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Agnieszka ChomiukAccount Planner

+1 305 924 5134 achomiuk75@gmail.com

skype: agnieszkanies

+1 305 924 5134 / achomiuk75@gmail.com / skype: agnieszkanies

My life is a journey from an emigrant to a global thinker.

When I was young my mom tried to convince me to choose one subject I liked and to go for it. She could not understand my short term love affairs with so many different things. Now that she sees how I took it all to the next level, she is happy that I am persistent at heart.

Born in Poland, lived in the Netherlands for the last 15 years, and now moved to the U.S.

Being an enduring emigrant gave me a very different perspective on people and things around me. It is like having many sets of eyes that help understand others. Always looking for the “why” behind the “how” and the “what”.

It helped me to find my own ground regardless of the country I was living in. It also brought a lot of challenges and chances to prove myself over and over again. I have learned to think strategically, to be creative, and most of all flexible.

My journey shows me that following my intuition and choosing a direction pay back. I have seen many corners of the business world and I have worn lots of different hats during that journey. And still, every day, I keep on discovering living cells in an old, dead body.

It never gets boring!

Thank you for taking a look into my portfolio*. I wish you a pleasant journey and hope to see you soon!

Agnieszka Chomiuk

*The following talents (my team at MAS) contributed to this portfolio: AD - Diana C. Campagna O. and Carina Lucero / CW Vito Catalani and Justin Houston / AP Sara Nydren and Stephen Howson.

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THE TERRITORY

In the 90’s the leading team of the NBBO became extremely popular on the international arena and jumpstarted the spread of the Best Ball sport across the globe.

THE CHALLENGE

Due to the fact that NBBO games take place mostly inside the U.S., it is a challenge to engage fans abroad, communicate the core message, and deliver the live game experience with no physical presence in the local market.

MY PERSONAL JOURNEY

I felt like a fish in the water as it is very natural for me to look at a global phenomenon from the perspective of different countries. Thanks to leading a foreigner life for such a long time, I can easily empathize with different perceptions and expectations. I have learned that there is no right or wrong. There is different.

OUR OPPORTUNITY

From the research we found out that the two unique reasons why people become NBBO fans are the abilities and skills of the players and the intense competition. These two aspects make the NBBO game a very intense experience that is hard to explain. You have to see it for yourself. So all our efforts were focused on letting people watch the NBBO game in order to taste the thrill of it, get enthusiastic, and want to watch an entire game. Eventually it would lead them to a League Pass purchase decision.

Client National Best Ball Organization (NBBO)Task To drive fan recruitment and deepen fan engagement on a global level

OUR INSIGHT

The international sports fans love the NBBO

games for its moments of excitement, more than any

other sport league.

THE CORE IDEA

The NBBO brings a true thrill into your life.

OUR STRATEGY

The excitement that the game brings is very hard to explain. You have to see it!

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OUR INSIGHT

The international fans see the NBBO game as

the most exciting sporting event

of all sport leagues.

We identified our target audience as Sensation Seekers. These people are attracted to experiences with a high level of excitement, novelty, and intensity. In sport they look for contact activities that stimulate arousal by the competition aspect and fast pace. We needed them to experience the thrill of the NBBO Best Ball game. They were looking for sensation? We were able to give it to them.

THE DESTINATION

Our end objective was to have people buy the League Pass to be able to watch the full game.

To create enthusiasm about the NBBO game watching experience we were sampling the game through the different touchpoints. Every touchpoint led the consumer towards the possibility of buying the League Pass.

Client Pitch Winning Campaign Miami Ad School 2013.1

We used the current League Pass owners as Brand Ambassadors by giving them the possibility to share the last 3 minutes of the game with their friends, while watching it.

To increase the conversion, we have introduced a new League Pass business model by adding One Game Pass.

Campaign Officially Incredible

THE JOURNEY

We created a number of interactive ads. By scanning the QR code, watching the exciting moments of the game, and sharing facial expression, people had the opportunity to win a Free Game Pass.

Client National Best Ball Organization (NBBO)Campaign Officially Incredible

The Free Game Pass gave the winner the possibility to log onto the NBBO online platform, where he could watch one full game, taste the flavor of being a League Pass owner, and purchase his own League Pass.

To make sure the audience was aware of when the game is taking place, we installed electronic billboards showing the game programming info and the countdown to the last 3 minutes of the upcoming game.

The audience could watch the last 3 minutes for free on the same billboard (3 minute League Pass) and share it with friends through Facebook.

