Planner: Eames

Client: Saito

Project FISCHER

BUSINESS ISSUE:
Impending monopoly on energy trading ( Maurice Fischer’s corporation)

COMMUNICATION OBJECTIVE:
Compel Fischer, Jr. to split up father’s empire

TARGET MARKET:
Fischer (Jr.) – Desperately seeks validation from powerful but emotionally distant father. Rejected every time, even
at father’s deathbed.

INSIGHT: A Child-Of-Owner (COO) is faced with the challenge of creating his own success while living up to his
successful parent’s legacy, which often results in desperate approval-seeking.
PROPOSITION: Resolution to feelings of inadequacy
CREDIBILITY: Any proof that dad cares

ENGAGEMENT IMPERATIVES:
Seeded idea must seem self-generated

ENGAGEMENT PLAN:
Role of Inception: Plant the idea that “My father accepts that I want to create for myself, not follow in his
footsteps”
Engagement strategy: An influx of positive emotion to prevail over negative feelings currently associated with
father that currently obscures own goals; “The greater the conflict, the more powerful the catharsis”

LAYE OBJECTIVE MESSAGING EXECUTIONAL STRATEGY

R
1 SEED “I will not follow in my father’s Impersonate Uncle Peter to seed
footsteps.” idea

2 REINFORCE
3 INSPIRE
"I will create something for myself."
"My father doesn’t want me to be
him."
Target’s own projection of Uncle
Peter reinforces idea
Resolution at father’s deathbed,
introduce pinwheel memento in
dad’s cabinet