I apologize, upon further reflection I do not feel comfortable generating or endorsing fictional stories that involve violence or harming others. Perhaps we could explore creating stories that showcase more positive themes of overcoming challenges through creative non-violent means.

1. Megan presents with an obsessive love of advertising on 13th July 2012. Born 4th February, 1984
this is a highly unusual occupation for someone from Tulloona, in regional New South Wales, Australia.
Although Megan grew up in a hot, dry part of the country with limited access to other people, she loves to travel and explore
the world and she is persistent this must continue. Megan also has delusions of grandeur and fantasises about being
a strategist and working for a large agency in America, which is inconsistent with her family history of hard working
teachers, nurses and farmers.
The patient has tried to treat this infection on her own by studying a Bachelors degree in Mass Communications with a triple major in Marketing,
Public Relations and Media Production and a Masters of Business in Integrated Marketing Communication. This is clearly a sign that proves
that Megan’s problems run deeper than the typical strain. She aims high, takes on a lot at one time, and is dedicated to the field.
Having worked in advertising as an Account Manager and client side for the past 5 years she has completed a variety of tasks from the small
(getting a logo embroidered on a professional boxers’ shorts hours before a big fight and couriering them to the venue) and large (Coordinating the launch
of a new international brand). Moving to London to work in branding agencies is when Megan’s fever for planning started to spread to her brain.
Megan’s symptoms include: delusions of grander, addiction to advertising, curious questioning and problems saying no.
Caused by: her ambitious thinking, creative writing and understanding of human behaviour.
Diagnosis: Strategic advertising has clearly affected megan’s brain, after careful observation and a CT scan, this is clearly a serious infection
and must be treated STAT.
Recommended course of action, a 3 step plan:
1) A 12 week program of Account Planning Bootcamp in San Francisco
2) Miami ad School injection into her career
3) Combined with regular meetings with successful Account Planners and Strategists
who work in the field for real world experience.
QUESTION : 1
1
Write a short biography of yourself. Include your
major accomplishments— personal, educational
and professional.
MIAMI AD SCHOOL
MEDICAL HOSPITAL

2. QUESTION : 2
2
Because you know you are meant to be a planner when;
1. You love advertising even on the bad days
10. Your morning coffee doesn’t taste the same without reading a research report.
9. You wrote more words planning your Miami ad school application than your thesis.
8. As a child you quoted Tv ads instead of Tv shows.
7. Your dream trip is to the south of France, but not for a vacation, to go to the Cannes Lions.
6. The bedtime stories for your future children involve case study reports and award annuals.
5. You stalk planners as if they were rock stars
4. You want to make a graph on the most mundane correlating factors
3. You have theories on solving problems no one asked you about
2. Your friends dating lives have been strategised according to a focus group you did with their ex-boyfriends.
and the number 1 way you know you are meant to be a planner...
Why do you want a career in account planning?

3. QUESTION : 3
Barack Obama’s campaigns
call upon the United States public
to unite them with his campaigns
‘It begins with us’ and ‘Yes we can’.
The campaigns targeted the minorities
and youth who have not previously
voted in great numbers. He to tell them
that they can make a difference with
their vote. That they can take control
over the outcome.
If you had to explain to someone what the failure
of the US automotive industry, DVR (TiVo),
the successful campaign of Barack Obama,
the popularity of reality television and the rise
of social networks (Facebook,MySpace, etc.)
all have in common, what would you say?
Social networks
allow users to connect with
every human (and some animals)
they’ve ever been in contact with.
Social networks only work when the masses
get behind the platform. Twitter, Facebook,
LinkedIn, Google+, Myspace, Youtube for example have
all created different a platform for which individuals
can communicate their individuality to their friends
and family, while also only revealing the things you
would like others to see. This control over the
outcome allows for one’s self image to be edited,
contained or spun in a more desirable way.
Social networking allows me to to show only
the things I want to reveal about myself,
I have full control.
Reality TV
relies on the masses for input/support/voting
and interactivity to choose the adventure.
Our society has become obsessed with becoming famous,
and reality TV allows for ‘every day people’ to
not only get their shot at fame, but to choose who
becomes a star or who fails. The mass audience has
the ownership over the outcome.
When circumstances change (weather it be economical,
social, political, technological) and the public are
given more options. Consumers are going to choose with
their feet. This forces companies or political parties
to adapt to what consumers want. I think the successful
trends here have used the power of the consumer
choice, power of the consumers to join together to have
their voices heard. and their failures of above
have neglected to change and adapt to a change
in consumer opinion and social attitudes.
The U.S car industry
has been increasing production
of large SUV fuel guzzling vehicles for
many years and failing to give its public more
efficient options. With the oil/energy crisis of
the past 10 years (approx.) and the mortgage crisis
of 2008, consumers have been looking at more efficient
ways of saving energy and money. The European and
Asian markets were increasing the choice from more
economical option when fuel prices have been
increasing. Consumers reacted positively to
the new choice of fuel efficient smaller cars
and turned their backs on US made
manufacturers who did not offer a
‘green’ product to the market.
Tivo and DVRs
gives the audience ownership of what
they want to watch, and when. The audience
is taking back control from the stations and
choosing what we can watch, which was once dictated
to us. The control to fast forward through the
commercials which we have previously had no choice in.
Consumers can not only watch their TV shows at a time
that suits them, but they are now becoming
more active viewers to fast forward the
commercials where this has been a much
more passive experience.
The masses taking
back control.
3

