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LOUDMOUTH
WHERE TALKING BACK IS ENCOURAGED.
WHERE TALKING BACK IS ENCOURAGED.
history
LoudMouth New York came about January 2012, when five
students were watching a basketball game at Chucks Cafe.
While discussing their upcoming plans after graduation, they
realized how diverse their skills and experiences were. They
decided that by joining forces, they could create a successful
and fun advertising agency. With two specializing in account,
one in media planning, and two in creative design, the perfect
start up agency was created. Now LoudMouth is here to help
your brand break through the noise in the advertising world.
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LoudMouth - (n.) A person who talks too much or too loudly
We, at LoudMouth, want to speak up, speak out, and speak from within.
Our diverse and unique points of views allow us to create innovative work
while maintaining a compatible structure in a productive work environment.
In a culture overwhlemed with media, we love the challenge of breaking
through the clutter and bringing out the unexpected. After all, were the
ones who have grown up in this distracted generation, and weve learned
what works and does not work in this day and age to grab peoples
attention. We are prepared and ready to surprise people with our voice,
our work and our creative thinking. If you want your brand to stand out
and be heard with a creative pop, were the ones to spread the word.
why loudmouth
?
ACCOUNT
EXECUTIVE
ELIZA
CATALINO
MEDIA
PLANNER
ELENA
CARROLL
ACCOUNT
PLANNER
SAMANTHA
GROSSMAN
CREATIVE
STRATEGIST
STEPH
SPERANZA
ART
DIRECTOR
ALEXANDRA
EISNER
ELIZA CATALINO
MostLikely To be a Professional Hypeman

Position: Account Executive
Favorite Quote: YOLO for those that dont know it
means ..you only live once
What is your favorite advertising campaign?
Detroit Public School Im In Campaign
Favorite Hobbies:
I like to do dance leaps around my house and buy books for
my new amazon kindle and read while I take bubble baths
Whereisyour favoriteplaceintheworld?
Athens, Greece
Who is your role model? Michelle Obama
What is your favorite flavor of Yogurt? Mango
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STEPHANIE SPERANZA
MostLikely To be the next Sun Drop girl
Position: Creative Strategist
Quote: Dont follow in my footsteps, I walk into walls
What is your favorite advertising campaign?
Allstate Mayhem Campaign - Beautifully constructed and hilariously funny.
What are some of your Hobbies?
Playing any type of sport and singing Beyonc at the top of my lungs. Prefer-
ably at the same time.
Where is your favorite place in the world?
In front of a fireplace, anywhere
Who is your role model? Sandra Bullock
What is your favorite flavor of Yogurt? Peach
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SAMANTHA GROSSMAN
MostLikely To Use a #Hashtag:

Position: Account Planner
Favorite Quote: If the music is too loud, youre too old.
What is your favorite advertising campaign?
Got Milk- nothing can compare
What are some of your Hobbies?
Social Media, Photography, Television
Where is your favorite place in the world? The Beach
Who is your role model?
Annie Leibovitz because her work is always surprising people

What is your favorite flavor of Yogurt?
Strawberry-- and I like to add rainbow sprinkles to it.
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ELENA CARROLL
MostLikely To Win in a Dance Off
Position: Media Planner
favorite Quote: Sometimes the road less traveled is less
traveled for a reason -Jerry Seinfeld
What is your favorite advertising campaign?
Geico
What are some of your Hobbies? Dancing
Where is your favorite place in the world?
Santa Barbara
Who is your role model? Ellen Degeneres
What is your favorite flavor of Yogurt? Vanilla
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ALEXANDRA EISNER
MostLikely To be born in the wrong generation
Position: Art Director

favorite Quote: You have to go on and be crazy. Craziness is
like heaven. Jimi Hendrix
What was your favorite advertising campaign?
Old Spice, nobody is as fresh as Isaiah.
What are some of your Hobbies?
Art, music, surfing the web.
Where is your favorite place in the world?
Berlin, Germany
Who is your role model? Larry David
What is your favorite flavor of Yogurt? Blueberry
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LOUDEST
Since we are a new agency, we have
not had any accounts yet. However,
here are some of our dream accounts
OBEY
HAVAIANAS
JEFFREY CAMPBELL
BEATS BY DRE
BEN & JERRY'S
RAY BANS
KIA
:
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ACCOUNTS
Each of these brands strive to be bold and stand out from the crowd, just like us. They are known
in their category to be different and innovative but lack outstanding advertising. LoudMouth NY
would make sure that each of these brands would be heard with a defiant statement through
extraordinary advertising. These top five brands can sell themselves by design but we can spread
the word and spread their business to the hard to reach late adopters of our time.
