When San Francisco advertising agency Questus launched the national advertising campaign for the Martha Stewart Home Office with Avery line of home organization products back in October 2012, its team members were ready to do a little showing off to its bigger agency competitors. "This partnership allowed us to prove our creative mettle in both broadcast and digital, as well as affirm our expertise in consumer insights and strategy," says Joseph Dumont, partner at Questus. "This opportunity allowed our entire creative team to shine alongside some of the best and brightest in the brand world."
Claiming "true serendipity" as the reason for the seamless connection between brand and agency, Dumont says the pitch relied heavily on creative treatment, consumer insights, and the boutique agency's media strategy. "As with all client pitches, you hope to see nodding heads and smiles during your presentation, as opposed to the BlackBerry Heisman of disinterest," chuckles Dumont. "Fortunately, we received smiles."
Questus' execs agree that the competition in this particular pitch was fierce. "We were up against industry rock stars in the agency world. Period," Dumont says. "In any RFP exercise with big brands, you are up against the best and the brightest agencies in the industry, so you never know what they're going to bring to the table. The competition to be an agency partner for any big brand is brutal, and in this case, not only did they bring something additional to the table, they brought the entire table."
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