Strategy Portfolio and Resume

PETER GALLERStrategic Planner

A simple idea from the human mind can build cities. An idea can transform all the world and re-write all the rules. I have to steal plant it.Which is why...

Since I was a kid I’ve been a sucker for movies where someone is about to get robbed. Not because I have a wish to convert to criminality but because the planning process leading to the heist gets me going.

Brand planning and strategizing is pretty similar to planning a heist when you think about it. You need to understand the psyche and motivations of whoever you’re dealing with. You need to map out a cohesive journey and regard the details. But the difference is that while robbers take something from the vault, brand strategist plant ideas there. Ideas that make brands fly.

BREAKING IN.

weaknesses to strengths

defining reality

soul searching + resume

NETFLIX.

CARAMOOR.

MYSELF.

weaknesses to strengthsNETFLIX

Help Netflix protect and grow their subscriber base in 2012

CHALLENGE.

The increased repetitiveness of Hollywood has strengthened the desire for “minorstream” movies

OPPORTUNITY.

STRATEGY.

OVERVIEW.Netflix is not a brand anymore - it’s a service. In order to position Netflix and attract new subscribers we leveraged the diverse cataloge and poked fun at how most stories told are repeats.

Communication Strategy: Stories you haven’t heard

COMPETING BRANDS ARE CLOSING IN BUT THERE’S LITTLE EFFORT TO DIFFERENTIATE AND THEY OFFER THE SAME KIND OF CONTENT.

BY LEVERAGING THE “LONG TAIL” NETFLIX HAS THE POTENTIAL TO DIFFERENTIATE AND START BUILDING LONG TERM BRAND EQUITY.

premise brand opportunitycategory

Even though a big portion of Netflix’s catalog is older and minorstream it is elephantine. The content is Netflix’s weakness in the marketplace but also a huge strength and brand opportunity. By harnessing the long tail Netflix can differentiate from the competitors and start building long term brand equity.

Netflix is dependent on expensive licensing agreements to provide their content so it is mostly older and minor-stream film. Our hunches were affirmed by interviews. When people think of Netflix’s catalogue they think - “garbage”.

The provider category is becoming crowded and an unavoidable portion of consumption is done through torrents.

The landscape has changed radically as giants like Amazon, Goog-le, and Apple have entered the field of on-demand entertainment. Studios have syndicated and formed Hulu further hardening the competition.

Despite the surge in competitors, most are offering on-demand services as peripheral add-ons to their main business and without clear differentiation. The most noticable of the few efforts to differentiate is through focusing on product features and new releases.

Often I find movies on Netflix I can’t even find as torrents. Michael

NETFLIX - stories you haven’t heard

FAST LANE ---->

SCENIC ROUTE ---->if you have the time

if you’re in a rush

NETFLIX’S CATALOG IS HUGE, BUT IT’S CONSIDERED “GARBAGE”. IT CONTAINS A LOT OF OLD AND MINORSTREAM FILM.

NO ONE LIKES TO HEAR THE SAME STORIES REPEATED, BUT “THE AT-HOME EXPLORER” IS ALLERGIC TO THEM.

target

Dylan is exhausted by the repetitiveness of Hollywood. Minorstream movies are about exploration and discovery for him. What he watches represents who he is and he won’t be satisfied with the mundane. Dylan engages in forums and communities on minorstream content and shares the unexpected stories he finds as social currency.

THE AT - HOME EXPLORER

STORIES YOU HAVEN’T HEARD

strategyNetflix is the raconteur that brings you the stories from the four corners of the world.

GUERILLA/HUNT

To create attention stickers were slapped on existing movie posters for 5 different movies. Each movie had a unique QR-code and by scanning all you got 6 months free on Netflix

We also bought print space in magazines promoting movies in theatres but with our additional message.

IT’S LIKE RUDY...

Display ads were placed on forums and blogs for gaming and films with more targeted copy. The copy came from a mini-insight on how we tend to explain new movies to someone who hasn’t seen them yet. “It’s like Rudy. With a ballerina. Who some-times transfoms into a duck”.

