45 Client Briefing

March 27, 2023, 8:14 AM - Vertis North, Diliman, Quezon City, Philippines - Orean Place CS 103 - Inklusive Creatives and Advertising's Temporary Office

"Alright," Daniel addressed the Inkusive team, his voice filled with excitement and determination, "Good morning, everyone. Today is the first client brief the company will face, fosho it ain't the last, nevertheless, let's give it our all to secure this one."

The team nodded in agreement, also excited for their, hopefully, first client

"Okay," Daniel continued, "So Lily, Jewel, Dwight, JP, and Jhunel come with me, the rest can stay here and continue working on our social media. We'll update you on the progress later."

The designated team members gathered their belongings and followed Daniel out of the office, excited and nervous for their first client brief with Inklusive. As they made their way to the client's location, the excitement in the air was palpable. This was a crucial opportunity for Inkusive to showcase their talents and establish their reputation in the industry.

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March 27, 2023, 9:17 AM - 121 Valero Access Road 3 Salcedo Village, Makati, Philippines - 1900 Antel Corporate Center - Solé Corporate Office

Daniel and the Inklusive team arrived at Solé's office, greeted by a modern and stylish reception area. The office space exuded a contemporary vibe, with clean lines, minimalist décor, and large windows that allowed natural light to flood the room. The walls were adorned with framed posters showcasing Solé's iconic footwear, reflecting the brand's distinctive style and timeless appeal.

As they approached the reception desk, a friendly secretary welcomed them with a warm smile. "Good morning," she said. "Please have a seat in the conference room. The executives will be with you shortly."

The Inklusive team followed the secretary's directions and entered the spacious conference room. They took their seats, exchanging brief glances filled with anticipation. The room was quiet, save for the faint hum of the air conditioning, creating an air of tension mixed with excitement.

Suddenly, the silence was interrupted as another group of individuals entered the room. They gave a nod of acknowledgment to the Inklusive team and settled into the seats opposite them. It quickly became apparent that this was another agency vying for the same project. The room buzzed with an undercurrent of competition, as both teams prepared themselves mentally for the upcoming brief.

A few minutes passed, and the atmosphere remained somewhat awkward and tense. Sensing the need to break the ice, Daniel tried to initiate a conversation with the head of the opposing agency. He tried to engage through a bit of small talk but the person from the other side just smiled and didn't respond.

Just as the tension reached its peak, the door swung open, and the executives and representatives of Solé entered the conference room. Daniel and the head of the opposing agency stood up simultaneously, extending their hands for a firm handshake. The executives reciprocated the gesture, expressing their appreciation for both agencies' presence.

Mr. Ramirez, the senior executive of Solé, began the meeting by introducing the brand. "Solé is renowned for its distinctive style and iconic branding," he stated. "Our footwear embodies a classic and timeless look that has resonated with various generations. Our shoes feature a range of designs, from low-top to high-top, crafted from high-quality materials such as canvas and leather, ensuring both comfort and versatility."

He continued, describing the brand's style and aesthetic. "Solé embraces simplicity and clean lines, offering a minimalist yet stylish design that transcends trends," Mr. Ramirez explained. "Our focus is on essential elements that enhance the overall aesthetic, creating a casual and effortless appeal. Over the years, Solé has established itself as a top brand in the footwear industry."

After the introductions, Mr. Ramirez thanked both agencies for their presence and began to outline the current situation. "While Solé remains a top brand, we have noticed a decline in sales in the Philippines over the past two years," he revealed. "In order to re-engage the newer generation and revitalize our brand, we are looking to launch a comprehensive campaign that resonates with them and sparks renewed interest in Solé."

He further explained that the budget allocated for the campaign would be Php 1,200,000. In addition, he announced that both agencies would have one week to prepare a pitch, after which the final decision on the project would be made.

After presenting the overview of the campaign, Mr. Ramirez paused for a moment, allowing the information to sink in. Sensing the eagerness in the room, he opened the floor for questions and clarifications.

