Portfolio edited during the Account Planning Boot Camp in Miami Ad School Madrid. Strategies for: PETA, El Corte Inglés, Vodafone.

1. Donia Hamzaoui
ACCOUNT PLANNER
PORTFOLIO 2012

2. INDEX
EL
With this portfolio, I would like to
PETA
CORTE
demonstrate my ability to:
INGLÉS
1. Understand the
Brand
2. Understand the
Market
VODA
FONE
RESUME
3. Understand the
Target
I believe in a brand's power to support, entertain and inspire."
A brand is more than just a client. It is an identity with values. "
It exists through and for its consumers. "
If a brand has not yet reached its consumer, then we should give it
consistency and coherence in every touch point: from its employees to its
products and to its communication.

3. Teammates
Understanding Chelo Simón
Eduardo Baigorri
the brand
With a violent and radical
communication style, working on
the PETA brief was a challenge to
overcome.
Nevertheless, facing up to it was
what helped us to elaborate an
accurate strategy and reveal the
brand's essence.
PETA
Triggering the youth consciousness
(20-30 years old) about abuse and
mistreatment of fish.

4. Issue
Problem
Target
Fish are not food.
Young adults
People for the Ethical Treatment of Disappointed with
Animals (PETA)
They are living
the system.
beings with the
First global organization fighting for Worried about
right to live.
animal rights with more than 2 million their future.
members and followers.
PETA considers all animals to be equal Interaction
Support
to each other and equal to humans.
Social Rebel to the system
consciousness
Show the truth
A fish has the same right to live as a
Nonconformist
Scientists' expertise
cat or a dog.
Change needed
Objective
That young adults stop eating fish.
This is an ambitious objective with a
major goal to impact all behaviours
toward animals. More powerful objective,
more striking communication.

5. Showing elephants
“Nestea crueltea plunge”
abuses on humans
In San Francisco, a woman
body in a meat packaging
How do PETA
comunicate?
With the help of celebrities to
impact more

6. Message
In the past 50
We have to make people aware with a EATING
years, 90% of
message as surprising and radical as FISH
large fish
PETA’s actions have always been. populations have
KILLS
been exterminated
Therefore, we will be confronting a
universal and intrinsically rooted belief:
“eating fish is healthy."
According to the Kills fish
No, we cannot change this belief. journal Science, in Kills
However, we can make people think 2048, our oceans biodiversity
about the consequences of consuming will be completely
Kills us as a
fish.
depleted.
species
Ambition
To make this message a global and
social issue, we want to encourage
young people to drive change and create
their own future.

7. CHANGE
THE
RULES!
Eating fish kills. Graphic
It’s killing fish,
It’s killing biodiversity intention
It’s killing us as species.
CHANGE THE RULES Illustrate the
Join PETA and fight for a world’s end with
better planet an apocalyptic
tone
Argument
PETA fights against false beliefs and historically established rules.
This is no game. The current situation has lead us to an inflection point and now we must act.
We have to put our fists down!
Social change has always been driven by youth.
Let’s fight!

8. Teammate
Understanding Rómulo Delgado
the Spanish
market
For two years I have been living in
Spain. As a foreigner with a strong
interest in Spanish culture, I have
experienced Spanish life and
observed consumer behaviours to
better understand the Spanish
market.
EL CORTE INGLÉS
And young adults from 18 to 25.

9. Issue
Objectives
Attracting them to
El Corte Inglés is a historical brand.
the brand
It is part of Spanish life, but young Increase sales
Make them aware
adults do not feel connected to the
about products and
brand.
services
Nonetheless, El Corte Inglés has much
to offer them, including international
Target
Interaction
Multitask
Family experience
brands and a large variety of products.
Multichannel
of the brand
23h/week on Stores are part of
Internet
the urban
Community
landscape.
Opportunity
Young people have many options to consume:
Specialized Retail - Zara, H&M, Fnac or Brands
stores – Diesel, Adidas.
However, none of these stores but El Corte
Inglés can offer everything in the same place:
clothes, music, books, technology…

10. Strategy
Young people meet in front of El Corte Inglés.
So, yes, in a way they are connected to the brand. The
problem is they are not coming inside.
Let’s make them come in, whether through the physical door
or the digital one. They are only one step away from us.
Observation
Challenge
Young people
LET’S GET
meet in front of
El Corte Inglés stores.
THEM IN
How?
Tone
Through the Concept store
target’s codes
Urban Outfitters
Using its channels
UK
In their meeting Citadium Paris
points
Lafayette V.O.

11. USING ITS CODES
Using its
The way of talking and writing by channels
phone on Twitter or Facebook is Web, Apps, Social
media
very specific: gr8, thx, b4, asap, xo ….
With a brand editorial
We have to go ahead and take organized per looks,
brands, cross-selling.
ownership of the brand in a way
they will talk about it.
¿Cómo?
Con los códigos
del target
Con sus canales
En sus momentos
de quedadas
Digital door
Young people are connected 23h/week at
least (TRU de TNS)..
We will have to dedicate to them their own
website, apps and places to interact with ECI.

