The document provides a summary of Kevin Murray's experience as an account planner. It includes a 3 month course he took at Miami Ad School, as well as previous freelance planning work and other jobs. Quotes from references praise his work ethic and attitude. The summary focuses on his qualifications and experience in marketing, advertising and account planning.

1. Ind
io,
CA
London
Rio de Jeneiro
Wichita Falls, TX
I shouldn’t be here.*
Dallas, TX
Hun
tsvi
Miami, FL
lle,
AL
New York City, NY
?
Kevin Murray’s Planner Portfolio
* But I’ve got bills to pay, so hear me out.
1

2. WHY I THINK I AM A UNIQUE SNOWFLAKE
bes
tm
an.
.. t
wic
e
lesman
former roof sa
ill rhymes
ninety year old roomie
spelling bee champ
... twice
fron
t row
ordained minister
for P
cro
ss
earl
t
am.J
.. tw
ice
four-term vice
president
n
twi
2

3. Why would you hire me?
Have I dreamed of advertising since third grade? Have I interned at top agencies? No. I
thought I would be a lawyer, or run a restaurant, or grow a beard and sell trinkets on the
shores of Thailand. I grew the beard, but I realized I was attracted to the traits required for
those paths, not the careers. With a little luck and a lot of hard work, I found and pursued
planning. I took the long and winding road to get here, but I’ll show you how the whole is
greater than the sum of the parts. Check it out!
CONTENTS
Sirius Satellite Radio 2-3
and How Slangin’ Dinner Helped Me Understand My Target
InterContinental Hotels Group 4-5
and How The Three Little Pigs Helped Me Find a Dope Insight
AARP 6-7
and How Getting Robbed at Gunpoint Helped Me Find a Fresh Perspective
Résumé 8
Things I Paid People to Say 9
Thanks For Pushing Me 9
1

4. How Slangin’ Dinner Helped Me Understand My Target
I think every college student should wait tables. Not just for the extra cash, but the arsenal of
skills you develop that can’t be learned in the classroom. No tables are ever the same, and
you have to tailor your approach accordingly. If there is a table of suits at lunchtime talking in
hushed tones, quickly and quietly get their orders. But if you have a family with a young child at
dinner, the child is your rst priority. And if you have a table full of high school kids before prom,
just walk away.
CHALLENGE
To make Sirius’ subscription service appealing in an environment of free or cheap
substitutes.
INSIGHT
Sirius’ largest consumer base – the American truck driver- is America’s backbone. They
lead a life of uncertainty and solitude, and need companionship more than any other
consumer.
STRATEGY
Sirius rides shotgun for professional truck drivers. Renovating and branding rest areas and
truck stops show our commitment. Trucker speci c billboards prove it’s not a gimmick.
We’re watching out for America’s unsung heroes. And watching out for truckers means
watching out for America. We see a trickle-up effect by saluting America’s backbone.
OVERALL IDEA
Sirius. In it for the long haul.
CW: Fernanda Machado
AD: Rosana Goerke
AP: Wesley-Anne Rodrigues
AP: Kevin Murray
2

5. TV
TV Spot to Air During Sporting Events
“You’re the good folks who wake up in Chattanooga, Tennessee and then lay your head
down in Jackson, Mississippi. You’re the ones picking up a trailer full of timber or dropping
off a load of feed. You might be passing through the counties of Texas or cruisin’ through
Kansas, surrounded by those amber waves of grain. And you keep on truckin’, come hell
or high water, and you wouldn’t have it any other way. You’re the backbone of America. At
Sirius, we salute you, and we’re proud to be in it for the long haul.
Sirius. In it for the long haul.”
Print
Billboards
Posted along trucker routes, off the beaten path.
Sirius Truck
Taking the show on the road, literally.
Ambient
How Slangin’ Dinner Helped Me Understand My Target
Guiding a table through their experience from beginning to end will certainly teach you how
to understand your audience. Don’t get me wrong; I never again want to explain to someone
why a well-done steak can’t be juicy and tender. But understanding what matters to peo-
ple and how to reach them is directly related to advertising. For Sirius, it was important to
understand the life of a trucker.
3

6. How The Three Little Pigs Helped Me Find a Dope Insight
I defended the Big Bad Wolf in a mock trial in Mrs. Smith’s third grade class. The Three
Little Pigs’ case was built on a weak foundation, much like their houses, but circumstantial
evidence was good enough for the jury. I was devastated when I lost the case, but from that
moment forward, I planned on becoming a lawyer.
CHALLENGE
Build and launch a green hotel with the potential to change the world’s lodging
landscape.
INSIGHT
Millennials want to help and they want to see the world, but as Kermit the Frog said,
“It’s not that easy being green.” Voluntourism is often an act of compromise; you
forfeit comfort or contribution.
STRATEGY
Compassion, comfort, and college collide. The initial launch centers around travel
abroad programs, with a facebook “like-off” contest between universities awarding
exclusive access and scholarships to one of our twenty international hostel locations.
OVERALL IDEA
Travel well. Do good.
W: Frances Charapata
AD: Nicholas Pineiro
AP: Kevin Murray
4

