Oakie Chiraskamin 804.519.2733 |hioakie@gmail.com | www.hioakie.com

18 W Broad St. Apt2, Richmond, VA, 23220

Education

Work Experience

VCU Brandcenter, Richmond, VA, USAMaster of Science in Mass Communications

Communications Strategy, May 2009

Assumption University, Bangkok, ThailandBachelor of Business Administration

Advertising Management, May 2002

TBWA Karsh\Hagan, Denver, CONew Business Planning Intern (Summer 2008)

• Conducted research and developed insights and

implications to inform American Crew, Jamba Juice, Crocs,

and Exclusive Resort brands• Re-introduced new work plan for New Business Team

• Comprehended the TBWA’s concept of Disruption and

Media Arts

• Identified key trends of green consumers and luxury

travel

Carat Media, Bangkok, ThailandAssistant Communications Planning Manager (2005-2006)

• Developed strategic media plans, insights and

recommendations for various clients • Served as a primary contact between clients, media

vendors, and creative agencies

• Ensured day-to-day operations in order to keep the ball

rolling

Mindshare, Bangkok, ThailandMedia Planner (2004- 2005)

• Developed media plans and recommendations for

Unilever’s Lux and Vaseline brands

• Participated in communications planning among clients and creative agencies

Initiative, Bangkok, ThailandMedia Planner (2002-2004)

• Developed strategic media plans and recommendations for Unilever’s brands in personal care category

• Conducted media research and media competitive

report

Something ElseI am a WiFi Addict - I like to stay connected 24/7 and

discover what the digital world has to offer. I might be

developing the sixth Maslow’s need on top of a pyramid.

I am a Culture Crosser - I am culturally rich. Having a

global perspective and being a multicultural witness make me want to be immortal.

I am a Contrarian - I live my life in contrast because I like to

play with juxtaposition and close association. It helps me

see what others cannot see and connect the dots.

Local Catering

Serving Sizes

Sizes S M L

Serves 8-10 14-16 18-20

Per Serving 2 dozen 4 dozen 6 dozen

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Donec arcu risus diam amet sit. Congue tortor cursus risus vestib commodo nisl, luctus augue amet quis aenean maecenas sit, donec velit. Natoque placerat sed sit hendrerit, dapibus velit molestiae leo a, ut lorem sit et lacus aliquam. Sodales nulla ante auctor excepturi wisi, dolor lacinia dignissim eros condimentum dis pellentesque, sodales lacus nunc, feugiat at. In orci ligula suscipit luctus, sed dolor eleifend aliquam dui, purus lacus tempus.

Lorem Ipsum Dolor Amet Pretium

SuspendisseQuasi luctus amet urna:

• Dolor Aliquam $6.99 / lb• Gravida leo Nulla $7.99 / lb• Lacus Sodales $9.99 / lb

VestibulumLorem ipsum dolor sit amet:

• Dolor Aliquam $6.99 / lb• Gravida leo Nulla $7.99 / lb• Lacus Sodales $9.99 / lb

Posuere / TempusLigula sitet nullatet pretium:

• Dolor Aliquam $6.99 / lb• Gravida leo Nulla $7.99 / lb• Lacus Sodales $9.99 / lb

Local Catering

Catering Services

A piece of paper is used as a canvas for painting my idea. Doodle something. Write something. Draw something. Cross out something.

A Muji pencil or Sharpie take ideas from my head on the paper.

Some ideas don’t fly. The piece of paper becomes a crumpled ball. It is not a good statement for being a tree hugger. But they keep me learning, so it is not wasting paper.

Paper + Passion = Paper Plane

Some ideas do fly. They become paper planes.It’s still not a good statement for being a tree hugger. But I try to do my part by making the plane fly farther.

By turning ideas into actions.

The following pages take you on a journey of turning ideas into actions in the past two years of my life at VCU Brandcenter.

Client : Google (on behalf of Peace One Day)Category : Non-profit organizationType : Integrated Campaign

The AssignmentThis project began when Google came to us with an incredible opportunity.

