Examples of my work from the Miami Ad School Account Planning Bootcamp in San Francisco December 2011.

1. !"#$%&'(")*+
,--./01'2#"00%&

2. What is the story behind the banjo playing astronaut?
Is he the Richard Branson of musicians, who took a bet from his poker buddies that he wouldn!t be the
Could he be the misguided but sympathetic son of physicist parents? I!ll prove you wrong mom and dad,
you can hear music in the vacuum of outer space!
Astronauts are dedicated explorers of the unknown. Banjo!s are found in bluegrass bands, whose songs
are inspired by the stories of people!s everyday lives. This adventuring storyteller very well could be an
account planner in search of a good strategy.
account planner. The process of writing a story is interchangeable with creating strategy for a brand;
BeerEveryDay.com
I am a conceptual thinker and so the following strategies are written stories presented with a visual twist.
Personal Story
www.BeerEveryDay.com: Drinking Characters Daily...
Design a website chronicling
Miami Ad School Account Planning Stories my experience drinking a
EA Origins: PC Gamers Who Act Like Bruce Wayne... different beer every day
for a year and beyond.
YouTube: The Woman Who Became A Mother...
Online Dating Service: The Romance You!ve Always Known...
Professional Story
Resume: Just Like Entourage, only more glamorous. Sure...
Roommate: David Brooks
Walker Davis

3. In the beginning, I didn!t exactly know how I started reading other beer blogs and realized
professionally and I decided action was necessary. the posts should be written, but I did know what made Craft Beer so unique were the people
the audience would initially be friends making the beer.
I wanted to test myself daily by exploring a topic I knew very little about:
Craft Beer. drinking a few select beers they knew Craft Brewers are
through either advertising or experience. incredibly entrepreneurial
And there!s nothing wrong with knowing
Blog Name: what you like, but this audience is unaware Every professional
of the numerous choices available. brewer was once a home
brewer who wanted more
Some people from beer than what was
are perfectly offered and took action
content with to create beers that were
traveling across different. Brewers are
the U.S., but if independent spirits and
they hear stories rogues who push the boundaries of beer norms.
from friends
describing how What separates the Craft Beer drinkers from the
amazing Europe is, they might be inspired average beer drinker?
to explore new territory. I similarly hoped to
change my friends! mindset about craft beer. They are passionate
about what they drink
Could I take the blog beyond a personal and want quality beers
creative exercise and inspire people to that are innovative, with
expand their beer drinking horizons?
The URL is: “Milk is for babies. People enjoy consuming
www.beereveryday.com When you grow up craft beer because each
you have to drink beer.” product is unique.
Arnold Schwarzenegger
in the documentary
!PUMPING IRON." Every craft beer has a
distinct personality.

4. My strategy for the year was to not make
In the last 20 years, the number of breweries grew If I simply rated each beer, no one would
BeerEveryDay.com simply a beer blog, but
from 286 to 1,753 but because of distribution issues, read the blog because it would not only
a place to explore
the majority of craft breweries rely on the support of be boring, but people wouldn"t care
new characters daily.
local and state communities. !Owning" a geograhic because I don"t have a beer pedigree.
location is an extremely selling important concept for Who are you? You"re no expert!
both Craft Beer and larger beer conglomerates.
But what I could do is spread the passion
What seperates the two groups is Craft Beer"s and spirit of local beer communities to
a larger online audience, by not just
would go against the very spirit of craft brewing. reviewing beer, but making each post
relatable and entertaining.
So how should I write my entries?
FEATURES:
-
RESULTS:
After linking the site to Twitter and Facebook
in January 2011, my pageviews jumped
dramatically from several hundred to over
2,000 a month, including a high of 2,722
in June. In 15 months the total pageviews
are 26,677
with almost
50 Facebook
To help people start friends, half
drinking, I created a of whom are
page listing 50 great outside of my
Craft Beers available friend network.
in stores.
Because the quality of
craft beer is so high, I
also created a page for
Beer And Food Pairing.
www.BeerEveryDay.com

