Pitches are hard.
Pitches you’re proud of are harder.
Pitches you’re proud of, ones that win you subsequent conversations, but not the business? Oof. Those are the hardest of all.
Let me introduce you to two that got away.
Citysnap is the Real Estate Board of New York’s first consumer-facing search website and app, offering comprehensive, accurate, and up-to-date listings in one of the most competitive real estate markets in the world. It was about to launch and they were looking for an agency.
Our strategy was elegant – “Citysnap is as insider as you can get.” And here was I, an insider. Born and raised in Park Slope in the 80s and 90s, with all but six years of my life lived in New York, it’s safe to say I’ve seen some shit.
I usually find it more gratifying to work on brands unrelated to my lived experience. But I got to write love letters to my city, and if that’s not a great day at work, I don’t know what is.
Our agency had been courting liquor brands through thought leadership that laid out our theory and belief: one matching-luggage campaign cannot change behavior. But content, specialized for moment, audience, and purpose can.
From our strategy — “Celebrate Fernet-Branca by making it a cultural curiosity” — to our activation plan — tell the amazing true story of the brand, create cultural curiosities, and deliver wondrous experiences — this pitch was me and some of my favorite people at our very best.
