Results and Effectiveness

Backbusiness opened up a fresh pool of business for our suppliers. Our clients became their clients. Every day backbusiness@tbwaindia.com adds requests for more listings.

Creative Execution

The primary point of contact between an agency and its clients was the business card. We turned this innocent piece of paper into a media vehicle. We invited our suppliers - stationery companies, car rentals, IT support firms - to place ads on the back of our business cards. For free. And soon these small businesses with virtually zero advertising budgets, started getting the eyeballs of our existing and prospective clients. And more eyeballs meant more business opportunities for them. As for us, we ended up having a bunch of very happy suppliers who allowed us preferential rates and did not mind that request for more A4 paper on a Saturday night!

Insights, Strategy and the Idea

Suppliers are the lifeblood of every advertising agency. Yet the inherent nature of the agency business makes the relationship a strained one at best. Last minute requests, long work schedules, working weekends - the suppliers bear the brunt of the brutal side of advertising. Advertising agencies interface with a larger business audience. Our clients. The objective was to use this relationship to provide a platform to our suppliers.