Winning business for an agency new to digital

Result Marketing Group had a long-standing relationship with Morrisons and had won the business to produce their print customer magazine. Result were indeed great at high quality photography and content pitched just right for the supermarket’s readers.

We wanted to break into digital with the supermarket, but Morrisons had recently appointed a pure digital agency for a website redesign.

To find a way in we pitched online customer magazines, email newsletters and video recipes.

I collaborated on the pitch document with the Managing Director, prepped costings and presented to Morrisons. We wanted to show and tell, so we agreed to put together a demo magazine and video recipe – all on a tiny budget.

Bringing the pitch to life

The Ceros digital magazine platform was big at the time. It simulated the page turn of a paper magazine. This really appealed to the MD.

You couldn’t make an offline Ceros magazine and the internet connection at Morrisons head office was poor. So we built our own from scratch.

Watchwords were less copy and more imagery and video, plus supplier funded ads and promotions. To move things along I:

• worked with the agency designer on page layouts, animations and interactions

• recruited and briefed a Flash developer to build the demo

• sourced assets, created content, managed green screen video shoots

• oversaw production and defect fixes

Demo video recipe

Our stills photographer wanted to break in to video so we worked together on a video recipe demo to feature in the magazine.

Morrisons loved it and went ahead the following year.

In 2012 and 2013 the Morrisons online mag won Result ‘Customer Magazine of the Year’ at the Digital Magazine Awards.