Media pitch and change management lead
Background
USP Zdrowie (USP Health) has the 2nd largest media budget in Poland. It had the same media agency for 11 years.
The Board was dissatisfied with the incumbent agency’s cost, and the Marketing Team was unhappy with its service.
Challenge
How to get better strategic and planning capabilities AND better media buying costs?
Solution and execution
We set up a bespoke transparent pitch process inviting only 4 agencies, including the incumbent. Pitch results were announced after 4 months.
In the second half of 2015, USP Zdrowie (USP Health) worked with both the incumbent and the winner to assure a smooth transition.
The process was designed to give the new agency time to fully understand our brands, and our team the chance to build confidence in new team’s experience and knowledge.
Impact
The change lead to 5% YoY deflation. After just 6 months the Marketing Team rated the new strategic capabilities 8% higher.
The pitch and change management was assessed “above average” by the company’s Board, earning me the Employee of the Year award for 2015.