Radical Path

BACKGROUND

Introduce your business and what you do there.

I’m the director of content marketing for a global hotel and hospitality chain. My region covers Europe, Africa, and the Middle East.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Radical Path?

We were looking for a way to recover from the sanitary concern crisis that we had in the wake of the global pandemic. Our goal was to work with an agency across creatives to focus more on our domestic market. 

SOLUTION

What was the scope of their involvement? 

After we briefed their team on the work, Radical Path created a creative strategy to further our domestic market campaigns. They researched how our competitors worked as well as looking at situations within our industry and target market. 

So far, they’ve created about 1,800 creative pieces with us with the goal of enticing leisure travelers to discover destinations and hotels across Europe, Africa, and the Middle East. We’ve done 1,200 variations for the first set of creatives, and the second set has involved over 600 assets. These are assets that go on our landing pages and social media.

What is the team composition? 

We’ve had about 3–4 people. Adam (Head of Project Operations) is our main point of contact.

How did you come to work with Radical Path?

They came recommended by another team within our organization. Since we’d been working with them in the past for our campaigns, it made sense to go with them for this one.

What is the status of this engagement?

It’s an ongoing partnership that started in April 2020.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The turnaround is absolutely fantastic. We change creative directions all the time, so I appreciate that they’re able to adjust within 24 hours. That includes weekends and evenings.

How did Radical Path perform from a project management standpoint?

At one point, we had daily catch-ups on the phone to review progress, next steps, and priorities, and we also communicated over email. Radical Path has since continued to stick to deadlines and is proactive in helping us to be as organized as possible. That’s great for when our in-house resources are limited.

What did you find most impressive about them?

They really understand our brand and know how to use it. As a result, we don’t have to brief them on our brand before projects, which speeds up our asset creation process. The team is also full of easy-to-work-with people with great energy. It feels great when you see that there are people who are working on your side as an extension of your in-house team.

Are there any areas they could improve?

No, not really.

Do you have any advice for potential customers?

The more precise and detailed a brief that you can prepare in advance, the better they’ll work. Radical Path will cut and slice your brief so that they can create your assets in the most cost-efficient and timely way. 

BACKGROUND

Introduce your business and what you do there.

I’m the senior performance marketing manager of Marriott International. We’re a global hotel chain.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Radical Path?

They work mainly on creative execution.

SOLUTION

What was the scope of their involvement?

They help us storyboard and build everything from conception to final delivery of creative assets. This can be for any marketing purposes from offline to online, including things like digital banners, social creative, and creative for print publications. They’ve also helped us with internal marketing promotions, banners, and leaflets.

One project was a Tube takeover we ran at the end of 2019. It was a takeover of the Oxford Street Tube station in London. Several corridors were wrapped in the Marriott Bonvoy branding from floor to ceiling. It was an immersive experience as people walked by.

Radical Path designed the entire thing working closely with us. It featured some of our property imagery that they sourced themselves as well as the key campaign messaging and additional imagery to complement the narrative. It was done on a very large scale.

They worked across a lot of different stakeholders including ourselves and a client. They liaised directly with our media agency and directly with the out-of-home suppliers who are global media. They were really an intermediary between all the different entities.

What is the team composition?

We work with Adam (Head of Project Operations), Simon (Commercial Director), and Alex (Experience Designer). We interact with them mainly, and Adam is our key point of contact.

How did you come to work with Radical Path?

They’ve done some work for one of our area directors who isn’t part of our team specifically. When we needed a new creative agency, we were recommended to Radical Path by that director.

How much have you invested with them?

We’ve invested about £200,000 (approximately $274,000 USD).

What is the status of this engagement?

Our ongoing engagement started in July 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

I’ve worked closely with them and only have positive feedback. They’re a great team that’s very dynamic and agile. Radical Path has the most incredible can-do attitude. With the nature of our business, we have last-minute deadlines and turnarounds, they’ve always stepped up to meet all of our timelines.

The way they lead their business is fantastic. They’re a very hardworking team that produces fresh, innovative, and creative ideas. It’s clear they’ve gotten to know our brand as well as all our different intricacies and brand guidelines. We never need to double-check their work, and they always think outside of the box. Radical Path keeps a very clean and modern look in all of our creative, which is exactly what we need.

How did Radical Path perform from a project management standpoint?

Their project management is fantastic. Adam is always reachable and has the most wonderful manner of communication with different types of stakeholders. They’re easy to work with, incredibly responsive, and exceptionally responsible We’ve never had to chase them for any outstanding work; everything’s delivered on time. Our teams communicate through email, status calls, and WhatsApp. We also use InVision.

What did you find most impressive about them?

Their team members and their attitudes in the way they handle the business. They’re incredibly professional and easy to work with. I can say with confidence that they’re the most responsive and understanding creative agency we’ve worked with. It helps that we have a consistent team on our account so we’ve been working with the same people since the very beginning.

Are there any areas they could improve?

No, nothing comes to mind.