More Than Data

How More Than Data Helped a Leading APAC Media Agency Win a Competitive FMCG Pitch

Feb 12, 2025By More Than Data
More Than Data

Background

In late 2024, a major FMCG brand in the APAC region required its media agency to participate in a competitive pitch to renew their account management contract. Despite managing the account for two years, the agency had to prove its continued value against two other prominent competitors in the region. Winning this pitch was critical, as losing it would mean not only financial setbacks but also reputational damage.

Challenges

The media agency faced several key challenges:

  • Tough Competition – Other two well-established media agencies, all with strong reputations, were vying for the contract.
  • Tight Deadline – The agency had only one week to prepare, with no second chances.
  • High Stakes – As the incumbent agency, expectations were high, and failure would be particularly damaging.
  • Data-Driven Weakness – The FMCG brand had previously urged the agency to strengthen its media measurement and data-driven strategies, an area where competitors had an edge.
  • Strategic Advantage Needed – The agency needed a clear differentiator to demonstrate its superior approach to media planning and campaign optimization.

The Solution: A Data-Driven Pitch Strategy

Recognizing the urgency, More Than Data collaborated closely with the agency over an intensive three-day period. The goal was to transform their perceived weakness—data measurement—into a competitive strength. Our team developed a comprehensive media measurement, channel mix optimization, and KPI prediction system tailored for the FMCG brand’s needs.

This system enabled the agency to:

  • Simulate budget allocation across various media channels and test different channel mix scenarios.
  • Predict key performance indicators (KPIs), such as sales impact, to showcase potential outcomes.
  • Provide real-time data insights to justify strategic decisions.
  • Identify areas for future optimization to enhance campaign performance beyond the pitch.

With this tool, the agency could confidently present a data-driven approach, demonstrating evidence-based marketing strategies rather than relying solely on past performance and industry expertise.

The Outcome: A Winning Strategy

Armed with a robust data-driven strategy, the agency successfully secured the contract renewal. The pitch not only impressed the FMCG brand but also positioned the agency as a forward-thinking, data-savvy partner capable of delivering measurable marketing impact.

Following the pitch, the agency continued using the system developed by More Than Data, integrating it into their media planning and campaign optimization efforts. This shift helped them strengthen their long-term relationship with the FMCG brand and improve future campaign performance.

More Than Data: Delivering Results Under Pressure

At More Than Data, we understand the intense pressure media agencies face in high-stakes pitches. Our expertise in data collection, processing, marketing mix modeling, and channel mix optimization enables agencies to showcase their capabilities effectively—even within short timeframes.

By partnering with More Than Data, media agencies can focus on their core strengths while we provide the tools and insights to enhance their competitive edge. Whether for a crucial pitch or ongoing campaign performance, we help agencies stay ahead of the curve with actionable, data-driven marketing solutions.