12. IN ITS MEETING POINTS
Interactive
shop-window
El Corte Inglés has an amazing
Whether the store is
advantage to spend time with the open or not
youth while waiting: the stores. 24/7 full access to
the store
In ECI window displays,
The street is ours!
bus and metro stops
The street is
ours!
Events in front of
the stores with
related artists and
© Uffie for
Citadium & Lacoste
brands
Ambition
ECI becomes the waiting companion:
“ECI is with you while you wait for your friends.”
It is part of the youth community. It gives them a
place to hang out together.

13. KEEPING COHERENT
Flow
ECI is a El Corte Inglés’ brand. The latter Creating a buying
will provide notoriety and brand image to path
the former.
Applying the same changes to stores © Citadium, Paris
would increase the target engagement.
If not, young people might feel fooled by Style
the brand, affecting its credibility and Inspiring
image.
Advising
We should create the ECI FLOOR and Organizing brands
keep up with the ECI experience in store.
© Urban Outfitters UK
Connectivity
Physical door " For a multitasking
" target
Simultaneously On
The
Floor
and Off-line brand

14. Understanding Teammates
Planner
Antonio Castro
the target
Creatives
Alejandra
Observation, investigation, analysis Elena
and empathy are the tools I use to Lucia
understand the target. In addition to Manuela
the target's interaction with the
brand, it can be understood through
its lifestyle and its everyday worries
and priorities.
Understanding human behaviour is
one of the most interesting
challenges.
Vodafone
Leading self-employed conversion
from 1.0 to 2.0

15. Issue
Target
Self-employed Vodafone clients
The majority of self-employed Vodafone
Still with voice plan → uneasy with
clients still have a voice plan. Vodafone
technology
would like to urge these customers to
Overwhelmed: little time and money
add data to their existing plans.
Heterogeneity: large variety of sectors
It will provide them with tools to make
their everyday business management Brand
Limitations
Vodafone has been No trust
easier.
leading the technology Provider = Thief
conversion
None of the
“Power to you”
providers
Apptualizate (apptualize)
understand the
target’s needs.
Objectives
+40% penetration among the Vodafone self-
employed clients with voice plan.
Leading the conversion: 1.0 → 2.0
Marketing positioning: Partnership

16. Observation
d sis
We can not resolve all its Una
*A dose of tranquillity
problems. But we sure can
make it a little easier.
de
tranquilidad.*
Concept
Tone
A
Empathy
;)
Direct and simple
DOSE
AUTONOMOS
Continuity with the
OF new service
TRANQUILLITY
Apptualizate
Strategy
1. Communicate tranquillity and security
2. Connect and optimize their business

17. TRANQUILLITY
Elige tu smartphone
Acceso al directorio
&
SECURITY
sis
Seguridad de datos
Movil de reserva
Language
Services
Simple,
Apptualizate
Apptualizate
Tarifas
straightforward Tutorials
and peaceful
Back-up phone
Virtual safe box for with its data in 24h
its data

18. Directory
Free access to Vodafone's database of
CONNECT
self-employed clients to encourage
business opportunities and support &
between each other.
OPTIMIZE
Must be agreed upon in the new data plan
contract.
In the long-term, this could become a
self-functioning community that would
La noche en rojo.
*Red night
only require the brand's intervention
when asked.
La noche en
ROJO.*
Red night
Recurring events
Advises, Network

19. PROFESSIONAL
OBJECTIVE
As I explained above, I believe in
brands and how they can contribute
to consumers' life. By understanding
brands, markets and targets, I can
and I want to take part in the
global development of brands
and their products.
Resume
Donia Hamzaoui

20. STRATEGIC PLANNING! BRAND & PRODUCT!
DONIA HAMZAOUI!
Miami Ad School! Krys, HVA !
Account Planner
Krys, Arsenic ! Developing & balancing
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+33 649 557 229
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+34 693 592 193
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29 years old
design
hamzaoui.donia @gmail.com
Strategic Analysis
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Portfolio
slideshare.net/dhamzaoui
COMMUNICATION ! INTERNATIONAL!
HVF, Krys, HVA, Arsenic! Nationalities!
Trends
New brands visibility
French, Swiss, Tunisian
Pinterest.com/DoniaSoraya
High School:
Adapting licensed brands
European class !
Account executive
English, Spanish, German
Journey in Spain !
Madrid, Alicante, Valencia,
Salamanca
Jan.-Jun.2006
Jan.-Mar. 2012
Oct. 2010
Nov.2006 – Feb.2010
Salamanca university
CRONOLOGY
Miami Ad School
Eurodissey Program
Krys Group
Salamanca, ES
Account planning
Spanish intensive Marketing executive
Aug.2004 – Aug.2005
Madrid, ES
classes
Paris, FR
Arsenic
Nov. 2010 – May.2011
Valencia, ES
Jul.-Nov.2006
Account executive
Alhambra Int.
Feb.-Sept.2010
HV Associés (HVA)
Paris, FR
CRM Administrative HV Formation (HVF)
Communication 2002 –2006
Alicante, ES
Marketing executive
coordinator
ICN Business School
Paris, FR
Paris, FR
Nancy, FR