Strategy Activation Outcome
Havas Media, formerly MPG, a global advertising agency with over $2 billion in revenue, managed advertising spending for brands that had a history of using national network radio. The sales department had been trying to grow spending from the agency with only minor success.
Our team put together an account-focused marketing strategy that would rapidly secure new revenue, and would reveal the account teams letting us know who handled what brands.
The plan had multiple engagement points, including a lobby takeover with signage and video screens placed in common areas, and a daily online email trivia contest that drove agency employees to our advertising planning website for the answer. The entire agency received the winner’s notification every afternoon, letting them know who won the new iPad. We also held a weekly breakfast and Q&A with top talent that included country artist Kix Brooks and Mike and Mike from ESPN.
The results: We grew account team contacts from 4 to 57. Year over year billing grew 192% exceeding $3.65 million. We achieved 72% participation. Total cost to execute the program was under $20,000.
Strategy Activation Outcome
Agency Contacts
BEFORE TAKOVER 4
AFTER TAKEOVER 57
