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Paris Daniell
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Paris Daniell
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Table of Contents

          Who is Paris?

               Resume

          Fishing Story

                   Bic

                   LG

            Eye Blaster

              Android

          Relationships
Who is                                                                                                                                 Paris Daniell



                                                                                           Interesting facts
                              Strengths                                                            Born in the San Francisco Bay Area •


                                                              Raised an un-conventional thinker, home-schooled 4th through 11th grade •

                                        Ideation                                   Digital naitive, writing MS-DOS commands at age 6 •
 Especially talented in the Ideation theme and fascinated
   by ideas. Able to find connections between seemingly
                                    disparate phenomena.                Competed-in and taught indoor rockclimbing during highschool •


                                        Strategic                           Participated in noumerous histortical 1840’s re-enactements •
 Especially talented in the Strategic theme create alterna-
tive ways to proceed. Faced with any given scenario, they                               Lived and studied in Aalen, Germany for a year •
        can quickly spot the relevant patterns and issues.
                                                                                              Fishes an average of 40 to 50 days a year •
                                Responsible
  People who are especially talented in the Responsibility
                                                                                                  Strives to become a Renaissance Man •
   theme take psychological ownership of what they say
they will do. They are committed to stable values such as
                                      honesty and loyalty.


                                       Empathy
     People who are especially talented in the Empathy
theme can sense the feelings of other people by imagin-
    ing themselves in others' lives or others' situations.
                                                                                    Personal Analytics
                                Adaptability
   People who are especially talented in the Adaptability
    theme prefer to “go with the flow.” They tend to be
                                                                                               271 people downloaded my content
       “now” people who take things as they come and
                   discover the future one day at a time.
                                                                          77,391 total people exposed to my ideas and content
Intern at Pereira & O’Dell - Strategy
                                                                                                             May 2011 - July 2011 (3 months)
                                                                                                             Pulled together, analyzed and created materials to demonstrate the agency’s
                                                                                                             understanding and observations on various brands and categories.

472 East H street                             Academy of Art University                                      Intern at Publicis Modem - Digital Strategist
Benicia, CA                                   Bachelor of Fine Arts - Advertising/Account Planning           June 2010 - August 2010 (3 months)
94510                                         2006 – 2011                                                    Developed product positioning statement for LG mobile, Researched prior
                                                                                                             campaign performance, used online listening tools, i.e. Radian 6, Nielson @plan,
Mobile: 707-333-2045                          Fachhochschule für Gestaltung Schwäbisch Gmünd
E-mail: parisdaniell@gmail.com                [Audited] Communications – Graphic Design                      analyzed and presented on Android mobile OS landscape
Web: parisdaniell.com                         2005 – 2006
Linked In: www.linkedin.com/in/parisdaniell                                                                  Intern at Eyeblaster (Mediamind)
                                                                                                             March 2010 - June 2010 (4 months)
                                                                                                             Worked with online media formats and tools and developed internal/client
                                                                                                             presentations around those products, POV development for automobile (Ford)
                                                                                                             and entertainment (Warner Bros.) industries.


                                                                                                             Intern at Publicis Modem San Francisco

             Ideation                                                                                        January 2010 - February 2010 (2 months)
                                                                                                             Developed digital strategies for LG mobile, trend analysis/reporting, persona
                                                                                                             development, analyzed social media behaviors and crafted best practice
            Strategic                                                                                        recommendations.

      Responsible                             Virginia Alber-Glanstaetten - Planning Director at Huge, Inc
                                                                                                             Assistant at Nasty Gal Vintage Inc.
                                              Nick Talbert - Director of Product Marketing at Mediamind      March 2008 - July 2008 (5 months)
           Empathy                                                                                           Shipped items, cataloged items using excel and digital storefront, took product
                                              Justin Cox - Sr. Brand Strategist at Pereira & O’Dell          shots, photoshop post production, steamed clothing for photographing. Provided

      Adaptability                            Cameron Maddux - Director of Account Planning at
                                                                                                             understanding about how a small start-up vintage clothing company operates and
                                                                                                             thrive's online.
                                              Academy of Art University

                                              Charles Kouns - Assosiate Prof. at VCU Adcenter and            Kyte Star at Kyte.tv
                                              Academy of Art University                                      2007 - 2008 (1 year)
                                                                                                             Pioneered community management, created engaging content in order to draw
                                              *contact information available upon request
                                                                                                             traffic to kyte.tv. Technical support for users, along with some Q&A testing prior
Work
              Whatʼs inside

       Fishing Story

                Bic

                LG

        Eye Blaster

           Android

       Relationships



            Find more at
            slideshare.net/paris_d




Brands Iʼve
worked on
                              mobile



                                       *       *       *
                                           *       *
                                                           * student spec work
Fishing




     Fishing is my passion. Spending time on the water helps me articulate ideas, and craft


     better stories. There are many similarities between fishing and advertising; knowing the


     landscape, finding the right bait, learning through trial and error, and many others.


     Knowing what passion is and how it’s noursihed is an important emotion to understand.
Fishing
          38 films
          217 Subscribers
          607 Friends
          37,532 total views
          youtube.com/parisdaniell




                               bit.ly/topangler
                     Bass fishing board game
Shakespeare
                                                                                                    Find it on
                            Digital
                            Strategy                                                                slidesha.re/shakedigi
                            Proposal
                            Paris Daniell    www.parisdaniell.com




                                                                                                    1,092 views
                                                                                                    32 downloads
              My digital strategies class was taught by Virginia Alber-Glanstaetten, and required   2 favorites
              us to select a brand and develop a digital strategy proposal. With an obvious


              passion for fishing I chose to work on Shakespeare tackle, a long standing brand


              in the industry which is digitally stagnant.
Shakespeare
                Audience insight: Tackle box persona
                The items for this persona are based on needs in relation to family,                              Take away insights
                friends, and work. Using these needs to shape Neil’s characteristics                              Escaping is a large part of Shakespeare.
                allowed me to recognize the relevance of Shakespeare’s brand in his life.                         This demographic works hard everyday,
                                                                                                                  and has a few chances on the weekend to
                Neil is married to Becky, and together they                                                       relax and bond with his child. He wants to
                have a 10-year-old son named Nelson.                                                              do this without spending a lot of money,
                                                                                                                  because he works too hard to waste.
                This is Neil’s tackle box.
                                                                                                                  Family is an important aspect of this
                                                Acceptance, Validation / Bra                                      participant’s life, and wants to include it
                                                Competition amongst pee g rights,                                 the things he does and talks about.
                                                                          rs
                                                                                                                  Fishing is media driven. There will always
                                     Escape                                Per
                                                                           Edu son
                                                                                                                  be a story, usually a measurement, often a
                                                                              cat al fu                           picture, and perhaps a video. Fishing
                                                                                 ing lfillm                       stories are portable and enjoyed by many.
                              lity                                                    his en
                         ruga                                                            son t as
                      ,F                                                                            aF            Re-living the moment of a great fishing
                   e                                                                                  ath
                 lu                                                                                      er /
              Va                                                                                                  trip can be an escape at anytime.

                                                                                                                  Competitiveness is a large component of
                                                                                                                  fishing, and the social life of anglers. Even
                                                                                                                  playing ground with equal chances for
                                                                                                                  anyone who wants to give fishing a try.