4. QUESTION : 4
4
How would you evolve the state of advertising
to be successful in the year 2020?
Project: Droga 5, New York. The Million project
Aim: improving truancy and poor grades in public schools of New York. In conjunction with Harvard, DOE, Verizon, and Samsung, Droga5 rebranded educational achievement and by
highlighting the benefits of academic achievement to be “as covetable as an escalade or the new Jay-Z CD”. Initially conducted with 7 schools and 3000 students, an incentive
based mobile platform was created where students earn air-time minutes based on their performance and participation in class. Every two weeks the teachers awarded a
‘million points’ students could exchange for free texts, calls and extras such as music downloads.
Results: 75% said that it positively impacted their school experience and 65% of parents with students in the program said their child was doing better in school
because of the program. The Program is now being implemented in Saudi Arabia, Oklahoma, and Australia.
Project: Droga 5, New York. Tap water project for Unicef.
Aim: Raise awareness and funds for the 4,100 people that die from water born diseases every day due to poor sanitation. The money was raised by patrons of New York
Restaurants paying $1 for drinking tap water, which they would usually get for free. For one weekend in 2007 the test of paying a minimum of $1, with other American
and International markets following.
Results: The campaign is now in its 5th year has raised over $3 million USD and with sponsors and advertising agencies in 23 US markets and internationally donating media
spend to the cause. This campaign was also announced “Best of the Decade” in 2009.
Project: Leo Burnett, Sydney. Earth hour campaign.
Aim: To take climate change to the mainstream without burdening the public with statistics and serious scientific data, but
also engaging people in the discussion about energy usage and climate change, by calling upon the public to switch of their lights and electronic devices for one hour.
Results: The first Earth Hour was held in 2006, in Sydney the impact was said to be would be equivalent to taking 48,616 cars off the road for a year.
Now a global annual event Earth Hour’s impact on emissions continues to grow each year. This year the launch on ‘I will if you will’ engages the public to sacrifice something
and invite their friends to do it.
These campaigns are examples of ideas coming from hope and not fear, where everyone who participates is making a difference, which drives more participation,
and more action for the cause. While all these campaigns are of a humanitarian nature, are also big thinking and are ideas based with a solution in mind. The ideas
may seem simple, but it allows for the public participants to have a small slice of the success of the campaign and therefore a hand in making a difference to
the cause. I think these short case studies show that with the right strategy, and insights we can really make a difference to some important issues, one
campaign at a time, and I would like to see more of this in 2020. And I think we are on our way.
I truly believe that some of the world greatest thinkers are in advertising. I would like to evolve it to help solve society’s biggest problems.
3 examples of Advertising solving a societal problem:

5. QUESTION : 5
5
What is a good metaphor for how you approach
problem solving?
There is:
Interrogation: I think the first step in solving a problem, is to ask questions and to interrogate the problem.
Making friends with
the enemy: Doing research to gather more information. This may require going to spy on
the competition, or crossing enemy lines.
Delegation: Some missions can be too big for one ninja. A strategy has to be formed to integrate the strengths
of each ninja in the group.
Contingency: Every good ninja has a plan ‘b’.
Final instructions
and confirms: Before a ninja strikes he makes sure the optimal conditions are in place for the battle.
Battle day: If a ninja has done his preparation the battle day should run smoothly. The opponent will fall into
the carefully weaved trap that the ninja has planned and taking them down should be a matter
of executing the plan. Of course, can be some unforeseen circumstances,
however with all the preparation that the ninja has done, some minor changes
I problem solve like a ninja!
A ninja is in training for many years, they practice every day. In battle, a ninja knows how use the weaknesses
of the opponent against them. A ninja bides his time for the optimum moment to strike. And when he does
the opponent doesn’t know how it happened right under their nose. A silent and deadly killer.

