Independent. Laud. Colorful. Dreamer. Latina.

I like human beings. I think that every person is a universe waiting to be explore, waiting to be understand, waiting to be known. When I was a little girl l liked watching people's moves and study them. Nothing has change since.

Advertising is culture, and that why I fell in love with it. The fact that you need to understand people's mind and feelings is very important in these days, and only few people have the talent to do that. I'm one of them.

I'm not afraid of changes, neither of challenges. I see changes as a way to expand my limits, to get out of my comfort zone. And challenges are the chance to prove me that I can always become better.

I do believe people can fly, because ideas can drive you wherever in the world you want to be. My imagination has take me far away, but there is still a long way to go. I'm not afraid of the future to come.

EDUCATIONBrigham Young University, Provo, UT 2007 - PresentBachelor in CommunicationsEmphasis: AdvertisingMinor: Spanish Literature

EMPLOYMENTAccount Planner at BYU ADLab, Provo, UT 2011 – PresentAssist in strategy and research for clients:IQ Nutrition, Tauck, New Grain, Children’s Miracle Network

Research director at BYU Television International 2011 – PresentI do research about people’s opinion of the content of the channel. I’m in charge of direct focus groups, creating surveys, etc. Also in charge of all social media. Translator at BYU Television International 2010 – 2011My job was translating programs from English into Spanish and Portuguese.

INTERESTS Photography, film, designing, blogging and translation.

COMPUTER SKILLSPhotoshop, Illustrator, Lightroom, SPSS, Word, PowerPoint, Excel.

Challenge: Develop breakthrough creative approaches that are founded in consumer behavior and insights and that enable Tauck Bridges to gain awareness among key decisions makers (primarily moms) for family travel.

My Role: I was in charge of conducting focus groups, one on one interviews, and ethnographies in order to get some insights from our target market.

Competitive Analysis:The biggest problem with competitors in this market is that after going through the information on websites and other information they all offer basically the same thing. You could almost take away logos and tag lines and mix them up and you wouldn’t be able to tell the difference. Most all of them have a Family Tour Facet to the brand. They all go to basically the same places. They are all within a basic price range.

Research Finding:Sharing new experiences together is the most important when it comes to family travel, but being able to relax is also important.

Advertising Objective:Increase awareness of the Tauck brand within the family travel market.

Big Insight: Families go on vacations to bond and experience new things together.

Solutions:1. Despite the negative idea of guided tours:•Re-define the definition of “guided tour”•Video on homepage explaining how Tauck is difference from competitors•DVD in brochures

2. Increase the bonding experience •Smaller tour groups

Provides more opportunities for family bonding Competitors tours consists of 15-20 people Could make this an added option and/or charge extra for smaller groups

•Service option Opportunities for service, while vacationing, came up repeatedly in our

primary research Something children can enjoy too: orphanages, wild life refuge, national

parks, local villages, etc. Short (just a couples hours of their time can make a big difference)

3. Add incentives•Friendship rewards

23% of survey participants get vacation ideas from friends and family Free advertising Discounts vs. Bonuses

•Photographer/Videographer Many of families best memories happen on vacation

4. Create Tauck online profile• Allows families to see a brief biography of the other families they are traveling with, or will travel with if they book a specific vacation• Email updates on what friends are booking vacations and where• Travelers can share testimonials and pictures on their profile

5. More digital media6. Increase social media

Creative Assignment:Develop creative business and advertising solutions for the Tauck Bridges brand to make them more prevalent in the eyes of family travelers. Depict the “family tour” as an exciting, luxurious, family bonding experience that every family needs

The Challenge: Make Under Armour Soccer into “No the lockout sport”

Target:Males around the ages 15 – 25 who like playing soccerbecause they feel passionate about it, and not because they want to become famous.

Insight:Soccer will never be the lockout sport, because men have fun playing it and they feel passionate about it. This time is not for the money.

Creative:Michele Broderick, Cristina Gonzales and Harpey Anderson

Creative ExecutionGame Application

Creative ExecutionPrint Ads

Creative ExecutionWeb

The Challenge: The most important issue to address in the Nooka campaign is brand association and awareness. We want to make sure its first impression is lasting and right on cue with its target market.

Target:Upper/ Middle class males and females around the ages 18 – 24 who care about uniqueness

Research Findings Our questions about the Nooka brand found that 94% of the 52 people interviewed are not familiar with Nooka. This shows that our advertisement campaigns must focus on spreading brand awareness and educating the target market on what Nooka is.The remaining questions in our survey showed that our target market places a high value in being unique, fashionable, and trendsetting. Our results also showed that while the target market seeks for something functional and useful, it is more important to them to have something that makes them feel fashionable or unique.

My Role:I was in charge of conducting one on one interviews and reviewing the surveys. After that I made sure that what we found out in our research was reflected on our ads.

Insight: Mainstream fashion doesn't appeal to them, they don't consider those options because they are trendsetters. They look for a minuscule thing and bring it out into the open

Strategy Statement:Nooka provides a fresh spin on a timeless classic that allows them to be ahead of their time.

Creative Concept:Showcase your style is the idea that no matter what the target market does, Nooka will help them show it off. The target market is a very active group and they enjoy dancing and a variety of sports. All of these activities are very fashion oriented as well. Looking good while hitting the slopes or being fly while “popping and locking” is possible with Nooka.

Creative:John Storey and Cristina Otoya

Creative executionPrint Ads

“Just Right”

Product: Heinz Organic Ketchup

Big Idea: Even fairy tales changed their happy ending.

“No Genetic Magic, 100fi Organic.”

Product: Scotch tape

Big Idea: You can fix undesirables with Scotch.

Cristina Otoya

berenice339@hotmail.com

(801) 473- 6386

About.me/crisber

Thank you