                  Strategic recommendations                                                                           Youtube       YaBB
                  Shakespeare needs to move away from their website and into the conversation.
                  Many brand advocates already inhabit digital and offline spaces.                                                Forums        Mobile
                  This potential participant has been starved of an engaging web experience that
                  involves fishing. They fuel their passion by going to youtube for videos, reading             Recreation
                  fish reports, and talking on forums and social networks.                                      Websites
                                                                                                                              Shakespeare               Twitter
                  Create a online voice.
                  Let the consumer know you are there and listening.         Facebook                                                          E-mail
                  Migrate to the conversation.                                         Blogs
                  Become a part of the stories and
                  experiences that are shared online.
                  Fishing is a highly word of mouth and media driven industry.
                  Shakespeare must use this to their advantage.
                  Embrace the story which unfolds after the hook.
                  Play an active role in helping tell the consumers story.
                  Continue to provide tools that make angler’s lives easier.
                  Perpetually fueling a deeply rooted passion and respect for Shakespeare.
Digital Chatter 
                                    about
                                                                                      slidesha.re/biclighters  


                                    Lighters


                               Paris Daniell – Account Planner
                                    Academy of Art University




This was an assignment for ad research class. We were asked to select a brand and

look for the digital chatter surrounding it. The next week I brought in my results,


and was greeted by a surprise guest who would be judging our presentation, and


ultimately selecting a winner. The guest was Virginia Alber-Glanstatetten, and she


ultimately chose this presentation as best of show that day.
1
                       Current digital state: stagnant                                                                                                                                            What is really being said online?                                                                                                       2


Bic           How is Bic currently engaging the digital audience?
              Selling lighters with fantasy NASCAR and Design-a-lighter workshop. Seriously?



Lighters
                                                                                                                                                                                                                                      anjuili
                                                                                                                                                                                                        : Smores made with a bic lighter: not the best method, but still tasty


                                                                                                                                                                                                         Curious                                    poleclimberben:
                                                                                                                                                                                                                                                    @consectarius WD 40 and a bic lighter seemed to
                                                                                                                                                                                                                                                    work wonders on my fire ants. quite entertaining as
                                                                                                                                                                                                                                                    well. wind gusts are havoc on leg hair

                                                                                                                                                                                                                                                                             Mischievous
                                                                                                                                                                                                  Urban Dictionary: Bic 71 up, 51 down


                                                                                                                                                                                                        Stolen
                                                                                                                                                                                                  A 'Bic' is the most common type of lighter available.
                                                                                                                                                                                                  Tried, trusted and relatively inexpensive,
                                                                                                                                                                                                  its the only type of lighter I use.                  My father taught ARMED most important recipe I ever
                                                                                                                                                                                                                                                                        me the GAURDS.%
                                                                                                                                                                                                  "Pass me the Bic, so MY BIC LIGHTER?..... WHERE IS IT ????...CALL THE fire you need:
                                                                                                                                                                                                      nevewers: WHERE'S I can light my cigarette."
                                                                                                                                                                                                                                                       learned. To make

                                                                                                                                                                                                             Trusted
             “Being featured in the Design-A-Lighter Gallery in no way reflects the possibility of the Submission being considered for use on Flick Your BIC packaging or adverEsing.”
                                                                                                                                                                                                                                                          heat (bic lighter)
                                                                                                                                                                                                                                                          fuel (newspaper, dry grass, branches) 6#.$4&*6$$
                                                                                                                                                                                                                                                   ,$#,QL<%?5#$%&3$4&/56#"$
                                                                                                                                                                                                                                                                       &*$*:>#+5#"#$.$65#$6:A$
                                                                                                                                                                                                                                                                                      :

                                                                                                                                                                                                                                                                     Traditional
                                                                                                                                                                                                                                                   :;$>&**#'$65&./*$ A:*6$,A:3,4-AB3$
                                                                                                                                                                                                                                                        and air.  &.$,$             +:"4'$

                                                                                                                                                                                                          R2A2+#%=+2G&%G)#+%-)#%S$&-%3*(%G'&%&-2/#+%:1-%5TF%&1$#%*-%G'&%&)2$-/H%'"#$%-)#%&#(2+.%*-%G'&%#6#$%($#'-#.;%%
                                                                                                                                                                                                                           rparmenter: How to spot a classy lady: the retractable
                                                                                                                                                                                                          U2F#%?1$?2&#/H%&-#'/%-)#%/*,)-#$%:1-%5%:#/*#6#%-)#%F'E2$*-H%27%*+(*.#+(#&%'$#%'((*.#+-'/
                                                                                                                                                                                                                                                                                  ;%
                                                                                                                                                                                                          V#G%#6#$%G2+.#$%27%-)#%?)#+2F#+'%:1-%5%7##/%-)'-%*-%*&%.1#%-2%WF1&(/#%F#F2$HX
                                                                                                                                                                                                                           Bic lighter lanyard dangling from her belt loop. ;%Y%
                                                                                                                                                                                                                                                                               FH&?'(#;(2F@&-2/#+:*(%%


                                                                                                                                                                                                                                                Personality
                                                                                                                                                                                                                                                Treasured
                                                                                                                                                                                                                                                Teacherwalt: just went for a very short walk to
                                                                                                                                                                                                                                                Whittington park and back. Found a Bic lighter. stand in and in
                                                                                                                                                                                                                                                     The apple crisp became a birthday cake
                                                                                                                                                                                                                                                   lieu of candles I blew a bic lighter out over the crisp 29
                                                                                                                                                                                                                                                   times in a row. (harder than it sounds) I once again felt
                                                                                                                                                                                                                              Helene Silberberg wrote: Friends' Bic s feel just like your own, in the Hand.
                                                                                                                                                                                                                                                   very loved, I have good friends here in Vancouver.
                                                                                                                                                                                                                              That's why Bic stealing is on the rise! (be careful, keep track of #1 light)
                                                                                                                                                                                                                                                     http://walterinvancouver.blogspot.com/2009/03/and-now-we-are-29.html



              What does this actually say for Bic lighters                                   Semi-functional paint shop, where you can create your own
                                                                                                                                                                                                                                                   Social                     Representative
              as a brand in the digital space? Not a whole lot.                              Bic graphic and upload it to a gallery.
              Lack of relevance for the actual target audience                               After your work of art is finished you can email your lighter to a
              stimulates very little digital chatter, crippling the                          friend, making it “viral”.
              effectiveness of their “viral” advertising.                                    There isn t much incentive to this advertising diversion other
                                                                                             than a chance to make it Into the featured gallery (see quote
                                                                                             above taken from T&C).




           Where should bic be instead of a microsite?                                                                                                                                        How can Bic nurture this brand love?
                                                                                                                                                                                        3                                                                                                                                                 4
                                                                                                                                                                                            What is the underlying idea of these
             Where are people having conversations about Bic?                                                                                                                               conversations?                                                                         Celebration

                                                                                                                                                                                                                                                                       King of                         Fire love
                                                                                                                                                                                                                                                                       Expression               Symbolism
                                                                                                                                                                                                                                 Showing off
                                                                                                                                                                                                                                                                        Music Appreciation
                                                                                                                                                                                                                       You tube            Tricky
                                                                                                                                                                                                                                                                             Enjoyed
                                                                                                                                                                                                                                  Playful                                                                 Representative
                                                                                                                                                                                                                       Prankster           Bored                                                        Personality
                                                                                                                                                                                                                              Wizards of fire                                                                  Mischievous
                                                                                                                                                                                                                                                                                           Adventurous                      Traditional
                                                                                                                                                                                                                                         Stolen                                                          Curious Trusted
                                                                                                                                                                                                                             Guarded             Treasured
                                                                                                                                                                                                                                Social          Saved                                   Bold
                                                                                                                                                                                                                                                                                                   Lasting
                                                                                                                                                                                                                                   Forgotten                             Knight of quality
                                                                                                                                                                                                                        Where’s my Bic?                                  and disposability Quality

                                                                                                                                                                                                                                                                                          Useful
                                                                                                                                                                                                                                                                                                         Disposable
LG mobile
                                                               DIGITAL TREND                                                         Publicis Modem
                                                               Bored with discussion boards – migration of conversation



                                                               Delivery of customer service has changed throughout
                                                               time, but has always strived to provide customers with
                                                                                                                                                                                                                                                                  Find it on
                                                               satisfaction before, during, and after the purchasing
                                                               process. Online support through discussion boards has
                                                               been a mainstay in customer service systems, but now
                                                               these destinations are becoming stale and un-able to reach

                                                               people look for support.



