TRAM NGUYEN MAI PHAMID: 03514237

ACADEMY OF ART UNIVERSITYSCHOOL OF ADVERTISING

CREATIVE STRATEGIST PORTFOLIO SPRING 2014

ManifestoMy name is Tram Pham and I am from Saigon - Vietnam. I grew up with the expectation to be next cardiologist in my family as I picked a surgery knife on my 1st birthday. However, I knew it was not my dream. In college, I registered business administration in Royal Melboune Intstitute of Technology (RMIT) as I wanted to be a part of family’s business.

For a long time, business was my business. But I decided to change when I worked with my former CEO at Young & Rubicam agency in Saigon. He inspired me with his remarkable longlife experiences and encouraged me to be a creative strategist. He helped me catching my real dream.

That decision led me to Academy of Art University. To me, it was the most exact decision I have ever made in my life.

Life is an amazing adventure: I am both treasure hunter and observer.

Nurturing creativity and curiosity is my motto.

I am intuitive, imaginative, sensitive, but I am careful and rational when I have to make vital decisions.

I love beautiful, random imperfection and also, I am a lifetime learner.

When I do a painting, I know how make people buy it for a fair price. I love diary and photography as ways to set down my memories before they are all forgotten.

I am a creative strategist, an irreplaceable storyteller; a data-reader; a careful planner; and a person who ignites everyone in the advertising field.

In tui t ive Sensitive

RationalCurious

Imaginat iveCreative

Ge n e r o u sStubborn

RandomWeird

l i b e r a l Goofball

L a i d - b a c k

RESUMEEDUCATION Master of Fine Art in Advertising Academy of Art University San Francisco , CA 2013 - present (expected date of graduation Fall 2015)

MBA California State University Fullerton Started Dec 2011- Dropped Dec 2012 Anaheim, CA

Bachelor of CommerceRMIT Int’l University Hochiminh City- Vietnam 2004 - 2007

Certificate of Completion Colgate-Palmolive’s Shopper Marketing Workshop Colgate-PalmoliveHochiminh City, Vietnam

Understanding About Advertising And Agency TrainingWPP RegionHochiminh City, Vietnam

EXPERIENCE Magic Eyes. Advertising Agency Account ManagerHochiminh City- Vietnam June 2011 to December 2011

Jodric Ltd.CoCustomer Service ManagerHochiminh City, Vietnam Dec 2010 to May 2011 Co-founder VN Finder Ltd. CoAccount ManagerHochiminh City, Vietnam Dec 2009 to Nov 2010

Account Executive- Sr.Account Executive Young & Rubicam Vietnam Hochiminh City, Vietnam Sep 2007 to Oct 2009

Marketing Intern Zobrist International Inc. (Vietnam) Hochiminh City, Vietnam Jun to Sep 2007

QUALIFICATION & INTERESTS

Adobe Photoshop, InDesign, IllustratorMicrosoft Office SuiteFinal Cut Pro Keynote Language: English, Vietnamese Photography TravelSketch Reading Cooking

Table of contents Cultural Movement

Personal HabitsDatas Tell Stories

SegmentationCustomer Decision Journey

“If art is to nourish the roots of our culture, society must set the artist free to follow his

vision wherever it takes him.”

-John F. Kennedy-

Instructor: Cameron Maddux Class: Creative Thinking

Assignment: Pick a product & create a spark for a new cultural movment

CULTURAL MOVEMENT

Idea

Stress-relieving definition: to free from pain, anxiety, or distress.The background of human’s stress is very various. Stress comes from

works; family-issues; social lives to financial issue; physical pains. We all

know they are annoying to all of us everyday or every week.

People find million of ways from healthiest (music, yoga, meditate, spa,

travel...) to most unconventional (Self-Hypnosis, finger paint or kiss a

stranger...) to get rid of their stresses. But they are somehow pricey. How

about a daily, normal, not pricey therapy? Do we forget any normal thera-

pies around us?

I did researches and found out the solution: “Cooking is therapy and,

fattening or not, it’s effective. It can soothe jangled nerves, heal broken

hearts and cure boredom, insomnia and anxiety” (http://www.nydaily-

news.com).

STRESS-RELIEF HOME COOKING

Analy

sis

The research process kept leading me to find out which kind of spices people should use to increase their stress-relief therapy. And chili peppers is the no.1in or-der to relieve stresses and pains.

