Some of the work done in the past few years

1. Craig Wakefield
Account Management
wakefield.craig@gmail.com 801-494-4318 3777 N 100 E Provo, UT 84604

2. Table of Contents
• Personal
• Resume
• Education
• Experience

3. Craig Wakefield
I have a passion for communications, a fascination with
creativity and a love for advertising. I first became enamored
with advertising after discovering how it melds both business
and art. I love the marriage of strategic analysis and creativity.
Its ever-changing nature captivates me and has become the
critical focus of my career.

4. Craig W. Wakefield
Cover Letter
3777 N 100 E
Provo, UT 84604
801-494-4318
wakefield.craig@gmail.com
Advertising Agency
To Whom it may Concern:
My name is Craig Wakefield and I am inquiring concerning an internship possibility with your organization. The position I am pursuing is in
Account Services. I have come in contact with you through Brigham Young University from which I am receiving my Bachelors Degree in
Communications. Through the University I hope to maintain contact with you and further my involvement in your organization.
I bring to the employer a broad experience unique to someone my age. I put my college education on hold for two years and served as a
missionary in Ecuador. Through this experience I was able to develop traits critical for the workplace such as leadership, diligence, and the
ability to perceive the needs of people. After returning, I also had the opportunity to be on Brigham Young Universityʼs world renowned
Ballroom Dance Touring Company for three years. With that program, I competed on a National and World Championship level, and was able
to travel globally to Western Europe, Hong Kong and China.
I express a particular interest in Account Services because it is the element of marketing and advertising that fits my personality well and that I
excel in. I have a passion for communications, a fascination with creativity and a love for advertising. I first became enamored with advertising
after discovering how it melds both business and art. I love the marriage of strategic analysis and creativity. Its ever-changing nature captivates
me and has become the critical focus of my career. To me, different cultures are what make the world so amazing. I love exploring the world
through the perspective of others and discovering the way they think.
To a future employer, I offer a wide range of abilities that would contribute to the success of an organization. In past experience, I have
developed personal skills and the ability to work well in both a public and personal setting. I am fiercely loyal to those co-workers and the
organizations I work for. I can lead when necessary, but also see benefit from learning from and following others. I am eager to learn and
naturally curious of my surrounding situations.
Thank you for considering my future participation with your organization. I will maintain contact with you through Brigham Young University or
any other form of communication you choose.
Respectfully,
Craig Wakefield

5. PROFESSIONAL EXPERIENCE
Teacher/Director Timpview High School
2008-Present
•
Directed a ballroom team of 250 students
Résumé
•
Raised over $40,000 in one year
•
Won national and state competitions in multiple divisions
Owner/Operator
Wakefield Ballroom
2007-Present
•
Net income: $20,000 during first year of business
•
Maintained a regular clientele of over 50 clients
Administrative Assistant
Performing Arts Management
2007-2008
•
Coordinated both national and international tours for BYU Performing Companies
•
Designed culture packets, delivered press kits, made all travel arrangements
•
Proficient in: Adobe Photoshop, InDesign, Illustrator, Microsoft Office
Instructor
Missionary Training Center
2006-2007
•
Trained missionaries on gospel principles and missionary preparation
•
Taught Spanish
•
Managed public relations utilizing inbound/outbound phone calls throughout the U.S.
BYU Ad Lab
Brigham Young University
2009-Present
•
Managed multiple real world clients
•
Worked under experienced professionals
•
Collaborated with multiple Art Directors, Copywriters, and Account Planners
Tour Team
Brigham Young University
2003-2008
•
Won multiple United States Championships
• Represented the University in over 8 countries around the world
VOLUNTEER EXPERIENCE
Missionary
Ecuador Guayaquil South Mission
2004-2006
•
Worked 97 hour weeks for two consecutive years
•
Became highly proficient in the Spanish language
Advisory Board Member
Wasatch Mental Health
2007-present
•
Helped raise over 1 million dollars for a new building
•
Organized marketing and fundraising efforts
•
participated in board meetings to discuss future efforts

6. Education
Bachelor’s of Communications: Emphasis in Advertising
Recipient of prestigious performing arts scholarship for multiple years
Maintained a 3.5 Communications GPA while working between 20-40 hours a week

