Large Creative Agency Reinvigorates Brand to Stay Competitive
A solid creative agency was losing ground to newer shops perceived as “hipper” by the press. They weren’t winning new business and they needed to reinvigorate their brand.
First we had to understand what we could own. I took senior leaders though a strategic exploration of what was authentic about their brand that could differentiate them and help them win pitches. I talked confidentially to partners, pitch consultants, creative leaders, and press around the country about the agency, and brought some pretty surprising feedback to the leadership team. We used that intelligence to develop a brand platform and pillars that could refresh their brand.
Based on that insight plus our strategic and positioning work, I helped their creative team reimagine their website. Then we carried that evolved messaging into new business materials, completely revising all of their case studies, pitch presentations, and RFP responses.
We also rebuilt their new business process, trained internal staff on sales techniques, and implemented a CRM program. From there, I worked with the subject matter experts in a key vertical to build an outreach program with customized pitch materials for that vertical, and trained them to hone their message and present it more effectively.
Now this agency has a completely rebuilt brand and new business tools, and they’ve been winning pitches and garnering great press.