5. A SAMPLE POST:
King Moonracer!s Revenge: Walker!s First Home Brew Karl, AJ, Nic and Jamie joined us and my
January 6, 2011 coworker Tiffany surprised the group by bringing
a cake! She went above and beyond, and the
night suddenly turned into a festivus for the
rest of us. I was momentarily
overwhelmed with the support
King Moonracer!s Revenge - an odd name for a Christmas but then I started drinking.
Ale, right? Well I wanted to set the title apart from other The best part of making a home
Christmas beers, so what!s the least Christmasy theme brew is enjoying it.
there could be? REVENGE. I researched the story of
Rudolph. Unfortunately, that red-nosed outcast didn!t The brew turned out
irritate anyone when he was put on the sleigh team, but better than I expected
I discovered a unique character with an awesome name,
King Moonracer. I!m thrilled to share it
with my close friends.
When Rudolph runs away from
the North Pole, he escapes to King Moonracer!s Revenge is a golden pale ale
brewed with cloves at the end that provides the
ruled by King Moonracer. This much needed Christmas spice. Jamie says that
she would buy this in a bar and the rest agree.
Half Lion and he!s king of the It!s the best compliment I could receive.
abused children. He should be king of the world! While
he has a good heart and cares about the tykes, Santa There!s only a few bottles left and I!m going
gets all the credit for being jolly and spreading joy around to have a hard time not drinking them as soon
CAMPAIGNS
the world. as possible. I!m so happy it turned out well.
To those who came over to celebrate with me,
But nobody remembers King Moonracer. So I decided to thank you. King Moonracer is a hit! Next year I
create a story with this character. So as my legend goes, will further develop the recipe and brew another
King Moonracer secretly makes great damn beer, but
Santa doesn!t get any of it. Booyah! Revenge is his. I bestow a TRANSFORMERS rating.

6. WHAT IS THE SITUATION?
EA owns Origin, but since the online
store will carry games from EA as
well as from other studios, the Origin
brand is seperate from EA.
WHY ARE WE ADVERTISING?
Origin is in beta testing and has no
existing brand archaeology. It"s a
blank slate for consumers. However,
there is already an established online
download service, Steam, which has
a 70% share of the digital distribution
market for video games.
For Origin, the situation is comparable
to Amazon entering the music
download market against iTunes.
EA ORIGINS
WHO ARE WE TALKING TO? STRATEGIC POSITIONING:
PC Gamers are male, ages 12 to 34, The competitive strength Origin has over
who play large scale games at home. Steam is the ability to buy PC Games as
well as mobile games.
We also want to target PC Gamers
who play casual games on their mobile. We want to establish Origin as the download
service for the !ultimate gamer," PC Gamers
who continue playing on their mobile.
The Assignment RESEARCH FINDINGS:
Create a campaign to
PC Gamers generally play to experience
launch a digital download the rush, adventure, challenge or escape
service for PC Games games provide.
called Origin that will not
cannibalize the existing PC Gamers who also play on their moble
disk-based business. reported feeling even more immersed in
the overall gaming experience than those
Copywriter: Gordon Grout who only played at home and the effect
Art Director: Lia Khayami of gaming was still felt after they powered
Account Planning Partner: Marta Prosperi down the device.

7. CONCLUSION: PROMISE:
The powerful effect of gaming combined with
Origin bridges the gap between your gamer self and reality.
the ability to play anywhere allows Ultimate
Gamers to truly make gaming a way of life.
However, at some point they have to leave the CREATIVE STRATEGY:
game behind and go to work, spend time with How can we communicate that Origin is like the Batcave?
their family and live the real world.
INSIGHT:
Ultimate Gamers live in two different realities
everyday.
GAMING REAL
REALITY WORLD
GAMING
PLATFORMS
OPPORTUNITY:
Ultimate Gamers are like Bruce Wayne, who
uses the Batcave to transform into Batman,
where can go virtually anywhere and break
any law. When he re-enters the Batcave, the
experience of being Batman inspires Bruce
in the real world.
BRUCE
BATMAN
WAYNE
BATCAVE

