Industry / Company

FMCG

Unsticking Stuck Strategy Leads To Winning Creative In 2 Weeks!

Regulated CPG: Top Tertile Campaign 2 Weeks After Agency Re-Briefing

CHALLENGE

  • Client struggling to get business-building creative on high priority Brand—many rounds of disappointing work over many months
  • Considering range of options to break the cycle

SOLUTION

  • LPA diagnosed “root cause” of weak creative as unclear positioning that led to sub-optimal briefing
  • Proposed 10-week sprint to (1) clarify strategy, (2) re-brief agency, and (3) upskill team on brief writing and creative commenting
  • LPA provided hands-on, expert input through multi-touchpoint creative development and qual / quant consumer research / qualification

RESULTS

  • Significantly stronger (top tertile) creative / campaign idea presented by agency 2 weeks after LPA sprint
  • Fast turn on x-channel executions via strategic clarity & strong campaign idea
  • Campaign was highly successful in market for 2 years
  • Very positive feedback from Fortune 200 Board of Directors
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