You are on page 1of 73

Marketing & PR Manager

Vasileios Tziokas
1
1
u
p
s
t
r
e
a
m

Since October 2010 I have been
Creative Consultant and Marketing Manager at UPSTREAM.
1
u
p
s
t
r
e
a
m

I am o"ering a variety of marketing
services
1
u
p
s
t
r
e
a
m

Global scale account management
covering stages from concept
generation to media planning.
1
u
p
s
t
r
e
a
m

1
u
p
s
t
r
e
a
m

ATL & BTL Production
1
u
p
s
t
r
e
a
m

Here is a full list of successful
productions for 2011-12:



ITALY TIM, ITALY Vodafone, NIGERIA Airtel, NIGERIA MTN ,
CAMEROON MTN, IVORY COAST MTN, BRAZIL Claro, SERBIA VIP,
ROMANIA Vodafone, BRAZIL Vivo, GHANA Airtel, ZAMBIA Airtel,
GABON Airtel, UGANDA Airtel, TANZANIA Vodacom, KENYA Airtel,
OMAN Nawras, GHANA MTN, VIETNAM Vinaphone,
ARGENTINA Personal, BRAZIL TIM, LIBERIA MTN, BRAZIL Oi,
UGANDA MTN, COLOMBIA Comcel, SAUDI ARABIA STC, TUNISIA
Tunisiana
Or just visit Upstreams
YouTube page
1
u
p
s
t
r
e
a
m

Brand Identity and Positioning
1
u
p
s
t
r
e
a
m

Logo-based design proposal for Upstreams technology platform webpage , 2011
1
u
p
s
t
r
e
a
m

Marketing material production for
emerging markets.
1
u
p
s
t
r
e
a
m

Teaser promo poster for 8ta, South Africas rst 4g mobile carrier, 2011.
The promo grand winner would join a formula 1 racer as co-pilot on an especially designed two-
man F1 car for a day,
on the Kyalami Grand Prix Circuit track.
1
u
p
s
t
r
e
a
m

Print proposal, 2011 Ambient media proposal, 2011
1
u
p
s
t
r
e
a
m

PR and marcomms
1
u
p
s
t
r
e
a
m

Selected PR coverage
1
u
p
s
t
r
e
a
m

Global Events Organization like
Mobile World Congress and CTIA
1
u
p
s
t
r
e
a
m

Upstream had recently grown from a small Greek mobile
marketing agency to a truly global marketing technology and
solutions provider.

Serving top brands and mobile operators in over 40 countries,
Upstream has o$ces in London, Rome, Athens, Redwood City
California, Dubai, Singapore, Bucharest, and Rio de Janeiro.

It has executed more than 160,000 campaigns and interacted with
500 million consumers worldwide for companies like Vodafone,
T-Mobile, TIM, The Coca-Cola Company, BMW, BSkyB, Johnson &
Johnson, Nestl, Shell, Unilever, Verizon, and Skype.

Its proprietary marketing technology platform is built around
maximizing consumer response through optimization,
gamication, message contextualization and personalization, and
advanced insights and analytics.
1
u
p
s
t
r
e
a
m

Upstream was a very exciting
company by 2010.
1
u
p
s
t
r
e
a
m

But it didn t look it...

1
u
p
s
t
r
e
a
m

One of my jobs was to change the
look and feel in a way that reected
the companys inner character.
1
u
p
s
t
r
e
a
m

Corporate brochure opening page, 2012 Corporate brochure opening page, 2011
1
u
p
s
t
r
e
a
m

Upstream homepage, 2010
1
u
p
s
t
r
e
a
m

Upstream homepage, 2012
1
u
p
s
t
r
e
a
m

Upstream homepage, 2014
1
u
p
s
t
r
e
a
m

Case study powerpoint excerpt, 2011 Case study brochure page, 2012
1
u
p
s
t
r
e
a
m

Upstreams approach to mobile
marketing favors optimization vs
digital bombardment.
1
u
p
s
t
r
e
a
m

Powerpoint slide for corporate presentation, 2012
1
u
p
s
t
r
e
a
m

So I changed every single bit
of Upstreams communication that
failed to serve
the companys
speak less - gain more approach
to mobile marketing.
1
u
p
s
t
r
e
a
m

Upstream banner, 2011 Upstream banner, 2012
1
u
p
s
t
r
e
a
m

Mural for Upstreams stand at the Mobile World Congress, Barcelona 2012
1
u
p
s
t
r
e
a
m

Indoor posters at the E"ective Mobile Marketing [EMMA] Awards, London 2012
1
u
p
s
t
r
e
a
m

Corporate gift,
Chocolate Box cover design, 2012
1
u
p
s
t
r
e
a
m

Information Visualization
was a big part of re-telling
what Upstream had to say
1
u
p
s
t
r
e
a
m

Upstream had recently grown from a small Greek mobile
marketing agency to a truly global marketing technology and
solutions provider.

Serving top brands and mobile operators in over 40 countries,
Upstream has o$ces in London, Rome, Athens, Redwood City
California, Dubai, Singapore, Bucharest, and Rio de Janeiro.

It has executed more than 160,000 campaigns and interacted with
500 million consumers worldwide for companies like Vodafone,
T-Mobile, TIM, The Coca-Cola Company, BMW, BSkyB, Johnson &
Johnson, Nestl, Shell, Unilever, Verizon, and Skype.