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experience
Although we have not had any billable accounts. Here are
some brands that we have had some experience working with:
Groupon
Harley Davidson
American Girl
5 Hour Energy
Old Spice
Estee Lauder
JPMorgan
Skippy
Nissan
Virgin
FunnyOrDie
Vertex Pharmaceuticals
Dove Men Care
popsicle
sherwin willams
ziploc
risky business
As a new agency, we have not lost or resigned any
accounts. However we wouldnt feel comfortable
working on any accounts that went against our core
values or code of ethics.
Our Core
Values
are:
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Authenticity we're the real deal
Integrity what goes around comes around
Diversity we like to mix it up
Innovation nothing less than legendary
Quality never satisfied until its Just Right
LOUDMOUTH
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L O U D M O U T H
social media
marketing
Twitter, Facebook,
LinkedIn, YouTube,
Google+
youth
marketing
Educational
Campaigns
Media
Planning/buying
Television, Radio,
Magazines, Internet
Newspaper
direct
marketing
Circulars,
Program Design
CAPABILITIES
event
marketing
Concerts, Dinner Parties,
Fashion Show, Celebrity
Appearances
digital
capabilitis
Website Design,
Mobile Application
Design
Public
Relations
Press Release,
Crisis Management
sales
promotion
Coupons,
Sweepstakes,
EBlasts
CAPABILITIES
*
size MATTERS
Loudmouth NY is a brand new agency composed of
five individuals ready to focus on you and only you.
With our small size, we are ready to give you all our
attention and work with you one flavor at a time.
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WHAT CHOBANI NEEDS
Unlike Europe, the United States lacks a
culture that consumes and uses yogurt on
a regular or daily basis. However, over
the past few years Greek Yogurt has
turned into the current health trend and
LoudMouth is here to make sure Chobani
becomes an essential everyday staple
item from this current craze. Targeting
men and children is another way that
will make sure it outlasts the trend and
becomes a necessity for every household.
HOW LOUDMOUTH NY
WILL ACCOMPLISH THIS
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When we begin, we go straight to our bookworms and conduct primary and secondary
research that will allow us to find out what aspects of Greek yogurt are appealing to
consumers and what makes Chobani different from major competitors. Research will allow
us to hone in on a specific target market and detect where awareness may be low. Once
we establish a desired target audience, we alert the strategic team of our findings,
and then its their time to speak up and get to work.
In this development stage, our account planner and creative strategist work together to
respond to your essential needs. We combine our intensive research with your desire to
expand the current target, increase awareness and create a demand for Greek yogurt in
every Americans daily life. We are confident that our strategic team will provide you with
an ideal marketing position that will deliver a message loud enough to be heard in the
competitive market.
Once we establish the message we want to spread, we spread it like wildfire. Our creative
team is equipped with the latest design programs and utilities that are used to produce
striking and bold work. LoudMouth offers creative advertising in digital, mobile, traditional,
gorilla, and social mediums. We ensure that our creative executions in all various forms of
advertising are nothing less than high quality and has a voice of their own.
Strategy
Research
EXECUTION
chobani chatter
Of the men surveyed, 82% said they already liked
yogurt. This shows that men are a promising target for
the Chobani brand to reach out to.
.
However, out of the 82% of men, only 48% had tried Greek
yogurt. We, at LoudMouth, found it ironic that all of these men
claim to love yogurt, but only about half of them have entered
the Greek Yogurt market. If Chobani were able to introduce
this 48% to the Greek yogurt market, they would have loyal
consumers to the Chobani brand. After all, you only need to try
it once before youre hooked.
FEBRUARY 2012
GREEK YOGURT SURVEY RESULTS
Twitter 37,897
Pinterest 17 Boards 582 followers
Facebook 491,326 likes
Youtube 1,421,153 video views
CHOblog
Instagram
Chobani Kitchen
Champlify Mobile App
case studies
Their Problem:
Seen as a bike for mainly the baby boomer generation, Harley-Davidson was realizing their customers were getting older.
