Wessanen UK Case Study: The Creativebrief process that helped Wessanen find a digital media buying agency.
Creativebrief
Share
The brand
Wessanen UK is part of a global food group that exists with a clear vision to connect more people with nature and by doing so, help them to make healthier food choices for the benefit of themselves, their family and the planet.
Their recommendation was to co-author a brief with each agency in strategic workshops, giving us a clearer idea of agency capability and what a real life working relationship would be like. The level of service was extremely high and I couldn’t have done it without them. I wouldn’t hesitate to recommend them.
Duncan Bull – Brand Controller, Kallo
The Challenge
Each of the four number-one best-selling Wessanen brands (Clipper Tea, Whole Earth, Mrs Crimble’s and Kallo) boast outstanding product quality and brand loyalty. However, to grow their notoriety as purpose-driven brands they needed to build brand awareness and penetrate an already crowded market.
The client was seeking an agency to plan and buy all consumer media for the four brands and wanted to consolidate brand budget with one agency for economies of scale. The agency needed to be modern, dynamic and offer something different to the traditional big players, to be able to put the brands on the map in consumer consciousness with a distinct challenger mindset. The agency needed to innovate, using media in new and different ways that get noticed and bring new consumers to the brands.
They also needed to demonstrate a collaborative working process that would generate a more inspiring consumer connection to build brand awareness, equity and engagement through targeting and media buying. Experience in FMCG was essential, ideally with challenger brands and experience within sustainability and diversity, as well as being agile with flexible ways of working. Ultimately the client was looking for a strategic partnership, and chemistry with the actual team who would be working on the account, who could help challenge them to do things differently.
The Creativebrief process
The brief required a more modern and dynamic approach, to be able to spend time with the shortlisted agencies to work in a collaborative way and get a sense of what the strategic partnership would look like. Creativebrief recommended a non-traditional workshop route, consisting of 3 stages; chemistry, strategic workshop and final presentation. Using our vast experience of the agency landscape, we recommended 8 best-fit agencies to chemistry stage, which were then shortlisted to 3 agencies to take to a workshop where the agencies were invited to each co-author the brief with the Wessanen client.
Following this session all 3 agencies submitted their own version of the brief which they responded to in a final meeting with the client. This was an opportunity for both client and agency to genuinely see what it would be like
working in partnership, and for Wessanen to test the strategic rigour of the agencies through this corroborative approach.
The Result
Following a competitive process, Wavemaker Select were appointed as Wessanen’s media planning and buying agency. Wavemaker Select is a hub inside the larger Wavemaker agency, which is focused on brands with big
growth ambitions. They demonstrated a range of experience with FMCG and challenger brands with big ambitions, and a passionate team with strong ideas. Wavemaker Select have a boutique set up with the firepower of
Wavemaker and Group M behind them, that the Wessanen team are confident will take their brands to the next level of brand awareness, fame and familiarity.
To find out more how Creativebrief better connects brands and agencies, please get in touch today on +44 (0)20 7478 8200 or email [email protected]
