2. Manifesto
My name is Tram Pham and I am from Saigon - Vietnam.
I grew up with the expectation to be next cardiologist in my family as I picked a surgery knife on my
1st birthday. However, I knew it was not my dream. In college, I registered business administration in
Royal Melboune Intstitute of Technology (RMIT) as I wanted to be a part of family’s business.
For a long time, business was my business. But I decided to change when I worked with my former
CEO at Young & Rubicam agency in Saigon.He inspired me with his remarkable longlife experiences
and encouraged me to be a creative strategist. He helped me catching my real dream.
That decision led me to Academy of Art University.To me, it was the most exact decision I have ever
made in my life.
Life is an amazing adventure: I am both treasure hunter and observer.
Nurturing creativity and curiosity is my motto.
I am intuitive,imaginative,sensitive,but I am careful and rational when I have to make vital decisions.
I love beautiful, random imperfection and also, I am a lifetime learner.
When I do a painting, I know how make people buy it for a fair price.
I love diary and photography as ways to set down my memories before they are all forgotten.
I am a creative strategist, an irreplaceable storyteller; a data-reader; a careful planner;
and a person who ignites everyone in the advertising field.
4. RESUME
EDUCATION
Master of Fine Art in Advertising
Academy of Art University
San Francisco , CA 2013 - present (expected date of graduation Fall 2015)
MBA
California State University Fullerton
Started Dec 2011- Dropped Dec 2012
Anaheim, CA
Bachelor of Commerce
RMIT Int’l University
Hochiminh City- Vietnam 2004 - 2007
Certificate of Completion Colgate-Palmolive’s Shopper Marketing Workshop
Colgate-Palmolive
Hochiminh City,Vietnam
Understanding About Advertising And Agency Training
WPP Region
Hochiminh City,Vietnam
5. EXPERIENCE
Magic Eyes. Advertising Agency
Account Manager
Hochiminh City- Vietnam June 2011 to December 2011
Jodric Ltd.Co
Customer Service Manager
Hochiminh City,Vietnam Dec 2010 to May 2011
Co-founder VN Finder Ltd. Co
Account Manager
Hochiminh City, Vietnam Dec 2009 to Nov 2010
Account Executive- Sr.Account Executive
Young & Rubicam Vietnam
Hochiminh City, Vietnam Sep 2007 to Oct 2009
Marketing Intern
Zobrist International Inc. (Vietnam)
Hochiminh City, Vietnam Jun to Sep 2007
8. “If art is to nourish the roots of our culture,
society must set the artist free to follow his
vision wherever it takes him.”
-John F. Kennedy-
9. Instructor: Cameron Maddux
Class: Creative Thinking
Assignment: Pick a product & create
a spark for a new cultural movment
CULTURALMOVEMENT
10. Idea
Stress-relievingdefinition:tofreefrompain,anxiety,ordistress.
The background of human’s stress is very various. Stress comes from
works; family-issues; social lives to financial issue; physical pains. We all
know they are annoying to all of us everyday or every week.
People find million of ways from healthiest (music, yoga, meditate, spa,
travel...) to most unconventional (Self-Hypnosis, finger paint or kiss a
stranger...) to get rid of their stresses. But they are somehow pricey. How
about a daily, normal, not pricey therapy? Do we forget any normal thera-
pies around us?
I did researches and found out the solution: “Cooking is therapy and,
fattening or not, it’s effective. It can soothe jangled nerves, heal broken
hearts and cure boredom, insomnia and anxiety” (http://www.nydaily-
news.com).
STRESS-RELIEFHOMECOOKING
11. Analysis
The research process kept leading me to find out which
kind of spices people should use to increase their
stress-relief therapy. And chili peppers is the no.1in or-
der to relieve stresses and pains.
13. TheSpark&Solution
Combining a decent amount chili sauce with your home-cooking food
is the simplest stress-relief therapy. It helps increasing taste for food
Cultural movement’s spark is cooking & using spicies
will relieve our stresses.
14. Sriracha’sStrategy
Sriracha is one of famous’s Asian hot sauce in California but people just
use it as an add-in flavor for their food. They still do not know about the
spicy’s advatage of chili for their health, especially for their stresses.
Combining Sriracha sauce with home-cooking food relieve stresses and
make people smile.
Let’s ecourage people make more home-cooked food share their photos
& smile together via Facebook, Twitter, Instagram and create Sriracha
food-network on TV. We name it “Sriracha’s time”.
When people cook at home, they and even better relief their own stressful
issues, they all want to share their experiences.
15. “To improve is to change;
to be perfect is to change often”.
-Winston Churchill-
18. Cue
Reward
Habit
Explanation
I always wake up around 9:30AM. After that,
a cappuchino is a-must ! Yes, I am coffee person
for over 5 years. Breakfast is not in my to-do list.
This semester I have classes at 12pm; 3 days/week, skipping
lunch and having coffee only are unhealthy for my stomach.
My stomachache is finally back. I realize I need to have food
before class or else I will have serious stomach’s issues.
Having breakfast a week, I have a mini Lay’s
bag and M&M in the weekend. I love those
tasty-unhealthy snacks.
19. HowdidIdothat?
It was not easy to train my body with breakfast. Firstly, I need to wake
up earlier, around 8:30am. I started with salad and soup after having
coffee as light breakfast in order to help my body familiar with food in
the morning.Undoubtedly, my body was confused and tired with new
schedule. The stomach was working double. I tried to think about my
rewards to encourage myself to keep up my new habit.
