The requirement was a fully integrated agency to lead on brand strategy, multichannel execution and media planning/buying.
The Laybuy leadership team were looking to partner with an intermediary that could inform and educate them on the UK agency landscape, manage the process effectively and had proof of concept in working with fast paced, high growth brands that were looking for qualified agencies that mirrored their culture and ambition.
GO! worked with the Laybuy founders and newly appointed CMO to get a firm a understanding of the marketing strategy, key milestones, channels for execution, agency criteria and the culture of the business. These meetings were the foundation of the briefing and selection document that was constructed by GO! and signed off by Laybuy.
GO! ran the pitch process including, initial agency pre-qualification, shortlist endorsement and presentation, all pitch administration and feedback management. The GO! model gave Laybuy the confidence in a highly efficient process that would run to agreed timescales, whilst maintaining their authority of ultimate selection and commercial agreements with the successful agency.
The GO! process was 8 weeks from initial briefing to successful appointment. Drummond Central were successful in the pitch after initially being pre-qualified and shortlisted alongside 4 other agencies.
Drummond Central were able to clearly demonstrate the core skills required, their experience of working with fast paced brands looking to disturb their market and critically, the empathy and understanding of the drivers and culture within Laybuy and their leadership team.
Laybuy had utmost confidence to appoint and Drummond Central were thrilled to add such an exciting new client to their roster. Strategy work is underway with full roll out and execution planned for 2021.