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| Our Client is a national telecommunications company launching a new product in a highly competitive category. We need to set an ad strategy to build an appropriate campaign. |
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| Situation |
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The agency was using Account Planning to develop and refine an advertising strategy, review creative alternatives, and learn if a preemptive advertising message could be compelling even if it wasn't centered on price. |
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MR&C conducted extensive Account Planning research among various customer groups. The agency had already developed several advertising executions toward the strategy, and the Account Planning helped the agency refine the ad strategy and creative. |
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| Result |
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The Client and Agency refined the ad concepts and launched the product regionally in the fall of 1995 to overwhelming market acceptance. |
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