Clark - extended resume by Clark Fairfield

Clarkâ&#x20AC;&#x2122;s resume presentation

...just for the fun of it

ÂŠ 2014 BrandID by design

my experience: Clark Fairfield

• OVER 20 YEARS of combined agency, post production and freelance experience in grassroots creative strategy • international design in the UK, France, Turkey, Australia, South Africa and the USA • national campaign strategies for marketing, new media and image branding • affiliations with international talent for collaborative marketing campaign strategies • branding strategies for marketing, new media and image branding • specialists at producing content for print, internet, social media platforms, viral marketing and broadcast video campaigns • smart, passionate, creative and highly effective branding solution for projects big and small • tech savvy innovators who listens to YOUR specific branding needs, communication objectives, and marketing objectives

Brings extensive experience across leading entertainment, corporate and luxury brands – including national and international marketing campaigns, commercial design and branding development for digital platforms – Clark joined The Donahue Group in 2004, and has been a key player in recent new business wins including Town & Country, City of Beverly Hills, Rodeo Drive and The Shops on El Paseo. He has also been integral in starting up a new creative services division within the agency. Prior to his work at The Donahue Group, Clark spent 5 years at Autonomy Post Production in Hollywood, CA where he helped lead the agency’s growth from start-up to over 100 associates. Recognized for his ability © 2014 BrandID by design

to work effortlessly under pressure with visionary and highend brand strategies, Clark’s creative insights were applied to landing national accounts and producing Emmy award-winning work for properties such as, Disney Entertainment, HBO, Luxe Hotel and the network launch of TGRT Network in Istanbul Turkey, the largest and most expensive network rebranding project by an American team in Istanbul at $8.5 million. His major branding and marketing experience also includes projects with MTV, CBS, ABC, National Geographic, Sony Entertainment, Manolo Blanik, Quincy Jones Entertainment, Hollywood Business District, and the City of Beverly Hills Rodeo Drive Tourism. Recent national marketing commercial project with Avery Dennison.

approach This employment pitch represents a rough estimate for the creative scope of what I can offer to this position.

CREATIVE

My strategy:

Strategic Creative Process begins with gaining an understanding of your business and your goals. Actively identify what your audience wants and needs. Then focus on delivering a distinctive customer experiences - through creative thinking guided by sound strategy. This approach ensures that any solution we develop is on target, on brand and consistent with your overall goals, delivering results-oriented experiences every time. Delivering a distinctive customer experiences -- with creative thinking guided by sound strategy. This approach requires our blend of business savvy with insight, experience and a deep repertoire of industry best practices. We then apply it all, and more, to your business objectives. My process uncovers, develops and delivers solutions beyond the realm of tactical thinking more typically employed in the creative industry. As a team, we collaboratively work to understand the true dynamics of every situation by actively identifying what your audience wants and needs. This approach ensures that any solution we develop is on target, on brand, and consistent with your overall goals, delivering results-oriented experiences every time.

START ÂŠ 2014 BrandID by design

BRAND COMPLETE

NATIONAL MARKETING CAMPAIGN M Y INTEGRATED MARKETING STRATE G Y DE VE LO PM E N T

IDENTITY PRINT

COPYWRITING CAMPAIGN DEVELOPMENT

MESSAGING

ADVERTISING

DESIGN

VIRAL VIDEO CAMPAIGN STRATEGY

INTEGRATED MARKETING PLANS INFORMATION ARCHITECTURE MEDIA PLANNING DEMOGRAPHIC OUTREACH MANAGEMENT & EVALUATION

CO - EXHIBITIONS SIGNAGE EVENT/LAUNCH

ENVIRONMENT

DIRECT RESPONSE

LIST MANAGEMENT PRINT & EMAIL

ONLINE/ MULTIMEDIA

ITS Integrated Marketing Communication (IMC)

The Promotional Mix Web, Print, Broadcast & Interactive Media - the IMC “quarterback” Advertising

Strategic Marketing Plan

Advertising objectives Appeals and executions Cost estimates Media plan

Integrated Marketing Communications (IMC) Plan

Product Analysis

Audience Analysis

Preference

Creative Strategy

Stimulate Sales

Integration Strategies

Pay per click advertising, or click able paid for adverts in the form of text, images or animations with websites; Google Adwords,Facebook adverts,Youtube, MySpace

Public relations (PR) & publicity strategy PR objectives Tactics and executions Cost estimates

Traditional PR Press release distribution to print journalists Hardcopy press kits delivered to print journalists Media events Corporate events Press calls Publicity stunts

Strategic Communication Plan Campaign Impact & Duration

New media advertising

Competitor Campaigns

Communication Objectives Awareness

Newsprint Print Magazines Outdoor advertising Radio advertising Television: free-to-air and cable / pay TV

IMC Situation Analysis Company Analysis

Traditional advertising

New media PR Press release distribution to online journalists and bloggers. Digital press kits (EPKs) distributed to online journalists and bloggers. Quasi adverts that “go viral” via Youtube, Facebook etc.

Promotional Budget

Direct marketing (DM) strategy

Promotional Mix

DM objectives Tactics and executions Cost estimates

Multimedia: website, advertising, interactive, virtual paradigm Advertising Strategy

PR/Press Strategy

Direct Marketing Strategy

Sales Promotion Strategy

Sales Force Strategy

Event Strategy

Campaign Strategy

Viral And/or Experiential Marketing

Traditional DM Solicited and unsolicited direct print mail Target lists Printed collateral sent via post to target list Solicited and unsolicited

New media DM direct email campaigns Solicited and unsolicited direct SMS campaigns

study CASE

YouTube commercial http://youtu.be/HaKjF0BWJgI Global branding campaign: sustainable product packaging

www.brandIDbydesign.com

Sustainability is rooted in our company values and has long been part of our

approach to business. Today, it drives us to work collaboratively across our entire value chain to address the environmental and social impacts of product packaging, labelling, retail branding and graphics materials. Our aim is to improve the sustainability of our products and processes, while helping to create shared value for all of our stakeholders.

