Background
A major Bancassurer had decided to review its advertising and agencies, and had shortlisted 3 agencies, including the incumbent. The company asked Counterpoint Research to evaluate all three pitches. Meetings were arranged between Counterpoint and each of the three agencies.
Objectives
The overall aim was to assess the success of each pitch against the campaign aims set by the company. A secondary objective was to compare the relative strengths and weaknesses of the three pitches.
Approach
A series of group discussions was held, with two campaigns per group researched (each pitch had between 2 and 4 executions). Counterpoint debriefed each agency separately, as well as giving an overall presentation to the client company.
Outcome
The account was awarded to a new agency, who developed a successful and long-running campaign. Further research was conducted after the first wave of the campaign, to help evolve the commercial.
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Case Studies