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A Real Life Pitch – Part 1

May 3, 2012

Ever since AMC announced its new show, The Pitch, all of us at Saturday have been eagerly awaiting TV-land’s latest foray into the ad world. For those of you not familiar with the show, The Pitch is a docu-drama that follows two advertising agencies as they compete to win a piece of business from a major brand, like Subway. The first episode aired this past Monday – and for the most part, we’re hooked.

Since the show aired, the blog world has exploded with reviews of the show. While we could certainly add our own two cents into conversation, that’s not what this post is about. Rather, we’d like to share some of our own personal pitch experience over the course of several blogs. This includes work we’ve developed for pitches that never saw the light of day beyond the original presentation.Pitches are an interesting, fun, exhilarating and often draining experience. For days, sometimes weeks (if we’re lucky), a team at the agency comes together to try and solve whatever marketing challenge has been issued by the client who is putting their advertising business up for grabs. Often with inadequate information from the client, agencies spend countless hours learning as much as they can about the brand, the target consumer and the target’s conversation and media world. Creative teams then digest this information and produce ideas that will wow, inspire and delight – not to mention sell.

Although many in our industry are against spec work, especially for pitches, we embrace the opportunity to show off our creative chops and try to put our best ideas on the table. Often we feel our pitch work is some of our finest, because it represents ideas in their naked form, before a committee of people (with the best intentions) waters it down or clutters it up. So without further ado, here is some recent pitch work. We’ll share more in coming posts:

CaroMont Cancer Center (part of CaroMont Health)

The challenge: Create a brand campaign for the Cancer Center that not only build’s on the hospital’s overall positioning of “In Love With Life,” but also positions the Cancer Center as a best-in-class treatment facility and the best choice for local and regional cancer care (one key issue to address was out-migration to Charlotte care facilities).

Our insights: In our research, we discovered cancer isn’t something you fight alone, it affects your family, your friends, even your business. And, cancer fighters are very forthright about this fact. We combined this knowledge with one of CaroMont’s key differentiators: they treat the whole person, not just the disease. The result?

We were also asked how we might incorporate wellness and prevention messaging. In response we came up with a fun wellness oriented advertising campaign and a community wide wellness program. Here are a few of the creative concepts we shared:

Perhaps the most interesting thing about all of this is that we did win the pitch, but were never able to produce any of the high level, branding work you see above. Instead most of the work has been fairly tactical and technology focused – not at all bad – just in a different direction. We’ll share that at some point, too!

We have a lot more creative samples to share, look for more in coming posts. In the meantime, tell us what you think of the ideas we’ve shared here today.

2 Comments leave one →
  1. May 4, 2012 11:22

    Great work Mark. As always. Don’t forget the execution for “Time for a colonoscopy.”
    🙂 Too bad this campaign hasn’t been produced.


  1. A Real Life Pitch – Part 2 « This Saturday

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