be donated to providing a luxury of your choosing, whether it water, shelter or medicine, to somebody in need. Make an expensive watch meaningful to you, as well as those not as fortunate.
An appreciation of meaning.
Inspiration
Creative A killing machine defines luxury. In 1916 Commanding Officer John Joseph Pershing led a fleet of armored canons liberating the streets of Paris. More than a century later a timepiece paying tribute to the strong metallic casing of the famous World War I Renault Tank is still a conversation piece. The watch was not made available until the return of peace in 1919.
An appreciation of meaning.
Inspiration
Creative The time is 10:10 according to every watch in this magazine. Go ahead. Check…For two minutes a day a man can flaunt a logo framed within smiling hands. We’ve decided not to manipulate our watch. When a peek of a rivet underneath a man’s sleeve is enough to identify the storied aircraft in which a timepiece was inspired, there’s no need to show it.
An appreciation of meaning.
Store Display
The reinvigoration of the Cartier story also translated well to the website redesign, outdoor and related materials.
Limited Edition watch If you define luxury as a certain amount. You are paying what you think its worth and the money will go towards another ‘luxury’ of your choice.
When does a watch become a timepiece? This is the part where we’re supposed to articulate (in whimsical detail) how fine materials pieced together by hand somewhere in Switzerland create excellence, etc., etc. True. What makes us unique, however, is every device we create experienced a moment of conception beyond let’s-make-something-expensive-and-call-itluxurious. Watch? Timepiece? We made the Roadster tick.
$
An appreciation of meaning.
This project taught me several things: • I learned to define luxury based on culture. Brand campaigns must be targeted to the specific country. • Several of my teammates weren’t familiar with luxury brands so before I could educate them about Cartier I had to educate them about luxury. This was achieved by: a.Defining “luxury” at the Jefferson Hotel, one of the finest hotels in Richmond. b.Visiting the Cartier store (along with other luxury jewelry stores) in Chevy Chase, MD and San Francisco, CA. c.Immersing ourselves in luxury from the heavy card stock that was used for the creative brief to wearing $10,000 worth of watches during the presentation. d.Visiting Fink’s Jewelers (Richmond, VA) to experience the process of selecting high-end timepieces • I learned that the importance of being a Creative Brand Manager is expressing the essence of the brand in a way that makes it accessible. What the creatives experience directly influences their interest of the job at hand and hopefully expand their category interest. This experience shows them that our working relationship makes the copywriter more than just a scribe and the art director not just a designer.
How to be Interesting...
I’ve always been told to be interesting be interested. Expose yourself to new things. I always took that idea to heart. One of my semester long assignments turned out to be the exact same idea. For three months I had to expose myself to new things and then give a presentation at the end of the year. My “new things” were creating a blog about eavesdropping, reading a new magazine every week, and reading three books that I’d never pick up.
Project: Titleist Problem: Titleist is seen as an unapproachable brand to cultures that hold it in high esteem. Challenge: Take Titleist international. Target Asian novice golfers. Make the Titleist brand more approachable. Creative Director: Charles Hall Art Director: Brian Thibodeau Copy Writer: Kasey Foster Brand Manager: Mariscia Thompson Strategist: Jacob Lake
Situation Analysis:
Unlike other brands such as NIKE and Calloway, which appeal to all levels of players,Titleist is seen as the brand only for advanced golfers and definitely not for novices.Many golfers experience the brand primarily through its golf balls (“The #1 ball in golf.”) but not the clubs. The brand has been called the “Cadillac of Golf” due to its past history of greatness, affluent perception and lack of technological advances compared to the competition. Since golf participation is on the decline in the US, Titleist must expand into other countries.
Objectives:
-Make Titleist the preferred brand for all levels of golfers. -Target Asian countries (South Korea, Japan and China) where the sport is booming. -Target Asian novice golfers.
Target Audience:
Primary Confirmed golfers: Golfers already invested in the game and are actively playing (i.e.: games or driving range, or putting greens) golf. Secondary Potential golfers: Business professionals who are realizing the socio-economic benefits of playing golf, and are considering becoming new golfers.
Brand Positioning:
Perfection is no accident.
Strategy:
Make the Titleist brand more approachable to all levels of golfers.
Tagline:
Welcome to Golf
Key Insights:
Executives, middle management and even university business students (who are urged to take golf lessons to improve their hire ability) are participating in the sport more frequently, and spending more money on this pastime. Due to the lack of space in some Asian countries driving ranges are the primary spots to play golf instead of courses. Golfers are lining up at 5am to practice for several hours and returning for a two-hour wait at 5pm. Asian golfers don’t mind paying for technologically advanced equipment if it improves their game.
Research...
I’m a huge advocate for immersing the creative and strategy teams in the experience. During this project I took the entire team to play golf, try out the products, read profiles of professionals I researched (and amateurs) so they could have a well-rounded understanding of what the brand is about.
Green Giant
Brand Extension
Take Alongs are precut fruits and vegetables, of the proper servings sizes, made for little hands and mouths.
Sprouts will also revolutionize the industry with new packaging of baby food. Similar to a standard toothpaste tube, Sprouts will have a detachable spoon and cap for portability.
( in-a-nut-shell )
Passions: Sensuality, Magazines, Self-Confidence, Equality, Ambition, Comfortable Stilettos, Burgers, Harry Potter, A good pen, Dessert, Reading, Coupons, Erotica, Classic Movies, Comedies, Museums, Perfect Concealer, The Boondocks Dislikes: Closed-minded people, tight pantyhose, grits, shyness, low self-esteem, bad hairweave, ill-fitting jeans, soul food, Pay “WiFi”, Buzzwords, Pencils, Muffin Tops, Camel Toe, Badly designed websites, thongs, Bullshit (fillin-the-blank), Fake (fill-in-the-blank), Moustaches (on women), Unemployment, Misspelled Words, Credit Card Debt... High Interest Rate, Unemployment Guilty Pleasures: Celebrity Gossip, Promotional Items, Dark Chocolate, Erotica, Soda Pop, Searching for “It”, E! Channel, Looney Tunes, French Fries, Lipstick, Asti Spumante, Loaded Cheese Fries, Doodles, Magic Markers, Waffle House