7. Relevant Courses
Strategic Advertising Campaigns
Researching, planning, budgeting, creating, and writing national advertising campaigns; writing and producing a complete advertising plan,
accompanied by a formal client presentation.
Account Planning Management
Development and execution of a comprehensive strategic advertising research program, including data collecting, interpretation, field
investigating, audience analysis, and strategy development.
Marketing Media Planning and Strategy
Media planning, theory, and practice in context of the marketing mix. Application of computer-based models as aids to media decisions. Writing of
marketing- based media plans. Case study approach to both print and broadcast media.
Advertising Research Methods
Quantitative research methods used in marketing and advertising; the research process; planning, designing, and conducting studies; analyzing
results using appropriate methodologies.
Media Effects
Effects resulting from the interaction between media and members of society. Approaches may include self-image, stereotypes, violence, and other
social constructs and behaviors involving media consumption.
Marketing Management
Emphasizes marketing's role in society and the firm, marketing opportunities, the consumer market, and management of marketing mix.
Creating Advertising Concepts
Basic consumer advertising; copywriting, design, and layout developed from creative strategies. Solving creative problems.

8. Experience
I have had the unique opportunity to be an advertising student at Brigham Young University. Why unique? Three words: Real
World Experience. The mentors at BYU are well equipped and have extensive experience with big names such as Time Inc., Ogio,
and Ogilvy and Mather. As a result of understanding the real world, they base curriculum and lab work around actual clients.
Clients such as Nike, Gatorade, Microsoft, Nissan, Unicef, as well as many others. When working with clients, we provide them
with fresh and innovative work which they can actually use. I have learned the key aspects of the advertising process and have
been able to provide real work for real brands. I have been able to receive an education that enables me to immediately become
relevant to the world of advertising, prepared and with “no assembly” required.

9. Experience

10. Experience
• Client Interaction
• Research
• Media Planning
• Non Traditional
• L’Oreal Brandstorm
• Creative

11. Client Interaction
Understanding the product is key to producing insightful work.
When working on a campaign for Diesel, I was not only able to try the product, I was able to fly out to New York and experience the
brand in its entirety. I met the brand managers, went to the store and experienced firsthand what you would need to know to have a
sound understanding of the product and produce great work.
When you can’t fly out to L.A. to speak with Nestle, the next best thing is to talk to the client as personally as
possible. Using video conferences, I was able to ask useful questions and gain critical feedback on the
product and brand essence.
Pioneer Family Brands is a local company. This was a huge benefit allowing us to visit and contact them whenever needed. I learned
that no matter the size of the company, it is critical to do all you can to understand the company and gain the necessary brand insight.

12. Research

13. Research
All significant creative work is driven by strategy. All good strategy is derived from great research.
The secret behind our winning Diesel strategy was extensive research. Winning ideas are sometimes complex, often simple and
always difficult to create. After compiling over 65 pages of research, my team and I found an incredible insight that would take the
brand where it needed to be. The primary and secondary research showed us where the most profitable market was, what our
product needed to communicate, and how we could take it there. I am 100% positive that the secret to our success was putting in
countless hours of research done in several different areas and sources.
Microsoft’s Zune was a great product to work with. It had a clear brand mission and posed a unique challenge being paired up next
to the iPod. I spent over a month compiling, distributing, and analyzing a top notch survey that was designed to gain the insight
needed to provide the deliverables to Microsoft. I discovered how primary research leads to useful insight.
Working with Justin Hackworth photography provided me with the opportunity to take what I learned with Microsoft Zune, directly
apply it and then go above and beyond. Other than compiling, distributing, and analyzing a survey, I was able to effectively gain
insight from multiple ethnographies.

14. This is one of the surveys that I
worked on for Justin Hackworth. After
distributing the survey and analyzing
it, we were able to understand who
our ideal demographic was. From
there, we were able to connect with the
right people for our ethnographies.

15. This is a survey I worked on for
Microsoft Zune. After receiving
the creative brief, we focused on
asking questions that would give
us the best insight into what
would provide Microsoft with
useful and relevant deliverables.

16. This is a survey I worked on
for Butterfinger. After
sending it out on the internet,
we were able to gather
insightful information that
helped us conduct useful
ethnographies.