8. CREATIVE:
The executions target consumers in
the real world to remind our audience
of the transformative power Origin!s
games create in their daily life.
TAGLINE:
Origin: Life is worth playing.
YouTube
The Assignment
Develop a campaign to
increase YouTube usage
and loyalty in Young
Facebook Friendly Moms.
Copywriter: Gordon Grout
Art Director: Lia Khayami
Account Planning Partner: Marta Prosperi

9. WHAT IS THE SITUATION? WHY ARE WE ADVERTISING? WHO ARE WE TALKING TO?
Moms visit YouTube 61% of the Moms are unaware of YouTube!s We!re talking to Caucasian Women
time through links, either through variety of channels and informative ages 25-34 who are married with
Facebook or sent via email. content. children 1-5 years old. Between the
time spent at work and family they!re
COMPETITIVE LANDSCAPE:
These are typically funny and We want to promote YouTube usage socially starved and 80% actively
entertaining viral videos. Mom!s primary competitors in the video streaming category.
and loyalty by increasing the number use at least one social network.
visit YouTube to watch a few of channel subscriptions. It!s where they brag, announce,
videos and log off. They are the competition when Moms want entertainment, but most Moms spend time
compliment and discuss. Social
online seeking advice and solutions. Blogs are the real competition.
networks are how they stay current.
Blogs have pertinent information as well as the advantage of having a personality, which
RESEARCH FINDINGS: connects with socially starved Moms. The disadvantage with personal blogs and branded
After talking with several mothers But as a mother, she also takes on sites are they contain advice on
and spending a whole day with a the responsibility of the child.
work from home mom, we saw how Throughout their day, Moms need solutions for multiple problems and browsing takes
complex their lives became after time. Time is a luxury Moms are rarely afforded, which is why our focus groups favorite
having a child. Before the child, she A mom splits her time between her site is Amazon. It!s a time saver, a one stop shopping resource.
had developed needs as a woman. personal needs and the child!s.
YouTube!s content partners, the men and women who create videos and build channels,
BY are characters with both personality and expert knowledge whose success hinges on
L 12 BA 12 FAMILY
W
11
A 1 directly engaging with their audience, creating an interaction where Young Facebook
CI
11 1
O
ILY
W
O
Friendly Moms can be part of a community.
RK
SO
RK
10 2 M 10 2
L
FA
CIA
BABY
SO
9 3 9 3
spectrum of topics. Also, watching videos allows Moms to learn at their own pace.
H
BA
8 4
E
H
8 4
O
R RE
O
BB
CA
CA
BY
BB
IE
7 5 ELF
S
7 5
L F 6
I
S
LY
IE
SE
6
HOUSE FAM CONCLUSION:
S
INSIGHT:
YouTube isn!t just a place for entertaining videos, but with the multitude of content
to be a mother. partners and channels, a one stop platform where personality meets functionality, helping
Mom!s live more manageable lives.
CONCLUSION:
Motherhood is a new territory
and they don!t have all the
answers; so they reach out to
the internet for help.

10. CREATIVE: TAGLINE:
Page Takeovers and Banner Ads on YouTube, Ask a friend. Ask YouTube.
Blogs and Facebook link Mom!s back to YouTube
so they can subscribe to channels. The copy
speaks to their needs as a Mom and as well as a Woman.
OPPORTUNITY:
We recognize that Moms are
Women too. They not only want
advice on how to raise a child,
but information to stay current
on the latest food and fashion.
CHALLENGE:
How can we convince Moms
that YouTube is a one stop
time saving platform for their
personal and motherly needs?
PROMISE:
YouTube is Mother!s little helper.

