brand planning, advertising, planners, miami ad school

1. Z
the last word of alphabet, the name of the My Morning Jacket album, Costa Gavras movie (never saw
it), Z Germans ... also my nickname in MAS since it is kind of hard to pronounce my name.
It is Zeljko. (Zel-ko)

2. Why’s?
Why planning?
It gives me goose-bumps. It is the same feeling I got when I first started spinning records at college radio. At
that time I felt it was the best job in the world. Now I think it is the second best. Some people don’t get that
feeling ever in their entire working life. I feel privileged to have had that experience twice.
Why Miami Ad School?
The percentage of mediocre work in advertising, like in music, film or any other field of human work, is huge.
Everybody does it, for one reason or another. Maybe because it is easier or the circumstances lead to
mediocrity. I have been involved in some mediocre projects. Not proud of it, but to use a cliche, I guess I
learned something. Therefore I decided to explore this small percentage of really good work and find out what
leads to it. It is great to read Russell, Northern Planner, PSFK and Brand Republic, but it is a whole other thing
to get to actually talk to planners who stand behind some outstanding work out there and get their opinions and
feedback. And meet your future comrades in planning.
Some folks stop learning once they get out of school and land their first job. Can’t agree with them.

3. Burger King Whopper?
The assignment
Whopper Freakout. Do it again, only better. Explore new territory. Try to get away from the super-fans.
The road
First reaction:”Do it better than ... are you kidding me?!?!”
But that is the beauty of advertising. There are no limitations but your own. Like many traditional brands
Whopper is stuck. The modern world of health consciousness, slow food and competition from all over the
place shows no love for the 51 year old. The search for the perfect place for the Whopper drifted back and
forth. At first, the idea of going for the super-fans felt kind of appealing. We almost fell for the concept
Whopper ... everything else is foreplay.
One Friday afternoon we got our senses back. From the couple of visits to BK one picture stood out. A young
women ordering only fries and ketchup for her lunch break. That was the starting point.

4. Whopper brief
Where are we now?
Whopper, 51 years old and America’s best loved fast-food burger is on a slide. The reason? Health issues,
retail stores and home BBQ, you name it. However he still got game. Unlike other burgers, it is flame broiled so
that is where the distinguished taste comes from. In order to eat it, both hands must be used, he is that big.
Whopper makes people happy in a way that’s downright disturbing.
Who are we talking to?
Women, 20-40, lower to mid income, high school or college education, active life, free time is an issue. In
everyday life they act as moms, wives and fellow workers. Cashier at Target, secretary in high rise office
buildings.
Where do we want to be?
Whopper to be an unshamefull choice for girls. Girls deprive themselves all their lives. Like when their parents
would not let them have their ears pierced, have tattoos or wear crazy clothes to school. Now that they are
mature they still have constraints when it comes to food. They walk into BK, order only salad or fries and
ketchup, because they are ashamed of getting a true meal at a place that is all about indulging yourself.
Challenge the double standard of our society.
What is the main message?
There is nothing wrong with having a Whopper.

5. Whopper creative
By creating a microsite, viral videos and TVC we are making fun of double standards in order to show it is ok
for women to eat Whoppers.
The campaign would run in two phases, first the teaser followed by the reveal / main campaign.
www.maneater.com would feature the viral video and funny tips on how to act like a man in order to get a real
meal.

6. Phase I

7. Phase II

8. Have a break
Perhaps check out the latest Radiohead video. It was shot in a very interesting way. Or simply have some
strawberries.

9. Miami Ad School Account Planning Boot-camp
The assignment
Get more quality students for Miami Ad School Boot-camp.
The road
The Account Planning Boot-camp is a unique program out there. With its tight schedule it ensures that
students get the top knowledge in a short time and prepares them for the challenges of adland.
How did I get here? Hoopla, web, blogs, a lot more web, e-mail, talk to boss, some more web, email, Fedex,
one email, few more emails. Get up early, go to Frankfurt, emergency landing in Glasgow, a few pints of
Deuchers, O’Hara, finally Minneapolis, light rail, 4th street on a wild Saturday night. Apartment 301. Nice.
How do we cut the more web thing?

10. The brief
Where are we now?
Miami Ad School offers a one of a kind 12 week boot-camp for Account Planners. The school is partnered with
industry leader CP+B, lectures are held by the top industry professionals and the program is basically a
simulation of a planning job in an agency. The atmosphere in the school is laid back, fun and friendly, the kind
of atmosphere one will find in an ad agency.
Who are we talking to?
Recent college graduates and young professionals, domestic and foreign, that are looking to get an interesting
job in advertising. Account planning is the fulfillment of their dreams because it combines the business and
creative side of work. They are mid-20s, share a passion for advertising, have a thing for arts and enjoy to
observe people and society in general. Also they dig iPhone, South Park, music, social networks and like to try
all the new stuff out there.
Where do we want to be?
MAS to attract more high-quality students to the 12 week AP boot-camp.
What is the main message?
After 12 weeks of AP.boot-camp@MAS you are ready for any account planning task.