                                                                                                       DIGITAL TREND
                                                               Customers are moving their support related concerns

                                                               could be considered a matter of convenience. When a
                                                               customer is searching for answers, they look for the most
                                                                                                                                                              Publicis Modem


                                                                                                                                                                                                                                                                  slidesha.re/LGPOV
                                                               convenient solution to their problem. Typing a question
                                                                                                         Content exploration – Done digging in a traditional manner
                                                               into Google can result in two things; it will lead you to

                                                               a place where you may ask your question after a lot of

                                                               consumers are leaving behind this practice behind for a


                                                                                                                                                                                                                                                                  slidesha.re/LGPOV2
                                                                                                           Saturation of content – It would take 412.3 years to
                                                               simpler solution – asking their friends for help.
                                                                                                           view all of the material on YouTube (as of March 17th
                                                               sourcing - Taking a task that is normally given to an
                                                                                                       changing the way digital participants see new content; or
                                                               employee and assigning it to a large group of people Exercise your advocates. Brands can harness their advocates
                                                               through an open call. Looking for help fromlack thereof.
                                                                                                       the people in



                                                                                                                                                                                                                                                                  slidesha.re/LGPOV3
                                                                                                                         advocates are already answering questions and sourcing
                                                                                                       the printing press– a means to concentrate andfor more complex problems.
                                                                                                                         brand provided information disseminate
                                                               move when seeking support online.       amongst the public. Today’s equivalent of this on the web



                                                                                                                                      DIGITAL TREND
                                                                                                       is Google’s search browser – a place where 90% of user’s
                                                                                                       begin their search amongst a sea of information – but this
                                                                                                                         experience.

                                                               How can this trending topic be applied? of information. Watch and learn. Since these conversations are traceable
                                                                                                                                                                                                                 Publicis Modem
                                                                                                           Browsing behaviors are evolving with the introduction ofsupport as a new
                                                                                                                             and measurable, brands can look at social
                                                                                                                                           Mobile phones become local prone
                                                               Create a social support destination. social networks and micro-blogging; digital participants
                                                                                                             Because the source of information. Watching for trending support
                                                               conversation and questions have migrated, so sharing and discovering new content via peer to issues in mind
                                                                                                           are now must topics can allow companies to keep these
                                                                                                           peer interaction. for the next product that launches. sea of
                                                                                                                              Rather than venturing out in a
                                                               discussion board or forum isn’t obsolete, it‘s just lessthey rely on product reviews, tweets and
                                                                                                           information,
                                                               convenient. Keeping these boards open creates a source
                                                                                                           Facebook updates to provide them with relevant digital
                                                               of raw info, but the real interaction is happening within
                                                                                                           news.                           “If you’re spending lots of money Share worthy situations. Publish content that’s worth
                                                                                                                                                                              bringing people to an online
                                                               social networks and micro-blogs.                                            experience, the mobile experience should be comparable” on an audience want to strictly
                                                                                                                                                                             sharing. No longer does
                                                                                                                                          devices like Android phones, BlackBerrys andjournalist’s review article, instead frequent
                                                                                                                                                                            read a tech iPhones, said
                                                                                                                 January, 31, 2010        Jason Taylor, a vice president at and quality interaction in the places where the audience
                                                                                                                                                                            Usablenet.”
                                                                                                         How can this trending topic be applied?                            operates will promote sharing and improve messaging
                                                                                                                                                                            reach.
                                                                                                         Enhance exploration. CreateMobile phones are becoming increasingly advanced,
                                                                                                                                            experiences around the
                                                                                                         discovery of content, instead of creating new content more people practices – powerful
                                                                                                                                          and most importantly that Best are buying
                                                                                                                                          Smartphone’s with the intentions of using applications.
                                                                                                         is not the best practice for every digital campaign, butof GPS tracking technology; local exploration was created for
                                                                                                                                          With the advancement can A great example of content


                                                                                                                                                                                                                                                                  1288 total views
                                                                                                                                          based applications such as foursquare.com and gowalla.
                                                                                                                                                                            the 52nd Grammies - www.wereallfans.com
                                                                                                         interests.                       com are becoming more popular and gaining traction
                                                                                                                                          amongst local businesses and consumers. using sites such as http://tweetmeme.com/
                                                                                                                                                                            Users are
                                                                                                                                          Google has also integrated mobile browsing into to aggregate relevant content and
                                                                                                                                                                            and www.digg.com their
                                                                                                         content your brand provides, they will want to share place it in to browse local is another example of content
                                                                                                                                          business place pages, making it easier one place; this



                                                                                                                                                                                                                                                                  31 total downloads
                                                                                                         it. Creating content that can live across many online exploration and discovery.
                                                                                                         destinations by using API’s such as Google’s Open will only rise, and soon the average
                                                                                                                                          types of applications Social
                                                                                                                                          customer will be able to browse local stores for the best
                                                                                                         on’ campaign.                    deal and share these discoveries with friends.
                                                                                                                                          Shopping with a mobile phone through web browsers
                                                                                                                                          or applications is becoming more prevalent. Consumers Provide information and coupons that are obtainable
                                                                                                                                          now possess the ability to check product prices and through mobile while in-store. Often a potential consumer
                                                                                                                                                                January, 31, 2010
                                                                                                                                          ask questions online, which creates a more informed will enter a store and analyze their options, after collecting
    As an intern at Publicis Modem, I was assigned to the LG mobile account.                                                              shopper. Mobile shopping coincides with social shopping all the information possible they will retreat home and
                                                                                                                                                                                                         continue their research. After being fully educated on
                                                                                                                                          look for.                                                      the subject, if not swayed by competition the consumer
                                                                                                                                                                                                         will then return to purchase the product. Sustaining a
                                                                                                                                                                                                         potential consumer with info via mobile web can help
                                                                                                                                          How can this trending topic be applied?

    Working under Viginia Alber-Gladsteatten I provided trend reports, developed                                                          Make sure your store can be properly found. Local mobile
                                                                                                                                                                                                         once been lost due to at-home research.

                                                                                                                                          applications won’t do any good for your brand if it’s not
                                                                                                                                          in the right places. Providing information and geographic

                                                                                                                                        desire to visit a store in person. Engaging the audience

    personas, and crafted best practice recommendations. This work allowed me to                                                        with personalized messages through geographic locations
                                                                                                                                        can add a new level of relevancy to the brand.


