This is a sample of my strategic thinking built from my time at Miami Ad School’s Account Planning boot camp in 2010

1. Clyde Lee
Account Planning Portfolio
Miami Ad School 2010

2. My Foundation:
I am…
Modeled by my upbringing as a product of General Motors. (Born and raised in Flint, MI)
Influenced by hip-hop and the impact it has on pop culture.
Passionate about following my dreams
Carpe Diem is my motto since tomorrow is not promised.
Competing in sports is what has prepared my for life. (Talent can only take you so far)
Fascinated by the personal stories of others; by what makes up each individual's unique DNA.
Fueled by my own thinking proportion: 60% head |10% heart | 30% gut.

3. Ad Campaigns:
To view a case study built around target relevancy and innovation turn to PNC. This
marketing activation is based on the launch of a new product in a saturated industry.
To view a case study built around qualitative research and consumer insight turn
to the WWF project. This awareness campaign is built with influencers in mind.
To view an advertising ecosystem built around quantitative research and the white
space in a competitive market turn to the Starbucks Doubleshot project. This
ecosystem will challenge assumptions and change perceptions.

4. Leading the way to an easy green lifestyle
Case #1
Account Planners: Clyde Lee | Andreas Humbel
Creative Team: Allyson Martin | Juan Pablo Lemus

5. Cr
ea
te
n ew
m
r oble log
o
The P
PNC bank is known as “your father’s bank” and has grown into the 5th largest banking institution in
America driven by other banks miscalculations and greedy business practices. Most importantly
PNC’s growth was driven by the slow and steady approach to lending, focused on responsibility.
With the recession of 2009 and a combination of bank failures across the U.S. PNC’s stringent
business practices proved to be what Americans needed highlighting the fact that they will always
be responsible partners in the community.
Now PNC is ready to capitalize on their positive momentum and move parts of its business into the
modern times of today. PNC would like to design, develop a strategic direction and create a new
and responsible credit card product that expands the PNC brand and culture into the hearts of a
future target market.

6. gh ts
Insi Key Insight:
The My time is valuable and I have no time to jump
through hoops in order to go green, if going
green can be as easy as turning off the lights I’m
all in.
Brand:
PNC’s leadership has taken the leap into the green
movement within its corporate culture, embracing
sustainable designs, LEED certified buildings and
refurbished branch locations giving PNC authenticity
to speak to those looking for easy solutions to
enhance this targets lifestyle.
t in
n ves atives
C i iti Consumer:
PN en in
gre Lite green movers and shakers are often non-believers
in the green movement. They would like to have a reason
to join the positive trend of making a better planet as
long as there is no inconvenience in their lifestyle.

7. What they look like: Target: Lite green consumers
Middle American: Living in urban environment
Working: In technical field, creative or education
$75K median income - 27 to 35 Y/O
65% male / 35% female
In a relationship or married (Straight or LGBT) - 0 to 1 kid
What motivates them:
Adventure activities with friends
New technology or information
Security in the future
Doing better than their parents
How to reach them:
Internet: Information over entertainment
Events: Art galleries, charity gatherings & festivals
Sports: Outside of big 4

8. ef
e Bri
iv
Cr eat
Business Objective:
Position PNC bank, the 5th largest in the U.S. to launch a credit card
product and advertising campaign that stands out in a saturated
market, in addition to returning the credit card experience to a
productive, simple and pleasing individual event.
What does the lite green target consumer think today?
I am ready to go green if I could see the positive How will lite green consumers feel after the launch?
impact on the environment and understand what Spending money on my PNC credit card is easier
makes my purchasing habits eco-friendly. than recycling newspapers and bottles.
Creative recommendations:
Interactive and digital
Big Idea:
The hippie generation now have a chance to invite the yuppies of today to their bank through a common cause of going
green. By reframing the credit card experience for this lite green target provides entry into a new space of responsibility for
this consumer while adding some youth to the image of PNC away from being known as "your father’s bank“.

