seth mitchell planning portfolio
DESCRIPTION
Seth's planning, strategy, concepting and copywriting workTRANSCRIPT
Henry Miller
I’m in advertising, and since I want to sell you on me, I explored a few ways to make my case. As a planner, strategist, concepter, and copywriter, I deal largely in words, so let’s just stick to the text for now.
I started with a pragmatic message:
We exist in an industry of service. A service that thrives on the unique and complementary talents of its employees. Together, we can add a dimension that you, your people and your clients may not have had before. More focused and insightful creative. More creative and actionable strategies. You might not have known it before, but you may just need a Seth.
Or suppose I take a historical point-of-view:
Throughout my media and agency career, I’ve worked from the ground up in both the creative and account worlds. Handy with an x-acto and spray mount, I began with production work, progressing into traffic, basic print and video design and major event management during seven years at Susquehanna Radio.
Three years ago, I made the jump to the agency world at G2. Starting on the account side, I advanced up to an Account Supervisor, managing several key accounts including Nokia, Pennzoil, Jiffy Lube and Essilor. As my collaboration with our creative team increased, and my attention to insightful and focused strategy grew, my role changed to one of planning, concepting and copywriting. Now a Senior Brand Planner, I focus on strategy and creative for the same brands plus Newcastle Brown Ale, Jose Cuervo, Sprite, Waste Management and more.
“The moment one gives close attention to anything, even a blade of grass, it becomes a mysterious, awesome, indescribably magnificent world in itself.”
There’s certainly more to say, so let’s chat. We can talk about my position on the Dallas Ad League board, my unfortunate hockey skills or just how I can give your client’s projects the kind of close attention that will lead to more successful strategies. Please peruse this planner/writer/concepter’s portfolio. I consider it a tiny taste of my work... a study of an ad oddity in three acts.
Seth
Then again, I could just go with a few career highlights:
I built the strategy to creatively and economically create culturally relevant launch materials for several new Nokia phones launching in more than twenty countries across the globe. The projects included shoots in South Africa and Los Angeles, multiple versions of packaging, messaging that could be translated for global use, and the creation of a creative tool kit that would allow each region to customize the materials. It resulted in global usage, praise from Nokia marketers around the world, and photography that was recognized with inclusion in two editions of Communication Arts.
I concepted and planned a partnership between Jiffy Lube and the American Heart Association that resulted in an annual promotion driving hundreds of thousands of new customers to Jiffy Lube locations. Plus, it achieved an astounding 80% franchisee participation rate and generated over a $1,000,000 donation to the AHA, the highest first-time fund raising total for any partner in the American Heart Association’s history.
2Aldous Huxley
“Experience is not what happens to you. It’s what you do with what happens to you.”
A Firm FoundationAct 1
unpack
experience
assess
purchase
Post Purchase Evaluation
Pre-Purchase Consideration
select
reflect
endorse
initiation?
$Creative strat
egy for new eyeglasses
lenses
for Essilor. Put the focus on parents
, not docs
or kids to embrace their
need to care for their c
hildren.
Developed shopper marketing strategy to inform G2 clients about shopper cycles.
Key stat to embrace in creative
Prep for creative
brief
Divvied up strategy
by segment & medium
for $3.4mm launch
in 10 test markets.
3My Grandpa
“I know you believe you understand what you think I said, but I’m sure you don’t realize that what I said is probably not what I meant. ”
Putting prep in actionAct 2
Part of a line review for Shell @ Walmart. Needed to show segmentation opportunities for Pennzoil and Quaker State in store.
Intelligence deck for Shell’s
Rain-X brand. Looking at
how competitors are promoting
their wiper blades to installers
and consumers.
Concept for a challeng
ing assignment... Unite the
Sprite and Fanta brands
as great healthier op
tions
for moms to serve their kids.
This one is still in pro
gress
and with the client now.
4Vilfredo Pareto
“Give me a fruitful error any time, full of seeds, bursting with its own corrections. You can keep your sterile truth for yourself.”
One of my favorite concepts...
Came up with it over a beer at the Gingerman
Concepting for Shell... you can see how the ideas went from white paper to full executions.
The idea won us the the pitch and the business.
Unfortunatally the final execution was quite different due to a new brand campaign and budget constraints.
5Theodore Levitt
“People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole.”
Bringing it homeAct 3
©2008 Nokia. All rights reserved. Nokia is a registered trademark of Nokia Corporation. Other company and product names may be trademarks or trade names of their respective owners.
He thrives on being in the know. Nothing gets past him as long as it’s there for him. And he is looking more and more to the mobile internet for what he wants to know, when he needs to know it.
Mobile advertising solutions from Nokia Media Network can put you where he is looking, where he can interact with your brand. On virtually any internet capable mobile device.
Visit us at Palais des Festivals, space 16.01 and get noticed.
Nokia Media Networkwww.adservice.nokia.com
He doesn’t miss a thing.Unless it’s not there to begin with.
Nokia sells more than just mobile phones. This ad is for their
mobile advertising group. It ran in Ad Age at Cannes.
Nokia photography for global use. We shot five different ethnic groups including this one for use in Morocco.
Maintenance Partners for Life. This was a promo for Jiffy Lube that generated over 750,000 new customers over 60 days...
6The End
[email protected] 214.455.7739
Me - an over-reaching platitude written for a presentation“Vision is more than the ability to see what is. It’s the ability to see what could be.”
Seth Mitchell
... and we raised $1,000,000 for the American Heart Association.
See there’s the
giant check!
A brand foundation for Essilor Junior. Since
there wasn’t a strong parent brand to
build on, we needed a new voice to base
future creative on.
That 25% stat from the brief
An initial execution bringing the Essilor Junior brandto life. Wanted to show parents how Essilor Junior could help solve a very common problem for children.
