portfolio 3.13

David J.CortésAccount Planner & Strategist

“It took me 4 years to paint like Raphael, but a lifetime to paint like a child.”Pablo Picasso

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I say... I feelCase StudiesCV in Brief

I say I feelHello, my name is David.

I like it when people say my name in Spanish.I don’t come from any one place.But found my home in New York.

I love food, football and fútbol.As well as long runs.

I’m curious.And drawn to those small truths.

That transform the way we see the world.

(pronounced Dah·beed)(I feel like I’m with family)(my family moved around a lot)(you can do anything here)

(that sounds like a great night)(they relax me)

(like a child)(you never know where you will find them)(what can be more satisfying?)

case studIes

Reduce gun vIolence In the u.s.

PResent RealItySince 1990 suicide accounts for 57% of gun relat-ed deaths. More than 75% of guns used in suicideattempts and accidental injuries of people under 20 were stored in the home of the victim, a relative, or friend.

the stRategy1. Make mothers confront the possibility of teen suicide. 2. Provide informational resources and community forums

where moms talk to moms about suicide and access to guns.

ta R g e t PRofIle“Uneasy mom”. Mothers of 15 to 24 year olds (she is most likely 35 to 54). Her family has a gun or guns in the home. She may not feel completely at ease having them, but has minimized the issue and does not keep it top of mind.

small tRuth: No one ever imagines that their child will turn a gun on themselves.

cReatIve Idea: HAVE THE #2NDTLKPhase 1: AlarmOnline Print

Online Print prompts moms to think about the gun and their children.

cReatIve Idea: HAVE THE #2NDTLK

Phase 1: AlarmOnline TV

Video for Online TV depicts a mothers’ worst nightmare: the sound of a gunshot and a locked door.


Phase 2: EquipDigital

Website provides information and resources for signs of a troubled teen, gun safety at home and conversation guidelines as to how to talk to your teen.


Phase 2: EquipDigital

What I leaRned://Take a big social issue and shift focus to some-thing narrower and more actionable.//Inspired creatives can run with an idea!//Beware of the Attention Vampire, “shock” can go too far.

tWc’s IntRoductIon of a neW musIc netWoRk InsPIRed by P. dIddy duRIng suPeR boWl XlvII

PResent RealItySince the year 2000 record sales have dropped by 49% and continue declining. Networks dropped videos and added shows in order to give viewers less opportunities to drop-off. REVOLT is a new model for music television that fuses real artists, social media and real time content.

the stRategyShowcase how REVOLT will help bring the authenticity back to music by directly connecting fan and artist. This channel offers an op-portunity to create a home for music, new and emerging artists, and allows fans to communicate in a way they never have before.

ta R g e t PRofIle‘Active Music Enthusiast’ Young, urban youth (14 to 22) frustrated by the state of current “music networks.” From creation to perfor-mance they are hungry for the authentic/real experience provided by music. They want connection with artists beyond the songs.

small tRuth: A t r u e a r t i s t w ou l d r a t h e r b e h e a r d t han p a i d .

Creative Execution: Super Bowl Ad announcing launch of new network

Music: “Angels Remix” (featuring Rick Ross) by P. Diddy in Dirty Money album

FVO: We will be our own editors. Besides the attitude, glamour, fans and flashing… we call for creativity, inspiration and emotion. Be heard! Soon the music will is going on air.Sound: (Long beep)Diddy: The Revolution will be televised!Music: Return “Angels Remix”

Creatives: Santiago Vanegas and Frances Smith

cReatIve Idea:BRINgINg BACKSTAgE MOMENTS TO THE STREETS.

cReatIve Idea:

Set up outdoor recording studios in LA, NY and New Orleans where young music enthu-siasts can record their jam sessions. Snippets can instantly be shared via SM.

Popular artists will visit booths unannounced to record and connect with fans onsite.