After 14 days practicing, it was becoming better and turns out, stom-
achache almost dissappeared.
My body felt more energy to study for whole day. I will keep this habit
for good, as I realize, my health is getting better and better.
23. Theidea
Everyday in San Francisco, there are thousands of coffee
cups are consumed, which inspire me
to discover the way people choose to cover their cups.
Yes, we are talking about eco-friendly coffee sleeves or
typical double-cups.
People’s choices are using double-cup or coffee sleeve in
San Francisco?
Surveys sent to 25 people, 13 responded.
Age: 22-42
Living area: San Francisco
Number of question: 8
Occupation: students, engineers
24. Vitalquestions
Coffeesleeveordouble-cup?
11 people said they choose coffee sleeve; 0 double cup; 2 said they use
napkins instead of sleeves or hands
Consumer’sbehaviorafterfinishingcoffee?
9 people will throw away in any trash cans they saw on the street;
4 people will keep the sleeves to use next time of will wait until they find
a recycle trash can
What-if?
If local coffee shops didn’t have sleeves and they had to take a free
double-cup, 5 of 10 people would keep the 2nd cup to use and recycle it
later as they know the 2nd cup costs a lot material.
Personalcoffeesleevesinfuture?
7 out of 13 said: maybe will bring their own coffee mug/coffee sleeves.
28. “We become not a melting pot but a beautiful mosaic.
Different people, different beliefs, different yearnings,
different hopes, different dreams”.
-Jimmy Carter-
29. Instructor: Cameron Maddux
Class: Creative Thinking
Assignment: Create segmentations
with names and notice their features
SEGMENTATION
30. Idea1:Facebook’sfriends
Evreyone has social networks accounts
(Facebook, Twitter) with hundred or thousand of friends.
I realized that with these friends are amazing
segmentations which I can observe them and their typical
features. That’s why I chose my Vietnamese girlfriends on
Facebook to do this project based on what they really
care and want to share on their own pages
everyday. Posted contents reflected obviously their
features from social news,personal habbits,
entertainment and their families.
Base on these contents, I can categorize 4 types of
girlfriends from Facebook.
31. Segmentation
Unconventional - Uptown Ambition
- Millennials
- Well-educated
- High-income
- Brick & mortar shoppers
- Social-network expert
- Independent, self-centric
- Work hard, play hard
- Global travellers
- Golden or platinum credit card
- Not-married yet
- Fashionista is a-must
- Work out: 2-3 times/week
- Anti- traditional rules
- Don’t live with family.
32. Segmentation
Hallyu- naïve dreamer
- End of Millennials, begin of Gen Z
- Low- middle income
- High-school or college student
- Live with family
- Domestic travellers
- Korean wave- savvy
- Rose-colored glasses/ rosy outlook
- No backbone
- Selfie- savvy
- Social-network expert
- Hopeless romantic or dramatic.
- Online shoppers via social net-
works
33. Segmentation
Solemn philosopher
- Millennials
- Single.
- Family-oriented
- Social issues-savvy
- Eco-friendly is a must
- Middle income
- Political moderates
- Highly- responsible
- Kind-hearted philanthropists
- Live with family
- Money manager
- Enjoy bargaining
- Traditional values’ followers
- Professional advisors
- Love animals
34. Segmentation
Sturdy Urban Mom
- Highly Responsible
- Enduring hardships
- Well-educated
- Practical
- Multi-tasker
- Genius money managers
- Mom-forums savvy
- Middle-high income
- Smart & fast shoppers
- Price-sensitive
- Highly evaluate stability
- Coupons admirers
- Children is the top priority
- Facebook’s children selfie
35. Idea2:Ironman-athletes
I spent my whole Spring break with some friends whom
later I realized one truth: all of them used to sign up for
Ironman triathlon competition before. I never joined the
sport competitions so I decided to observe behaviors from
my Ironman-friends and their extreme-healthy lifestyle.
It was an surprising and amazing experiences to under-
stand their speacial features.
36. Segmentation
Trilogy Supreme Threshold
“Live your life to the fullest”
- Millennials
- Middle- high income
- Self-concious
- Crazy-in-sport
- Friendly social network
- Patience is a virtue
- Healthy beer-person
- “Ironman” is addiction
- Enthusiastic sport goods’ shoppers
- Clean & tidy formula
- A home- doctor
- Team sport fan
- Eco-friendly
- Work out: at least 45mins daily
37. “If you can’t turn yourself into your
customer, you probably shouldn’t
be in the ad writing business at all”.
- Leo Burnett -
38. Instructor: Cameron Maddux
Class: Creative Thinking
Assignment: Create customer decision
journey for a product/service
CUSTOMERDECISIONJOURNEY
39. Theidea
Understand customer decision journey is a prerequisite to all
creative strategists. There are layers to me to add-on
this journey and completing the whole picture for Lyft
(on demand-ridesharing service).
Between other layers such as time, social, media channels,
I picked “emotions” layer in order to add-on my customer
decision journey as I do believe when customers have
positive emotions with any products or services, they will go
with their choices faithfully.
41. There is a Chinese proverb: “The journey of a
thousand miles must begin with a single step” is
one of my favorite quotes which reminds me of my
journey in the advertising field.
I will never know where my advertising-journey can
take me to, but I have my single steps and I will
enjoy that journey to the end.
