Winning New Business
The advertising agency developed great ads for their creative pitches but found that this did not necessarily win them work.
The situation -
The agency often developed great ads for their creative pitches but found that this did not necessarily win them the new business.
How Solutions Marketing helped -
After reviewing the agency’s creative pitches, it was clear that the ads were good but that their presentation lacked strategic underpinning. In particular, consumer reaction to the creative was missing.
Strategy developed & implemented -
Because creative is best presented with consumer feedback, we conducted focus group research to glean feedback and vivid statements from target consumers that could be included in the pitch.
Then we restructured the presentation pitch so it started with an upfront creative hook, followed by critical questions, market and consumer understanding, agency strategy, creative development (supported by consumer reactions), media planning, PR, budgets, credentials, overall summary and question time.
The results -
The agency pitch success rate jumped to more than 50%.