In 1999, filmmaker Jeremy Gilley decided to try and establish the first ever Day

of Peace with a fixed calendar date. Although the day is working and lives have been saved, relatively few people know about Peace Day. Google charged us with thinking of ways to leverage its resources in order to spread awareness of Peace Day, as well as come up with something people could actually do on September 21st to help reduce global conflict.

The Audience

We decided to target higher education students in the US, India and China, which have the world’s three largest economies. These future leaders will soon inherit this world, still plagued with conflict. Our research shows social activism is on the rise among college students, making them the perfect group to

spread our message of peace.

We discovered that since most of the people in our target don’t live in combat zones, they believe they are living peacefully. They feel removed from global conflict and powerless to stop it. It’s not that they don’t want warfare to end; they just have no idea what they can do about it. So they do nothing.

Strategy

First, we needed to make people realize that inaction enables conflict. And that the only way to eliminate bloodshed and violence is by taking action.

This led us to our strategy, “Passive isn’t peaceful.”

Big IdeaStudents have limited influence and resources. They can’t exactly call up military commanders and ask them to put down their weapons on September 21st. We had to come up with something within students’ reach; something

tangible that makes a real difference.

Normally, when you think of bloodshed, you think of warfare and violence. But what if we flipped that? Leading up to Peace Day, we want to get students angry about conflict, get their blood boiling, and then, on September 21st, encourage them to give it in the name of peace.

Our idea for Peace Day is: SHED BLOOD FOR PEACE

Creative Overview

On September 21st, we’ll organize a massive blood drive at college campuses across the U.S, India, and China. All the blood collected will be sent to combat zones around the globe, where there’s a constant shortage.

Once students donate blood, they’ll be able to track where it ends up using Google applications, allowing them to see exactly where they’re having an impact in the world.Giving blood is something that’s relatively easy for college students to do, but it’s also one of the most extraordinary things you can do for another human. On this one day, people will come together to shed

blood in the name of ending bloodshed.

Creative Work / Website

Creative Work / Website

Where to give Pledge to give How to get there

Spread the message Facebook Page

Creative Work / Print Ad

Creative Work / Poster

Creative Work / Google Homepage (The logo will fill with gradually fill with blood)

Creative Work / Anger Meter (The red drop icon will appear next to any Google search that

includes keywords related to conflict and bloodshed)

Creative Work / Branded Blood Bag Creative Work / Band-aid

Creative Work / Thank You Card

Creative Work / T-shirt

Creative Work / Website - After September 21st

Track your impact : The donors can use the code to track their blood and also choose visual band-aid to display on their social networking websites

Virtual Band-aid

AD : J.D. Humphreys / Swara Rane CW : Carly Shearer / Jake Dubs

CS : Oakie Chiraskamin / Tatiana Peck CBM : Dibakar Das Roy / Kirten Blanton

Client : American Darters Association with Buffalo Wild WingsCategory : Leisure Activity and Retail Type : Integrated Campaign

The AssignmentBreathe new life into the game of darts by developing communications strategy and creative work to strengthen the recommendation. The ultimate goal was to elevate playing darts into the mainstream and bring better

business results to American Darters Association (ADA).

It’s not a one-man jobThe best way to achieve the goal is to create a mutual partnership with Buffalo Wild Wings (BWW). With nationwide store presence of BWW, we can utilize this advantage to grow darts as a sport and game. Conversely, ADA will

be able to enhance BWW’s dinning experience.

The Discovery of Bar Athletes

Bar Athletes are hybrid of Bar Gamers and BWW customers, Male 21-35 with middle incomes. The fact that they have not settled down yet results in appreciation of comradeship. Their social territory is

beyond the dining table and bar. A competitive spirit inside of them influences what they do for both career and leisure activities.

Social Lubricant is impotent

• Feel no engagement : Doing the same thing over and over with the same old group of people becomes monotonous. • The must-have socialization elements are ‘food&drink,’ ‘meet&watch,’ and

‘play&compete.’• Their dining/night out experience becomes static.

Brand Experience Synergy

Promoting darts in BWW as a new standard practice will complete the social elements the target is looking for. By doing so, BWW is not just a restaurant or sport bar but a spot with valid the complete experience.

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Brand Positioning

“BWW is a full-service socialization hub”

Strategy

In order to elevate the Play&Compete aspect, we need to communicate that playing darts is fun, flexible and customizable. It’s a great social lubricant for hanging out with their friends or making friends. Above all, a competitive instinct lies within us.

