To win over client business from the country's third-largest manufacturer and distributor of spinal implants, agency creatives and marketers at TraverRohrback had to pitch a campaign that first teased then intrigued.
Last summer, as Depuy Motech execs, (based in Warsaw, In.) were searching for an international agency to handle its spinal implant product lines, TraverRohrback stood out among the other three agency competitors with direct mail teasers that set the tone for the clever creative to follow. (Among the international agency heavyweights, the Kalamazoo, Mich.-based agency beat out was Bates Worldwide, based in Indianapolis.)
"There were three determining factors that lead to our choice of TraverRohrback: its chemistry with [our group], its outstanding creativity and its enthusiasm about the work," said Tammy Allen, Depuy's marketing communications coordinator.
Oddly enough, TraverRohrback wasn't initially considered for the pitch. The agency was brought to Depuy's attention through an introductory direct mail piece last year: a poster that featured several animal foot prints which poked fun at TraverRohrback being a different kind of animal. This triggered Depuy's request for more of the agency's work.
But targeting Depuy was a part of a larger strategy to pursue healthcare companies "that were off the radar screen" and outside of major markets like Chicago and Detroit, said Skip Lorimer, TraverRohrback's account service director.
Ice Breaker
The door opened a little wider for the agency when it sent Depuy's pitch review committee mock spinal X-rays that read, "It takes more than just hearts, guts and brains to develop great advertising" prior to their presentation.
The five-month agency review involved each agency pitching Depuy on a marketing communications campaign for a hypothetical spinal implant product. The assignment was to develop a print focused effort that targeted surgeons but had FDA limitations on advertising copy.
The pitch had demonstrated the agency's ability to cleverly communicate with surgeons without alienating potential patients and be global in its scope and impact, according to Allen.
TreverRhorback looked to Worldwide Partners (Aurora, Colo.), the largest international strategic network of interdependent marketing communications firms for their multinational expertise on global advertising.
Since Depuy executives from Leeds, England, flew in for the pitch, this initiative was impressive. "We were capable of winning, but Worldwide Partners gave us the global strength and international edge Depuy was looking for," said Jim Rohrback, the agency's COO.
During the review, TrevorRohrback's creatives and marketers presented eight four-color, full-page advertising executions for the spinal implant product.
The Pitch
The ad executions demonstrated TrevorRohrback's creative philosophy: a clear focus on one salient point. "So many clients try to say five things in one ad, our strategy is to stick to one message so that the prospect knows right away what it's about," said Lorimer.
"Many agencies seem to get caught up in their technical underwear when dealing with business-to-business advertising. Our work is designed to do exactly the opposite and give the brand a powerful, engaging attitude," said Joe Clipner, the agency's creative director.
Following their presentation, T-shirts with spines pictured on the back and copy reading "Before anyone messes with your backbone, pick an agency that has one," were given to Depuy's review committee of about 10 marketers and execs.
The Proving Ground
Winning the business was only half the battle. Now TraverRohrback will have to come through with "a new look" for Depuy that will involve an international corporate identity program, marketing seven product lines and launching at least two new products next year, according to Allen.
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"New Kid On the Block" Agency Tips
Even if you're a new, relatively unknown agency taking industry heavyweights on, as long as your creative has heart, the agency's talent can blow out even the most established competitors, according to Skip Lorimer, account service director with TraverRohrback, based in Kalamazoo, Mich. He offers these pitch tips:
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The marketing budgets have not been released yet for this effort but TraverRohrback can count on being Depuy's primary agency of record.
Lorimer says that the Depuy's up-front confidence and trust will make for a unique client-agency marketing partnership that is refreshing departure from the "step-and-fetch-it" agency relationship many clients expect.
"A lot of clients don't know when to back off and let the agency do their job, but Depuy's philosophy is to shape marketing plans with the agency and to really share its personnel with [the agency]." (TraverRohrback, Skip Lorimer, 800/366-1687; Depuy Motech, Tammy Allen, 219/372-7355; Worldwide Partners, 303/671-8551)