Chapter 1
Context
I joined QG Saatchi & Saatchi at a point when major brands were expecting agencies to show a more credible role for digital within integrated communications and the wider consumer journey.
ChallengeWithin a major new-business pitch, digital needed to strengthen the core brand and campaign idea rather than appear as a separate execution layer added at the end.
Chapter 2
Role
As Digital Communications Executive, I worked on digital strategy, content, audience engagement and performance.
Chapter 3
Approach
- Developed the digital marketing strategy within a major new-business pitch.
- Connected digital channel thinking to the wider brand and campaign idea.
- Brought platform, content and measurement considerations into the agency proposal.
Chapter 4
Outcomes
- The strategy helped the agency win Diageo’s digital business for Tusker, Guinness and Johnnie Walker.
- Strengthened the role of digital strategy in integrated agency planning.
Chapter 5
Lessons
The best digital strategy in an integrated pitch should make the overall idea stronger, not feel like a separate section added at the end.