11. WHAT IS THE SITUATION?
A new online dating service is using
a proven personality-based matching
system that promises the customer will
meet someone special in 6 months.
COMPETITION:
ONLINE DATING eHarmony and Match.com are the
two leaders in the pay dating service
industry. They understand the state
of current economy and are currently
promoting their proven success rates
to illustrate their site is the best value
for the customer!s money.
The Assignment Our site has no track record and no
Use qualitative research to unique site features that provide an
create a name and launch advantage over its competitors.
a new online dating site for WHO ARE WE TALKING TO?
people born in the 1980!s.
and consider romantic relationships
important are more likely to pay for
a service. They are romantics who
believe in developing love that lasts.
Copywriter: Gordon Grout
Art Director: Lia Khayami
Account Planning Partner: Marta Prosperi
FOCUS GROUPS:
Those who had not used an
online service knew it would be
convenient, but thought the
process was impersonal, similar to
browsing a catalogue.
Those currently using online dating
that would spark a connection.

12. NAMING THE SITE:
When we were talking about a name for
the service, we realized that every couple
has different answer, a story, to the same
question; how did you two meet?
OPPORTUNITY: INSIGHT:
How can we create messaging It is not just about getting
that tapped into the emotional
connection underlying the of relationship. It is about
search for love online that meeting someone special,
our competitors, who are the person you have always
using numbers to prove future believed to exist but have
success, were not? not yet discovered.
CREATIVE:
Our campaign targeted the audience
PROMISE:
in the real world to drive them online.
We make the romance you
have always known to exist,
a reality.
WHY SHOULD
THEY BELIEVE IT?
We are connecting them to a
deeper, more ingrained narrative
woven into the fabric of their lives.
Our online dating service uses
an advanced personality based
matching system to connect you
with the truth you!ve always known
and the person you!ve waited for.

13. 735 Geary
#101B
San Francisco, CA 94109
(310) 850 3543
Walker.Davis@gmail.com
Walker Davis
EXPERIENCE Lakeshore Entertainment January 2010 – September 2011
Assistant to Gary Lucchesi, President
• Developed screenplays and coordinated the casting and production of four
feature films: LINCOLN LAWYER, ONE FOR THE MONEY, UNDERWORLD
AWAKENING and GONE
• Evaluated pitches for potential film and television projects from writers
• Analyzed screenplays and novels for potential development
• Assisted in packaging projects for studio buyers
• Managed workflow between marketing, production and international sales within
Lakeshore
• Researched up-and-coming writers and directors for future films
ALIENS IN THE ATTIC Production August 2008 – November 2009
Assistant to the Director, John Schultz
• Coordinated between editorial, VFX and marketing during post production
• Developed the screenplay for added VFX voiceovers
• Provided creative feedback on the film during various cuts
• Supplied administrative and personal support for Mr. Schultz
International Creative Management (ICM) August 2006 – July 2008
Assistant to Ed Limato, Co-Chairman and President
• Managed the daily business 12 clients including Denzel Washington, Steve Martin,
Richard Gere and Mel Gibson
• Coordinated workflow and potential projects between 15 feature film agents and
the president
• Advised agents and producers on how to pitch projects to clients
• Organized and supervised personal and professional events including
screenings, cocktail parties and ICM’s 500 person 2006 Oscar party
• Maintained organization in a fast pace and high-pressure work environment
EDUCATION Miami Ad School
Account Planning Bootcamp San Francisco CA Oct. 2011 – Dec. 2011
• Created strategy and developed executions with a AD/CW team for 7 clients in
the gaming, online, non-profit, and food industries
• Conducted quantitative and qualitative research
Pepperdine University Malibu, CA 2002 - 2006
• B.S. in International Business
• Member of Sigma Chi Pepperdine Chapter Executive Board
• Completed Sigma Chi Horizons Leadership Program Junior Year
PERSONAL Creator of the website BeerEveryDay.com August 2010 – September 2011
• Successfully chronicled experiences drinking a different beer daily for 400 days
• Created a story around each beer to inspire readers to try a new brand
• Increased the audience from 300 pageviews to over 2,000 in 6 months