All sampling was meant to give the audience a taste of the game and make them want to see more. This would eventually result in buying the League Pass in order to be able to watch the full game and be part of the NBBO online community.

To keep the audience engaged, we have created the #officiallyincredible hashtag on Twitter. Now, the Best Ball experience could be shared with others not only during watching the game live, but also outside of the Best Ball season.

Campaign Officially Incredible

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Client Gun Violence No More AssociationTask To reduce gun violence in the U.S.

THE TERRITORY

To tackle the issue we looked into the impact of gun ownership on gun violence. There are nearly 314 million people in the U.S. and 260 million guns. Gun ownership is the highest in the south. Did you know that a gun kept in the home is 43 times more likely to kill a household member than to be used in self-defense?

MY PERSONAL JOURNEY

I had never even seen a real gun in my life until I came to the U.S. and started working on this project. In my culture guns are only for criminals. In order to come up with a successful strategy, I had to put my cultural prejudice aside and that gave me a totally new perspective on the gun issue. I even took a chance to shoot the gun at a shooting range!

OUR STRATEGY

There are safer ways to protect yourself, other than a gun.

By addressing this issue we wanted to decrease the potential violence in the domestic environment. Based on our research on gun possession in the south, we identified our audience as older male, father of the family and republican that is already a gun owner or is considering becoming one.

OUR INSIGHT

The American gun owner truly believes that his gun protects him and does not

form any threat to him or his family.

THE CORE IDEA

Putting your trust in a gun can backfire on you.

CHALLENGE

The political moves towards limiting the gun ownership rights in the U.S. caused a huge resistance from gun owners. They are focusing on their constitutional rights to own a gun and disregard the potential negative consequences a gun can have on their lives. Also, they consider a gun to be a protection tool.Our objective was to increase awareness about the possible threats of a gun kept at home and have the audience consider alternative ways of protection.

OUR OPPORTUNITY

Why do people feel they need to own a gun? What do they think about guns in general? In interviews and discussion blogs our audience said: “Not having a gun would not stop the violence – all that happens is you get shot” and “We are all safer when more individuals have guns”. We saw an opportunity in addressing the safety value and making our audience aware that rather than having a gun to protect them, they should be protecting themselves from their gun.

Campaign False sense of security

THE AWARENESS

By various ads and posters we questioned all kinds of tools that are meant to protect people. Every execution was relating (in copy) to the gun protection issue.

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Client Gun Violence No More AssociationCampaign False sense of security

THE DESTINATION

Our end objective was to have the audience consider alternative ways of protection other than a gun.

We have developed a mobile application that gives people the opportunity to learn about different ways of protecting themselves, schedule an appointment in their area for personal advice on safety, and to answer their questions related to the gun threat issue.

We also developed a “Safety Room” concept.The mobile application gives guidence on how to design it and build it in your house. In this way, the audience would not need to have a gun in case of emergency.

Campaign False sense of security

To increase the awareness of other ways of protection, we developed a Safety Emergency Plan card carrying over the message that there are safer ways to protect yourself than a gun.

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THE TERRITORY

In the early 70’s Red Lobster was the leader among seafood and casual dining restaurants, famous for its quality and service. Right now they see a slight drop in number of Millennials coming to the restaurant.In order to prevent that this number will drop even furhter, Red Lobster needs to reinforce the quality of their service towards this particular audience. We needed the current Millennials customer to keep coming back to the restaurant.

MY PERSONAL JOURNEY

It is fascinating that despite growing up in different times than Millennials, I have a similar positive outlook on life. The global events that happened when we both were growing up, instead of making us fearful and introverted made us very open to change. Despite of generation’s difference we have things in common.

Client Red LobsterTask To attract Millennials to the restaurant

OUR STRATEGY

You can enjoy premium quality seafood also in a casual way.

OUR INSIGHT

Quality seafood must be expensive, fancy and formal. Anything else

is not quality.

THE CORE IDEA

Sea food differently.

THE CHALLENGE

The Millennials question the quality of food at Red Lobster. They do not believe it is fresh, as Red Lobster claims. They also think it is expensive. Our objective was to change the Millennials’ perception of food and service quality at Red Lobster.

We had to re-design the Red Lobster experience without changing to the existing business model and major constructions.

OUR OPPORTUNITY We saw an opportunity in changing the way how our audience perceives seafood. We wanted them to believe that Red Lobster seafood is a good quality food, even though it is served in a casual way. When their perception of food quality would change - they would also feel differently about the price. They would feel that they are getting value for their money. Their general perception of the restaurant would change.We addressed our message to the younger Millennials (17-27) as they are more likely to visit family style restaurants.