9. Insight to creative strategy:
Connect with the target while they are experiencing digital media
which can conserve natural resources through small shifts in
behavior with suggestions from PNC.
Inte
En racti
erg ve
y s we
ave b b
r m ann
ess er -
age

10. ite
w ebs ssion
ed mi
cus als &
fo o Creative Strategy: Evolving my digital life
en g to help create a better environment without
Gre PNC
with giving up the perks of simplicity.
with oin
ts Mo
de pa bile a
dm
a sp
car ateria
l ard ym
en pp &
d ew s
gne e m te r aritie t sy E-
d esi adabl n a
Do co-c
h ste
m
Re egr e
d to
bio
Evolve from card to mobile
payment (NFC chip)

11. Engagement Strategy:
Heavy digital focus based on interaction with target market using
mobile, web and interactive media to invite a user experience with the
benefits of the product and consumer needs addressed.
ted s
iva oard
act illb
tion nic b
Mo ctro
ele

12. Understanding the real cost of bottled water
Case #2
Account Planners: Clyde Lee | Jessica Friedman
Creative Team: Alphie Ali | Thu-Nhi Nguyen

13. le m
Pro b
The
Save the fresh water supply by encouraging the use of tap water. It takes two bottles of water to create one bottle of
water, any 1st grader knows that 1+1≠1 but adults continue to practice this funny math every time they drink from a plastic
bottle of water. The usage of plastic bottled water is spiraling out of control with a current pace expected to increase over a
5 year span ending in 2011 by 40%.
The World Wildlife Fund (WWF) recognized that this increased usage of bottled water is taking a toll on the environment
and deteriorating the fresh water supply which impacts the quality of life for animals. They would like to create a movement
from disposable plastic water bottles to an increased usage of tap water.

14. ts Key Insight:
n sigh You’re already using tap water in your everyday
The I life, stop paying a premium just to get water
in a bottle. Make the healthy shift that you’ve
made with your lifestyle.
Brand
Influencers and tastemakers in major cities Consumer
promoted the use of bottled water with the Many people who drink bottled water in some
introduction of premium waters over 20 years cases have done so for the past twenty years or
ago at fashion shows and with entertainers. Fast as far back as they could remember but also
forwarding to the 21st century bottled water stated that they will only eat organic or locally
usage has increased by roughly 8% a year over sourced food because both are much
the past 7 years across all target audiences that healthier and also better for the environment
view bottled water usage as a need versus a proven by their steps towards a sustainable life.
luxury.
Some consumers of bottled water are against tap
This thought of premium drinking water took off water because of previous behaviors that stem
with these advocates and will end with these from safety violations dating back 20 years.
trendsetters in the same manner that it started.

15. What they look like: Target: Tastemakers
Bi-costal: Living in major cities
Working: In entertainment or fashion (behind the scenes)
or starting a entrepreneurial venture
$100K+ median income - 25 to 40 Y/O
75% male / 25% female
Married: 2 kids (Stay at home mom or dad)
What motivates them:
Success on own terms
Being first and creating
Competing with friends and networking
How to reach them:
Internet: Social media (Brands) and entertainment
Influencers: Free samples or sponsored events
Music and entertainment: Concerts & launch parties

16. rie f
i ve b
C reat
Advertising Objective:
Change the mindset of bottled water drinkers and encourage them to drink more tap water while raising the
awareness of the reduction of the earth’s freshwater supply in a relevant and seamless way.
Who are we talking to? What does this target think now?
Influencers and tastemakers in major cities who Health is important to me and I value anything
committed over the past decade to a Wholefoods that gives me the impression that it is in its purest
lifestyle when convenience is not a factor. form even if cost comes at premium.
Creative recommendations: What do we want them to do?
Think about out of home situations that are pre- Request tap water with confidence in social
water drinking scenarios. situations around their peers.
Big Idea:
Change the way that tap water is seen.