17. Ethnography
One of my favorite things about advertising is the involvement and insight it provides to human behavior. Ethnographies allow me
to explore specific parts of the human race in a unique way. I love people, especially getting to know them, and even more, what
makes them tick. All ethnographies were filmed, edited, analyzed, and presented to the client. It was extremely effective and
provided amazing insight that helped us hone in on our strategy.
Part of our ethnographies included a picture sort. In order to find the right imagery for
the brand, we selected several different themes represented by multiple images. We
asked the subjects to select which pictures they liked and why. this helped give us an
idea of what our target market liked in terms of imagery and vibe.
We also prepared five to six different positioning statements. The members of the
group underlined what they liked, crossed out what they didn’t, and wrote down what
they felt about it. It helped to have them write down their thoughts on each statement
before we discussed them. In this way they were encouraged to write down their true
opinions and avoid group think.
Fill in the bubble was also a useful tool in the ethnography. Pictures of people using the
product were given to the subjects. Each picture had a cartoon bubble next to it and the
subjects were asked to fill in what they thought was going on in the minds of the
people. This helped us get into the mind of our target market and also prompted some
great discussion.

18. Moderators Guide
This is an example of a moderator’s guide I used for a study group we conducted for Justin Hackworth Photography. It’s amazing
how important it is to plan ahead, yet the most important thing a moderator can do is let the conversation lead itself at the right time.
1. Introduction to everyone in the friendship group and help them feel comfortable. Explain that the footage of the group will not be shown
to anyone other than those involved with the research. Explain that we are not looking for any specific material and encourage them to
express what they independently feel.
2. Weddings/photographers:
•Who in the group is married?
•For those that are, tell us what you remember most about your day.
•For those that aren’t, tell us about your favorite wedding you’ve attended.
•How did the photographer fit in to the weddings mentioned above?
•What would the ideal photographer be like? Involved or inconspicuous?
•How often do you show people your photos?
•How often do you look through other people’s photos (Facebook, etc.)?
•When’s the last time you looked at a friend’s wedding photography? How did you feel about it?
•When’s the last time you looked at your parent’s wedding photography? How did you feel about it?
3. Budget
•What things are you willing to splurge on, and where do you try to save (in general)?
•Same question, but specifically about a wedding now.
•Who paid for/will pay for your wedding?
4. Picture sorting questions
•Which picture best matches your personality?
•How should ideal wedding photography “feel?”
•How would bad wedding photography make you feel (your own or someone else’s)?
•How does planning a wedding make you feel?
•How do you feel when you have to pose for a photo?
5. Fill in the bubble
6. Picture sort
7. Positioning statements
8. Any other open-ended questions as moderator sees fit.

19. Media Planning
Here is an example of a media plan created for our Diesel campaign. We had a budget of 5 million dollars. We emphasized the cities
and mediums that would provide the biggest bang for the buck.

20. Non Traditional
Non traditional mediums are often inexpensive and hold amazing potential in both reach and frequency.
Nearly every single client I have dealt with has expressed a desire to have nontraditional media in their
campaign. I have not only received training specifically in nontraditional media, I have been able to strategize,
create and employ it. Whether it be conceptualizing a YouTube video or participating in a flashmob, this
media is exciting, fun and extremely powerful.

21. L’Oreal Brandstorm
University Champions 2010
Every year L’Oreal hosts an annual worldwide competition
involving over 36,000 students from 270 Universities in 38
countries around the world. Myself and two team members
comprise Team Synergy, BYU’s campus champions currently
competing in the National Championships in April 2010.
The assigned challenge this year was to create the next Diesel brand extension in the men’s beauty product market. Our team was
able to find extensive research ultimately leading to our insight and winning strategy. We were able to create a new, exciting
product that can become the next market leader. We emphasized the strengths of the Diesel brand and stayed true to their
successful brand DNA. We have had the amazing opportunity to work with top marketing directors from L’Oreal to develop our
product campaign and design.

22. Creative Development
After the appropriate research was done, I was able to provide these Briefs to the creative team which in turn was able to produce
the exact feel of what needed to be done.

23. Creative
Working in the Adlab showed me the importance of working closely with the creative team. Although I worked as an Account
Manager, I was heavily involved in the development of the creative deliverables. Here are a few examples of work done for the
SoftIce account.