Gulf Finance Win

Starting the year with a new piece of business is always a good thing especially if that year happens to be 2009. The pitch was for Gulf Finance and after sprinkling a little Tonic magic, we were appointed to manage their strategic corporate communication, all re-branding aspects and corporate PR.

Tonic Wins Global Sama Account

It has been one of the biggest pitches we have ever had, beating more than 60 agencies (five of which were networks) over a period of almost a year. This win adds a lot of credibility for us as an agency because it shows that we don’t just do work on international brands, but that we can work on a global brand that has international reach.

So how did we do it? The planners sent the creative’s a video of dolphins blowing air bubble rings. It was the perfect representation of the core idea for Sama: Given the ideal environment, you will flourish. Dolphins left alone to express themselves are a million times more creative than when asked to perform tricks devised by humans.

We are all pretty excited to dig our teeth into this one.

Have a Tonic with your Burger

After many weeks of pitching, a shit load of Whoppers and a couple of trips to the States, we can finally announce the news that Burger King Middle East has appointed us as their creative agency… who's your daddy :)

This is probably the first time in the region that a global blue-chip brand has moved it’s entire creative account to an independent agency and hopefully it won’t be the last. We won against four other network agencies after a pretty intense pitch that included two rounds of reviews from BK regional head office and key franchises, as well as a final validation from BK’s US brand agency, Crispin Porter + Bogusky.

The decision by BK to give their account to us as an independent agency is a sure sign that the region is evolving. Regional marketers are beginning to realize the advantages of dealing with creative agencies that are producing daring and effective communication that finds its way into popular culture.

So soon, we’ll be entertaining you guys with some fresh, appetizing work made to order, the way only Tonic can deliver. Ok, too many puns, my bad.

What if... Instead of pitching for clients we asked them to pitch for us?

What would we ask? Is it really too arrogant? After all they do it all the time...even the most pathetic excuse for a client will dare ask 15 agencies to compete??? sometimes I wonder.

It’s not a joke, we are actually seriously considering asking clients to pitch for Tonic. Especially property clients who out number agencies 4 to 1 in this town. It could go like this:

• Send us the CV of the people who will judge and approve our work? We want a full organisation chart. Referrals would be much appreciated.
• What is your agency background? List the last three agencies you have worked with and the reasons the relationship ended?
• Why do you contact us and the other agencies on your short (hopefully)-list?
• What is the favourite campaign you have seen from us? The one you hate the most? Why? Please no less than 150 words per campaign, and no less than 3 per category.
• Do you think you can buy the work we will send your way?
• If you could work with any agency around the world, who would it be? Why do you think they would work with you?
• How much do you think you will have to throw at us to make us swallow our creative integrity?
• How much do you intend to spend in media, production, agency fees? What research model do you use to justify the breakdown?
• What are the criteria you will use to judge / evaluate / consider / dismiss our work?
• What remuneration principle do you recommend?

You might be laughing but wait until we start implementing this. In a town where every Tom, Dick and Harry thinks he can call an agency and have it begging to entertain him, it’s not so far-fetched a possibility.

Maybe it is time, we either introduce a pitch fee, like in any other developed market... or we introduce a client pitch concept.

What do you think?