Kristin Gower discusses agency’s “above and beyond” pitch
Dyson Canada has just assigned its media buying to MediaVest. And, for the first time, the company has combined its consumer account with its commercial media work, which is based around its Airblade hand dryer.
After a six-week review process that whittled a six-agency list down to two, the final pitches were made at the end of June. Dyson made its decision last week.
MediaCom had handled the company’s media buying since 2006.
Kristin Gower, Dyson Canada’s marketing director, said the company launched the review to improve integration and find people who could work across traditional media buying, the retail space and digital.
Elemental remains Dyson Canada’s creative digital agency.
Marketing got the lowdown from Gower on how MediaVest, part of Starcom MediaVest Group Canada, won the account and stood out from the competition:
What set MediaVest’s pitch apart from the others?
“They went above and beyond the brief at every point. Even at the RFI point, they gave client case studies and ideas early on. Putting ideas on the table before you’ve had a full brief can be pretty risky and not all of their ideas were spot on. But as a company, we like people who are confident enough to put themselves forward and make mistakes.”
MediaVest is big on the concept of the “human experience strategy.” How did this play into the team’s pitch?
“They understood the need for Dyson to translate into actual talk within communities, for it to be something people experience. Dyson has an incredibly high recommendation rating: something like 85% of people who buy Dyson recommend it strongly to friends and family. As an agency, they saw the benefit of that and going out to people and igniting conversations within communitites and needs-based groups like pet owners and neat freaks and home lovers and really getting to the core of the Dyson experience. On our websites, we have user reviews: they had the idea to take those reviews into the wider community.”
How else will MediaVest help your brand move forward?
“MediaVest was selected to grow the awareness and relevance within our core audience, but also to drive strong awareness gains within Quebec and also our targeted need groups, such as pet owners and allergy sufferers. MediaVest showed us they had the ability to translate Dyson into innovative, persuasive content to multiple audiences.”
