THENEWRATPACK - Strategy

iz.
hit store shelves now, and Capital C was behind
the name of the product, which connotes “a hug
of one grape, with the kiss of another,” as well
as the positioning, packaging, viral marketing
and media partnership strategy. The goal,
according to Diamond is to achieve top-10 wine
brand status within the next six to 12 months.
XOXO follows Capital C having put its
stamp on another of the vintner’s brands –
Croc Crossing, which contains a combination
of Aussie and Canadian varietals. Here too,
the agency had carte blanche – and was
responsible for the same breadth of elements.
Ditto for Dew Fuel – a new energy drink from
Pepsi that aims to compete with the Red Bulls
of the world. Capital C created everything from
initial concept to packaging, online and viral
marketing, and events for the brand, which is all
about “explicit energy,” says Diamond.
In all, Chapman reports that the agency
has grown by double digits or better in the
last fi ve years. Interestingly, the majority of
that growth has come from existing clients.
“[With current clients], you’ve developed
the relationship, you’ve developed the trust,
and if you have a good track record, if you’re
fair in your pricing and responsive to their
needs, [you can get more work from them.] I
have yet to meet a client that says I’ve tapped
out 100% of their
market share.”
For his part, JWT’s
Gibb agrees. In fact,
he believes the fi rst
place an agency
should look for
additional business
is its existing client
roster. “People
often overlook that
because it’s sexier
to go after someone
new, than to try
to get more out of
companies you’re
already working
with. Over the last
few years, we’ve
been tremendously
successful in
that area.”
For instance, he
says, JWT has won
the Nabisco and Delmonte business from
Kraft, after having worked on a slew of their
brands, including Kraft Dinner, as well as the
Nicoderm/Nicorette business from Pfi zer,
after handling some brands in the pharmaco’s
Top: MDC Group members Allard Johnson, Veritas and Integrated Health Care
teamed up to form Ingredients Nutrition Insights Group, to appeal to food marketers
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consumer health portfolio. He adds: “You
always keep an eye out for a brand in trouble
– places where the client isn’t getting what
they would like from someone else – and if
you’re doing a good job, the opportunity often
presents itself.”