The Account Manager gets an audience with the client’s CMO and its agency. We don’t have a brief but get a hint that they might want to discuss the upcoming big launch. Spend the next week preparing several dummy options to discuss in the meeting.
The CMO tells us that the big launch is still some time away and wants us to propose a solution for creating a sales pull for their SME product portfolio. All the preparation fall flats and the account manager look at me for a solution. We are offered another coffee and basis some quick brain storming and inputs from the client, the following three propositions emerge.
The client wants a formal presentation before they can take a step forward. Phew! That buys us some time.
We study the entire product portfolio of the client with regards to SMEs and track all global/Indian campaigns undertaken by the client in FY10 targeting SMEs. We don’t find much and spend the night fine-tuning the ideas and creating dummies to support the presentation.
After a brief introduction from the Account Manager, I present all the three propositions to the client from a creative and print-digital integration.