                                                                                                                                                                                          January, 31, 2010



    develop a very distinct and grounded point-of-view.
LG
mobile

         DIGITAL TREND                                                               Publicis Modem
                                                                                                                                           DIGITAL TREND                                                          Publicis Modem
         Mobile phones become local prone                                                                                                  Bored with discussion boards – migration of conversation



                                                                                                                                           Delivery of customer service has changed throughout
         “If you’re spending lots of money bringing people to an online                                                                    time, but has always strived to provide customers with
         experience, the mobile experience should be comparable” on                                                                        satisfaction before, during, and after the purchasing
         devices like Android phones, BlackBerrys and iPhones, said                                                                        process. Online support through discussion boards has
         Jason Taylor, a vice president at Usablenet.”                                                                                     been a mainstay in customer service systems, but now
                                                                                                                                           these destinations are becoming stale and un-able to reach

         Mobile phones are becoming increasingly advanced,                                                                                 people look for support.
         and most importantly more people are buying powerful                                                                              Customers are moving their support related concerns
         Smartphone’s with the intentions of using applications.
         With the advancement of GPS tracking technology; local                                                                            could be considered a matter of convenience. When a
         based applications such as foursquare.com and gowalla.                                                                            customer is searching for answers, they look for the most
         com are becoming more popular and gaining traction                                                                                convenient solution to their problem. Typing a question
         amongst local businesses and consumers.                                                                                           into Google can result in two things; it will lead you to
         Google has also integrated mobile browsing into their
         business place pages, making it easier to browse local                                                                            a place where you may ask your question after a lot of

         types of applications will only rise, and soon the average                                                                        consumers are leaving behind this practice behind for a
         customer will be able to browse local stores for the best                                                                         simpler solution – asking their friends for help.
         deal and share these discoveries with friends.
         Shopping with a mobile phone through web browsers                                                                                 sourcing - Taking a task that is normally given to an
         or applications is becoming more prevalent. Consumers            Provide information and coupons that are obtainable              employee and assigning it to a large group of people         Exercise your advocates. Brands can harness their advocates
         now possess the ability to check product prices and              through mobile while in-store. Often a potential consumer        through an open call. Looking for help from people in
         ask questions online, which creates a more informed              will enter a store and analyze their options, after collecting                                                                advocates are already answering questions and sourcing
         shopper. Mobile shopping coincides with social shopping          all the information possible they will retreat home and                                                                       brand provided information for more complex problems.
                                                                          continue their research. After being fully educated on           move when seeking support online.
         look for.                                                        the subject, if not swayed by competition the consumer
                                                                          will then return to purchase the product. Sustaining a                                                                        experience.
                                                                          potential consumer with info via mobile web can help
         How can this trending topic be applied?                                                                                           How can this trending topic be applied?                      Watch and learn. Since these conversations are traceable
                                                                          once been lost due to at-home research.                                                                                       and measurable, brands can look at social support as a new
         Make sure your store can be properly found. Local mobile                                                                          Create a social support destination. Because the             source of information. Watching for trending support
         applications won’t do any good for your brand if it’s not                                                                         conversation and questions have migrated, so must            topics can allow companies to keep these issues in mind
         in the right places. Providing information and geographic                                                                                                                                      for the next product that launches.
                                                                                                                                           discussion board or forum isn’t obsolete, it‘s just less
         desire to visit a store in person. Engaging the audience                                                                          convenient. Keeping these boards open creates a source
         with personalized messages through geographic locations                                                                           of raw info, but the real interaction is happening within
         can add a new level of relevancy to the brand.                                                                                    social networks and micro-blogs.


                                                              January, 31, 2010                                                                                                              January, 31, 2010
Mediamind
                                                                                            entertainment of digital     industry                                                                                  Find it on
                                                                                            A
                                                                                            point of view on the effects
                                                                                                 nnual theatre revenue has
                                                                                                                                                                                             by paris daniell

                                                                                                 reached a �lattening trend,
                                                                                            while other entertainment
                                                                                            sources take part in consumer
                                                                                            mindshare.
                                                                                              Marketing costs are a large
                                                                                            portion of a movie’s budget, and                                             Causing a shift in theatre experience.
                                                                                            big time studios such as Warner                                              People treat the movies as a social
                                                                                            Bros are looking to digital as a                                             experience. Higher ticket rates, better
                                                                                            way to stretch their ad dollars.                                             home theatres (price, picture, and
                                                                                              Tertiary entertainment sources
                                                                                            are a result of the internet, making
                                                                                            digital a complete game changer
                                                                                                                                                                         pause button), forced advertising,
                                                                                                                                                                         and less freedom are all detracting
                                                                                                                                                                         elements in the theatre experience.
                                                                                                                                                                                                                   http://slidesha.re/ENTPOV
                                                                                            for the entertainment industry.                                              People now see their home theatre
                                                                                              Theatre audiences are highly                                               as a main source of entertainment;
                                                                                            digital and connected. Now the                                               the digital television is becoming the
                                                                                            movie industry must �ind where                                               ultimate home theatre, with streaming
                                                                                            they’re at and have a relevant and                                           content such as Net�lix Watch
                                                                                            engaging conversation with them.                                             Instantly features - a cost ef�icient
                                                                                            Using the online space can reduce                                            8.99 a month for an unlimited amount
                                                                                            ad spend with better consumer                                                of streaming movies on demand
                                                                                            targeting, in comparison to a high                                           including one mail-in DVD.
                                                                                            reach low frequency medium such
                                                                                            as T.V.

                                                                                                                                                          The �ilm industry must
                                                                                                                                                        focus on the experiential
                                                                                                                                                        element of the movies;
                                                                                                                                                        and make their
                                                                                                                                                        advertising social, on
    My internship at Eyeblaster, (now Mediamind) was a head-first dive into the media         3-D movies are a niche �illed only by theatres, for       demand, and engaging.
                                                                                            now. Drawing audiences for unique experiential              The catalyst for digital
                                                                                            movies at a premium price. Though competitors like
                                                                                            LG’s 3-D televisions threaten this sweet spot.
                                                                                                               Piracy and the internet; how has
                                                                                                                                                        interaction with a movie
                                                                                                                                                        theatre is based on impulse and related to local
                                                                                                                                                        showing times and an audience’s spare time.
                                                                                                                                                                                                                   504 total views
                                                                                                               the �ilm industry countered the          Using digital as a platform for advertising must not
    side of advertising. I worked with the Director of Product Marketing,                                      threat? In the past national and         only include social, but other elements of the online
                                                                                                               international �ilm releases were         space. For instance, Facebook connect, twitter,
                                                                                                               staggered – providing an extended
                                                                                            income window. As a result of internet piracy – the
                                                                                                                                                        Google Buzz, Integrated Sales, etc, can be integrated
                                                                                                                                                        into rich media ad’s and enable consumers to get
                                                                                                                                                                                                                   9 total downloads
                                                                                            �ilm industry has had to release movies on a global         friends to go to the movies with. De-siloing online
                                                                                            level. Preventing the rug from being pulled under           advertising is the �irst step to a stronger digital
    Nick Talbert; my tasks there consisted of building Power Point decks for the            the studios before release. Many argue that piracy          campaign for �ilms, but it will take strategy that is in
                                                                                            is a result of the industry itself – because of an          line with consumer needs.
                                                                                            environment they have created in interest of greed.

                                                                                                                         parisdaniell.com . april 2010 . entertainment industry P.O.V.

    Eyeblaster tools. Additionally, I was expected to research current events and trends


    to develop POV’s for various vertical industries i,e. entertainment, automotive, etc.


    These client facing presentations required that I quickly understand new media


    tools, and then design a way to easily explain their benefits.
Mediamind   entertainment of digital     industry
            A
            point of view on the effects
                 nnual theatre revenue has
                                                                                                             by paris daniell

                 reached a �lattening trend,
            while other entertainment
            sources take part in consumer
            mindshare.
              Marketing costs are a large
            portion of a movie’s budget, and                                             Causing a shift in theatre experience.
            big time studios such as Warner                                              People treat the movies as a social
            Bros are looking to digital as a                                             experience. Higher ticket rates, better
            way to stretch their ad dollars.                                             home theatres (price, picture, and
              Tertiary entertainment sources                                             pause button), forced advertising,
            are a result of the internet, making                                         and less freedom are all detracting
            digital a complete game changer                                              elements in the theatre experience.
            for the entertainment industry.                                              People now see their home theatre
              Theatre audiences are highly                                               as a main source of entertainment;
            digital and connected. Now the                                               the digital television is becoming the
            movie industry must �ind where                                               ultimate home theatre, with streaming
            they’re at and have a relevant and                                           content such as Net�lix Watch
            engaging conversation with them.                                             Instantly features - a cost ef�icient
            Using the online space can reduce                                            8.99 a month for an unlimited amount
            ad spend with better consumer                                                of streaming movies on demand
            targeting, in comparison to a high                                           including one mail-in DVD.
            reach low frequency medium such
            as T.V.

