Contest Winner/Agency of the Month
Proudly announcing the winner of the Ad Agency Hub contest
….drum roll….
Marcia Wasser- EVP/CMO at Source Communications!
Marcia’s excellent submission beat out the competition. The contest asked participants to share an example of the power of research. All of this was part of our effort to promote GOOD agencies and GOOD research. Congratulations to Marcia Wasser!
As a result of Marcia’s winning case study, she received two tickets to the concert of her choice and Source Communications is our new “Agency of the Month”. See Marcia’s winning submission and learn about Source Communications below.
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Source Communications
Today we are excited to honor Source Communications as the Advertising Agency Hub’s next “Agency of the Month”. The Advertising Agency Hub is a place for agencies to gain knowledge about how to use research to help their clients succeed. To learn more about the “Hub”, check out our official announcement. As a bunch of research nerds, we love to showcase the power of research. Each month we will highlight an Agency who “gets it” and share one of their success stories.
Agency Success Story: Source Communications
The Problem
Rebranding a regional accounting firm into a major national presence required confirmation of the positioning statement and optimization of messaging to insure differentiation vs competition and resonance with target decision makers.
The Solution
Partnering with Optimization Group and using their IdeaMap® research methodology. We were able to examine 36 messaging elements to determine our most compelling benefit statements, support points and calls-to-action. We included a branding analysis to identify which messages were most ownable by our client and which brand/message combinations offered our client the greatest relevant differentiation. Data was analyzed to compare and contrast different decision maker titles, different company sizes, different geographies, and different roles in the decision making process. We also examined the results comparing current clients to prospective clients.
Outcome
Insights and evidence to create a messaging map to guide all communications for the new brand: from website redesign to print,digital, radio, out of home advertising, to direct marketing and event integration. Research helped us crystallize the idea and importantly sell it in to our clients to inspire confidence and commitment. The messaging map ensures consistency across all communications in both brand voice and strategy.
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