ÂŠ 2014 BrandID by design

Global Sustainability communication and awareness campaign for Avery Dennison. Avery in Guatemala rainforest.

study CASE

National Creative Marketing Campaign launch for GCL light bulbs. A fresh, fun, creative introduction into the EU, UK market with a “Monty Python” edge.

WATT??? You might say... Our hard-of-hearing feathered friend “Wattie” is the product mascot who has made it’s way from the tropical rainforest to spread the GCL message in a humorious, colourful, eye catching way.

= WATT???

study CASE

To get the GCL product in the stores and on the retail floor, instore display kits will be created to be sold with a minimum wholesale purchace of a designated product line. • Free Standing Display • Counter Top Display • Window Display

LOGO BRAND IDENTITY

Hit the High Street with Bus Shelter Advertising! Bus shelter advertising is a great way to target shoppers, pedestrians and motorists alike.

INTEGRATED MARKETING APPLICATIO N SAM PLE ADVERTISING

ÂŠ 2014 BrandID by design

Packaging New media packaging Intergrating RFID (radio frequency identification) for: • Inventory control • Sales promotion via with barcode recognition by mobile phones. • Auto-resupply via online shopping • Standardisation for greater global shipping efficiencies • Minimalist packaging for low carbon footprint issues • Soy and other natural inks • Fibre alternatives to plastic packaging • Recycled materials for all collateral packaging

study CASE

NATIONAL MARKETING CAMPAIGN FOR QUINCY JONES

Commercial http://youtu.be/KSo7hdr2iRI

VIBE, a CBS syndicated American late night talk show produced by legendary Grammy Award winner, Quincy Jones. The marketing campaign included commercial, print and billboard advertising. The national marketing campaign an advertisers reach of over 92% of all US online users, spanning sites such as CBS.com, AOL, Fancast, MSN, Veoh, Facebook,YouTube, and CBS partners. In addition to the simplicity of targeting 9 out of 10 online users in a single buy, the national marketing campaign also take advantage of the vast array of creative units available on the CBS Audience Network.

ÂŠ 2014 BrandID by design

study CASE

Past five years experience working on major international and national campaigns with LACOSTE.

“I just want to be” – The Polo of the Future campaign

current, relevant, engaging, and warm

study CASE

“ZEGNA” PR and Marking campaign branding and video

http://youtu.be/MhpdDC2DliI

study CASE

ÂŠ 2014 BrandID by design

Sprinkles Special Event Marketing Campaign on Rodeo Drive

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study CASE

Another concept is to collaborate with Christopher Raeburn at VICTORINOX to create a GCL fashion/tech connection of light. Which would interest the client base of Textile, Armed Forces, Recreational Parks. His collection for 2014 is called “Future Proof Light”

Objectives

An integrated marketing campaign aimed to establish the client as one of the leading manufacturer across global applications.

Christopher Raeburn, UK Garment Designer Christopher Raeburn is a British fashion designer and Artistic Director of Victorinox. He utilises reappropriated military fabrics sourced thought Europe and dramatic use of lighting to showcase his work. All of Raeburn’s garments are produced in England.

campaign VIRAL MARKETING

PASSPORT PHOTO: We think Brits will love this campaign. In true Brit fashion there is even a UK parrot owners club, where you are advised to “get your parrot a passport” so you can prove you are the lawful owner when he flies off!!! We could use this as one idea for this campaign: WATT??? A passport??? If you are familiar with the Monty Python “Dead Parrot sketch,” which is one of the most popular clip on TV ever in UK. Our twist is “deaf parrot!!!” Watt???? Now to a Brit that could be hilarious and attention grabbing. Are you already hooked? It’s the idea of the parrot passport that’s so great because they have to be photographed for identification using GCL bulbs. There are loads of possibilities for the WATT??? joke as the owner/photographer changes the lighting to do the photo. And because the parrot is deaf he won’t understand why he needs a passport! Just gets more and more funny and touching. Imagine the parrot pleading and demanding to be sent back to his tropical “green” rain forest!! WATT??? © 2014 BrandID by design

study CASE

IMAGE RE-BRANDING & MARKETING www.brandIDbydesign.com

Capitalize on the beautiful transformation that your cosmetic artistry provides to creative a gorgeous commercial for marketing and advertising to work towards...

- First, elevating the current brand - Second, fine tune your messaging - THEN, develop a stunning campaign that will CONTINUE to grow the brand and your services in a fresh ...NEW logo branding design

ÂŠ 2014 BrandID by design

new light

study CASE

“Bella Legs” PR, Marketing, Image Branding, & Artistic Direction

projects OTHER NATIONAL MARKETING

YouTube commercial http://youtu.be/abDB14o8nvs www.brandIDbydesign.com

More than a team player Simply put, if chosen, I will give 200% to provide you the level of professional experience it takes to hit your target goals for a powerful for powerful creative strategies.

A natural extension of your in-house creative team. • • • • • • • • • • • • • • • • •

Image branding Art direction Digital design Packaging Window & in-store display Signage & banners Video post production Outdoor and print advertising Collateral marketing material Social media Website Graphic communications Post production Trade show event Special exhibitions Public exhibitions This box of talent is bottomless...