Strategy & planning for B2B telco pitch: research, insights, creative brief, client strategy presentation
Optus B2B pitch
Marmalade, a boutique Melbourne advertising agency, was given 2 weeks to turn around a strategic and creative response to an urgent brief from Australia’s leading B2B telecoms provider. The client was unhappy with the big agency’s creative idea and approach and wanted fresh perspectives for their brand campaign launch.
Marmalade’s brand strategist was unavailable and they were going up against the client’s agency of record, part of a large multinational network.
With no client research to go on apart from a brief, corporate brochure and whitepaper, Marmalade had to demonstrate a deep understanding of the client’s business, customers, and the future of enterprise-level technology. They needed to formulate a strategic recommendation and an informed point of view that would be competitive with the big agency, giving them a distinctive edge.
Research, analysis and insights provided a competitive point of difference to inform strategy presentation, including brand proposition, media recommendations and creative concepts. Confident they had the best information and insights available, the agency team delivered innovative thinking and ideas that impressed the client and won them the business.
Wrote the strategy presentation, media recommendations, and creative brief in a week, accessed industry standard research to show they could hold their own against a large agency and demonstrate an understanding of their client’s customer, competition, and market.
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