Matt Williams of WCRS outlines Robin’s top tips:
As you’d expect from a man described on the night as ‘one of the most energetic people in the industry’, Robin affirmed that enthusiasm is still the most important asset to have as an agency approaching a pitch.
The quality of WCRS, he explained, was its ability to show gusto and relentless fervour that ensures that results will eventually come.
Appropriately, one of WCRS’ most recent ad campaigns was cited as a great example of this in action. In winning the Safestore ad business – a pitch against a number of other high profile agencies – WCRS forced the win by returning to the client on numerous occasions with new and exciting ideas. The passion and commitment to this cause ensured that not only did WCRS win the account, but the final work devised in the pitch was the same work that broke on TV just a month after the agency’s appointment.
But before WCRS bask in all the glory, Robin also cited that this was only made possible thanks to a brave Safestore client. This was someone who avoided the research process and made a decision based on his gut feel of how the work would do. Too often, Robin said, clients go with process and research rather than gut instinct, and it results in weaker work.
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