A Pitch To Remember

David Ko, Senior VP, Asia, Waggener Edstrom Worldwide

Who was the client?

Samsung Electronics Hong Kong.

What was the brief?

To support Samsung's expected growth in the Hong Kong market, they were searching for an agency that could offer integrated marketing capabilities with lots of creativity and the ability to think outside the box.

What made the pitch so interesting?

We were pitching to a mixed audience of senior management, which was mainly Korean executives, and the local management team. Given the difference in cultural backgrounds, we were concerned that our ideas, some of which were quite risky and edgy, would not resonate across both audiences.

How did you pull off the event/process?

We made the presentation highly visual and communicated through ideas and concepts rather than pure PowerPoint.  We also appealed to the emotional connection of the brand rather than focusing on products.

Who was there?

Senior Korean management and local marketing team.

How did you create the buzz?

We used a mixed media format that included visual aids, videos and some PowerPoint slides.

What made the pitch succeed?

Creativity and not being afraid to take risks.  Stepping out over the cliff.

What were the clients' metrics on success?

Above all, Creativity; experience and expertise that went beyond pure PR.

What were the results?

Waggener Edstrom was retained as agency of record.

Is there anything you could have done better?

We hit all the marks.

Why was this a pitch to remember?

Sensing the electricity in the room and the positive response of the mixed group of executives with different cultural backgrounds brought home the fact that strong ideas can cross culture.  This pitch also reinforced our belief that being truly creative is itself an act of courage, because you are challenging conventions and inviting the client to take a journey with you outside of their comfort zone.