A small sample of my work...
jsethmitchell@gmail.com 214.455.7739
“The moment one gives close attention to anything, even a blade of grass, it becomes a mysterious, awesome, indescribably magnificent world in itself.”
Seth
Henry Miller
I’m in advertising, and since I want to sell you on me, I explored a few ways to make my case. As a planner, strategist, concepter, and copywriter, I deal largely in words, so let’s just stick to the text for now. I started with a pragmatic message: We exist in an industry of service. A service that thrives on the unique and complementary talents of its employees. Together, we can add a dimension that you, your people and your clients may not have had before. More focused and insightful creative. More creative and actionable strategies. You might not have known it before, but you may just need a Seth.
Or suppose I take a historical point-of-view: Throughout my media and agency career, I’ve worked from the ground up in both the creative and account worlds. Handy with an x-acto and spray mount, I began with production work, progressing into traffic, basic print and video design and major event management during seven years at Susquehanna Radio. Three years ago, I made the jump to the agency world at G2. Starting on the account side, I advanced up to an Account Supervisor, managing several key accounts including Nokia, Pennzoil, Jiffy Lube and Essilor. As my collaboration with our creative team increased, and my attention to insightful and focused strategy grew, my role changed to one of planning, concepting and copywriting. Now a Senior Brand Planner, I focus on strategy and creative for the same brands plus Newcastle Brown Ale, Jose Cuervo, Sprite, Waste Management and more.
Then again, I could just go with a few career highlights: I built the strategy to creatively and economically create culturally relevant launch materials for several new Nokia phones launching in more than twenty countries across the globe. The projects included shoots in South Africa and Los Angeles, multiple versions of packaging, messaging that could be translated for global use, and the creation of a creative tool kit that would allow each region to customize the materials. It resulted in global usage, praise from Nokia marketers around the world, and photography that was recognized with inclusion in two editions of Communication Arts. I concepted and planned a partnership between Jiffy Lube and the American Heart Association that resulted in an annual promotion driving hundreds of thousands of new customers to Jiffy Lube locations. Plus, it achieved an astounding 80% franchisee participation rate and generated over a $1,000,000 donation to the AHA, the highest first-time fund raising total for any partner in the American Heart Association’s history.
There’s certainly more to say, so let’s chat. We can talk about my position on the Dallas Ad League board, my unfortunate hockey skills or just how I can give your client’s projects the kind of close attention that will lead to more successful strategies. Please peruse this planner/writer/concepter’s portfolio. I consider it a tiny taste of my work... a study of an ad oddity in three acts.
“Experience is not what happens to you. It’s what you do with what happens to you.” Aldous Huxley
Act 1
enses lasses l g e ocs y e w e r n s, not d . t o n f e r y g a e p t children on tra ir s e s h u e t c iv t r o a f o e Cr the are f eed to c ilor. Put n ir e h t for Ess ace to embr or kids A Firm Foundation
reflect
unpack Post Purchase
reative Prep for c brief
trategy Divvied up s & medium by segment launch for $3.4mm arkets. in 10 test m
$
assess
?
initiatio
purchase
endorse
experience
Key stat to embrace in creative
Evaluation
2
Developed marketing per shop strategy to inform G2 clients about shopper cycles.
se
“I know you believe you understand what you think I said, but I’m sure you don’t realize that what I said is probably not what I meant. ” My Grandpa
3
Act 2
Putting prep in action
Part of a li ne review f or Shell @ W almart. Nee ded to show s egmentatio n opportunit ies for Pen nzoil and Quaker State in st ore.
’s k for Shell c e d e c n e ig Intell t d. Looking a ing Rain-X bran p are romot rs o it t e p m o how c allers des to inst la b r e ip w ir the ers. and consum
he Unite t . .. t n e signm tions nging as t healthier op e l l a h c grea t for a nds as a r b Concep a t n . nd Fa eir kids h t e v Sprite a r e ms to s in progress for mo l e is stil . This on he client now t h and wit
“Give me a fruitful error any time, full of seeds, bursting with its own corrections. You can keep your sterile truth for yourself.� Vilfredo Pareto
... orite concepts One of my fav Came up with it over a beer at the Gingerman
The idea won us the the pitch and the business. Unfortunatally the final execution was quite different due to a new brand campaign and budget constraints.
Concepting for Shell.. . you can s how the id ee eas went f rom white to full exe p aper cutions.
4
“People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole.” Theodore Levitt
5
Act 3
Bringing it home
ad is for their st mobile phones. This ju an th re mo lls se Nokia nnes. . It ran in Ad Age at Ca mobile advertising group
He doesn’t miss a thing. Unless it’s not there to begin with.
He thrives on being in the know. Nothing gets past him as long as it’s there for him. And he is looking more and more to the mobile internet for what he wants to know, when he needs to know it.
Nokia photogr aphy for glob al use. We sh ethnic groups ot five differen including this t one for use in Morocco.
Mobile advertising solutions from Nokia Media Network can put you where he is looking, where he can interact with your brand. On virtually any internet capable mobile device. Visit us at Palais des Festivals, space 16.01 and get noticed.
Nokia Media Network www.adservice.nokia.com ©2008 Nokia. All rights reserved. Nokia is a registered trademark of Nokia Corporation. Other company and product names may be trademarks or trade names of their respective owners.
Maintenance Partners for Life. This was a promo for Jiffy Lube that generated over 750,000 new customers over 60 days...
“Vision is more than the ability to see what is. It’s the ability to see what could be.” Me - an over-reaching platitude written for a presentation
or Junior. Since A brand foundation for Essil brand to there wasn’t a strong parent ce to base build on, we needed a new voi future creative on.
6
That 25% stat from the brief
An initial execution bringing the Essilor Junior brand to life. Wanted to show parents how Essilor Junior could help solve a very common problem for children.
Seth Mitchell jsethmitchell@gmail.com 214.455.7739
The End
... and we raised $1,000,000 for the American Heart Association.
the See there’s ! giant check
THE END
jsethmitchell@gmail.com 214.455.7739
(call me)