Let’s count the ways. (spoiler alert: we did, in fact, ultimately win the damn thing).
The impulse and muscle memory of being incumbent tends towards playing it safe. “This is what they will buy.” “They won’t like that.” “That isn’t part of the brand standards.” So many of the rules that we have played by in the past are exactly the rules that would ultimately doom us if we followed them this time around.
We were going to do whatever it took to truly show who we were and what we were capable of as an agency partner—and that meant doing everything the RFP asked for and then some. Fully blown out campaigns. In-depth media recommendations. Even preliminary testing results. We brought forward work and strategy that was essentially ready to buy.
Financial implications aside, there’s just something freeing about a pitch when you let it truly free you—and that goes for both the work itself and the pitch team you assemble. It felt pretty damn inspiring to rip everything down from the studs and, armed with a totally fresh perspective, come at the assignment from all kinds of completely new angles.
Once we got in the room to present, we gave it everything we had. Passion, energy, an unexpected theatrical performance (!), and multiple “push play” moments that were brought forward with purpose, to demonstrate that we understood the brand on a deeper, truly human level. We wanted the client to feel our commitment to their vision—and if they went with us, we’d truly be in it together. Again.
As the incumbent, the client already knows who you are, but do they know what you’re truly capable of?. Allow yourself to reintroduce yourself (h/t to Jay-Z) with confidence—and bring something of value to the table that you haven’t had the chance to do before—but that shows just how well you know the client’s business.
When you’re an incumbent, it’s easy to assume the worst. But, when the client gives you a shot to defend, believe in it. Our philosophy behind how we approach both client partnerships and the work we create alongside them is the same:
building resonant, lasting emotional connections for both the brands we build and for the clients we work with.
And by proving you’re there to do more than just maintain the relationship, good things can happen. In fact, our client not only renewed the relationship with us, they consolidated with us—retaining and growing the business simultaneously.
Make no mistake: it’s hard out here for an incumbent. But it’s also possible that being one could lead to an even better client relationship than where you started.
