1. Tarek Ayoub
Marketing & Communication
Portfolio
“Curiosity about life in all of its aspects, I think,
is still the secret of great creative people.”
-Leo Burnett-

2. 01
Hobbies:Traveling, Art & Fashion
With a Bachelor degree in Computer Science
from the Lebanese American University and a
Master degree in Advanced Computing from the
University of Bristol-UK, you will be wondering
what got me into Marketing and Advertising.
Well it is neither by chance nor by accident.
My personality and passion to this industry
are my drive. My 4 years-experience in the
Integrated Marketing Communication and my
recent postgraduate certificate in Advertising
Management provided me with expertise in
conducting research and developing effective
marketing strategies and media plans. My
extensive knowledge of the Adobe suite,
analytical and creative approach, added to my
interpersonal and strong organizational and
communication skills in both English and French
enabled me to excel at every task I handled.
Please find enclosed some of the work that I
was proudly involved in.

3. 02
Campaign included:
-Print Ad & Postcard
-Vertical Web Banner
Nikon Project
Smartphones are eating into point and shoot
camera sales. Smartphones camera quality has
increased roughly 10-fold from where we were
five years ago and the fact that we have access
to all these apps and services that make it easy
to host and share photos immediately on social
media constitute the main causes for the shoot
cameras’ decreased popularity. The purpose of
this project was to address this problem and
communicate effectively the Nikon COOLPIX
AW110 benefits over smartphones to the
target audience. In terms of my contribution, I
developed the creative brief and concept. I also
executed the artwork in terms of art direction,
copy writing, and design.

4. 03
Product: Purina ONE Smartblend Weight Control for Cats
Creative Concept: Purina ONE is Like a Gym in a Bag
Creative Execution: consumer and trade print ads
Purina One Smartblend
As part of the Advertising Management course,
I and a team of 2 needed to prepare a fully
integrated marketing & communication plan
for Purina One Smartblend Weight Control
in Canada. The project involved developing
a thorough market, consumer and media
research as well as analysing the outcome in an
attempt to determine the implications, threats
and opportunities crucial for building a solid
advertising & communication campaign that
cuts through the clutter and resonate with the
right target, at the right time using the right
media vehicles. Various software and industry
techniques were taken into consideration to
plan and execute a campaign in adherence with
the Canadian code of Advertising standards.

5. 04
IMC Plan included:
-Advertising Camapaign (Print, OOH, Radio, Digital Marketing)
-Press Conference & PR support
VDL Repositioning Startegy
Founded in 1975, Voice of Lebanon was then
the first private radio to ever broadcast NEWS
in Lebanon. It has always provided its listeners
with the best live News coverage, interactive
shows and many other programs. The station
targets “mainstreamers” 45+ and the challenge
was to reposition the station and promote a
series of new programs targeting a younger
audience. In this project I contributed in briefing
the agency and executing the radio, online and
print campaign. The print Ad’s headline is using
a slang proverb meaning the radio was and will
always be there to resonate with the younger
generation effectively.

6. 05
IMC Plan included:
-Advertising Camapaign (Print, TV, OOH, Radio, Digital & Direct Marketing)
-Pre-Launch Event, Public Relation and Sales Promotion Starategy
Fanar Residence
Fanar Residence is an affordable mid-sized real
estate project comprising 3 buildings with 70
apartments. The challenge was to sell 50% of
the project within a 3 month campaign planned
to run during summer 2010. The campaign was
a success and resulted in 60% sales. Not only I
contributed in branding, planning and executing
the communication and marketing campaign
but also got involved in the developing 2 from
briefing agencies and gathering proposals to
shooting and editing the final versions. Multitasking, time management and prioritizing were
key skills to achieve the above.

7. 06
IMC Plan included:
-Advertising Camapaign (Print, OOH, Radio, Digital Marketing)
-Pre-Launch Event, Public Relation and Sales Promotion Starategy
Monteverde 81
Monte Verde 81 is a premium real estate project
offering investors a very promising opportunity
and residents an exclusive lifestyle. Monte
Verde 81 is located in Monte Verde, an upper
class area in Lebanon which rates second in
terms of demand straight after the capital. The
challenge was to promote and sell 30% of the
project through 3 phases: teaser, revealer and
maintenance marketing and communication
campaigns. I contributed in branding the project,
drafting the strategy and communication
plan, executing and measuring the campaign’s
effectiveness based on awareness, calls & sales
data.