Brandhome returned to the Miami Ad School to assist the students with one of the most challenging briefings of the entire quarter. The students were asked to brand and campaign Wharton Business School’s latest book, Beyond Advertising. The book serves as the basis for the new Wharton Future of Advertising Program. Once again we reminded the students that there is nothing as important as a solid strategic foundation for channelling their big future of advertising ideas. The students tackled the briefing with our guidance – involvement is what it’s all about – and came up with some strong creative output.

1. Wharton University
Creating Visionaries
February 2016

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WHARTON UNIVERSITY
Team

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Team
Candi Garrido
Art Director
Lucas Momeñe
Art Director
Almu Casadejust
Copywriter
cgarridoerana@gmail.com almudenacasadejust@gmail.comlucmomene@gmail.com

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WHARTON UNIVERSITY
Debriefing

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Debriefing
Roadmap Redesign
Represent the roadmap in a way that both explains and reflects their main principles.
Video
To explain and bring the roadmap model to life.
Book Promotion
Promote de book through a digital media, print and radio campaign.
Website Refresh
Bring the concepts to life, make them practicable on a daily basis, and enable interaction among
members.
An adition to the campaign
Make enterprises want to join Wharton.

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WHARTON UNIVERSITY
Strategic insights

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Strategic insights
Most people are not used to think ahead or in long-term.
Most People are used to work their way and it’s hard to get them to try something new.
It’s very difficult to take someone out of their comfort zone.
People are afraid to be overtaken by those who understand the forces of change.
Nowadays is hard to achieve both high-tech and high-touch in brands activities.

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Strategic insights - KPI’s
Awareness
We want people to know the importance of thinking about the future by having a viable strategy
for today’s challenges and tomorrow’s posibilities .
Embrace the comunity
We want people to become part of the Wharton movement.
Want to read the book
Make people eager to buy and read Beyond Advertising.
Believe in Wharton
Give people the best reasons and confidence to make a change and succeed

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The BIG idea

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The BIG idea - Rationale
Making the 2020 Visionaries
As we read the brief and the Wharton program we realized one of the book´s purpose is
to encourage people to take a chance in trusting the experts to face today´s challenges
and tomorrow´s possibilities.
Nobody likes changing, specially when things have been going your way for many years.
Sometimes people have a hard time thinking ahead or in long term, but when you see
those people who years ago where called crazy and now they have a successful business,
it gets you thinking : “Maybe if I new what they knew I could have been them.”
We believe that in order to be successful in the future you have to make some changes,
starting by becoming part of this new way of seeing advertising and understanding that
the world is in constant movement and we need to move with it .
We came up with the concept of becoming visionaries to show people that with the right
information they can become the visionaries for 2020.
With this idea we want people to become interested about the future and with the
question at the end of our tagline, we want them to question themselves to who and
were they want to be in a couple of years .

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The BIG idea - Creative platform
Tagline
“There are two types of visionaries, the ones who are and the ones who think they are.”
Platforms
Website, Bussiness Magazines, Digital newspapers and Radio.

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Our Target
People who manage a brand .
CEO´s
People who have their own bussiness .

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Creative output

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Website

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Website
Refresh the website. We want the new website to have all the information
people need to join this new community, access to buy the book and to
check the Wharton courses, plus a forum where people can ask, comment
and express any thoughts about the book or the courses.

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WHARTON UNIVERSITY
The Campaign

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Print, radio and digital. (Adapt this concept to each platform)
Show the difference between this two kinds of visionaries by showing something
that nowadays is sucessfull and someone who didn’t thought so, that way we can
show that time and not having the facts and information necessary proved them
wrong.

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Additional
Print

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Audience 16,300,000
Median age 50
Audience 4,725,000
Median age 50
Audience 53,295,558 monthtly
Median age 49
18-34 50 %
WEB
Audience 1,264,733
Median age 18-54 college educated or higher
WEB
Audience 11,210,796

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WHARTON UNIVERSITY

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WHARTON UNIVERSITY

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Digital

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WHARTON UNIVERSITY

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Radio

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Additional

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The visionary stamp
Wharton analyzes which enterprises are
following their model and give them a
visionary stamp to show that they will
succeed in the future. That way we award
the people who believe in change and more
enterprises learn about it and join.

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Roadmap

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WHY DO WE
NEED TO CHANGE?
TAKE CONTROL OF THE 5
FORCES OF CHANGE
CHALLENGE WHAT IS
ESTABLISHED AND
GO BEYOND IT
A PLAN TO OVERCOME
ALL THE IMPORTANT THINGS
THAT OFFER VALUE TO YOUR
ENTERPRISE
People in your network .
People you want to reach and serve.
The society and culture around you.
Arrange Objectives for a
Multi-Win Outcomes with short
and long term Impact.
Compelling Unifying
Brand Purpose
Analitical Brilliance
Operational Billiance
Creative Brilliance
Design Brilliance .
Brand Administration Network
Pourpuse
Autenticity
Trust-Building
Lifes
Aspirations
Comunities
Posible
Relevant
Responsable
People
Culture , Society and the World.
Plan a Strategy
across all Touchpoints
Create Value Creation
for all Touchpoints
Aquire a Culture of Adaptive Experimentation
Use this new organization in your advantage to change or
start fresh
Expand your Barriers for the new era
WHO
NOW FUTURE
WHAT
WHEN
WHERE
WHY
HOW
Continous advances in
Science and Technology.
Evolution of the
media world.
The importance of
meeting customers
expectations.
Understand the rapid
changes on the cultural,
social and geo-political
environments.
New business and
revenue models .
Touchpoints solutions
through different
marketers and agencies
Ads as we
know them
Continuously
As many touchpoints
as you can
Marketing for
Customers
Ad Campaigns
Total Touchpoint
coverage collaborators.
Different value
creation platforms
for each sector.
When Needed
Wanted
Appreciated .
Decide strategically
which ones to use .
Marketing for
People
New ways and
initiatives to engage
people
Multisensory
Audience
Delivery Mechanism
Enviroment
Synergy
Relevant and Respectful
Accionable
Valuable & valuable -generating
Exeptional Experience
Shareworthy stories
1
WHY DO
WE NEED
TO CHANGE?
WHAT SHOULD/
COULD
BE CHANGED?
2
DEVELOP YOUR OWN:
ALL TOUCHPOINT
RECREATIONAL
MODEL
3
IMPROVE
AND EXPAND
YOUR MINDSETS
AND CAPABILITIES
4
THE ADVERTISING ROADMAP TO BECOME A 2020 VISIONARY

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Roadmap Video

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What we learned from this case
It is important to understand where the forces of change are going in order
to go with them and not be overtaken.
As much as you think you know you never know enough.
This is a very interesting matter and more people should know about it. At first this
book looked boring and the infographic was unclear but after understanding what it
was about actually we wanted to red it so it’s very important not just to have a good
plan but to know how to communicate it.

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Suggestions for Wharton.
We believe the promotion of the book could go one step further by advertising
not only the book but the content as well.
Getting people interested in finding out more about this new model so it doesn´t
look like just another advertising book .

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