                                                                          The �ilm industry must
                                                                        focus on the experiential
                                                                        element of the movies;
                                                                        and make their
                                                                        advertising social, on
              3-D movies are a niche �illed only by theatres, for       demand, and engaging.
            now. Drawing audiences for unique experiential              The catalyst for digital
            movies at a premium price. Though competitors like          interaction with a movie
            LG’s 3-D televisions threaten this sweet spot.              theatre is based on impulse and related to local
                               Piracy and the internet; how has         showing times and an audience’s spare time.
                               the �ilm industry countered the          Using digital as a platform for advertising must not
                               threat? In the past national and         only include social, but other elements of the online
                               international �ilm releases were         space. For instance, Facebook connect, twitter,
                               staggered – providing an extended        Google Buzz, Integrated Sales, etc, can be integrated
            income window. As a result of internet piracy – the         into rich media ad’s and enable consumers to get
            �ilm industry has had to release movies on a global         friends to go to the movies with. De-siloing online
            level. Preventing the rug from being pulled under           advertising is the �irst step to a stronger digital
            the studios before release. Many argue that piracy          campaign for �ilms, but it will take strategy that is in
            is a result of the industry itself – because of an          line with consumer needs.
            environment they have created in interest of greed.

                                         parisdaniell.com . april 2010 . entertainment industry P.O.V.
Android




    A second internship at Publicis Modem re-united me with the LG brand. It was my


    job to research, understand, and communicate to the strategy team what the


    Android mobile OS is all about. The presentation included an overview of the OS,


    the differences between Android and iOS, the story of Android, and what to


    consider when entering the Android powered smartphone market.
Android
Relationships




     My relationships class at the Academy of Art University made a huge impact on me.


     Taught by Charlie Kouns and Stella Humphries, this experimental class had us


     explore the quality of connections between peers, friends, and colleagues. Our final


     project was to enter an advertising agency, interview the employees, and then provide


     a presentation about their relationships and how to better understand them.


     The agency we were assigned to was Redscout. Although the data within the


     presentation are confidential, the things I learned about relationships are not.
Parisʼ Recommendations
“Paris is one of the few people who's eyes start to twinkle at the opportunity      “Paris did an excellent job at Kyte in working and supporting the kyte.tv
of the digital space, not for the money but because of pure unadulterated           community. Very creative, hard-working individual. It was a pleasure working
excitement. It was pleasure to work with him to help me explain some of the         with Paris.” February 16, 2010
most complicated sets of products to market of cynical marketers. He has the        Top qualities: Great Results, Expert, Creative
potential to be a great strategic asset with design sensibilities to any team he
works with. Put him on the toughest task you have and prepare to be amazed          Daniel Graf, CEO and Co-founder
at the quickness of completion and thought provoking ideas that will ensue.”        hired Paris as a IT Consultant in 2007
July 16, 2010

Nick Talbert, Director, Product Marketing, MediaMind                                “Paris is an exceptionally smart guy. He's a natural planner--curious, concise
managed Paris at Eyeblaster                                                         and thought provoking. While he may not be done with his program at AAU,
                                                                                    he is ready to start working. Simply put, I would hire Paris if I had the
                                                                                    chance.” June 15, 2010
“Bright, exceptional, and highly engaged are the best words to describe Paris'.
He is incredibly astute and insightful. He brings a fresh perspective, and dili-    Justin Cox, Instructor, Academy of Art University,
gence to each project, and willingness to push past the obvious and the             taught Paris at Academy of Art University
accepted. Hire him. You will not regret it.” March 15, 2010

Virginia Alber-Glanstaetten, VP/AD Digital Strategy, Publicis Modem                 Paris is extremely likeable with a very positive outlook, enthusiastic approach
managed Paris at Publicis Modem San Francisco                                       and ‘can do’ attitude. He became a popular member of the team and other
                                                                                    colleagues who interacted with him commented positively on his energy and
                                                                                    attitude. Paris is extremely adept at finding information online and compiling it
“Paris is a great asset to any company. His willingness to learn, patience, and     into clear, concise and stimulating material. This is an incredibly valuable skill
flexibility were crucial to our business when we were still very small. He is one   for any planner but particularly for a new planner looking to make an impactful
of the most well-mannered and respectful employees we've ever had, and is           contribution to projects early in their career. His innate interest in technology,
proactive on every level. I highly recommend him!” February 26, 2010                non-traditional media and online sources make him a particularly skilled and
                                                                                    creative researcher.
Sophia Amoruso, Founder and CEO, Nasty Gal                                          I have no hesitation in recommending Paris as a valuable asset to any Strategic
managed Paris at Nasty Gal Vintage Inc.                                             Planning team.

