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| "We're an ad agency. A really big ad agency. And we've got a huge pitch coming up. Our Account Planners are good, but they're busy on other work, and we want somebody our creatives can work with to craft a workable, meaningful ad strategy. We need somebody who can conduct the research, write the Creative Brief, and follow the process. By the way, the pitch is in three weeks and the creatives need three weeks to concept and do the creative. Our creatives say that Account Planning takes too long." |
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| Situation |
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Big agency. One of the world's largest. In a huge pitch. And there was no time. They needed information on how professionals make choices, and what would influence them in an authoritative, provocative way. By the way, they wanted it the day-before-yesterday. |
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MR&C conducted TactilesÎ, our one-on-one telephone interview methodology that leads to ad strategies. We listened to a select group of business decision-makers and it didn't take but a couple of days for us to craft a workable strategy that lead the creative. We went from assignment to presenting the strategy in three days. |
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| Result |
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They won the pitch. |
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