Scan 5 for 6 months free/Netflix

NETFLIX - stories you haven’t heard

STORIES YOU HAVEN’T HEARD

STATUS UPDATES ARE REPETITIVE

We all have Facebook friends that keep on telling the same stories over and over again. We urged our most socially active users to call their friends out and inspire a new topic by giving them a free Netflix movie.

IN-MOVIE COMMENTING

Since our target audience shares his thoughts on movies as social currency we made it easier for him to do so via social networks while watching. We enabled commenting on whole movies but also specific scenes.

redefining realityCARAMOOR

Define and communicate the brand to attract visitors and donors

CHALLENGE.

The hyper-paced-binary-driven world is creating a countermovement and a search for the authentic

OPPORTUNITY.

Brand Strategy: Where Purity Rules

STRATEGY.

OVERVIEW.To attract visitors and donors we focused the brand and created a weekend event where it could connect with the core audience

Communication Strategy: Reconnect with Reality

AUTHENTICITY

Caramoor is a journey back to the values and ideals of romanticism. The concerts are held in the amazingly crafted gardens and the audience is close to the performer to ena-ble an intimate and connected experience. Amplifiers that diminish the genuinity of the performance are avoided and reliance is put on the natural accoustic of the setting.

Caramoor is a non-profit organization located in wealthy Westchester Coun-ty of NY. It’s associated with classical, American roots, jazz and latin music but also as a school for young talents, a museum of classic art and a beautiful italian garden.

The fundamental problem is that all those associations have become disconnected entities with no parent. In order to reach our objective we first need to define the brand and then spread it to a core audience.

attributespremise brand

Caramoor - reconnect with reality

SCENIC ROUTE. ---->

FAST LANE. ---->

A NON-PROFIT WHOSE BRAND NEEDS A CLEAR DIRECTION

ATTRIBUTES

CARAMOOR IS A JOURNEY BACK TO THE VALUES AND IDEALS OF ROMANTICISM

GENUINITY

LEGACY UNSPOILED INTEGRITY

NATURAL INTIMACY

WHERE PURITY RULES

CARAMOOR ART AND MUSIC CENTER

if you have the time

if you’re in a rush

The Modern - RomanticistThe world is spiralling deeper and deeper into digital dependency. Lives lived through screens in office spaces and cities pushing all things natural to the periphery. Generic commodities, plastic, reality shows and processed foods are the norm but Caramoor stands firmly anchored in purity by providing the unadulterad, natural, unfiltered by technology and enhanced by meaning.

We discovered a growing sentiment and desire among high-earning GenXers to disconnect from the hyper-paced-gadget-ringing-plastic-mass-marketed world.

They are rediscovering what life could offer behind the manufactured curtain. Re-evalutating what is important in life by digitally detoxing, being socially responsible, buying organic and prioritizing a balanced lifestyle.

targetbrand opportunity

In a culture driven by binary code Caramoor is an anchor, a celebration of the authentic and the pure.

strategy

IN AN INCREASINGLY ARTIFICIAL WORLD CARAMOOR IS ANCHORED IN PURITY

UNPLUGGING, BUYING ORGANIC AND LIVING BALANCED ARE SEARCHED FOR THE PURE AND AUTHENTIC

RECONNECT WITH REALITY

WEEK OF PURITY 16/7 - 22/7

The meat of the campaign is the Week of Purity. It will be kicked off with a two day event at Caramoor filled with music and pure-living-themed outdoor activities. The visitors will have a chance to get edutained on how to approach their upcoming week of mental and physical detox and their re-conncetion with reality.

organic wine tasting

mental and physical detoxing 101cook-a-long with local ingredients

yoga to classical music

Caramoor - reconnect with reality

concerts

arboring

Few examples of activities:

Reconnect with reality

caramoor.org/weekofpurity

PURITY INVADES CITIES

When people in Bedford, New Rochelle and Mount Vernon of Westchester County wake up one particular morning a breeze of Caramoor will have swept a sidewalk of each city.

We rolled out sod leading people from locations we know our target spends time to a painted wall in the city.

With the night as our guardian, we had created an impressionistic painting of a Caramoor concert scene on that wall. Just as Caramoor avoids modern amplification we wanted to avoid cameras, so the image is painted with natural, water-dissolva-ble colors to communicate the brand. The URL led people to info and ticket purchasing for Week of Purity.