                                                                                    Nick Chapman, Director of Strategy, Pereira & O’Dell

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Paris Daniell's Porfolio

  • 1. Paris Daniell por t folio
  • 2. Paris Daniell por t folio Table of Contents Who is Paris? Resume Fishing Story Bic LG Eye Blaster Android Relationships
  • 3. Who is Paris Daniell Interesting facts Strengths Born in the San Francisco Bay Area • Raised an un-conventional thinker, home-schooled 4th through 11th grade • Ideation Digital naitive, writing MS-DOS commands at age 6 • Especially talented in the Ideation theme and fascinated by ideas. Able to find connections between seemingly disparate phenomena. Competed-in and taught indoor rockclimbing during highschool • Strategic Participated in noumerous histortical 1840’s re-enactements • Especially talented in the Strategic theme create alterna- tive ways to proceed. Faced with any given scenario, they Lived and studied in Aalen, Germany for a year • can quickly spot the relevant patterns and issues. Fishes an average of 40 to 50 days a year • Responsible People who are especially talented in the Responsibility Strives to become a Renaissance Man • theme take psychological ownership of what they say they will do. They are committed to stable values such as honesty and loyalty. Empathy People who are especially talented in the Empathy theme can sense the feelings of other people by imagin- ing themselves in others' lives or others' situations. Personal Analytics Adaptability People who are especially talented in the Adaptability theme prefer to “go with the flow.” They tend to be 271 people downloaded my content “now” people who take things as they come and discover the future one day at a time. 77,391 total people exposed to my ideas and content
  • 4. Intern at Pereira & O’Dell - Strategy May 2011 - July 2011 (3 months) Pulled together, analyzed and created materials to demonstrate the agency’s understanding and observations on various brands and categories. 472 East H street Academy of Art University Intern at Publicis Modem - Digital Strategist Benicia, CA Bachelor of Fine Arts - Advertising/Account Planning June 2010 - August 2010 (3 months) 94510 2006 – 2011 Developed product positioning statement for LG mobile, Researched prior campaign performance, used online listening tools, i.e. Radian 6, Nielson @plan, Mobile: 707-333-2045 Fachhochschule für Gestaltung Schwäbisch Gmünd E-mail: parisdaniell@gmail.com [Audited] Communications – Graphic Design analyzed and presented on Android mobile OS landscape Web: parisdaniell.com 2005 – 2006 Linked In: www.linkedin.com/in/parisdaniell Intern at Eyeblaster (Mediamind) March 2010 - June 2010 (4 months) Worked with online media formats and tools and developed internal/client presentations around those products, POV development for automobile (Ford) and entertainment (Warner Bros.) industries. Intern at Publicis Modem San Francisco Ideation January 2010 - February 2010 (2 months) Developed digital strategies for LG mobile, trend analysis/reporting, persona development, analyzed social media behaviors and crafted best practice Strategic recommendations. Responsible Virginia Alber-Glanstaetten - Planning Director at Huge, Inc Assistant at Nasty Gal Vintage Inc. Nick Talbert - Director of Product Marketing at Mediamind March 2008 - July 2008 (5 months) Empathy Shipped items, cataloged items using excel and digital storefront, took product Justin Cox - Sr. Brand Strategist at Pereira & O’Dell shots, photoshop post production, steamed clothing for photographing. Provided Adaptability Cameron Maddux - Director of Account Planning at understanding about how a small start-up vintage clothing company operates and thrive's online. Academy of Art University Charles Kouns - Assosiate Prof. at VCU Adcenter and Kyte Star at Kyte.tv Academy of Art University 2007 - 2008 (1 year) Pioneered community management, created engaging content in order to draw *contact information available upon request traffic to kyte.tv. Technical support for users, along with some Q&A testing prior
  • 5. Work Whatʼs inside Fishing Story Bic LG Eye Blaster Android Relationships Find more at slideshare.net/paris_d Brands Iʼve worked on mobile * * * * * * student spec work
  • 6. Fishing Fishing is my passion. Spending time on the water helps me articulate ideas, and craft better stories. There are many similarities between fishing and advertising; knowing the landscape, finding the right bait, learning through trial and error, and many others. Knowing what passion is and how it’s noursihed is an important emotion to understand.
  • 7. Fishing 38 films 217 Subscribers 607 Friends 37,532 total views youtube.com/parisdaniell bit.ly/topangler Bass fishing board game
  • 8. Shakespeare Find it on Digital Strategy slidesha.re/shakedigi Proposal Paris Daniell www.parisdaniell.com 1,092 views 32 downloads My digital strategies class was taught by Virginia Alber-Glanstaetten, and required 2 favorites us to select a brand and develop a digital strategy proposal. With an obvious passion for fishing I chose to work on Shakespeare tackle, a long standing brand in the industry which is digitally stagnant.
  • 9. Shakespeare Audience insight: Tackle box persona The items for this persona are based on needs in relation to family, Take away insights friends, and work. Using these needs to shape Neil’s characteristics Escaping is a large part of Shakespeare. allowed me to recognize the relevance of Shakespeare’s brand in his life. This demographic works hard everyday, and has a few chances on the weekend to Neil is married to Becky, and together they relax and bond with his child. He wants to have a 10-year-old son named Nelson. do this without spending a lot of money, because he works too hard to waste. This is Neil’s tackle box. Family is an important aspect of this Acceptance, Validation / Bra participant’s life, and wants to include it Competition amongst pee g rights, the things he does and talks about. rs Fishing is media driven. There will always Escape Per Edu son be a story, usually a measurement, often a cat al fu picture, and perhaps a video. Fishing ing lfillm stories are portable and enjoyed by many. lity his en ruga son t as ,F aF Re-living the moment of a great fishing e ath lu er / Va trip can be an escape at anytime. Competitiveness is a large component of fishing, and the social life of anglers. Even playing ground with equal chances for anyone who wants to give fishing a try. Strategic recommendations Youtube YaBB Shakespeare needs to move away from their website and into the conversation. Many brand advocates already inhabit digital and offline spaces. Forums Mobile This potential participant has been starved of an engaging web experience that involves fishing. They fuel their passion by going to youtube for videos, reading Recreation fish reports, and talking on forums and social networks. Websites Shakespeare Twitter Create a online voice. Let the consumer know you are there and listening. Facebook E-mail Migrate to the conversation. Blogs Become a part of the stories and experiences that are shared online. Fishing is a highly word of mouth and media driven industry. Shakespeare must use this to their advantage. Embrace the story which unfolds after the hook. Play an active role in helping tell the consumers story. Continue to provide tools that make angler’s lives easier. Perpetually fueling a deeply rooted passion and respect for Shakespeare.
  • 10. Digital Chatter   about   slidesha.re/biclighters   Lighters Paris Daniell – Account Planner Academy of Art University This was an assignment for ad research class. We were asked to select a brand and look for the digital chatter surrounding it. The next week I brought in my results, and was greeted by a surprise guest who would be judging our presentation, and ultimately selecting a winner. The guest was Virginia Alber-Glanstatetten, and she ultimately chose this presentation as best of show that day.
  • 11. 1 Current digital state: stagnant What is really being said online? 2 Bic How is Bic currently engaging the digital audience? Selling lighters with fantasy NASCAR and Design-a-lighter workshop. Seriously? Lighters anjuili : Smores made with a bic lighter: not the best method, but still tasty Curious poleclimberben: @consectarius WD 40 and a bic lighter seemed to work wonders on my fire ants. quite entertaining as well. wind gusts are havoc on leg hair Mischievous Urban Dictionary: Bic 71 up, 51 down Stolen A 'Bic' is the most common type of lighter available. Tried, trusted and relatively inexpensive, its the only type of lighter I use. My father taught ARMED most important recipe I ever me the GAURDS.% "Pass me the Bic, so MY BIC LIGHTER?..... WHERE IS IT ????...CALL THE fire you need: nevewers: WHERE'S I can light my cigarette." learned. To make Trusted “Being featured in the Design-A-Lighter Gallery in no way reflects the possibility of the Submission being considered for use on Flick Your BIC packaging or adverEsing.” heat (bic lighter) fuel (newspaper, dry grass, branches) 6#.$4&*6$$ ,$#,QL<%?5#$%&3$4&/56#"$ &*$*:>#+5#"#$.$65#$6:A$ : Traditional :;$>&**#'$65&./*$ A:*6$,A:3,4-AB3$ and air. &.$,$ +:"4'$ R2A2+#%=+2G&%G)#+%-)#%S$&-%3*(%G'&%&-2/#+%:1-%5TF%&1$#%*-%G'&%&)2$-/H%'"#$%-)#%&#(2+.%*-%G'&%#6#$%($#'-#.;%% rparmenter: How to spot a classy lady: the retractable U2F#%?1$?2&#/H%&-#'/%-)#%/*,)-#$%:1-%5%:#/*#6#%-)#%F'E2$*-H%27%*+(*.#+(#&%'$#%'((*.#+-'/ ;% V#G%#6#$%G2+.#$%27%-)#%?)#+2F#+'%:1-%5%7##/%-)'-%*-%*&%.1#%-2%WF1&(/#%F#F2$HX Bic lighter lanyard dangling from her belt loop. ;%Y% FH&?'(#;(2F@&-2/#+:*(%% Personality Treasured Teacherwalt: just went for a very short walk to Whittington park and back. Found a Bic lighter. stand in and in The apple crisp became a birthday cake lieu of candles I blew a bic lighter out over the crisp 29 times in a row. (harder than it sounds) I once again felt Helene Silberberg wrote: Friends' Bic s feel just like your own, in the Hand. very loved, I have good friends here in Vancouver. That's why Bic stealing is on the rise! (be careful, keep track of #1 light) http://walterinvancouver.blogspot.com/2009/03/and-now-we-are-29.html What does this actually say for Bic lighters Semi-functional paint shop, where you can create your own Social Representative as a brand in the digital space? Not a whole lot. Bic graphic and upload it to a gallery. Lack of relevance for the actual target audience After your work of art is finished you can email your lighter to a stimulates very little digital chatter, crippling the friend, making it “viral”. effectiveness of their “viral” advertising. There isn t much incentive to this advertising diversion other than a chance to make it Into the featured gallery (see quote above taken from T&C). Where should bic be instead of a microsite? How can Bic nurture this brand love? 3 4 What is the underlying idea of these Where are people having conversations about Bic? conversations? Celebration King of Fire love Expression Symbolism Showing off Music Appreciation You tube Tricky Enjoyed Playful Representative Prankster Bored Personality Wizards of fire Mischievous Adventurous Traditional Stolen Curious Trusted Guarded Treasured Social Saved Bold Lasting Forgotten Knight of quality Where’s my Bic? and disposability Quality Useful Disposable