This generation would not be able to keep Harley-Davidson in the motorcycle industry for much longer. Their bikes were
known to be heavy duty and durable, but light weight and fast bikes were becoming much more popular. The values of
the baby boomer generation were drastically different then the values of Generation Y, who were entering the motor-
cycle market. Harley-Davidson needed to figure out a way to attract a younger generation, so they came to us.
Our Solution
Harley-Davidson had already took the first step to solving this problem by creating the Sportster Iron 883, a young, hip,
smaller sized bike. We created a campaign designed around this new bike. This new campaign targeted men ages 18-34
with a strong offensive strategy. This was necessary because although Harley-Davidson is a well established brand, this
new audience did not realize that it could be a modern brand that fits to their needs as well. By positioning the brand as
customizable and unique, consumers were able to feel that their bike expressed their individuality.
With a reasonable budget, we created a campaign which involved both national and spot media. The campaign ran
from March to September and involved two promotions. One promotion was called Express Yourself and featured a
design your own bike contest. The campaigns national promotion was launched at the NBA Final game in June of 2010,
which featured the winning design of the Express Yourself campaign and involved other activities during half time. These
events focused on the customization and individualization of the Harley-Davidson motorcycle riding experience.
HARLEY DAVIDSON
Executive Summary
Harley-Davidson USA
The ProbIem
Harley-Davidson is a brand mainly targeting the baby boomer generation. However, this generation is getting older
and may not be able to keep Harley-Davidson in the motorcycle industry for much longer. Harley-Davidson needs
to fnd a way to continue to dominate the market by targeting a new audience.
The SoIution
Harley-Davidson already took the frst step to solving this problem by creating a young, hip smaller sized bike,
the Sportster ron 883. This bike is a reasonably priced, lighter weight option for younger targets. By positioning
the brand as customizable and unique, consumers will feel as if their bike expresses their individuality. All Harley-
Davidson needs now is to execute this idea with an effective media plan.
Target
The new campaign will target men 18-34 with a strong offensive strategy. These men have never considered
buying a motorcycle, but appreciate the open road. An offensive strategy is necessary because although Harley-
Davidson is a well-established brand, this new audience does not realize that it can be a modern brand that fts to
their needs as well.
Budget
The campaign involves both national and spot media, aiming to achieve a 10%sales growth in the Harley-Davidson
Sportster series. The $18,500,000 budget will be allocated 88.7% to national advertising and 11.3% to spot. Five
spot markets were selected based on their current statistics and potential to expand motorcycle purchases. These
are Phoenix, Houston, San Diego, Seattle, and Denver.
Reach and Frequency
This campaign will maintain a minimum reach/frequency of 75/2.5 during a fighted schedule. Maximum reach/
frequency will be obtained in primary riding months, May through September, with 85/3.0 national and 90/4 spot.
Key Months
The fighted schedule will start in March, ending in September. However, the rest of the year will still maintain a
small presence. The primary riding months are important because they consist of the nicest weather for the best
riding experience possible.
Media Mix
The media plan consists of a national mix of nternet, television, magazines, and radio. The spot markets will have
advertising on local radio and television stations, The majority of the budget will be spent on internet because this
media type will be used throughout the entire year.
Promotion
Two promotions will be held within the campaign months, one in spot and one in national.
The spot promotion, "Express Yourself will start in March and feature a design your own
bike contest. The campaign's national promotion will be launched at the
NBA Final game in June. The winning design will be featured at this
event, in addition to other Harley-Davidson activities. These events
will focus and promote the customization and individual expression
of the Harley-Davidson motorcycle!
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Objectives, Strategies, & Rationale
Target Market
Harley-Davidson USA
Objective
Aim advertising for the Harley-Davidson ron 883 to white men ages 18-34 with an income of $50,000+
to bring new member to the Harley-Davidson community and create interest in Harley-Davidson smaller
sized sport bikes.
RationaIe: Demographics
The primary and secondary target markets that Harley-Davidson will be focusing on for their newcampaign
have different demographics but very similar media usage. For men between the ages of 25-34, $60,000+
income had an above average index. This is perfect since the Sportster ron 883 is one of the cheaper
bikes. Many of these men are engaged and graduated a 4-year college program. These men are working
full time and have occupations in the fnance, business, or the agriculture feld. Each of these categories
was chosen because they have high indices and would allow Harley-Davidson to reach an optimum
amount of people.

