Havas Media, formerly MPG, a global agency with $1.7 billion in revenue, oversaw advertising spending for a few major brands with a track record of using national network radio. The sales department had been trying to grow the account and gain contacts within the agency with only minor success. Our team stepped in to put together a marketing program that would rapidly build interest in our products, reveal the agency structure letting us know who handled what brands, and raise awareness for our new self service product information and advertising planning website. The solution we chose was a lobby takeover at the agency. This included signage and videos throughout the lobby, plus a daily online email trivia contest that drove you to our B2B site for the answer. Each day the correct answer won one of twenty new iPads. Winners were notified in the afternoon via email. We also held a weekly breakfast and Q&A. To bring the shows and brands to life, we set up an in-office personality appearance with our national syndicated talent, including country artist Kix Brooks and Mike and Mike from ESPN. The results were unprecedented exposure at the agency, contacts (name, title, brands managed, email, direct office line) growing from 4 to 57. Year over year billing grew 192% or to $3.65 million. All 57 contacts participated daily for over four weeks. Total cost to execute under $20,000.
BEFORE AGENCY TAKEOVER: $1.25M
AFTER AGENCY TAKEOVER $3.65M