17. s
r cup s
p e untain
pa fo
l e d ublic
c y c ed at p
R e ibut
r
dist
Copy:
Did you know? The main ingredient
in your latte is purified water.
And you know that’s a fancy way of
saying tap water. Right?
cal
h lo els
wit
s ite ity lev
ro- ur
Mic ter p
wa Insight to creative strategy: Water drinkers
have a bad history with tap water, this
perception can only be broken through
trial and understanding of improvements
that have taken place with tap water.

18. Creative Strategy:
Just ask for tap! Create a constant reminder of the tap
Cre water movement in convenient and timely situations.
ate
Log
o
Sti
res ckers
tau fo
ra n r
ts
P
Ba artn
na ers
na hip
Re w
pu /
bli
c
By choosing restaurants as a primary supporting vehicle a conversation
with friends and family in social settings will influence future drinking
behavior of those that are on the fence about drinking tap water.

19. While consumers are headed home or to work we want to remind them of tap water
and that it is safe to use because they are all ready using tap water in their day
to day life. Making small changes in behavior will connect with the strategy.
Su
elte
r bill bway
s sh rds
Bu o a
boa
rd s
billb
Copy: Copy:
Evening cocktail - $6.95 Morning coffee - $6.95
Ingredients: Whiskey, Sour Mix, Ingredients: Coffee, sugar, milk also,
lemon wedge also, tap water tap water

20. A shot of personality in a can
Case #3
Account Planners: Clyde Lee | Jessica Friedman
Creative Team: Alphie Ali | Thu-Nhi Nguyen

21. Cre
ate
new
log
o
m
r oble
The P
Starbucks Doubleshot ready to drink beverages have a two product brand offering that is looking for an identity
in a crowded marketplace. They have created a cult following of loyal users who connect the usage of the
Doubleshot beverages solely on the taste and quality of the product.
There has been little to no advertising around these beverages in the past but a changing competitive landscape
which has grown by leaps and bounds over the last 5 years have changed the needs of the messaging around
the brand. This has the Starbucks/Pepsi joint venture looking for a stimulant to move Doubleshots awareness to
the next level of the ready to drink market, moving it pass a coffee drink to player in the energy drink space.

22. ts Key Insight:
n sigh I am focused on getting into the zone, The
The I mental area between productivity and creativity,
Consumer
“Young Guns”, 18 - 25 year old males (core
Market audience centered around 22-25 year olds),
The Doubleshot brands compete with other energy focusing on getting major personal goals
drinks through the strong brand association with accomplished in their life with the skills that they
Starbucks and cult following of drinkers who use have practiced, learned or self taught in
the Doubleshot products as a tool to jump start preparation of graduation, opening their first
their mornings or re-energize throughout the day business, launching a new art exhibit or anything
when the traditional coffee shop. that is creative or inspired by their personal drive.
They are currently between doing something great
The market has intensified with other energy drinks and handling real world responsibilities i.e. working
identifying specific spaces to own, building a a crappy job while preparing for a career but often
connection with the user who need energy for a have to go back to the drawing board to readjust
specific purpose versus energy in general. their path to success due to real life obstacles for
example, being a $1,000 short on tuition in their
junior year of college.

23. What they look like: Target: Young Guns
They live on or close to a college campus (Roommates)
Working: Part time while attending school full time with
dreams of beginning a entertainment heavy weight
Less than $20K median income - 18 to 25 Y/O
50% male / 50% female
Single: Mom and dad provide limited support
What motivates them:
Blazing a trail inspired by celebrity idol
(Diddy or Ashton Kutcher)
Using the talents that they learned outside
of school (limited formal training)
Being creative and breaking rules not laws
How to reach them:
Internet: Hulu, Social Media & Blogs
TV: OnDemand or DVR
Grassroots: Events and contest (on & off line)

24. rie f
i ve b
C reat
Marketing Objective:
Connect the two Starbucks Doubleshot brands, building upon its cult following of current drinkers who use the product
in impulse situations through convenience purchases while leveraging the Starbucks brand of freshness and
authenticity. In addition to this, we have the opportunity to leverage the HBO brand in a creative form that is seamless
and relevant to the Doubleshot brand, product and target market.
What does this target think? So what do we want them to do?
I need a pick-me-up to get me through the day Choose Doubleshot products as their go-to drink
and ANY energy drink will do. that will help deliver my greatness.
Creative recommendations:
Big Idea:
Develop a campaign that is interactive and work
Everyone in the core target has a talent, lets ask
well on a college with students who are inspired
them to commit to sharing it with the world.
by what the future holds.