11. Creative work
The central point would be the MAS Account Planning Boot-camp blog, thebarracks.com, toward which all
communication would lead. All other executions were meant to be simple and cheap so we don’t drain the
school budget:).

12. Creative work
thebarracks.com are meant to be an
industry blog as well as the central
place to learn about the program
web banner - wherever you move the
mouse the eyes follow it

13. Creative work

14. Creative work

15. Have a break
A pint of Boddingtons?

16. Kahlua
The assignment
Make more Kahlua bottles go upside-down.
The road
While their main competitor Baileys focused on the 45+ audience, Kahlua went back and forth with its
communication. In its recent efforts it tried to target the young, frequent club visitors, despite the research
results that showed that it is more frequently enjoyed by an older audience. For a drink of such taste and
texture it felt more appropriate to be appreciated by people who enjoy a drink or two in a peaceful, comforting
place.
The White Russian cocktail is the best known Kahlua based cocktail. It has a small, cult following consisting of
a few passionate drinkers and fans of the movie The Big Lebowsky, but there was certainly more potential to
explore. White Russian would be the promotional vehicle for Kahlua, not only because of its great taste but
also because of its dual personality nature.

17. The brief
Where are we now?
Kahlua is a heavy and sweet coffee based liqueur drink that is a main ingredient in some cocktails, most
notably the White Russian. The problem it faces is that once you buy a bottle, the chances are that it will stay
on your shelf for a few years. It is sort of off radar.
Who are we talking to?
Gen X men, serious, hard working gentlemen. They drink to enjoy. At this point in their lives they prefer to stay
in, instead of going out. Get out of the office, drive, return home after a demanding day, walk through the door,
throw away the coat, tie and laptop bag, give a kiss to their lady and the kids, have dinner and relax. They
finally made it to the safe place where they can unplug. They feel tired, yet comfortable.
Where do we want to be?
White Russian cocktail to be a part of their day. White Russian epitomizes the duality of gen X men. It is a
mature, respectable drink and at the same time because of its sweet taste it is almost innocently childish.
Upon returning home, the hard working gents need something to look forward to.
What is the main message?
White Russian is the end of the day ritual.

18. Creative work
Captain Miller: “Earn this.”

19. Creative work

20. Creative work

21. Creative work

22. Marin bike brand manifesto
Mud is your road. Exploring is in your blood.
It must have something to do with your ancestors, the way they fearlessly conquered the plains of Dakota and
deserts of Nevada. Some tiny DNA strand is still tickling you somewhere deep inside, resisting any kind of
static, stopping you from turning back on any obstacle. Be it rain or wind, heat or cold, uphill or downhill, you
are on the move. You never back off. Holes, pits and creeks are not obstacles, they are the part of the road.
Sure, it is not always nice, you will have your share of sweat and tears. Hold the blood, thanks. Things that are
glorious on paper are not always glorious out there.
You are up for one hell of a ride. You are the one who dares.
And remember, only the one who dares, wins.

23. Zeljko Kresic - 1978 to present
Pro years
BBDO Zagreb, 2005 - present
Account Manager - Vipnet (telco, part of Mobilkom Austria). Previous clients Lura (dairy industry, part of
Lactalis Group, brands Dukatela milk spread, Sirela cheese, Yoghurts) and Podravka (food industry, flagship
brand Vegeta).
Playboy Croatia, 2006
Music column writer, freelance
Publicis Zagreb, 2003-2005
Account Executive - clients: Cappy (Minute Maid), Hewlett-Packard, Vichy, SEB Group (Tefal, Rowenta, Krups,
Moulinex), Wustentrot (housing savings) and Generali Insurance.
Zagreb Film, 2002
Production house specialized in animated films. Foreign sales and organizing promotional activities
(exhibitions, film screenings, contacting the media).
College years
Miami Ad School, Minneapolis, summer 2008
Boot-camp for Account Planners
University of Zagreb, 1996-2001
Faculty of Economics and Business, major Finance
Free time
travel, basketball, soccer, cycling, music and concerts

24. End credits
Art Director: Brian Dedering
Copywriter: Nathan Marholz
Planner: Zeljko Kresic
Thanks to Martina, all my friends & family, 301 apartment@4th street, BBDO Zagreb, Paul Pierce, Animal
Collective and MAS soccer team.
Z