Ted FranciscoCurriculum Vitae 2016

Timeline: A career focused on knowledge and growth25 years of divining intelligence, connecting brands with people, creating lifetime customers….I call it soul-mating.

1990Started as an intern promoted to media planner for Mazda at FCB

1995Moved to Washington DC, to set up regional media planning departments to service Nissan/Infiniti at TBWA Chiat/Day.

1998Led experiential and retail strategy for Hyundai at Bates

1999Spent seven years leading fully-integrated account teams for Lincoln Mercury, Sony, Jaguar and Land Rover for Young & Rubicam

2006Upon Lincoln Mercury’s move back to Detroit, went to DGWB to lead Hilton account and strategic planning for KFC, Yamaha Electronics and Goodwill

2008Headed all strategic planning for Campbell-Ewald West for Kaiser Permanente, Ghirardelli and Aramark. Won McKesson and the aged Chicken of the Sea brand

2011Became head of strategy, then President of MEDL Mobile transforming the company from a boutique start up to a legitimate public company

2014Moved to Ansira to head CRM strategy for Mitsubishi and Experian Consumer Services

A wide base of clients leads to multi-dimensional skill setI have been fortunate to work on a multitude of clients which gives me tremendous

breadth of knowledge across categories. From innovative consumer brands and to the monolithic automotive brands to bootstrap tech start ups to fast-paced QSR client.

Key Clients(Full roster available upon request)

Diversity in organizationsThe majority of my career has been spent helping agencies and companies find

their strategic way. Each environment has created an opportunity to fuse divergent parts of companies to create single-minded customer centric solutions.

1991-1994

Intern

Media Planner

1997-1998

Account Supervisor

2005-2008

Account Director

Senior Strategic Planner

2008-2011

SVP, Planning Director

1994-1997

Senior Media Planner

Media Supervisor

Account Supervisor

1998-2005

VP, Account Supervisor

VP, Account Director

VP, Integrated Account Director - Mercury

2011-2014

VP, Strategy

President

2014-Present

VP, Strategic Planning

CapabilitiesMy diverse background has given me tremendous breadth of

knowledge across categories, but given me depth in building multi-channel brand strategies.

CPG

Enterntainment

Entrepenuerial

Tourism and Travel

QSR

Healthcare

Automotive

Core Competencies• Brand strategy • Omni-Channel planning • Quantitative and qualitative consumer

research • Organizational leadership and consulting • Client development • Data analysis, synthesis and insights • Client presentations

Other Capabilities• Marketing technology infrastructure • Client management • Mobile technology • Employee development • Omni-channel Media Strategy

Category Experience

Measured by client growth, retention and innovationI have always been a fix-it man of sorts. Whether with an aging brand in need

of new customers or trying to reinvent themselves, that’s where I come in. I rarely take on a winning assignment (but, of course I will). I work with clients

who are up against the odds. I believe that if we help our clients win, we win.

Nissan Regional Media Spend:At 24 years old, I built media planning offices for Nissan in Washington DC and Jacksonville. By working with creative, media and research companies like DRI and Allison Fisher, I was able to re-engineer optimum television spend by more than 30% while maintaining aided advertising recall.

Lincoln Mercury: A truly integrated marketing teamHampered by isolated silos, Y&R Brands had a broken system. Y&R, Wunderman Direct, Wunderman Digital and Y&R Retail all operated with separate objectives, separate P&Ls and clashing personalities. We blew the system up. Alongside a direct mail partner, we led a team made up of digital, direct, and traditional advertising team with responsibility for building the Mercury brand, driving retail sales and retention in all channels. We created multi-dimensional marketers. The result was the first truly integrated marketing programs for the brand.

Major Wins

Hilton Garden Inn: Helping a find their purposeHilton Garden Inn was the darling of the Hilton family. With 250 location within it’s first two years, it was on a rapid growth trajectory. However, in spite of its wide market penetration and unique offering, the brand had no relevance, no personality, no vision. They simply focused on their product with no real insight into their customers. After two years of steering the clients, backed by intensive qualitative and quantitative research, I transformed the brand from being about the beds to being about the people who sleep in the beds. Within one year, the brand had grown to 350 locations with all brand metrics up. HGI was no longer beating their chests, they were connecting with people.