REMOTE RECORDINg STUDIO

What I leaRned:// Catering to each team member’s comfort level with the music industry and with the Super Bowl.// Comparing team brief with that of the instructor.

eXPand the nba fan base oveRseas.

the stRategyPosition the NBA as the sport that gives you real larger-than-life heroes. Invite early adopters or ‘Ardent Dreamers’ to begin their own hero’s journey and share their stories with their friends and family.

ta R g e t PRofIle‘Ardent Dreamers’ Young males (11 to 15) that are in the basketballminority in their country. Basketball is their favoritesport and it fills their lives. They play the game. They watchgame. They seek the latest information online. They followtheir favorite players and aspire to become stars themselves.

small tRuth: As we mature, we replace mythological heroes with real life ones.

PResent RealItyThe NBA, as a mature brand in the U.S., has identified a larger opportunity overseas in 10 markets. (Brazil, China, France, ger-many, Korea, Mexico, Russia, Spain, Turkey, and across the U. K.)42% of NBA fans become so between the ages of 11 – 17.Soccer, the world’s top sport, has seen an ascen-sion of individual stars with an international following.

cReatIve Idea: RISE OF THE HERO

Young basketball fans can find role models in international NBA stars.


Video for TV and online:

“A hero is not made by chance. He is made by choice.”Call to action to begin personal journey.


Facebook page creates commu-nity for aspiring youth and offers video tutorials from NBA players

Training app offers tutorials as well as interactive games.Partner with Basketball Without Borders and organize tourna-ments in each country to create community and foster basket-ball culture


Create simulation booths in which players will be on the free throw line in high pressure end of game situations.

Every hero has a talisman. Offer special edition balls with imprint of favorite stars.

What I leaRned://Maintaining positive relationships with the creative team in times of duress.//The concept of an “organizing idea” as op-posed to translating creative across media.

In bRIef

the cvWhat are we advertising?

In a nutshell, me. An experienced advertising professional with a record of success and proven skills in brand experience, strategic planning and consumer behavior. A strong problem solver accustomed to excelling in a cooperative creative environment.

What is the single most compelling idea?

Offering a unique perspective regarding people, cultures and behaviors to help solve business challenges.

Why should they believe it?

anything more they should know?

My working experience as both a client and on the agency side as a strategic contributor. As well as an academic background that developed an appreciation for statistical analysis, the scientific method and critical thinking skills.

Bilingual: English and SpanishAvid runner and sports enthusiastFoodie (I can make a mean plate of eggplant, spinach and sausage stuffed shells in a vodka cream reduction)

PResent Freelance Strategic Planner - Carol H. Williams Client: AARP Experience Corps Responsibilities: ensured strategy for Experience Corps call to volunteerism was relevant to 50+ Hispanic consumer.

2012 Account Director - Wing / grey Clients: goya Foods & Eli Lilly Responsibilities: oversaw development & execution of national campaigns across media platforms.

2010-2011 Advertising Consultant - global Advertising Strategies Clients: Lufthansa Airlines, Direct TV & Novartis Responsibilities: oversaw annual strategic brand planning process with Novartis Cross Cultural Marketing division to develop year-long multi-brand umbrella campaign for key disease states affecting African American and Hispanic patients.

2010 Account Supervisor - Prime Access Client: Pfizer Responsibilities: working closely with planners, developed a physician and patient program to assist in the diagnosis of DPN for Hispanic patients. 2008-2009 Account Supervisor - Lápiz / Leo Burnett Client: general Motors Responsibilities: strategically developed and supervised the execution of Hispanic marketing and advertising activities for gMC. Special emphasis placed on building brand awareness within the Hispanic community and growing market share through a focus vehicle strategy.

2001-2006 Retail Marketing Manager - Ford Motor Company Responsibilities: supported marketing and sales performance though consultative communication to franchise owners with highest focus on vehicle market share.

WoRk hIstoRy

2013 Boot Camp for Account Planners Miami Ad School - Miami

2012 Digital Strategy New York University School of Continuing and Professional Studies

2001 Master of Arts, International Business University of Florida, gainesville, FL

1999 Bachelor of Science, Business Administration Bachelor of Science, Social Psychology University of Florida, gainesville, FL

educatIon

gRacIasthank

you

David J.Corté[email protected]

portfolio 3.13

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