  • 12. LG mobile DIGITAL TREND Publicis Modem Bored with discussion boards – migration of conversation Delivery of customer service has changed throughout time, but has always strived to provide customers with Find it on satisfaction before, during, and after the purchasing process. Online support through discussion boards has been a mainstay in customer service systems, but now these destinations are becoming stale and un-able to reach people look for support. DIGITAL TREND Customers are moving their support related concerns could be considered a matter of convenience. When a customer is searching for answers, they look for the most Publicis Modem slidesha.re/LGPOV convenient solution to their problem. Typing a question Content exploration – Done digging in a traditional manner into Google can result in two things; it will lead you to a place where you may ask your question after a lot of consumers are leaving behind this practice behind for a slidesha.re/LGPOV2 Saturation of content – It would take 412.3 years to simpler solution – asking their friends for help. view all of the material on YouTube (as of March 17th sourcing - Taking a task that is normally given to an changing the way digital participants see new content; or employee and assigning it to a large group of people Exercise your advocates. Brands can harness their advocates through an open call. Looking for help fromlack thereof. the people in slidesha.re/LGPOV3 advocates are already answering questions and sourcing the printing press– a means to concentrate andfor more complex problems. brand provided information disseminate move when seeking support online. amongst the public. Today’s equivalent of this on the web DIGITAL TREND is Google’s search browser – a place where 90% of user’s begin their search amongst a sea of information – but this experience. How can this trending topic be applied? of information. Watch and learn. Since these conversations are traceable Publicis Modem Browsing behaviors are evolving with the introduction ofsupport as a new and measurable, brands can look at social Mobile phones become local prone Create a social support destination. social networks and micro-blogging; digital participants Because the source of information. Watching for trending support conversation and questions have migrated, so sharing and discovering new content via peer to issues in mind are now must topics can allow companies to keep these peer interaction. for the next product that launches. sea of Rather than venturing out in a discussion board or forum isn’t obsolete, it‘s just lessthey rely on product reviews, tweets and information, convenient. Keeping these boards open creates a source Facebook updates to provide them with relevant digital of raw info, but the real interaction is happening within news. “If you’re spending lots of money Share worthy situations. Publish content that’s worth bringing people to an online social networks and micro-blogs. experience, the mobile experience should be comparable” on an audience want to strictly sharing. No longer does devices like Android phones, BlackBerrys andjournalist’s review article, instead frequent read a tech iPhones, said January, 31, 2010 Jason Taylor, a vice president at and quality interaction in the places where the audience Usablenet.” How can this trending topic be applied? operates will promote sharing and improve messaging reach. Enhance exploration. CreateMobile phones are becoming increasingly advanced, experiences around the discovery of content, instead of creating new content more people practices – powerful and most importantly that Best are buying Smartphone’s with the intentions of using applications. is not the best practice for every digital campaign, butof GPS tracking technology; local exploration was created for With the advancement can A great example of content 1288 total views based applications such as foursquare.com and gowalla. the 52nd Grammies - www.wereallfans.com interests. com are becoming more popular and gaining traction amongst local businesses and consumers. using sites such as http://tweetmeme.com/ Users are Google has also integrated mobile browsing into to aggregate relevant content and and www.digg.com their content your brand provides, they will want to share place it in to browse local is another example of content business place pages, making it easier one place; this 31 total downloads it. Creating content that can live across many online exploration and discovery. destinations by using API’s such as Google’s Open will only rise, and soon the average types of applications Social customer will be able to browse local stores for the best on’ campaign. deal and share these discoveries with friends. Shopping with a mobile phone through web browsers or applications is becoming more prevalent. Consumers Provide information and coupons that are obtainable now possess the ability to check product prices and through mobile while in-store. Often a potential consumer January, 31, 2010 ask questions online, which creates a more informed will enter a store and analyze their options, after collecting As an intern at Publicis Modem, I was assigned to the LG mobile account. shopper. Mobile shopping coincides with social shopping all the information possible they will retreat home and continue their research. After being fully educated on look for. the subject, if not swayed by competition the consumer will then return to purchase the product. Sustaining a potential consumer with info via mobile web can help How can this trending topic be applied? Working under Viginia Alber-Gladsteatten I provided trend reports, developed Make sure your store can be properly found. Local mobile once been lost due to at-home research. applications won’t do any good for your brand if it’s not in the right places. Providing information and geographic desire to visit a store in person. Engaging the audience personas, and crafted best practice recommendations. This work allowed me to with personalized messages through geographic locations can add a new level of relevancy to the brand. January, 31, 2010 develop a very distinct and grounded point-of-view.
  • 13. LG mobile DIGITAL TREND Publicis Modem DIGITAL TREND Publicis Modem Mobile phones become local prone Bored with discussion boards – migration of conversation Delivery of customer service has changed throughout “If you’re spending lots of money bringing people to an online time, but has always strived to provide customers with experience, the mobile experience should be comparable” on satisfaction before, during, and after the purchasing devices like Android phones, BlackBerrys and iPhones, said process. Online support through discussion boards has Jason Taylor, a vice president at Usablenet.” been a mainstay in customer service systems, but now these destinations are becoming stale and un-able to reach Mobile phones are becoming increasingly advanced, people look for support. and most importantly more people are buying powerful Customers are moving their support related concerns Smartphone’s with the intentions of using applications. With the advancement of GPS tracking technology; local could be considered a matter of convenience. When a based applications such as foursquare.com and gowalla. customer is searching for answers, they look for the most com are becoming more popular and gaining traction convenient solution to their problem. Typing a question amongst local businesses and consumers. into Google can result in two things; it will lead you to Google has also integrated mobile browsing into their business place pages, making it easier to browse local a place where you may ask your question after a lot of types of applications will only rise, and soon the average consumers are leaving behind this practice behind for a customer will be able to browse local stores for the best simpler solution – asking their friends for help. deal and share these discoveries with friends. Shopping with a mobile phone through web browsers sourcing - Taking a task that is normally given to an or applications is becoming more prevalent. Consumers Provide information and coupons that are obtainable employee and assigning it to a large group of people Exercise your advocates. Brands can harness their advocates now possess the ability to check product prices and through mobile while in-store. Often a potential consumer through an open call. Looking for help from people in ask questions online, which creates a more informed will enter a store and analyze their options, after collecting advocates are already answering questions and sourcing shopper. Mobile shopping coincides with social shopping all the information possible they will retreat home and brand provided information for more complex problems. continue their research. After being fully educated on move when seeking support online. look for. the subject, if not swayed by competition the consumer will then return to purchase the product. Sustaining a experience. potential consumer with info via mobile web can help How can this trending topic be applied? How can this trending topic be applied? Watch and learn. Since these conversations are traceable once been lost due to at-home research. and measurable, brands can look at social support as a new Make sure your store can be properly found. Local mobile Create a social support destination. Because the source of information. Watching for trending support applications won’t do any good for your brand if it’s not conversation and questions have migrated, so must topics can allow companies to keep these issues in mind in the right places. Providing information and geographic for the next product that launches. discussion board or forum isn’t obsolete, it‘s just less desire to visit a store in person. Engaging the audience convenient. Keeping these boards open creates a source with personalized messages through geographic locations of raw info, but the real interaction is happening within can add a new level of relevancy to the brand. social networks and micro-blogs. January, 31, 2010 January, 31, 2010