Analy

sis

The S

park &

Solut

ion

Combining a decent amount chili sauce with your home-cooking food

is the simplest stress-relief therapy. It helps increasing taste for food

Cultural movement’s spark is cooking & using spicies

will relieve our stresses.

Srirac

ha’s S

trateg

y

Sriracha is one of famous’s Asian hot sauce in California but people just

use it as an add-in flavor for their food. They still do not know about the

spicy’s advatage of chili for their health, especially for their stresses.

Combining Sriracha sauce with home-cooking food relieve stresses and

make people smile.

Let’s ecourage people make more home-cooked food share their photos

& smile together via Facebook, Twitter, Instagram and create Sriracha

food-network on TV. We name it “Sriracha’s time”.

When people cook at home, they and even better relief their own stressful

issues, they all want to share their experiences.

“To improve is to change; to be perfect is to change often”.

-Winston Churchill-

Instructor: Cameron Maddux Class: Creative Thinking

Assignment: Observe and notice & change personal routines

PERSONAL HABITS

PERSONAL ROUTINES

Cue

Reward

Habit

Cue

Reward

Habit

Expla

natio

nI always wake up around 9:30AM. After that, a cappuchino is a-must ! Yes, I am coffee person for over 5 years. Breakfast is not in my to-do list.

This semester I have classes at 12pm; 3 days/week, skipping lunch and having coffee only are unhealthy for my stomach. My stomachache is finally back. I realize I need to have food before class or else I will have serious stomach’s issues.

Having breakfast a week, I have a mini Lay’s bag and M&M in the weekend. I love those tasty-unhealthy snacks.

How d

id I do

that?

It was not easy to train my body with breakfast. Firstly, I need to wake up earlier, around 8:30am. I started with salad and soup after having coffee as light breakfast in order to help my body familiar with food in the morning.Undoubtedly, my body was confused and tired with new schedule. The stomach was working double. I tried to think about my rewards to encourage myself to keep up my new habit. After 14 days practicing, it was becoming better and turns out, stom-achache almost dissappeared. My body felt more energy to study for whole day. I will keep this habit for good, as I realize, my health is getting better and better.

Conclu

sion

Daily habit is a challenge when people want to change. It can comeback anytime in future as the body feels lazy to do it.

New habit can be created when it combines with good cues, efficient schedules and worthy rewards. They are main motivations to change old habits.

Be patient if you want to change habbits of anyone or of yourself. It takes weeks, moths or years.

“Numbers never lie”. - Cameron Maddux -

DATA TELLS STORIESInstructor: Cameron Maddux

Class: Creative Thinking Assignment: run crosstabs from

Simmons or run other soft data and let them tell their own stories.

The id

eaEveryday in San Francisco, there are thousands of coffee cups are consumed, which inspire me to discover the way people choose to cover their cups. Yes, we are talking about eco-friendly coffee sleeves or typical double-cups.People’s choices are using double-cup or coffee sleeve in San Francisco?

Surveys sent to 25 people, 13 responded. Age: 22-42Living area: San FranciscoNumber of question: 8Occupation: students, engineers

Vital q

uestio

nsCoffee sleeve or double-cup?11 people said they choose coffee sleeve; 0 double cup; 2 said they use

napkins instead of sleeves or hands

Consumer’s behavior after finishing coffee? 9 people will throw away in any trash cans they saw on the street; 4 people will keep the sleeves to use next time of will wait until they find a recycle trash can

What-if? If local coffee shops didn’t have sleeves and they had to take a free double-cup, 5 of 10 people would keep the 2nd cup to use and recycle it later as they know the 2nd cup costs a lot material.

Personal coffee sleeves infuture?7 out of 13 said: maybe will bring their own coffee mug/coffee sleeves.

Segm

entati

on’s F

eature

s

Who are these coffee’s lovers? Gen X & Millenials

ActiveWell-educated

Social Coffee is their routine.

Eco-friendlySmartphone is a-must

Have at least 1 coffee cup everyday.Open-minded.

Friendly

Why d

o they

choose

coffe

e sle

eves?

