Trendsetter had a great understanding of what they could offer retailers as a supplier but wanted to work with an external agency to help extract the real core of who Trendsetter was, what their customers wanted, expected and desired from the brand – whether that be own label products of broader ranges.
The requirement was to find an agency to give direction on a clear brand proposition and a relevant story that can be easily portrayed externally and internally. Consolidate the Trendsetter brand identity and personality into something that can be easily communicated by the sales team to their customers, help embed the brand identity internally in a creative way to ensure the brand is echoed throughout the business and equip their sales team with assets/ brand narrative in order to assist them in the best way possible.
GO! worked with Trendsetter to develop a robust brief with a firm agency criteria, involving design/ branding competences, HQ locations, proven case studies and cultural fit.
GO! ran the pitch process including, initial agency pre-qualification, shortlist endorsement and presentation, all pitch administration and feedback management. The GO! model gave Trendsetter 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 9 weeks from initial briefing to successful appointment. 10 Associates were successful in the pitch after initially being pre-qualified and shortlisted alongside 3 other agencies.
Since then, 10 Associates have finished the Brand Identity project which is set to be launched over the next couple of weeks. 10 Associates were commended for their in-depth ‘Brand school’ and due to this were in Trendsetter’s words ‘spot on the brief with their first creative presentation,’.