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Once Upon A Time…

Globally, Publicis is NESTLÉ’s Agency Of Record. The relationship is a very strong one forged decades ago at the center of both businesses in Vevey. Even though NESTLÉ in local markets can decide to rope in other vendors for other specialized tasks, it’s a very unlikely thing that they’ll do away with Publicis altogether unless perhaps there’s a global pitch the agency loses.

However, NESTLÉ started operating in West Africa before Publicis opened shop, so other agencies were handling the business. Even after opening, other agencies continued to handle some more specialized functions like digital…which is where my ex-agency comes in.

We were responsible for the digital existence of two NESTLÉ brands across 22 markets in West Africa and NESCAFÉ was the favorite child and major cash cow for a while. I’ve always loved the brand because of the bold challenge to create a new behavior -coffee drinking- in the region and the willingness to be bold and radical. 

The Pitch!

So, imagine our dismay when the business announced they were opening up for a pitch. How do I explain how it feels; it’s like a relationship you believe is heading for the alter and you suddenly realize you have to justify your worthiness…you almost feel betrayed, but you have to get over it quickly and get planning because there are many other guys looking to snatch her!

We had always collaborated with Publicis because they are the lead agency on all NESTLÉ brands. We’d confide in them about our anxieties and the general areas we’d focus on going into the pitch. We disclosed a lot about our game plan because they were our buds…our partners from another mother.

The Shock!

We showed up on D-Day to see our friends from Publicis in the lobby. We waved and hugged thinking they were there for some other meeting, but they weren’t; they were pitching for the business too, going in right after us! Whaaaaaatt, plus they’d flown in a kick-ass strategist and had a whole line-up of top expats. Backstabbers!

We did go in though, and we kicked ass! We presented an idea inspired by the insight that “In West Africa, most people do not reach greatness because we always seem to be waiting for permission. Permission from family, friends, pastors…even permission from ourselves, and it often doesn’t come early enough. Hence the idea; ‘You don’t need permission!’ 

The strategic set-up was solid, the idea presentation and deck were vibrant and beautiful. Team work really did come through and the client couldn’t resist it. What may have killed it was the song we recorded to demonstrate the melody of our idea. You can take a listen here.

The Bonus

We won over Publicis. It was the highlight of my year! In the months to follow, the client paid for us to travel across West Africa to gauge how much tweaking and localization would be necessary. That was my first time in Senegal, Burkina, Ivory Coast and many other beautiful countries in the region.

As we toured together and held joint sessions with the client and Publicis (who continued as lead agency), I had no idea I was being observed. I had no idea my virtues were secretly striking a chord with the Publicis leadership team. When they finally came knocking…it just didn’t make sense to say no. I loved my ex agency to bits but this was a golden opportunity. I’ve just entered year 3 of being Regional Creative Director at Publicis. What a ride!

Moral: Pitch like your life depended on it, the biggest rewards may not even be obvious to you at the time.

If you get an irresistible offer, don’t be silly and reject it for sentimental reasons. You are the CEO of your career. Be loyal and demonstrate it any chance you get, but when it’s at the inevitable expense of your progress, do like a ball and bounce!

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PSS: Originally published @ https://www.linkedin.com/pulse/pitching-against-my-future-agency-coffee-story-benjamin-anyan/