Unilever has several brands that may be worked on by the agency. Over the last few years, we have developed some one-off projects but we have not been invited for new business and neither have we won any brand as a permanent client. One of the agency’s major objectives for 2003 is to win some Unilever brands. The challenge was to put together an initiative which would introduce the agency and enable us to be accepted by product managers and invited for new business. Unilever forms part of our lives, we also want it to be part of our work.

To introduce the agency via its connection with Unilever brands. Each person chose a brand and described the memories it brought back and their relationship with the product.

How we did it?Stage one: a teaser mail introduces the agency, cases and a pre-paid postcard offers a solid relationship, emphasis on communication, better results, creativity and work.Stage two: a book introduces the entire agency’s staff and what they thought about the brand. We hired a sculptor who gave shape to each person’s vision of the brand using the product packaging.

Stage three: delivery of sculptures to Unilever’s brand managers.

The initiative perfectly fulfilled the agency’s objectives.- All the product managers received the mail and recognised the agency as 'the one with the sculptures';- 85% of the product managers agreed to a meeting and received their sculptures in person;- The agency gained four new businesses.- We won two brands as permanent agency clients.