What evidence can you share that demonstrates the impact of the engagement?
It was very successful. Their work succeeded in changing the minds of two major retailers, which represented millions of dollars in sales. It also helped our client increase some share.
While they’re trained as advertising specialists, they look at the brand in total. They’re looking at the brand from the customer’s perspective.
They also made valuable recommendations. For example, Susan said if we want to have a greater impact, we need to bring the messaging to the packing because the packaging holds the most important touchpoints that consumers have with the brand.
This that had a great deal of impact because the package sits on families’ kitchen tables and becomes a talking point. So, Thirdperson.ca understands the totality of the potential impact of changing a narrative between a brand and its customers.
How did Thirdperson.ca perform from a project management standpoint?
Typically, they are not project managers. They are the creative resource on a project. Thirdperson.ca was responsible for delivering ideation and then executing and deploying it.
We’re both collaborative by nature. So, we had a very close, easy working relationship. They were comfortable having a strategist like me sit in and ideate with them. We had a lot of in-person meetings.
Often times, the briefing and ideation session would be the same. I would provide them with an understanding of the problem from the audience’s perspective, and then we would ideate. We would discuss topics like consumer touchpoints, customer journey mapping, and overall messaging.
They were very open to solving problems together. They’re very open and encouraging. They live the idea that a great idea can come from anywhere, even if it isn’t from their brains and mouths.
They were excellent communicators, good team contributors, and they were respectful of timelines. They were never shy to push back if they think a timeline is too aggressive or if they believe having more time, money, or a different approach would ultimately deliver a better product. At the same time, they were not strident about demanding those things.
They were simply pointing out that a slightly different way might provide better value. As often as possible, we’ve taken their guidance.
What did you find most impressive about them?
Their audience-centric ideas were the most impressive. The work that they did was always in service of the relationship the brand was trying to build with its audience. They respected what the audience wanted out of the relationship.
There have been a lot of creatives who are more interested in what they want to say about the brand. But, Thirdperson.ca considered how to use their messaging to build engagement with the audience. It wasn’t just in service of the brand, it was in service of the audience.
Are there any areas they could improve?
They’ve responded well to any constructive feedback I’ve given them over the years, and they’ve become better as a result of it. I continue to eagerly look for opportunities to pick up the phone and engage them in work.
Do you have any advice for potential customers?
Future clients shouldn’t be afraid to push them, because they’re eager to be pushed.