Winning with a Sense of Urgency

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The agency was known for its creative product, but was inextricably linked to one high profile client. The competition had more diverse client lists, and specific industry experience, which our client lacked. This pitch to a new prospect was an opportunity for our client to change its reputation for the better.

An analysis of the client’s decision-makers led us to create a pitch in which that client’s vision was showcased and amplified by the agency. A provocative opening and theme were selected. As the product was to appeal to hip, youthful, early adopters, we made the headliner of the pitch a younger woman at a lower level in the agency who perfectly fit the demographics and psychographics of the target audience. Agency leadership had major roles, but we deliberately showcased this younger person. The creative solution was put into a context that highlighted both its short-term and long-term advantages. The team used very new tactics and a new approach to preparation and rehearsal.


The result was a major victory for our agency client. This was followed immediately by two other new business wins and “agency of the year” recognition in its region.

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