  • 14. Mediamind entertainment of digital industry Find it on A point of view on the effects nnual theatre revenue has by paris daniell reached a �lattening trend, while other entertainment sources take part in consumer mindshare. Marketing costs are a large portion of a movie’s budget, and Causing a shift in theatre experience. big time studios such as Warner People treat the movies as a social Bros are looking to digital as a experience. Higher ticket rates, better way to stretch their ad dollars. home theatres (price, picture, and Tertiary entertainment sources are a result of the internet, making digital a complete game changer pause button), forced advertising, and less freedom are all detracting elements in the theatre experience. http://slidesha.re/ENTPOV for the entertainment industry. People now see their home theatre Theatre audiences are highly as a main source of entertainment; digital and connected. Now the the digital television is becoming the movie industry must �ind where ultimate home theatre, with streaming they’re at and have a relevant and content such as Net�lix Watch engaging conversation with them. Instantly features - a cost ef�icient Using the online space can reduce 8.99 a month for an unlimited amount ad spend with better consumer of streaming movies on demand targeting, in comparison to a high including one mail-in DVD. reach low frequency medium such as T.V. The �ilm industry must focus on the experiential element of the movies; and make their advertising social, on My internship at Eyeblaster, (now Mediamind) was a head-first dive into the media 3-D movies are a niche �illed only by theatres, for demand, and engaging. now. Drawing audiences for unique experiential The catalyst for digital movies at a premium price. Though competitors like LG’s 3-D televisions threaten this sweet spot. Piracy and the internet; how has interaction with a movie theatre is based on impulse and related to local showing times and an audience’s spare time. 504 total views the �ilm industry countered the Using digital as a platform for advertising must not side of advertising. I worked with the Director of Product Marketing, threat? In the past national and only include social, but other elements of the online international �ilm releases were space. For instance, Facebook connect, twitter, staggered – providing an extended income window. As a result of internet piracy – the Google Buzz, Integrated Sales, etc, can be integrated into rich media ad’s and enable consumers to get 9 total downloads �ilm industry has had to release movies on a global friends to go to the movies with. De-siloing online level. Preventing the rug from being pulled under advertising is the �irst step to a stronger digital Nick Talbert; my tasks there consisted of building Power Point decks for the the studios before release. Many argue that piracy campaign for �ilms, but it will take strategy that is in is a result of the industry itself – because of an line with consumer needs. environment they have created in interest of greed. parisdaniell.com . april 2010 . entertainment industry P.O.V. Eyeblaster tools. Additionally, I was expected to research current events and trends to develop POV’s for various vertical industries i,e. entertainment, automotive, etc. These client facing presentations required that I quickly understand new media tools, and then design a way to easily explain their benefits.
  • 15. Mediamind entertainment of digital industry A point of view on the effects nnual theatre revenue has by paris daniell reached a �lattening trend, while other entertainment sources take part in consumer mindshare. Marketing costs are a large portion of a movie’s budget, and Causing a shift in theatre experience. big time studios such as Warner People treat the movies as a social Bros are looking to digital as a experience. Higher ticket rates, better way to stretch their ad dollars. home theatres (price, picture, and Tertiary entertainment sources pause button), forced advertising, are a result of the internet, making and less freedom are all detracting digital a complete game changer elements in the theatre experience. for the entertainment industry. People now see their home theatre Theatre audiences are highly as a main source of entertainment; digital and connected. Now the the digital television is becoming the movie industry must �ind where ultimate home theatre, with streaming they’re at and have a relevant and content such as Net�lix Watch engaging conversation with them. Instantly features - a cost ef�icient Using the online space can reduce 8.99 a month for an unlimited amount ad spend with better consumer of streaming movies on demand targeting, in comparison to a high including one mail-in DVD. reach low frequency medium such as T.V. The �ilm industry must focus on the experiential element of the movies; and make their advertising social, on 3-D movies are a niche �illed only by theatres, for demand, and engaging. now. Drawing audiences for unique experiential The catalyst for digital movies at a premium price. Though competitors like interaction with a movie LG’s 3-D televisions threaten this sweet spot. theatre is based on impulse and related to local Piracy and the internet; how has showing times and an audience’s spare time. the �ilm industry countered the Using digital as a platform for advertising must not threat? In the past national and only include social, but other elements of the online international �ilm releases were space. For instance, Facebook connect, twitter, staggered – providing an extended Google Buzz, Integrated Sales, etc, can be integrated income window. As a result of internet piracy – the into rich media ad’s and enable consumers to get �ilm industry has had to release movies on a global friends to go to the movies with. De-siloing online level. Preventing the rug from being pulled under advertising is the �irst step to a stronger digital the studios before release. Many argue that piracy campaign for �ilms, but it will take strategy that is in is a result of the industry itself – because of an line with consumer needs. environment they have created in interest of greed. parisdaniell.com . april 2010 . entertainment industry P.O.V.
  • 16. Android A second internship at Publicis Modem re-united me with the LG brand. It was my job to research, understand, and communicate to the strategy team what the Android mobile OS is all about. The presentation included an overview of the OS, the differences between Android and iOS, the story of Android, and what to consider when entering the Android powered smartphone market.
  • 18. Relationships My relationships class at the Academy of Art University made a huge impact on me. Taught by Charlie Kouns and Stella Humphries, this experimental class had us explore the quality of connections between peers, friends, and colleagues. Our final project was to enter an advertising agency, interview the employees, and then provide a presentation about their relationships and how to better understand them. The agency we were assigned to was Redscout. Although the data within the presentation are confidential, the things I learned about relationships are not.
  • 19. Parisʼ Recommendations “Paris is one of the few people who's eyes start to twinkle at the opportunity “Paris did an excellent job at Kyte in working and supporting the kyte.tv of the digital space, not for the money but because of pure unadulterated community. Very creative, hard-working individual. It was a pleasure working excitement. It was pleasure to work with him to help me explain some of the with Paris.” February 16, 2010 most complicated sets of products to market of cynical marketers. He has the Top qualities: Great Results, Expert, Creative potential to be a great strategic asset with design sensibilities to any team he works with. Put him on the toughest task you have and prepare to be amazed Daniel Graf, CEO and Co-founder at the quickness of completion and thought provoking ideas that will ensue.” hired Paris as a IT Consultant in 2007 July 16, 2010 Nick Talbert, Director, Product Marketing, MediaMind “Paris is an exceptionally smart guy. He's a natural planner--curious, concise managed Paris at Eyeblaster and thought provoking. While he may not be done with his program at AAU, he is ready to start working. Simply put, I would hire Paris if I had the chance.” June 15, 2010 “Bright, exceptional, and highly engaged are the best words to describe Paris'. He is incredibly astute and insightful. He brings a fresh perspective, and dili- Justin Cox, Instructor, Academy of Art University, gence to each project, and willingness to push past the obvious and the taught Paris at Academy of Art University accepted. Hire him. You will not regret it.” March 15, 2010 Virginia Alber-Glanstaetten, VP/AD Digital Strategy, Publicis Modem Paris is extremely likeable with a very positive outlook, enthusiastic approach managed Paris at Publicis Modem San Francisco and ‘can do’ attitude. He became a popular member of the team and other colleagues who interacted with him commented positively on his energy and attitude. Paris is extremely adept at finding information online and compiling it “Paris is a great asset to any company. His willingness to learn, patience, and into clear, concise and stimulating material. This is an incredibly valuable skill flexibility were crucial to our business when we were still very small. He is one for any planner but particularly for a new planner looking to make an impactful of the most well-mannered and respectful employees we've ever had, and is contribution to projects early in their career. His innate interest in technology, proactive on every level. I highly recommend him!” February 26, 2010 non-traditional media and online sources make him a particularly skilled and creative researcher. Sophia Amoruso, Founder and CEO, Nasty Gal I have no hesitation in recommending Paris as a valuable asset to any Strategic managed Paris at Nasty Gal Vintage Inc. Planning team. Nick Chapman, Director of Strategy, Pereira & O’Dell