Case Studies Chauncey Zalkin Brand Strategy Starting With Primary Research

1. SERVICE KIT 2009

2. BIOGRAPHY
C ha u nc e y Za lk i n i s a f r e e la nc e w r i t e r , b r a nd s t r a t e g i s t , a nd
e t hn o g r a p he r c u r r e nt ly b a s e d i n B a r c e l o n a . S he a t t e nd e d
Be n ni n g t o n C o ll e g e a n d t he N e w S c h oo l f o r S o c ia l R e s e a r c h i n
N e w Y or k g r a d u a t e d i n 1 9 9 6 . S h e f o u nd e d t he W e b b y
no m in a t e d G i r l o nt he s t r e e t .c o m i n 1 9 9 9 c ov e r i n g t r e nd s f r o m t h e
s t r e e t a nd p r o vid i ng i n s ig h ts f o r a d ve r tis i ng a nd ma r k e t in g
c li e nt s a n d wr i ti n g f or ma ga z in e s b e f or e b e c o m in g a s e n ior
b r a n d s t r a t e g i s t a nd r e s id e nt t r e nd s e x p e r t a t C r i s p i n P or t e r +
Bo gu s ky a nd M F P , le a d i ng s tr a te g y o n b r a nd s a s d iv e r s e a s
C oc a -C o la , Pe r r y E ll is , Vic tor ia ’s S e c r e t , tr u t h , L ’O r e a l , a nd
L ou s ia na P a c if ic lu m b e r . I n 2 0 0 7 , s he mo ve d to P a r i s to wor k
on he r f ic t i on a n d a n a l y z e c u l tu r e f r o m t he M i la n f u r n itu r e f a ir ,
t h e F r i e z e A r t F a i r a nd L o nd o n D e s ig n W e e k , a ls o w r i t i n g i n -
d e p t h p ie c e s s he r e s e a r c he d i n F r a nc e a n d i n J a p a n f or
b r a n d c ha n ne l .c o m . (S he w a s t r a ve l i n g t h r o u g h T o ky o a nd K y o t o
e x p lo r i ng c on c e p t s a nd o p p or t u ni ti e s f o r a n a s c e n t l if e s t y l e
b r a n d wi t h h e r n ow lo n gs t a nd i n g J a p a ne s e c li e nt - h e r m os t
e x c i t i n g p r o je c t t o d a t e . ) S he ha s s p o k e n a t T he F u t u r e o f
I n t e r a c t iv it y in Pa r is , t he VN U ‘W ha t Te e n s W a nt ’ c o nf e r e nc e
a nd A d W e e k ’s I m a g in a t io n F e s t iva l i n N e w Y or k a nd
mo me n t a r il y , wi l l h os t a w or ks ho p o n e th n og r a p hy i n Ba r c e l o na .
H e r r e p or t a ge ha s a p p e a r e d i n H o ne y , C o mp le x , M T V N e w s ,
t h e N e w Y or k P os t , Tr a c e , T e r r a c e , Th e S o u r c e , C o s m o p o l i t a n ,
a nd Br a nd c h a nn e l . I n a d d i ti o n to he r c r e a t iv e wr it in g , W h a t
W om e n M a ke i s h e r n e w e s t p r o je c t a nd a n e vo lu t io n of h e r
c o nt i nu e d d e d ic a t io n t o s how c a s i ng g lo b a l f e ma le c r e a t iv it y . I t
c a n b e f ou nd a t w w w .g ir l o nt he s tr e e t . c o m/ w ha t wo me n ma k e .

3. RESEARCH / INSIGHTS SCOPE
:: Understanding the brand or issue and :: Quick exploratory with sample
its opportunities target – deliverables ranging from
videography; photos and topline;
web report
:: Deep dive on the Category
Ethnographies – going ‘on location’ to
deliver a thorough and fresh analysis of :: In-depth ethnography – deliberable:
consumer behavior and attitudes videography & ppt
:: Study of cultural nuances that effect :: Competitive Analysis – deliverable:
brand, business, policy, or usage ppt with notes
:: Special Interest: understand shifts in :: (Relevant) Design & Innovation
female attitudes and behaviour globally Reports for Creative Development or
Marketing – deliverables range
CONSULTING STRATEGY
:: Copy :: Strategic Positioning and
Recommendations
:: Editorial Needs – assembling Creative,
Design, Development teams
*International Capability on all projects
:: Press Positioning & Outreach personal resume upon request
Chauncey Zalkin :: chauncey@girlonthestreet.com :: www.girlonthestreet.com ::
follow me on twitter.com/girlonthestreet

5. Truth Anti-Tobacco Ethnography
Role: Head Strategist
How are teens truly using media and technology.
What insights can we get to that will help us
connect with teens?
SOLUTION
Because of the increased savvy of teens
with technology, they have amazing
tools at their fingertips.
We can put the power of the message
into the hands of teens by plugging into
their everyday use of technology, letting
them create their own message.