Its proprietary marketing technology platform is built around
maximizing consumer response through optimization,
gamication, message contextualization and personalization, and
advanced insights and analytics.
Remember this bit?
1
u
p
s
t
r
e
a
m

Now it could be told like this:
1
u
p
s
t
r
e
a
m

Powerpoint slide for corporate presentation, 2012
1
u
p
s
t
r
e
a
m

Indoor poster for Upstreams technology platform [MCS] at the EMMA Awards, London 2012
1
u
p
s
t
r
e
a
m

Corporate presentation
slides, 2012
1
u
p
s
t
r
e
a
m

I introduced the use of infographics
for publishing research results of
studies funded by Upstream.
1
u
p
s
t
r
e
a
m

Infographics proposals for Mobile Marketing Consumer Attitudes research results,
2011
1
u
p
s
t
r
e
a
m

Infographics can be a great way to
grab attention.
1
u
p
s
t
r
e
a
m

Final approved draft, 2011
This one did:
http://econsultancy.com/
uk/blog/7697-10-mind-
blowing-mobile-
infographics
http://econsultancy.com/
uk/blog/7626-
smartphone-users-open-
to-ads-infographic
1
u
p
s
t
r
e
a
m

Infographic, proposal for O"ers On Mobile: The U.S. Survey research results, 2011
1
u
p
s
t
r
e
a
m

Final approved draft, 2011
1
u
p
s
t
r
e
a
m

Sometimes, the noble pursuit of
putting all the data on a single
page can be taken too far.
1
u
p
s
t
r
e
a
m

Marketing
Communications Suite
[MCS] infographic,
2011
This was an
attempt to explain
all the functions
of Upstreams
technology
platform.
1
u
p
s
t
r
e
a
m

When the data runs too long...
1
u
p
s
t
r
e
a
m

Fold-out infographic for
Consequenses of Digital Bombardment
comparative study, conducted
in U.K and U.S. in 2012
1
u
p
s
t
r
e
a
m

The recruiting game
1
u
p
s
t
r
e
a
m

1
u
p
s
t
r
e
a
m

A highlight of 2011 was working
closely with Upstream
Senior VP of Innovation
Guy Krief, in order to creatively
solve the problem of sorting
through 10,000 job applications for
the position
of Campaign Manager.
1
u
p
s
t
r
e
a
m

We decided to devise an online test
that would screen applicants and
rank them according to a set of
gamied challenges that would
reveal
a contestants relevant skills.
1
u
p
s
t
r
e
a
m

We called it
the Upstream Challenge.
1
u
p
s
t
r
e
a
m

Opening page and screen 1, Upstream Challenge 2011
1
u
p
s
t
r
e
a
m

screen 2, Upstream Challenge 2011
1
u
p
s
t
r
e
a
m

screen 3, Upstream Challenge 2011
1
u
p
s
t
r
e
a
m

screen 3, Upstream Challenge 2011
1
u
p
s
t
r
e
a
m

Closing page, Upstream Challenge 2011
1
u
p
s
t
r
e
a
m

It got their attention,
plus that of the media...
1
u
p
s
t
r
e
a
m



At Upstream, some 700
people completed the 60-
minute online test since it
went online in late 2011.
Upstream only notied those
who scored beyond a certain
level of points in order to
discourage challenge-takers
from assuming that
participation would result in
a job, Krief says. Those who
scored well were contacted
by phone, and four have been
hired in recent weeks.
Another two are in the
pipeline, he adds.
http://
management.fortune.cnn
.com/2012/04/10/games-
job-recruiting/
Fortune/CNN article, April 10, 2012
1
u
p
s
t
r
e
a
m

one Line
marketing/
Persado
1
u
p
s
t
r
e
a
m

1
u
p
s
t
r
e
a
m

Another focal point of my work at
Upstream has been the creation of a
new brand entity,One Line
Marketing, or 1LM that was later
transformed to Persado, a new
company. Persado is the only Greek
company that has ever received
funding from Bain Capital.
Very broadly, it refers to the use of
technology in the attempt
to maximize the response rates of a
short, text-based
sales message.
1
u
p
s
t
r
e
a
m

This interdependence between
words and numbers had to be
apparent on the logo.
1
u
p
s
t
r
e
a
m

1 LINE MARKETING logo rst draft, 2012
1
u
p
s
t
r
e
a
m

1 LINE MARKETING logo variations, 2012
1
u
p
s
t
r
e
a
m

1 LINE MARKETING logo, 2012
1
u
p
s
t
r
e
a
m

Corporate presentation slide, 2012
1
u
p
s
t
r
e
a
m

Last but not least, few more
examples of the marketing material
I have supervised:
1
u
p
s
t
r
e
a
m

TIM Brazil, 2011
1
u
p
s
t
r
e
a
m

STC Saudi Arabia, 2012
1
u
p
s
t
r
e
a
m

Glo Nigeria, 2011
1
u
p
s
t
r
e
a
m

Of course, culturally relevant work
is not reserved solely for remote
regions.
1
u
p
s
t
r
e
a
m

In-house invitation, 2012
1
u
p
s
t
r
e
a
m

In-house party invitation for the celebration of winning the Verizon account , 2013
1
u
p
s
t
r
e
a
m

So, that was
Upstream
1
u
p
s
t
r
e
a
m