For men between the ages of 18-24, household income is hard to determine since many of them are full
time or part time college students. The highest index for household income was $30,000+. These men
have never been married and have a part-time job. Currently, this age group's main
priority is not buying a motorcycle, which gives Harley-Davidson a great opportunity
to use an offensive strategy to grasp their attention.
According to regional data, majority of Harley-Davidson
consumers live in the northeast and midwest. To target the
new consumer group, the most important audience is found
in the midwest and west regions. The geographic areas this
audience is concentrated in are medium to large size cities.
17
What this Screams:
Just like Harley-Davidson, Chobani is trying
to focus on a new target which they havent
yet reached. Chobani is looking to target
men and increase their interest in Greek
yogurt. While working with Harley-Davidson,
we were able to do an enormous amount
of research on men, specifically ages 18-34,
and learn about their inner workings. Our
previous research and experience with the
male demographic gives us an advantage in
any future campaigns targeting men.
5 HOUR ENERGY
Their Problem:
5 Hour Energy approached us with the need to convince college students, age 18-24, that 5-hour Energy is a solu-
tion to their go-go lifestyle. It can keep you alert and aware so you can maximize your ability to perform socially and
academically. But what kind of college student has the money to go out and buy tiny bottles of 5 hour energy to keep
them going for their frequent all-nighters? And how can we change students minds from buying their usual caffeine
choice, like energy drinks and coffee. A current LoudMouth NY employee was faced with grabbing the short attention
span of college students and convincing them that 5 Hour Energy can help give you the energy you need the fastest.
Same problem applies for Chobani. How can we introduce Greek yogurt to a culture constantly on the go?
Our Solution:
The creative team came up with the Recharge. Reboot. Refocus campaign that incorporated everyday electronics
that college students cant go a day without. The Recharge. Reboot. Refocus campaign included traditional print ads
that were distributed around campuses. The campaign compared the mind and body of the student to running low on
battery and reminded them to recharge, reboot or refocus their day by taking a shot of 5 Hour Energy. The ads are
simplistically crisp to grab the on-the-go viewers attention. Additionally, since college students spend more than half of
their time on their phones and computers, the campaign went viral through inevitable digital executions. This campaign
focused its energy on breaking through the static mindsets of college students through their everyday media outlets. It
also offered 5 Hour Energy coupons to make the product affordable for the penniless spender.
REBOOT
2:30 2:31
!"#$%!&"' ' !"()#*+'
!"#$ !"#%
!"#$%!&" !"'(()* * !"+(#,-*
Refocus Digital Pop Up Ad
Concept of 5 Hour Energy refocusing your mind and body
!"#$ %"&'()"*+,
!"#$$%&!"'$()*&!"(+,-."&
This pop up ad covers and blurs the current screen and
will have no visible close button so the viewer will have
to read and comprehend that by holding 5 Hour Energy
you will be able to refocus.
The 5 Hour Energy bottle is the close button and the
viewer will have to click and hold the 5 Hour Energy
bottle to refocus their screen.
Exemplifying that 5 Hour Energy helps you refocus.
What this Screams:
This case study screams everyday breakthrough creative executions. At LoudMouth NY, we make a promise that were the ones to
spread the word to make your brand stand out and be heard with a creative pop. Our history of creative executions have suc-
ceeded in breaking through the noise and clutter in the world of advertising. The Recharge. Reboot. Refocus. campaign had two
digital executions that were different than traditional pop up ads. Our ads force the viewer to pay attention to the ad in order to
get our message across. This is what everyday advertising needs and this is what we supply. We know Chobani wants to attract a
different crowd of yogurt lovers and our mix of out of the box digital and traditional advertising is the key to achieving this goal.
Recharge Digital Pop Up Ad
5 Hour Energy digital pop up
ad will appear on the target
audiences screen when it
hits 2:30 in the afternoon,
along with the low battery
sound to alert the viewer
that THEY are running low
on battery and remind them
to recharge their day with
5 Hour Energy.
When the viewer clicks OK
to dismiss the ad, it will offer
a digital coupon for their next
purchase of 5 Hour Energy.
!"#$%&' (") &#((*(+ "($,") -%.'&/0
lL's 2:30 and LhaL crashlng feellng ls creeplng up on you.
1ake a shoL of 3 Pour Lnergy Lo recharge your day.