7. Logo
Terra Mersi means
“immersion in the
land”
UGC
The website would be simple
to navigate, with student/
user generated content (USG)
detailing each location/
program.
SM
For initital launch, schools with
most ‘likes’ in the social media
(SM) arena would win partial
scholarships.
How The Three Little Pigs Helped Me Find a Dope Insight
I decided law school wasn’t my cup of tea. But that doesn’t mean I can’t use skills required
for such a profession: logic to discover insights and presenting a well-built and persuasive
case. In the presentation, we told the story of how milleninials have grown up seeing the
irresponsibility of big government and big business. But they’ve also seen good triumph.
They saw that they could make a difference, playing a huge role in electing Obama. With
growing trends of ecotourism and voluntourism, combined with the Serve America act, we
had a solid case. Just because an insight isn’t the most likely one doesn’t mean there isn’t
logic to support it and a story to be told. 5

8. How Getting Robbed at Gunpoint Helped Me Find a Fresh Perspective
A cluttered passport is an asset to an advertising team. Mark Twain said it best, “Travel is
fatal to bigotry, prejudice and narrow-mindedness. Broad wholesomeness and charitable
views cannot be acquired by vegetating in one tiny corner of the globe.” One group that
sees a lot of prejudice and narrow mindedness is the elderly. We wanted to change that
with AARP
.
CHALLENGE
Change the face of aging in America.
INSIGHT
What it meant to be seventy three decades ago and what it means to be seventy
now is completely different, yet misconceptions persist.
STRATEGY
We can’t romanticize aging because our target has a good “BS Gauge.” Instead,
we will use humor and empirical data to convince our target - af uent 55-65 year
young couples - that a lot of the perceptions we have about aging are false.
OVERALL IDEA
Geezers rule.
CW: Frances Charapata
AD: Nicholas Pineiro
AP: Liliana Reyes
AP: Kevin Murray
6

9. Videos
Print
Web
How Getting Robbed at Gunpoint Helped Me Find a Fresh Perspective
I started traveling when I was a junior in high school. During Christmas break we were
stranded in a cabin without electricity in the snowcapped mountains of New Mexico. That
rst trip, far away from my comfort zone, sparked an insatiable wander- lust. Since then I
studied abroad throughout Europe, road-tripped around the United States, and during my
last trip, Brazil, I found myself on the wrong end of a gun. When you’re a foreigner miles
away from home, you’re forced to step outside of your bubble and see the world with fresh
eyes. You learn a lot about yourself, others, and the world around you.
7

10. Kevin Lee Murray
940.781.8274
www.kevleemur.com
kevleemur@gmail.com
Account Planning Boot Camp, Miami Ad School
January 2011 - March 2011
Gleaned insight from research to inform strategy, develop creative briefs, and deliver
weekly pitches across a number of categories with clients such as GM, GameStop,
AllSaints, SiriusXM, smart car, and InterContinental Hotels Group.
Inspired and coached by industry leaders such as Heidi Hackemer, Christopher
Owens, Ilana Bryant, Erik Hanson, Marta LaRock, Eric Pakurar, Juan Guzman, Paul
Matheson, and Kim Curry
Developed an understanding of SEO, SEM, Google Analytics, Final Cut, and social
media
EXPERIENCE
Freelance Planner, BBDO, New York, NY
March 2010 - December 2010
Helped AT&T understand evolving consumer psychology by uncovering insights and
explaining converging trends within the digital landscape
Illustrated an in-depth archetype for Milky Way used to inspire creative team
Brainstormed consumer pro le for Swanson broth to inform creative team
Server, The Porch, Dallas, TX
March 2010 - December 2010
Approached service like a planner, understanding and engaging consumers by
creatively delivering them service in a personal, unobtrusive manner
Project Manager, Danner Construction, Huntsville, AL
May 2009 - December 2009
Thrived in entrepreneurial environment in order to pay off student loans. Consistently
recognized as a top salesman, procuring over $400,000 in contracts in six months
Collaborated and negotiated with homeowners, contractors, construction crews,
insurance companies, and insurance adjusters to pro ciently complete insurance
restoration projects
Assistant Vice President, Wells Fargo, Wichita Falls, TX
April 2006 - May 2009
Worked full time during college to support myself and pay for my education
Promoted to new branch as a manager and succeeded in developing and motivating
staff to achieve over 100% of our sales goal
EDUCATION
Midwestern State University, Wichita Falls, TX
May 2009
Bachelor of Arts in Business Administration
8

11. “Was a pleasure to have in the building and always gave 100% effort
towards his job.”
- Taryn Anderson, former manager
“Tenacious paintballer.”
- Dylan James, bestie
“I was thoroughly impressed with Kevin’s work ethic and attitude.”
- Scott Cechovic, former customer
“You = smelly. Me = awesome.”
- Frances Charapata, copywriter
“You are a man of honor, dignity, and class. I will sleep easy tonight
knowing your beard will rise again in true hero fashion.”
- Jason Lindberg, former teammate
“He’s whatchya call a health nut.”
- Papa, grandfather
“A cross between a young Sly and Pee Wee Herman is exactly where
you fall.”
- Justin Valdata, brother from another mother
“I’ve never known anyone like Kevin Murray. Take that as you will.”
- Mary McGinn, gypsy
THANKS FOR PUSHING ME
Papa Juan Guzman
Aunt Sherry & Aunt Glenda Jason Lindberg
Dylan & Keely James The Porch Staff
Brent & Brittany Gallagher Stan Leishner
Ryan & Mo Williams Trey & Lisa Williams
Justin Valdata Seth Mirimanian
Dakota Crew Timothy Stepp
Christopher Owens
Heidi Hackemer
9