25. Insight to creative strategy:
Launch an interactive campaign driven by students creative focus and dreams. Each
participant will be asked to dedicate 30 minutes daily for 30 days to develop a
story using their creative passion. Each month a new genre will be highlighted (i.e.
directors, script writers, actors and camera operators etc.) over an entire school year
to build a full film production team.
Soc
spr ial m
ead edia
the w
wo ill
rd.
to
pu ses .
s
camt room
al ep
loc
ith conc
w e
er
rtn reativ
Pa ld c
bui

26. Creative Strategy:
Get into the Doubleshot zone. Develop a marketing campaign with events focused
on the creative energy of students across the country that can be promoted
through user generated content and social media word of mouth.
s
fl yer
code
QR
Copy: Good idea’s don’t come easy. For
Copy: Yesterday’s ideas are already stale. For
times when you’re stuck in a mental rut and
times when you need a jolt to kick start your
need to break free you have Doubleshot -
day, you have Doubleshot
Energy.
For the focus you need to start your day right.
For the focus you need to keep you going.

27. Let the users spread the word of the
ZONE’s 30 for 30 campaign and give
Doubleshot an creative authentic
voice with the target
an ner
bb
e we
ctiv
In tera
Copy: When things no longer make
sense, it’s time for a Doubleshot.
For the focus you need. ZONE

28. Engagement Strategy:
Interactive and user generated system creating awareness with a
grassroots digital focus that encourages participants to be productive
and creative while increasing brand awareness.
De
dic
ate
dm
icro
-sit
e

29. About me Experience
Pernod Ricard USA (June ’10 - Present)
Consumer Insight, Planning & Research
Comcast Cable Corporation (2003 - 2010)
Senior Manager Marketing & Sales (January ’07 - June ’10)
Marketing Manager (June ’05 - January ’07)
Marketing Coordinator (January ’03 - June ’05)
Pocket: 203-506-9150
Land: 135 Olive St. 1B, Skills
New Haven, CT 06511 Planning | CRM Marketing | Financial/Analytical Forecasting |
Web: ClydeLee111@Gmail.com Telecommunication and Media
Interactive: Skype – ClydeLee111
Interest
Professional: Telecommunication, spirits, traditional and emerging
media, finance and technology
Personal: Fashion, arts, entertainment, financial markets, networking
Professional and mentoring, historical business titans and sports
Resume Education
Morehouse College
Bachelor of Arts in Business Administration, Marketing
Graduated Cum Laude, August ’98 - May ’02
Southern Connecticut State University
Master of Business Administration (MBA), Finance
Graduated Cum Laude, September ’07 - May ’09 (nights and
weekends)
Miami Ad School
Account Planning Boot Camp, Account Planner
Graduated, January ’10 - March ’10
Leadership
Training: NAMIC Leadership Seminar, NYU ’07 (New York), The
Partnership Inc. - Fellows Program ’08 (Boston) and Self Leadership
and Empowerment - Comcast University ’09

30. Resourceful Fighter Listener
Hired
Diverse Authentic Opinionated Music
Follower
Finance Family Leader
Productive Humble Driven
Energetic
Substance Art
Strategic Faith
Comedy
Productivity
Loyal
Curious Blue collar
Ethical Dreamer
Thoughtful Value
Accountable ROI Patience
Happy
Experienced Passionate
Innovative Talented
Cultured Fashionable
Educated Charitable
Smart Ads Creative Fearless
Teammate
Hi-Tech Thinker