“My friends are also my foes”

Creative Work / Print, Coupon, Leaflet

Creative Work / Online - Video Challenge Creator

BWW’s video challenge creator leads target to a spreadable challenge for their friends to come to BWW and play darts

Creative Work / Others

Client : MBT ShoesCategory : FootwearType : Strategic Media Recommendation

The AssignmentTo develop strategic media communications and creative media executions for MBT shoes in efforts to broaden the appeal to younger consumers.

What is MBT?MBT (Masai Barefoot Technology) is the first “physiological” footwear brand that positively affects not only on the foot but also the whole body. MBT’s innovative designs improve posture and gait, activate neglected muscles

and relieve back, hip, leg and foot problems.

It had been positioned as an upscale “orthopedic” shoe for known as expensive shoes for Baby Boomers to aid in joint ailments.

A Gap in Perspectives

Trying to talk to a more youthful consumer with the current brand positioning would be like fitting a square peg into a round hole. The potential target does not have health problems like the

core MBT owners do, so MBT can’t continue to act as a “problem solver” for this younger generation. We need to reposition the brand, shifting its focus from ‘reactive’ to ‘proactive.’

Baby Boomers

Younger target

Reactive Proactive

Target Audience (Health Masters)We used count coding in Simmons to identify the potential target by filtering through 7 relevant psychographic statements. Data revealed the “Health Masters” (Males and Females, 24-35 with HHI 75K+). Health Masters believe “their

body is their temple.” They look to exercise, managing stress, work and life balance and social connectivity.

Insights• Spending money is less about instant gratification, more about investment. • Problem prevention, not problem solving. Alternative and preventive health is a priority. • They are in control (mind, body and spirit) and focus more on healthy living.

The Evolution of the ShoeShoes in the past were used to protect human’s feet from dust and stepping on stone. People thought of shoes from an “outside-in” perspective. MBT is the shoe

of the future working from “inside-out” because MBT is all about prevention and fitness. MBT forces the wearer to walk with perfect posture and transcends its functionality to aid in health improvement.

Outside-in Inside-outHistory Future

Brand Positioning

For the Health Master who wants prevention and performance, MBT shoes make your feet work for you.

Strategy

There is a better way to walk.

Media Platform : “ Love to walk ”

Mass Media

Out-of-Home/Transit

Elevator

Parking Sign

Bus Stop

Subway Escalator

Fitness Entertainment

Out-of-Home/Fitness

Dog Parks

WALKMIX by MBT Shoes

Running Tracks

Philanthropic Fitness Sponsorship

MBT’s Walkmix music album on iTunes

MBT’s Walkmix for Pandora on Mobile

Creative Media

Sponsor City Walks guides to reach the target who loves walking while

traveling in the key cities

Create a special MBT grocery shopping route that creates a

longer walk than it normally takes

AD / CW / CS : Oakie Chiraskamin and Mollie Partesotti

Client : Long’s HorseradishCategory : Food and BeveragesType : Innovative Campaign

The Assignment

Reposition Long’s Horseradish as a high-end specialty brand, appealing to affluent and

discerning food enthusiasts that appreciate freshness and quality.

1. To grow Long’s from a local,

homemade product in Lancaster, PA, to a fresh, quality ingredient on the East Coast.

2.To take a first-mover

position in the burgeoning Craft Cooking movement.

Brand

Long’s horseradish is a family-owned and operated business based in Lancaster, Pennsylvania. Four generations of Longs have been crafting fresh horseradish condiments by hand, in small batches

since 1901. Long’s operates a stand in the historic Central Market located in the heart of downtown Lancaster, where goods are prepared and sold directly to consumers. Long’s also sells its products to a number of restaurants and grocery stores throughout Central Pennsylvania and the northeast.

When you purchase a jar of Long’s, it’s been less than 48 hours since the product was produced and packaged.

Horseradish is best when fresh, so Long’s wants to grow where the

product can get to market quickly after being prepared. Most horseradish, especially on the mass level, comes from the Midwest. Specialty brands often come from the Pacific Northwest or target the kosher community, but the East Coast doesn’t have its own premium horseradish.