!"#$$%&!"'$()*&!"(+,-."&
rlnL Coupons
www.3hourenergy.com
!"#$$%&!"'$()*&!"(+,-."&
Concept of 5 Hour Energy recharging your mind and body
Their Problem:
Groupon is a customized daily deal website. When confronted with this company they were still in a stage of growth. At the time they
had been in existence for only two years and were continuing to grow nation wide, establishing themselves in new cities and trying to
make a name for themselves internationally. We aimed to increase new users by twenty percent over the course of 12 months. Thus,
we took on the task of creating mass awareness for Groupon and establish them as a leader in this crowded category among not
only consumers but also retailers.
Results:
The way we solved this problem was by attacking the same demographically sound target audience of the 18-49 year old white, ed-
ucated, professional mother but zoning in on one particular area: the Midwest. Our plan was to branch out from the leading current
U.S. Groupon markets reach the people that are crying-out for a good deal in the less saturated market. The technological aspects of
this company have helped to determine the target selection and choice of media. Our plan was to reach out to this coupon clipping
market through unconventional media/promotions with a constant sprinkle of traditional media through out the entire year.

The work of our media planner consisted of a burst schedule of national and spot unconventional media launching in August that
repeated in November, December, and May. There was heavy national and spot cable and radio ads as well as magazine, mobile,
Internet and social media advertisements promoting the seasonal deals that directly targeted the desired consumer. This schedule
was made to ensure that not only the Midwest target audience got in on the daily deals, but for everyone to hear about them during
the dominant seasons: Christmas, New Years, and the brink of summer and back to school.

groupon
What this Screams:
This case study shows that we know media. Just as we have done with Groupon,
we know the best places to put Chobani so it is on the forefront of your consumers
minds. Furthermore, the media schedule for Groupon was driven by social media,
which is something that Chobani excels in. Ultimately, we understand your aims to
engage and interact with your consumers, and we want you to know that Loud-
Mouth NY can help further the brand on a wider scale.
Strengths
Top in Greek yogurt category
Healthy (nothing but good)
Loyal customers
Trusted brand
Strong social media presence
Great customer service
Wide variety of flavors
Innovative skills
USA Olympic yogurt
weaknesses
Viewed as:
A feminine product
A diet product
It's all good
OPPORTUNITIES
Expand in the mobile market
Reach more international markets
Reach male market
Market Champion brand line
Make Greek yogurt staple
Increase taste testing
THREATS
Frozen Greek yogurt
Todays trend- Will it last?
Other Greek yogurt brands
Chobani is full of strengths and opportunities that we would love to build on through our skills. We believe in
your brand and see Nothing but Good. We dont believe in weaknesses, we find potential in improving any
challenge that we are faced with. Were ready and equipped to take Chobani to the next highest level.
As of the past two years Greek yogurt is the current trend, but trends dont last. Chobani will. Chobani is more than a
fad, its the best of the best and were here to make sure that when you open your fridge, its always there.
It's all good
Get loud with us.
Why we are loud
We can make advertising as great as
your product, and we have nothing to
lose. Were not afraid to jump in head first
with our work. We have a high range of
advertising outlets that we use to spread
the Chobani name. Our diverse experi-
ences allow us to analyze different target
audiences in effective ways and create
work that is never less than WOW!
We Listen, You Listen. So lets talk business!
Why Chobani is loud
Chobani is bold and stands out in the market
on its own. It lives up to its slogan, Nothing
but good: A quality product, high on protein.
There is already a strong social presence of
Chobani in the media. Also, Chobani is the
official yogurt provider to the USOC and
team USA through 2014. Chobani has already
made a name for itself, but whats a name
without awareness?
GET LOUD WITH US
We are both fresh new companies
ready to engage and entertain and
are both socially driven. We know
how to reach out on a personal level,
and you know how to mesmerize your
desired target with every taste. Your
product sells itself, but we can be its
voice spreading the word. We want to
advertise Chobani because your prod-
uct is the best, and we can make you a
campaign to match your quality.
MOUTHIN' OFF
NEVER SOUNDED
SO GOOD.
LoudMouth NY
335 Comstock Ave, Syracuse, NY 13210
Contact Managing Director: Eliza Catalino
Phone: (718) 552-6515
Email: ecatalino@gmail.com
Follow us on Twitter
@LoudMouth_NY