To generate a bit of chatter for the Week of Purity we created a stunt that would appeal to, and generate awareness from our target audience.

Bus stops, unplug into reality

We laid out sod at bus stops and train stations with an ad urging tired commuters to plug in their headphones and press play. Instead of hearing filtered digital music our covertly spread out orchestra from Caramoor started playing pure and unfiltered music.

Caramoor - defining reality

caramoor.org/weekofpurity

Display

Banners were created and placed on sections about technology, music and lifestyle on local news sites and the New York Times. The content urged people to disconnect from the binary world and reconnect with reality.

where purity rulesArt and Music Center

Reconnect with Reality

week of purity 14-15 /7where purity rules

Art and Music Center

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Disconnect from the Static

PETER GALLER

EXPERIENCES ARE ETERNAL. PERCEPTIONS ARE TRUTHS.

OPTIMIST. SWEDE. MIAMI AD SCHOOL GRAD. SURFER.

BACKPACKER. FRMR BASS PLAYER. LONGBOARDER.

BANANA PICKER. CULTURAL VAGABOND. STRATEGIST.

[email protected]

www.linkedin.com/in/petergallerwww.flavors.me/petergaller

+46 735 740 613 (SWEDEN)

When having lived in over 20 different places you get an eye for quickly analyzing culture, people and behaviors to adapt. I‘m fascinated with culture, as a kid (early 90’s) I used to sit and check out MTV videos and wonder what it meant that certain types of videos were filled with lowriders while others were filled with cardigans with holes. What were they trying to say and make me feel?

As I grew older my interest in psychology depthened and it hit me that music videos were adverts and the artists were the brands. So I shifted towards thinking about brands - this was 10 years ago. Ariely, Gladwell, Kahneman and Aronson are my inspirations. King and Steel are my guides.

I believe that all brands have the potential to become iconic and symbols for something larger than their current market worth. They need to stand for something, a belief, an aspiration, something we can connect with emotionally and benefit from. I believe that in the post-modern, turbulent era we are looking for meaning now more than ever. My objective is to create results and make brands iconic.

MY RESUME.

EXPERIENCE

During the Planning Boot Camp I got drilled by a few of the worlds top planners and planning directors.

As the one responsible for both the strategic as well as the analytical part I drew insights from metrics, culture and digital trends to spawn ideas that pull the audience in to brand experiences. Work for global phone brand - www.doro.com, and nationwide supermarket - www.citygross.se

At The Duffy Agency I was responsible for research and aiding the development of strategies. I coordinated and managed social media resources and was involved in concepting for larger clients such as Gatorade and Schneider Electric.

MIAMI AD SCHOOL 2012/01 - 2012/04DYNAMIC DOG / DIGITAL STRATEGY 2010 - 2012

THE DUFFY AGENCY / SOCIAL MEDIA STRATEGIST 2009 - 2010

EDUCATION

MORE ABOUT ME

BA. Communication and Computer Science. Emphasis on Advertising.

Social Psychology

Middle Eastern Political and Cultural Studies

MALMÖ UNIVERSITY 2004 - 2008

LUND UNIVERSITY 2008

LUND UNIVERSITY 2003 - 2004

I was responsible for a 30 man strong salesforce. I negotiated contracts with clients, wrote copy and managed daily operations.

ONLINE I LUND / SALES MANAGER 2004 - 2008

Equally important to keeping my mind fresh and on top of things is to keep my body busy.

I love doing sports and have done so from early age. I love the competitive aspect of it and the feeling when you achieve something you didn’t think was possible. No matter whether it’s breaking your personal best on 5 000m, riding a wave longer than you’ve ever ridden, making that impossible save or scoring a game winning goal.

- Draft annual digital objectives for clients and monitor KPI’s- Recommend and own tactics for web presence and digital advertising.- Research, strategy and conceptualizing with creatives

- Research; market, competition and target audience- Worked with and assisted senior planner- Conceptualized with senior planner and creatives- Coordinated and executed digital portion of campaigns

THANK YOU.