CHARLINE FRESSY
Account Planner
WHAT TO EXPECT A BIT ABOUT ME
CA SE STUDIES
CONTACT & RÉSUMÉ
HEY My name is Charline, french planner to be. You are currently holding my portfolio. Exciting right? But wait, before turning the page, here are a few things you should know about me: I love Woody Allen movies, the indie sound of Bastille’s songs, the view over San Francisco from the Golden Gate Bridge, Magritte’s surrealism, Jeff Koons’ balloon dog, watching people’s thoughts on Twitter and writing on pink sheets. I have already pretended to be asleep on the bus to avoid giving my seat to an old lady (just once I swear), and Phil Dunphy is my hero. I love the unexpected but planning is my thing.
UNICEF
CHALLENGE Create greater awareness for the situation of children in Syria BACKGROUND An emergency situation. Displaced and uprooted children of Syria are at a high risk of becoming a ‘Lost Generation’.
PROBLEM Compassion fatigue. Sometimes the overexposure to pictures of misery is just too much.
TARGET Millennials worldwide. 18-34 years old, in college or in early stages of their career and conscious of global issues.
RESEARCH The bigger picture. Millennials are more inclined to listen and participate when they feel like they are part of something bigger.
INSIGHT Millennials are trapped in the world of me. They see themselves as a priority and make excuses for their inaction.
STRATEGIC IDEA Embrace the army of me. Prevent the ‘Lost Generation’ of Syria.
CREATIVE IDEA Syria phones home.
MICRO-SITE « Snap, hashtag, and have your selfies do some good » Use selfies to help the children of Syria get back in touch with their loved ones.
SOCIAL MEDIA SHARING #ChildrenOfSyria
& EVENT Syria Phones Home Tour
THE ORANGE CHEF
CHALLENGE Create a launching campaign for the Prep Pad product. BACKGROUND A smart food scale. The new connected kitchen tool that gives you real-time nutritional insight.
PROBLEM The first of its kind. People are not aware of this new category.
TARGET Digital moms. Mid-40s stay at home moms who are concerned with the nutritional value of the meals they cook.
RESEARCH Moms turn to online resources for advice. They are 27% more likely to visit blogs than the US average. Digitas study.
INSIGHT Moms feel like managing the house is their job. They are competitive about their work and won’t turn to peers for help.
STRATEGIC IDEA Moms are the boss of the house, but they shouldn’t be ashamed to delegate in the kitchen. Prep Pad can be their secret weapon.
CREATIVE IDEA The secret helper.
BRANDED CONTENT PLATFORM A game to educate the target and teach them how to use the product.
DISPLAY
& BLOGGING OUTREACH
HEINEKEN
CHALLENGE Create a non-alcoholic line extension.
BACKGROUND The Unique beer. Heineken, the brand that brings together memorable experiences and enjoyable good times.
PROBLEM A beer institution. How to launch a non-alcoholic product while keeping the brand’s values?
TARGET Trendy partying girls. 24-35 years old, often hesitating between a beer and a cosmo.
INSIGHT « I miss a lot of things when I’m drunk. »
THE PRODUCT Ziel, the non-alcoholic mood-enhancing drink. It will get you in the mood to party, without drinking alcohol.
STRATEGIC IDEA The hidden moments of the night that you would miss if you were drunk.
CREATIVE IDEA Ziel Moments.
AN ENDORSED PRODUCT
TV COMMERCIAL
INSTAGRAM GAME
SPONSOR MUSIC FESTIVAL
To win backstage access for a music festival
To enjoy the concert until the end
AFFORDABLE CARE ACT
CHALLENGE Convince young people to get health insurance.
BACKGROUND A real need to recruit. For the ACA to succeed, at least 2.7 million young people must get health insurance.
PROBLEM A confusing and intimidating process. Millennials would rather not subscribe with the hope that they will soon get a job with benefits.
TARGET The young invicibles. 26-35 years old, college educated and uninsured.
RESEARCH A symbol of adulthood. Almost 70% of young people want health insurance. Kaiser Group Research.
INSIGHT Young people turn to technology to make their lives easier. They are used to purchases being as simple as a single click of a button.
STRATEGIC IDEA Quick and easy. Advertise the Marketplace as a new website that makes health insurance purchasing quick and easy.
CREATIVE IDEA Have a quickie
PHASE 1: Teasing
BILLBOARDS
YOUTUBE SKIP AD
TV COMMERCIAL
PHASE 2: Reveal
CHARLINE FRESSY EDUCATION
PROFESSIONAL EXPERIENCE
MIAMI AD SCHOOL - SAN FRANCISCO Account Planning Bootcamp October 2013 - December 2013
JUNIOR PROJECT MANAGER ET APRÈS Communications consulting, Paris, France. April 2012 - October 2013
ISCOM - PARIS - FRANCE Higher Institute for Communications and Advertising Master 2’s degree in Brand and Innovation Management October 2012 - July 2013 ISCOM - LYONS - FRANCE Master 1’s degree in Global Communications October 2008 - July 2012
SKILLS
ASSISTANT COMMUNICATIONS MANAGER RAMS 23 Clothing retailer, Barcelona, Spain. June 2011 - September 2011 ASSISTANT COMMUNICATIONS MANAGER MONACO TELECOM Telecom operator, Principality of Monaco. January 2011 - April 2011
LANGUAGES French - English
ASSISTANT ART DIRECTOR FEDERALL Communications consulting, Principality of Monaco. April 2010 - July 2010
COMPUTER Word - Excel - Powerpoint Adobe InDesign - Photoshop - Illustrator Wordpress
ASSISTANT PROJECT MANAGER PM ACTION Communications consulting, Lyons, France. April 2009 - July 2009
charline.fressy@gmail.com + 33 6 03 39 16 24
Charline Fressy charline.fressy@gmail.com + 33 6 03 39 16 24