Campbell-Ewald: Expanding an icon in the advertising worldCampbell-Ewald had deep roots in Detroit. The Los Angeles office was effectively a field office servicing Kaiser Permanente and Ghirardelli Chocolate. The KP client identified a gap in strategic leadership in the west. I quickly moved in, established a roadmap amidst the rapidly changing healthcare system. While KP struggled to maintain differentiation, we pushed the envelope further by operationalizing the notion of total health, continuing a three year trend of 9 core brand dimensions. Then, we went after new business and successfully won B2B direct marketing for McKesson Health System and the opportunity to reinvigorate the aging Chicken of the Sea brand with a whole new target audience. Using only social media on a microscopic budget, we finally gave a voice to a mermaid who had been silent for more than 60 years, increasing NPS ratings, attracting a younger demographic and increasing social likes from less than 10,000 to 200,000 in the first six months.

Major Wins (cont.)

MEDL Mobile: Transforming a businessWhen I arrived, MEDL Mobile had 30+ mobile apps in development. Approximately twenty of those were revenue share agreements with MEDL paying development costs with very little chance or realizing a profit. The rest, were projects with an average fee of $25,000. With the support of a progressive CEO and a talented and innovative Creative Head, I was able provide sound strategic thinking for digital marketers and brands who had not realized the potential of mobile. From brand awareness to eCommerce, I demonstrated the power of this new medium. Having won Mnet, Hyundai, Experian and expanding services for Medtronic, I focused the business on work for hire projects with major client. Fees for key client accounts increased to $500,000+. Globally, I took the MEDL brand to the Middle East and had robust conversations with the heads of major corporations and helped secure funding for a proprietary platform. Finally, I led the business development process for Mnet and led the development of the US website while working with and integrating development with their headquarters in Seoul.

Mitsubishi: Turning a cornerMitsubishi had been struggling the US. They had retire many of the vehicles that were beloved, more so than the brand itself. The challenge is how do you attract new customers to the brand while no suffering abandonment by customers who’s model had been discontinued. By consistently providing data-driven insights, I shifted the clients mindset from Ansira as a vendor to Ansira as partner. Leading the strategy to develop and optimize always-on customer journeys and developed new social media strategies to drive retention and conquest key vehicle models. CRM contribution to sales is now at an all time high. Where many models get little advertising, loyalty is at it’s highest in 5 years. And the conquest to defection ratio is at a 6 year high.

Major Wins (cont.)

Diversity of Experience: I bring a wealth of insight from various agencies, technology companies and working with a wide array of clients.

Global Experience: I led a team that worked cohesively with very fragmented CJ Corp in South Korea to build a portal to “import Korean culture” into the US and toured Saudi Arabia and Bahrain to establish relationships with key corporations in the region.

Client Relations: I have demonstrated success in winning and retaining clients. By empathizing and understanding their objectives, giving them smart solutions, I have been able to create lifetime relationship with many of my clients.

Critical Thinking: I have been pushing the boundaries of integrated communications using research and data to validate my hypotheses for more than 20 years. I have been a regular speaker on topics ranging from social media in pharma to brand connections in the credit union industry.

Leadership: My first leadership role was leading a group of 75 telemarketers when I was 19 years old. The love for developing a team and growing individuals has never left me. In fact, I’ve become even more passionate about that. We’re shaping the future, we need to take that privilege seriously.

The question is, are we a fit?The toughest decision a leadership team has to make is to add or change its organization. At this point, neither of us have enough insight to know if we’re a good fit or not. But here are a few things to consider when you’re

thinking about it.

Thank you!I do hope we have the opportunity to work together.

You can reach me at:

Ted Francisco 25861 Via Faro

Mission Viejo, CA 92691 949.463.4960

ted.francisco@icloud.com