The Brief

Historically, our agency has not been thought of as having strong creative. But recently, we’ve produced some award-winning integrated campaigns, including our first Lions at Cannes. However, our history still made it difficult to engage marketing directors and pitch consultants. We needed to get our improved product in front of these influencers in a way they wouldn’t immediately dismiss.

Creative Execution

BeervsIdea.com got our agency in front of key marketing directors, pitch consultants and journalists. And it did so in a way that showcased our new product and an unexpected creative approach. It was a confident statement about our work, presented in a way that helped change agency perception.

Describe the creative solution to the brief/objective.

Our solution was a campaign called Beer vs Idea. First, we brewed our very own agency beer, and created the name and packaging. We sent a beer to nearly 200 marketing directors and pitch consultants, inviting them to try it, then go online to BeervsIdea.com. Here, they could watch an idea film for one of our award-winning campaigns. After they had compared our two agency products, they voted for the one they like best – the beer or the idea.

Results

We’ve had a great response. So far, 118 of our influencers have followed the invitation from our direct mail and engaged with the beervsidea.com. And we’ve invited a few potential clients over to help drink the leftover beers. Most importantly, we have been invited to participate in our first major pitch for almost two years.