Komli throws a 60-second pitch challenge to agencies
Komli Media has initiated a challenge that would see agency professionals hone the craft of pitching in 60 seconds. Dubbed as The 60-Second Pitch, the challenge that has begun with the GroupM agencies, invites various teams to revisit the use of online videos in communication.
Komli Media’s challenge is based on the growth that online videos are experiencing. Various marketers, across categories, are seeing online videos as an extension of their TV campaign, hence creating a scenario that demands for online and offline synergies. Elaborating on the initiative, Komli Media spokesperson said, “We wanted to do something meaningful for agencies that focused on three core areas of collaboration, education and challenge. It was also important to get the theme right that was both current and relevant, and online video fit the bill.”
The challenge
Essentially, the challenge tests agencies on their pitching skills and online knowledge. The pitch call was ‘Why should your client win a free Komli video campaign?’. This required a deep dive to the available video formats and how it would benefit the client. In all, Komli Media received 11 entries from GroupM representing different brands from various verticals such as auto, airline, FMCG, entertainment, hospitality and electronics.
The winning team will receive a USD 10,000 worth of free online video campaign plus a USD 1,000 worth of team prize of their choice. “The competition’s success is not only because of the rewards but also provides for the opportunity it provides for the teams to compete and represent their agencies,” added Komli spokesperson.
Komli Media kicked off the pitch on March 30, 2015 and the process rolled out for two weeks until April 10, 2015, where GroupM client teams had to come up with a compelling case for their client to win a free online video campaign. The teams needed to work together and develop a pitch that can be delivered within just 60 seconds. The pitch needed to cover two key areas – why the client would benefit from an online video campaign and which specific Komli video format would they recommend for their client.
The final pitch day was April 14, 2015, where Komli Media added one more ‘video’ layer to the competition. All pitches were filmed and compiled as video pitch entries, which would be judged during April 15-17, 2015. The winner would be announced on April 22, 2015.
Meet the jury
During the judging period, all the judges would meet and discuss the entries and score the teams on ideation, strategy/presentation skills and creativity.
The judges include Vivien Yeung, Managing Director, Mediacom Singapore; Nick Seckold, Managing Director, Mindshare Singapore; Desh Balakrishnan, Managing Director, Maxus Singapore; Damien Lavin, VP, Komli SEA & ANZ and Paul Davies, Country Director, Komli Singapore and Malaysia.
Speaking on what they are looking for the in the winning entry, the jurors said:
Damien Lavin
The 60-second Pitch initiative was designed with the objective of getting media buyers to think of new creative ways to distributing brands video content though various Komli solutions and communicate this in a clear succinct way. I’m looking for a pitch which identifies the needs of the brand, provides the solution and communicates this in a fun and clear manner:
Damien Lavin, VP, Komli SEA & ANZ
Vivien Yeung
The pitch format makes the team think more spontaneously and helps them distil down their thinking in a fun and creative way, making it more memorable. In the winning team, I am looking for articulation with a fresh and creative angle that is related specifically to their client’s needs:
Vivien Yeung, Managing Director, Mediacom Singapore
Desh Balakrishnan
It’s a refreshing challenge in the form of a competition which has gotten our agency staff excited. They have free play to conceptualise and create their own video which has also helped them to learn more about Komli’s products in the process. The winning entry must show genuine creativity at play and should be presented in an unique way, perhaps incorporating humour or fun in the delivery:
Desh Balakrishnan, Managing Director, Maxus Singapore
As the process for zeroing in on the winner begins, Komli Media spokesperson reflected on the initiative, “We are happy to receive such positive feedback, where we have full support from everyone at GroupM. We’re hearing significant interest for digital education especially with the growth of online video in the region. With that in mind, we plan to focus our efforts on providing insightful and interesting initiatives to take to our clients.”