The challenges were to increase brand awareness that can cultivate the brand with a greater momentum and to revitalize the horseradish category from stale to fresh and simple in an interesting way.

Culture

A growing part of the Foodie population is bucking the gluttonous, butter-loving gourmand stereotype. Sometimes

called Craft Cooking, a new focus on combining simple, fresh ingredients to maximize the effect of each is reconciling a love of food with an interest in health and nutrition.

The fact that 71% of Americans are cooking more at home depicts their interest in experimentation and affection to themselves, family and

friends by preparing food for them. They are people who say “Kitchen is my world” and strongly connect their world with a local farmer’s market.

Fresh Fit FoodiesThese men and women view food as both fuel and experience. They are equal parts health nut and gourmand – food should be natural and nutritious, but it should never

be boring. They treat ingredients like a food equation by respecting what and how things combine, and for this reason they are often very specific in what they are looking for.

What do we want them to feel?Excited and curious about a new addition to their ingredient combinations. Appreciative that someone understands their food philosophy.

What do we want them to do?Look for new opportunities to incorporate Long’s horseradish into their meals.

Strategy“Enjoy the potency of purity”

In consequence of the fact that Long’s needs a new brand direction and brand makeover, we initiated the new packaging and tagline for the brand. The concept behind the campaign is able to translate Long’s values by demonstrating freshness and simplicity.

Tagline : “just the root and a bit of vinegar”

Package Redesign and label

Long’s brand should behave as a fresh food expert because Long’s knows the best combinations of ingredients for exciting but simple meals, and it shares the target’s emphasis on freshness and quality. Long’s should feel premium

but not snooty. Long’s personalities are straightforward, flavorful, fresh, and less in more.

Creative Works / Print Ads

Creative Works / Website

By affixing GPS transmitters to shipment holders, a customercan track the latest shipment in transit to the retail location.

The word “horseradish” evokes so many emotions and attempts of description. This page is dedicated to capturing the most colorful

descriptions.

Creative Works / Store Shelf Signage

When all jars are sold out at a retailer, signage would allow the customer to use their phone and semi-code technology to see when the next shipment will arrive and be notified.

Creative Works / Cooking Demos

Long’s Horseradish to post several cooking demos using their signature horseradish on Youtube. Mobile

application allows you to take ingredients you already have and make a dish with Long’s.

AD : J.D. Humphreys / CW : Amanda Burgan / CS : Mike Schmidt and Oakie Chiraskamin

Client : TimeCategory : Luxury CommodityType : Marketing Plan

TIME isthe

ultimateproduct

An Emergency Marketing Plan for Time

Situation Analysis

Excess consumerism has not only stolen our money but also our time. And that’s the par t we think less about. The desire for more time is a new materialism. As stated in the Families and Work Institute’s National Study of the Changing workforce, 55% of employees say they don’t have enough time for themselves, 63% don’t have enough time for their spouses or par tners, and 67% don’t have enough time for their children. It appears their every day is a marathon against the

clock. A marathon that is diff icult to win. The demand for time is high and the supply is limited. We are living in a fast-paced world, a world that hastens commerce, culture, lifestyle, education, politics, information, etc. It demands us to keep up with the pace. Getting through the 24 hours, each day, is almost like wading into a raging river. Procrastination and to-do lists can’t never f ind a way to compromise.

ObjectivesTo get consumers to make decisions based on time-

value propositions To encourage consumers to use time wisely and

proactively

Living in a world that relies on and promises technological advances is a double-edged sword. It’s supposed to provide convenience and productivity but at the same time, it could turn into a Pandora’s box. A symptom of the problem is putting an extraordinary effor t to do more in a workplace. Workers are forced to multitasking because they are expected to do more. Multitasking makes them feel that they accomplish many things at once but haven’t realized about time lost from shifting focus back and for th between too many things.

A stream of choices and distractions surrounds consumers. ‘Freedom to choose’ becomes ‘wasting time to choose’ since we are taught need-to-know-it-all is the new social currency. In the IPA’s TouchPoints study, 84 percent of adults admit to having consumed more than one media in the same half an hour in any given week. Fur thermore, the rise of the three-screens generation drives the availability and accessibility of the content and information. Hence, is having choices a freedom or a handcuff?