Our audience values transparency, sustainability, diversity, engagement, social and experimental experience. So, these were the aspects that we were focusing on while developing this campaign.

THE EXPERIENCE

We designed a new table cloth (made of paper) that was stimulating the social interaction during the visit and was supposed to guide the customer through the dinner journey.

Campaign Seafood Differently

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THE ENGAGEMENT

We redesigned a current menu to address the social and diversity aspect. We engaged the customer in creating his own dish and we gave him the possibility to share it with friends.

We developed a mobile application that was offering various interesting features, such as booking the table, earning award points and information on where the food comes from. It was also guiding the customer through the dinner ordering process.

Client Red LobsterTask To attract Millennials to the restaurant

In order to increase the transparency, we put a lot of focus on providing information on the Red Lobster seafood source.We placed a very attractive looking aquarium to emphasize the food freshness aspect.

We also offered the possibility of buying the fresh fish at the restaurant - The Raw Market.We designed the packing paper with Red Lobster recepies on it that from the design point of view resembled the paper table cloth and the menu of the restaurant. It was like taking part of Red Lobster home.

Campaign Seafood Differently

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Fish Dish Contest

BUY RED LOBSTER’S®FRESH SEAFOOD

Let’s see yourcooking skills!

#RLFishDish

The person who gets the most likes on their dish wins a Red Lobster® dinner for 5!

Come to the restaurant and tryour new Fresh Market Claw Food!

HOW IT WORKS

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5

PREPARE SEAFOOD

TAKE A PICTUREOF YOUR DISH

UPLOAD PICTURETO RED LOBSTER’S®FACEBOOK PAGE

WINNER, WINNER, LOBSTER DINNER!

DOWNLOAD THE RED LOBSTER APP

SEA FOOD DIFFERENTLY.™

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To improve the customer experience we made sure that all the steps of the dinner journey are entertaining and infotaining.

SHARING

To build loyalty we engaged people in activities outside the restaurant. We organized a Fish Dish Contest that was shared through Facebook. On top of creating engagement, it was also meant to increase traffic to the restaurant (in order to buy the raw fish).

Professional Experience (last 10 years)

Client: Philips Design, Internal AgencyWorking on a development and implementation of the new brand communication platform for Male Grooming category. Briefing the agency partners to create on- and off-line content (mainly based on CGI). Providing the creative direction ensuring the end result is on brief.

Client: Canon Europe Producing a digital product guide to support the European sales organization. Categorizing and structuring information, translating product features into consumer benefits and defining the user experience flow. Managing the development of the creative execution. Collaborating with the digital agency and Canon distribution network. Defining and setting up an internal visual assets delivery and exchange process.

Client: KEEN Outdoor EuropeTranslating the global brand communication strategy into to the European communication materials (BTL, POP and trade show elements)

Client: Subaru BeneluxConducting the Dealer Network Marketing Research in the Netherlands. Defining the communication strategy and media plan for each dealership, including the multi brand dealers.

Client: Hyundai Motor EuropeManaging the Hyundai Fan Park in the Netherlands during the World Cup 2010. Collaborating with parties involved: municipality, sponsors, volunteers, agencies and suppliers. Ensuring ROI for all the stakeholders. The event attracted 75000 visitors and with this number it exceeded everyone’s expectations!

Client: NKBV Dutch Climbing AssociationPreparing the digital pitch book for hosting the IFCS European Championship Bouldering 2013. NKBV won the pitch and the European Championship will take place in the Netherlands in August this year.

Mitsubishi Motors Europe – PAN European Senior Supervisor Printed Media & POS (2003 -08)

Defining printed media strategy. Attending competitive product testing programs and writing agency briefings. Attending the agency pitch meetings and evaluating creative campaigns. Supervising the content development and print production process. Developing POS concepts based on the showroom consumer journey and selling it to the European Distributors.

Yearly budget responsibility over 6 million Euro. By proposing and implementing changes to the creative execution and production process I achieved EUR 1 million saving on a year budget!

Project Maniac – self-employed (Apr 2008 - Dec 2012)

Account Planning Bootcamp at Miami Ad School, Jan - March, 2013 Neuro-Linguistic Programming Study, 2000-02MA classes in Decision Making, Cross-Cultural and HR Management at the Webster University, 1999 BA in Management and Marketing at Warsaw Management School, 1995-98

Education

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