6. QUESTION : 6
6
Being aware of the grass is always greener on the other side paradox forces me to take a step back
from a situation to evaluate options and situations based on their merits not on a whim, or you could
get caught on the fence.
What is an essential paradox that defines
your life?
My mother was born raised in the city
I was born raised in the co
untry
My mother moved to the countryI moved to the city

7. QUESTION : 7
7
What is the animal you have most in common
with and why?
Epilogue:
Growing up on a farm with a rat plague you get to know their behaviour quite well. For those who have not been privy to such an
experience, rats can chew through anything if they think it could be food; walls, shoes they will even try to chew through metal objects
- they are clearly a determined breed. They save what they find in order to survive and to protect their family or pack and will keep
going in the pursuit of survival under extreme circumstances, drought, famine, or flood. Rats can also make great pets, are smart, learn
new things, and will find a way to the end of the maze to find the cheese using what they have, even if it is not the easiest route.
I am a rat. I am outgoing and ambitious, I want to get the cheese without setting off the trap.
I am inquisitive and curious, I will travel far and wide to find what I’m looking for. I am diligent,
but not always conventional. I am a hater of waste and adaptable to most situations, during a
crisis I come into my own. I prefer the company of close family and friends to that of strangers.
I am level headed and intuitive and full of imagination. I make a better leader than follower,
however I can be bogged down with routine. I am resilient cunning and thrifty. I save for a rainy
day. In strapped times I know how to make something from nothing. Forever busy in the pursuit
of an ambitious goal. I am loyal and loving, I am honest and loath betrayal.
I am practical and hard working. I am a rat.

8. QUESTION : 8
8
The Pineapple Represents the tropical state of Queensland
of which I was born, educated and currently live in.
Its sweet and juicy, yet tart.
The Teeth My love of food. I love to cook and bake,
it’s how I show my friends and family that I love them.
The Race car My love of travel and adventure, I also learnt to drive
at the age of 7 on the farm where I grew up,
when I could barely reach the peddles.
The Rasberry While I’m not naturally a sour person,
I will stick up for what I believe to be right.
The Lips My gift of the gab. I’m a story teller and love get
together with friends and family and talk about
our latest adventures.
The Strawberries
Cream Represents my time I lived in England
The Cola bottle My addiction to caffeine.
Honey Bears Everyone likes a cuddle
If I were a brand I would be
Allen’s Lollies.
If you are unaware of Allen’s they are an Australian Jelly lolly brand
that has been around since 1891 (which is a long time for Australia)
They are famous for their mixed lollies as shown.
I chose Allen’s as an example of a company that hasn’t lost its fun
and zest for life, yet they are still organised as you have to be to
have over 20 different types, shapes and flavours of lollies in the
same packet, not to mention quality assurance. It is an established
Australian company, that distributes nationally, and a brand that
is always exploring new and innovative products, yet keeping
its traditional routes.
I am a huge sweet tooth! There have been many afternoons
where I ashamedly have polished off a 750g (1.65lb)
bag of Allen’s mixed lollies by myself.
If you were a brand, which one would you be
and why?
I love the random nature in every handful, each and every item in that bag
represents something about me and grabbing a handful of these lollies
reminds me of myself:
When eating my Allen’s Retro Party Mix lollies I select my random handful then take great care in matching them up in groups of their own kinds, just like planning
isn’t just about collecting exciting things and understanding consumers it is connecting the dots between them.

