The Win
The beauty contest ended when Perich +Partners pitched Health Alliance Plan (HAP) on its marketing approach that relied more on market research than creative advertising
concepts. While other advertising agencies tried to win HAP's business with compelling creative executions, Perich+Partners earned it with an irreverent research-driven approach.
Even when HAP executives pressed the agency to show them some creative ideas, the agency refused, reiterating its conviction that advertising messages that don't rely on
targeted research deliver shot-in-the-dark results.
This bold but risky move was a key factor in HAP's decision to select Perich+Partners as its advertising agency of record in April at an annual contract of $2 million.
Main Competition
Twelve agencies were given requests for proposals.
Pitch Team
Ernie Perich, creative director; Craig Dunaway, new business director; Lee Pavach, director of marketing services; Brad Jurgensen, managing director; and Steve Bennett, account
executive.
Assignment
HAP wanted to work with an advertising agency that could help update its image by creating a more consistent brand identity for its product lines. HAP also was looking to
achieve a better level of client service than it received with its previous agency of three years. Ultimately the new agency would have to "click" with HAP executives,
demonstrating that it could provide the right agency-client chemistry, says Scott Averill, HAP's VP of marketing and sales.
Last fall, HAP invited 12 agencies to submit written proposals for managing its advertising programs and collateral materials.
Presentation
Perich+Partners took a marketing gamble by not showing HAP creative ideas for its product lines and opting, instead to focus on research strategies that would provide deeper
insight into consumer perceptions about the health plan. Initially, this decision rubbed some the wrong way at HAP. "Perich+Partners used a dangerous [presentation] approach that
had its share of detractors," says Scott W. Averill, HAP's VP of marketing and sales. But in the end, HAP was impressed by the agency's candor and its "renegade" philosophy on
research laying the foundation for creative execution.
During the presentation, P+P touted the benefits of using ethnographic research conducted by cultural anthropologists. The research uses subtle analogies, images and questions
to arrive at candid consumer perceptions and attitudes about a company. P+P relied on this research technique to develop an image-driven campaign for Blue Cross Blue Shield of
Michigan. The campaign took a documentary-style production approach and hit on key managed care issues highlighted in focus groups - empowering consumers to make healthy decisions
and promoting mental, spiritual and preventive health.
To accommodate HAP's demand for creative ideas, P+P showed the advertising work it developed for Blue Cross.
The agency also highlighted how the research gives the creative team ammunition to develop images and messages that resonate with the intended target and break through the
clutter of warm-and fuzzy advertising that plagues healthcare campaigns. "This category has a lot of feel-good, emotional imagery (i.e., cute babies, vibrant seniors, etc.) that
might win advertising awards, but if the campaigns aren't addressing consumer mindsets on healthcare, all that has been accomplished is a heartwrenching commercial that missed the
mark," says Pavach.
Pitch Tips
If your agency feels passionate about a marketing or PR strategy, don't sacrifice it or downplay it during the pitching process. Although it may put you on shaky ground
initially, potential clients want to know what your agency is made of up front and taking a stand early on commands respect. It also sets the tone for the agency-client
relationship, says Dunaway.
To demonstrate the merits of your marketing philosophy:
- establish trust and credibility by offering relevant industry case studies;
- determine what concessions you're willing to make but don't jeopardize your marketing position; and
- be persuasive and convincing without resorting to condescension
(Perich+Partners, 734/769-2215; HAP, 248/443-0087)
If your agency feels passionate about a marketing or PR strategy, don't sacrifice it or down play it during the pitching process.
Perich+Partners
Founded: 1987
Location: Ann Arbor, MI
Employees: 35
Focus: advertising, graphic design, market research
Clients: Chelsea Hospital, BlueDill Technologies