The document provides an overview of an individual named Cristina Otoya. It includes biographical information, education and work experience. Some key details include: - She received a Bachelor's degree in Communications from Brigham Young University with an emphasis in Advertising and minor in Spanish Literature. - Her work experience includes positions in account planning, research, translation and social media for advertising clients and BYU Television International. - She has interests in photography, film, design, blogging and translation. - Her computer skills include programs like Photoshop, Illustrator, Lightroom, SPSS, Microsoft Office and others. - Examples of her work in advertising include developing strategies and concepts

2. 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.

3. EDUCATION
Brigham Young University, Provo, UT 2007 - Present
Bachelor in Communications
Emphasis: Advertising
Minor: Spanish Literature
EMPLOYMENT
Account Planner at BYU ADLab, Provo, UT 2011 – Present
Assist in strategy and research for clients:
IQ Nutrition, Tauck, New Grain, Children’s Miracle Network
Research director at BYU Television International 2011 –
Present
I 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 – 2011
My job was translating programs from English into
Spanish and Portuguese.
INTERESTS
Photography, film, designing, blogging and translation.
COMPUTER SKILLS
Photoshop, Illustrator, Lightroom, SPSS, Word, PowerPoint, Excel.

4. 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.

5. 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)

6. 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 media
6. 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

7. The Challenge:
Make Under Armour Soccer into “No the lockout
sport”
Target:
Males around the ages 15 – 25 who like playing soccer
because 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

8. Creative Execution
Game Application

9. Creative Execution
Print Ads

10. Creative Execution
Web

11. 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.

12. 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

13. Creative execution
Print Ads

14. Product: Heinz Organic Ketchup
Big Idea: Even fairy tales changed their happy ending.
“Just Right”

15. “No Genetic Magic,
100fi Organic.”

16. Product: Scotch tape
Big Idea: You can fix undesirables
with Scotch.

17. Cristina Otoya
berenice339@hotmail.com
(801) 473- 6386
About.me/crisber
Thank you