Daniel raised his hand, capturing Mr. Ramirez's attention. "Thank you for the introduction and the opportunity to work with Solé," he said. "To ensure we align our strategies effectively, could you please provide us with more details about the target market you aim to reach with this campaign? What are the specific demographics and preferences we should consider?"

Mr. Ramirez nodded, appreciating the need for clear direction. "Our primary focus is on the younger generation, specifically individuals aged 18 to 30," he explained. "We want to capture their attention and create a connection with our brand. They are socially conscious, digitally savvy, and value authenticity. We are looking to break through the noise and engage them on a deeper level."

Jewel, an Account Manager from Inklusive, sought further clarity. "Could you give us insights into their lifestyle and interests? Understanding their preferences and behaviors will help us tailor our campaign accordingly."

Mr. Ramirez considered the question before responding. "Our target audience leads an active lifestyle and values self-expression," he elaborated. "They are interested in fashion, music, art, and culture. They seek products that align with their personal style, and they are attracted to brands that convey a sense of individuality and creativity."

The head of the opposing agency also chimed in, expressing interest in the campaign's scope. "Considering the budget and timeframe, could you provide some guidance on the desired outcomes and the key performance indicators (KPIs) you would like to see?"

Mr. Ramirez leaned back, considering the question. "Our main objective is to reverse the declining sales trend and regain market share," he responded. "We are looking for a campaign that generates brand awareness, increases customer engagement, and ultimately drives sales. Some specific KPIs we will be monitoring include website traffic, social media engagement, and conversions."

Lily, Inklusive's Creative Director, raised an important point. "Given the digital nature of this campaign, what platforms and channels do you believe will be most effective in reaching and engaging the target audience?"

Mr. Ramirez contemplated the question before responding. "We believe that social media platforms such as Instagram, TikTok, and YouTube will be crucial in reaching the younger generation," he explained. "These platforms offer opportunities for creative storytelling, visual content, and influencer partnerships that resonate with our target audience. However, we are open to exploring other innovative channels that can help us stand out."

As the dialogue continued, both agencies delved deeper into understanding Solé's brand, target market, and desired outcomes. The clarifications and specific details provided by Mr. Ramirez allowed the teams to gather valuable insights that would shape their campaign strategies. With each question and answer, the agencies grew more focused and determined to create a winning pitch that would captivate the newer generation and reinvigorate Solé's brand presence in the Philippines.

After the thorough discussion and exchange of information, Mr. Ramirez concluded the meeting, stating, "Thank you for your insightful questions. We look forward to reviewing your pitches in one week's time. Good luck to both agencies."

As the meeting concluded, the participants gathered their belongings and prepared to leave. The Inklusive team and their competitors exchanged polite nods, acknowledging the shared experience they had just undergone in the conference room. Each individual, filled with a mix of excitement and determination, exited the room, ready to embark on the task at hand.

As they walked through the office corridors, the head of the opposing agency approached Daniel, offering what seemed like a commendation.

"Daniel, I must say, it's quite bold of a newcomer like Inklusive to take on such a big project," he remarked with a hint of arrogance. "We've been in this industry for years and have a wealth of experience. Nevertheless, it'll be interesting to see what you come up with."

Daniel and his team exited the conference room, their minds already buzzing with ideas and plans. As they made their way towards the office exit, the head of the opposing agency approached Daniel, a faint smirk playing on his lips.

"I must say, it's quite bold of a newcomer like you to vie for such a significant project," he remarked, his tone subtly infused with arrogance. "But we've been in this industry for years, with a proven track record. It will be interesting to see how you measure up."

Lily, fueled by a sense of competitiveness, began to retort, but Daniel swiftly raised a hand, signaling her to hold back. With a calm and confident smile, he replied, "Thank you for your commendation. We appreciate the recognition. We'll let our work do the talking during the pitch. May the best agency win."

The head of the opposing agency, slightly taken aback by Daniel's composed response, nodded curtly and walked away, his arrogance momentarily deflated. Daniel turned to his team, rallying their spirits. "Let's focus on our strengths and what makes us unique," he urged. "We have the talent, creativity, and determination to succeed. Now, let's show them what Inklusive is capable of."