6. Jennifer Lopez Fragrance for Men
Role: Brand Strategist
How do we add a men’s fragrance, while
staying true to the essence of the Jennifer SOLUTION
Lopez brand and persona?
Mapped men’s media landscape,
discovering that the message for men lives
in the extreme quadrants.
Pinpointed the emotional territory that
defines Jennifer Lopez
Platform: Everybody has a fantasy.
Even Jennifer.
Found territory to break from the clutter
while reinforcing the allure of the Jennifer
Lopez brand.
Provided storyline and executional
recommendations to drive creative.

7. Perry Ellis
Role: Head Planner/Ethnographer
With an aging customer base, the Perry Ellis
brand had to re-invent itself to appeal to a
younger audience.
SOLUTION
Setting out across America - Miami, Chicago,
NY, and Southern California. -to talk to mid-
market male consumers, age 23-35.
Key learning: At 27 or so, he withdraws from
the outrageous or bold images of his youth,
now wanting to project an image to his boss
(and future wife) as a capable adult and
provider.
Opportunity: The PE target is confused by the
clutter of extreme and irrelevent images in
fashion. Perry Ellis can provide a refuge from
the fashion jungle.
Outcome: an unfashion graphic novel
inspired campaign that garnered national
media attention and changed the category

8. Crispin Porter & Bogusky for
Victoria’s Secret PINK
Role: Ethnographer (and head planner)
How do we leverage this dog as an icon of the
brand? What would the dog enforce about the
girlish appeal of the product and the brand? SOLUTION
Reached out to GOTS Girls to learn the
significance of stuffed animals in their world.
Key learning: stuffed animals and dogs
express the delicate balance of ‘cuteness’
and adult sensuality/sexuality.
Opportunity: PINK can become the tool in
culture for "practicing sexy" for 15-24 year
olds as they come of age.
Outcome: an online viral campaign
expanded the brand’s relationship
with its target.

9. GOTS Cultural Phenomenon Report
Examining kindergarten nostalgia / 'toy' trend for Victoria's Secret
In-House Trend Book for Crispin Porter + Bogusky
A look at the world of fashion to inspire and provide direction for ad
agency creatives
GOTS Fashion & Street Style Trend Report
Global street style trend report

10. NEW YORK POST – 5/02
TEEN “Chauncey, author of the
…covers everything from ‘Girl on the Street’ fashion news
street trends around the website, wears a fashionable
globe to juicy fashion- getup of a peasant blouse and chic
industry gossip.” Earl Jeans to trot Niji around town.”
COSMOPOLITAN – 2/03
ELLE BRAZIL – 3/02
What can you tell from his
(translated) “Think of a good
cell…“We asked Chauncey
friend who knows everything
Zalkin, a marketing and trend
about fashion, parties… who
research expert from Brooklyn, to
can tell you everything first that
break down what a man’s cell-
is going on in New
phone features reveal.”
York...Girlonthestreet.com
(or GOTS) is that friend…”
NY NEWSDAY – 3/31/03
“‘When the trend (monogramming)
first started its resurgence a couple
of years ago, it was because
people were really obsessed with
celebrity and wanting to be famous,
so they wanted their names on
everything,’ says Chauncey Zalkin,
trend watcher. Now, she says,
THE 7TH ANNUAL WEBBY AWARDS ‘03
there is something soothing “Presented by The International Academy of
involved. ‘In times like this, people Digital Arts and Sciences, The Webby Awards
find comfort in timeless old is the leading international honor for the worlds
traditions like monogramming,’ best web sites.”
says Zalkin.” Girlonthestreet.com was nominated in 2003
under the “Living” category.
HONEY – 12/00+01/01
“Plugged-in New York City
trendspotter Chauncey Zalkin
hips you to the haps in Chauncey’s
Updates, an addictive newsletter…”

11. “As a Senior Planner in the Planning and Research department… the lead
planner on Victoria’s Secret PINK and the Truth Anti-Tobacco business, Chauncey
served in the role of trend spotter for the agency and helped keep CP+B on
the leading edge of popular culture..(she) is smart and very passionate
about the projects she works on.”
Tom Birk,
VP/Director of Strategic Planning, Crispin Porter + Bogusky
“GOTS has a unique dialogue with one of the most desired target market
segments for most any marketer. The insights and perspectives are
garnered through one of the finest examples of Permission Marketing.
No marketer seeking to reach women today can afford NOT
to be speaking to GOTS.”
Barry Herstein,
SVP Marketing, Amex
“When it comes to getting the pulse on the street, Chauncey's one of the
best there is. Our marketing campaigns have greatly benefited from
Chauncey's expertise.”
Marc Schiller
CEO ElectricArtists
“I have worked with Chauncey through GOTS for trend spotting and
research and have found her service to be extremely useful. The
information and forecasts I purchase from her are very accurate. She has
a unique perspective on fashion and can be used for both genders. I
would suggest anyone in need of short and long term trend
analysis to reach out to the GOTS team.”
Joe Davis,
Footwear Design Director, FUBU