San Franciscans know coffee sleeves are more eco-friendly than double- cup as they all understand recyclying process costs a lot of money and papers from nature. Morever, coffee sleeves are designed nicely with brands’ logos, colors and quotes which make every cup be-come memorable and unique. Compare to using napkins - which is not efficient with hot & slippery cups or double-cup, coffee sleeves are the best choice. Idea: - Encourage people keep their coffee sleeves after their cups and re-use them again 2 times before putting them in the recyle trash can. - Encourage people bring their own mugs to coffee shops.

People who answer are well-educated, eco-friendly; but they will not save the paper-coffee sleeve by bringing their personal sleeves. Convenience is the top-priority.

Concl

usion

“We become not a melting pot but a beautiful mosaic. Different people, different beliefs, different yearnings,

different hopes, different dreams”. -Jimmy Carter-

Instructor: Cameron Maddux Class: Creative Thinking

Assignment: Create segmentations with names and notice their features

SEGMENTATION

Idea 1

: Face

book’s

friend

s Evreyone has social networks accounts (Facebook, Twitter) with hundred or thousand of friends. I realized that with these friends are amazing segmentations which I can observe them and their typical features. That’s why I chose my Vietnamese girlfriends on Facebook to do this project based on what they really care and want to share on their own pages everyday. Posted contents reflected obviously their features from social news,personal habbits,entertainment and their families.Base on these contents, I can categorize 4 types of girlfriends from Facebook.

Segm

entati

onUnconventional - Uptown Ambition

- Millennials - Well-educated- High-income- Brick & mortar shoppers- Social-network expert- Independent, self-centric- Work hard, play hard- Global travellers- Golden or platinum credit card- Not-married yet- Fashionista is a-must- Work out: 2-3 times/week- Anti- traditional rules- Don’t live with family.

Segm

entati

onH a l l y u - n a ï ve d r e a m e r

- End of Millennials, begin of Gen Z - Low- middle income- High-school or college student- Live with family- Domestic travellers - Korean wave- savvy - Rose-colored glasses/ rosy outlook- No backbone - Selfie- savvy- Social-network expert - Hopeless romantic or dramatic.- Online shoppers via social net-works

Segm

entati

on

Solemn philosopher- Millennials - Single.- Family-oriented- Social issues-savvy - Eco-friendly is a must- Middle income- Political moderates- Highly- responsible - Kind-hearted philanthropists- Live with family- Money manager- Enjoy bargaining- Traditional values’ followers- Professional advisors - Love animals

Segm

entati

on

S turdy Urban Mom- Highly Responsible - Enduring hardships - Well-educated - Practical- Multi-tasker - Genius money managers- Mom-forums savvy - Middle-high income- Smart & fast shoppers- Price-sensitive- Highly evaluate stability- Coupons admirers- Children is the top priority- Facebook’s children selfie

Idea

2: Iro

nman

-athle

tes

I spent my whole Spring break with some friends whom later I realized one truth: all of them used to sign up for Ironman triathlon competition before. I never joined the sport competitions so I decided to observe behaviors from my Ironman-friends and their extreme-healthy lifestyle. It was an surprising and amazing experiences to under-stand their speacial features.

Segm

entati

onTrilogy Supreme Threshold

“Live your life to the fullest” - Millennials- Middle- high income- Self-concious- Crazy-in-sport- Friendly social network- Patience is a virtue- Healthy beer-person- “Ironman” is addiction - Enthusiastic sport goods’ shoppers - Clean & tidy formula - A home- doctor - Team sport fan- Eco-friendly- Work out: at least 45mins daily

“If you can’t turn yourself into your customer, you probably shouldn’t

be in the ad writing business at all”.- Leo Burnett -

Instructor: Cameron Maddux Class: Creative Thinking

Assignment: Create customer decision journey for a product/service

CUSTOMER DECISION JOURNEY

The id

ea

Understand customer decision journey is a prerequisite to all creative strategists. There are layers to me to add-on this journey and completing the whole picture for Lyft (on demand-ridesharing service). Between other layers such as time, social, media channels, I picked “emotions” layer in order to add-on my customer decision journey as I do believe when customers have positive emotions with any products or services, they will go with their choices faithfully.

Custo

mer D

ecisio

n Jou

rney

There is a Chinese proverb: “The journey of a thousand miles must begin with a single step” is one of my favorite quotes which reminds me of my journey in the advertising field. I will never know where my advertising-journey can take me to, but I have my single steps and I will enjoy that journey to the end.

Thank you for your time...

Tram Pham