How do you sell a process that's built on partnership when one half of the partnership isn't always thrilled about working with the other? Traditionally, agency creatives tend to feel that market researchers get in their way and obstruct the creative process — a challenge our partners at TNS Canda were directly experiencing as they worked to sell their new collaborative creative testing process. But the reality is, Research and Creative are better together. Research has the power to make Creative stronger when both are partnered and working in tandem.
The Better Together campaign was built to annihilate an "us" vs. "them" mentality. Dynamic duos can be powerful, and throughout history there are quite a few who have proven themselves timeless classics.
An inspirational booklet became a conversation-starter, to help our internal clients get their foot in the door with agency partners by removing attitudinal barriers and inspiring an upbeat dialogue based around partnership. The campaign was also expanded across digital applications, such as video and a microsite. Ultimately, a strong creative idea that our stakeholders could easily exemplify — which is exactly what they did — made the campaign especially impactful. And it paid off immediately, winning $1.3M of business just over the first few months after launch.
Marketing and Communications