Bridging the gap between research partners and agency creatives
Research and Creative are perfect complements.
How do you sell a process that's built on partnership when one half of the partnership isn't usually thrilled about working with the other? TNS Canada came to the Marketing and Creative team in New York with this very problem to solve. Traditionally, agency creatives tend to view market research with disdain — they feel it gets in their way and obstructs the creative 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.
So as the lead Creative for the Marketing and Creative team, I worked with our internal clients to create a campaign that was built to annihilate that "us" vs. "them" mentality. We wanted to show just how powerful dynamic duos can be — and throughout history there are quite a few who have certainly proven themselves timeless classics.
The inspirational piece was 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 realization that we didn't need a huge budget or flashy components — just an idea that our stakeholders could easily exemplify, which is exactly what they did — was much simpler than expected. And it paid off immediately, winning $1.3M of business just over the first few months after launch.
My role: Creative direction + art direction, copywriting, and design.