Market Insights

Segmentation

Without the understanding of time consumers there will be no success. The segmentation study below shows how time consumers view, use, and interact with time differently.

The Time Planter The Lemon Squeezer

The Equilibrium The Time Pirate

•Very meticulous about minute details in using time•Has an ability to use high f luidity of time to gain advantages•Uses time to make more time

•Handles time really well at work but loosens up for personal life •Well balanced in working and personal life•Procrastination is a key barrier of being productive

•Likes to waste time and steal time from others•Sees no value in time

and doesn’t know how to plan time effectively•The way of life may be slower than a second hand•Always think time is plenty

•Invests much time on organizing

•Utilizes time at hand effectively•Work hard, play hard•Views time management as making par ts of life f it like a jigsaw puzzle

Competitive Force

Procrastination | Running errands | Rushing |

Answering phones and emails | Paperwork | Meetings |

Television | Interwebs | Social Networking

DistributionNo matter what job or business you handle, checking a ton of

emails, answering and making endless phone calls, running unimportant errands, attending meetings, checking out websites all demand a sheer amount of time. The 60- to 80-hour work week is a new yardstick by considering getting up at night to send emails, making a conference call in bed and having 3 cell phones is normal. The f luidity of time has constantly increased against the notion of a typical daytime or weekday is for working. The f luidity turns a watch into just a circle of numbers since it doesn’t really matter anymore. Anything can be accomplished beyond 9-5, Monday-Friday or while Americans are sleeping.

It’s time for Americans to focus more on ‘doing fewer things better’ instead of ‘doing more better things.’ There are many time wasters out there trying to steal our time away and we don’t have to deal with them by ourselves. Think about it, we can save a ton of time by outsourcing to personal assistant or specialized company. The idea of outsourcing is not limited to a corporate level since living in the fast paced world makes people squeeze every minute they have. Then, Americans can focus on the time they can save to do what they do better.

Key to Success#1 What can personal outsourcing do for you?

Description Required Time✓Reading and answering +50 emails a day

✓Booking f light tickets

✓Finding a babysitter

✓Paying bills and utilities

✓Filing tax return

✓Planning a vacation

✓Buying books and DVDs

✓Scheduling plumbers, maids, and electricians

✓Doing secretarial stuffs

✓Making reservations

✓Finding a date

1 hour+

15 min+

1 hour+

15 min+

30 min+

1 hour+

30 min+

20 min+

30 min+

15 min+

3 hour+

You can save 9 hour+

Key to Success#2

Moving from an era of focus on brand awareness to brand engagement has taught us that marketing doesn’t give bir th to branding, the consumer does. If we def ine the brand engagement term as a process of forming an emotional and rational attachment between a person and a brand and convincing a person to spend their time connecting to a brand as much as possible, the term is now obsolete because the consumer landscape has changed. Winning consumer’s hear t today is about giving time back to them. Once they know and understand that brand utility, they will keep coming back and stay loyal to the brand because they know they are not wasting time but saving time. Consider the case of Starbucks and Dunkin’ Donuts, Starbucks is facing store closings and decrease in revenue while Dunkin’ Donuts is going into store expansions and increase of coffee sales. DD’s tagline, America runs on Dunkin’ speaks relevantly to today’s consumer by focusing on serving fast and grab-and-go. On the other hand, Starbucks is still talking to consumers to come hang out, listen to music, and appreciate their ar t on the wall without realizing how much valuable time they may be wasting.

VS.

Key to Success#3

One of the key standard criteria in def ining a target market is disposable income. Def ining the target market should go beyond typical demographics. No one ever talked about how much disposable time the target has. It becomes more relevant in today’s consumer whether they are willing to pay their time for your brand based on their disposable time they’ve got. If the assumption that wealthy Americans tend to have less time and middle class Americans tend to have more time is verif ied, the idea of disposable will be more relevant in today’s marketing world.

Price

Time

$ 140

5 Min

$ 24

40 Min

House Cleaning

Price

Time

$ 700

20 Min

$ 199

2 Weeks

Building a website

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Oakie Chiraskaminhioakie@gmail.com