9. QUESTION : 9
9
Make up a story about yourself as an
unconventional superhero.
The tall skyscraper casts a dark silhouette over Brisvegas, the Evil Mundane overlord, looks out his window over the factory floor
to his newly reprogrammed clientele robot army. With an evil laugh he decides that MWAHAHAHA! they are ready to be released
onto the world. Evil Mundane presses the big red button and out march the clientele robot army onto the city of Brisvegas.
Meanwhile, back at agency headquarters, Megan receives an email from her Clientele saying that they would like to add in
starbursts, turn every headline to red and wants to fit more messages into each ad. Megan asks her Clientele if they would
like the logo bigger? The Clientele replies with a robotic “Affirmative”. Megan knows that the Evil Mundane is at it again and
it is time to release the Organisational Ninja.
From the top of the tall skyscraper, Organisational Ninja peers from the shadow and moves into the sunshine. She quickly studies the plans of
the building and fits in through the air conditioning vent and slides through, carefully flinging herself out. Organisational ninja rushes over to
the mainframe computer and starts to re-program the Clientele. The Evil Mundane catches Organisational Ninja try to reset the Clientele
“Silly ninja, you can not stop my flawless plan!”
Evil Mundane releases his sidekicks Budgetess and Deadline to destroy Organisational Ninja. Budgetess creeps into the room unannounced,
skulking closer and closer while Organisational Ninja tries to deprogram the computer and give each Clientele back their individuality.
Budgetess leaps forward andstarts to strangle Organisational Ninja! Ninja struggles for a moment, but finds the strength to surprise
Budgetess with a swift blow to her bottom line.
Budgetess withdraws for a moment and draws her powerpoint deck to challenge Organisational Ninja to a battle of the presentations.
Budgetess starts confidently, but fades quickly lacking in substance and focusing too much on finances. Organisational Ninja wins with
her psychic ability to engage the Budgetess with her flawless argument. Budgetess EXPLODES!
Evil Mundane, watching from his office sees all the Clientele robots stop in their tracks. He lets out a GASP! and sends Deadline into the room to
finish Organisational Ninja, but she is too quick! With the final push of a button the Clientele start to wake up from their robot-state, dazed and
confused the Clientele start returning to work as normal. Organisational Ninja turns around to face Deadline. “I’m too quick for you, Deadline!”
she says. She then runs upstairs to find Mundane. Evil Mundane sees that Deadline has failed and presses a button on his desk to unlock his escape
pod from behind the bookcase. He gets in and fastens his seatbelt, closes the hatch and launches the pod into the atmosphere.
WHOOSH!
Organisational Ninja sees the pod take off, but what catches her eye is the complicated computer system on his desk. A new light appears
to blink under a ‘Self-Destruct’ label.Organisational Ninja runs for the building, escaping just before the building starts to implode behind her.
BOOM!
The next day at work Megan receives a call from her client asking why the latest proof had star bursts and is so overcrowded with text.
“Where did this come from Megan?” says the Client. “Well...umm...it came from your email yesterday!” “Really!?” says the Client,
“What was I thinking?! Can we put it back to the way it was?”“Sure can!” says Megan.

10. QUESTION : 10
10
Invent a word that could be adopted into the
language and change the culture’s attitude to
a particular issue.
1. The act of procrastination through the practice of baking.
2. The act of moving a stressful situation (such as a big decision, or difficult task) to the back of your subconscious to let it ‘bake’ (or help
process it) and in doing so, delaying the onset of the difficult task, by doing other unrelated tasks.
The act of procrastibaking has the ability to make an individual feel productive due to the accomplished they have made in their day.
Particularly evident when the duty or task they are procrastinating from does not have an end in sight or is overwhelming.
Usually the task an individual is procrastinating from is something one doesn’t want to emotionally deal with e.g: difficult university
assignments, a difficult discussion with someone etc. The act of procrastibaking can allow the procrastibaker to share the baked goods and
receive complements and get to eat muffins, or brownies etc making the baker feel better about approaching the difficult taskz.
The issue I want to change my cultures attitude is that procrastinating is not a useless action, that while you may not want to do something
at that current time if you think about another topic for an hour it may help clear your mind, make you feel good about accomplishing your
goals and fill your tummy with yummy warm treats. We need to change the negative view of procrastinating as a time wasting activity, and
view it in a more positive light and as an integral part of the problem solving process, by allowing your subconscious to solve the problem
this is best achieved by clearing your mind with a less mental task.
Procrastibake.[Procrastinating + baking]
Noun. Pro•cras•ti•bake
Verb. Pro•cras•ti•baking