Task: Global agency search and selection process for a new creative Agency of Record for White Claw
Assignment Timescale: 12 weeks
White Claw has been extraordinarily successful in the US market – taking a highly disruptive approach to marketing by connecting and engaging with consumers through a 360o approach – building the brand from the ‘grass-roots’ up. In 2020 White Claw had an ambition to expand it’s operations beyond the US with a focus, initially, on Europe and then further afield.
The Observatory International was appointed to deliver a rigorous but agile agency search and selection process against challenging timelines and during Covid-19 restrictions.
The White Claw team, based both in the US and Europe is small dynamic and highly innovative. The focus was on finding potential agency partners with the capability to protect and maintain White Claw’s dominant position in the US, while building both the seltzer category and the White Claw brand in Europe. The chosen agency would need to demonstrate its capability to deliver through a socially-driven ecosystem, and become a long-term partner to the brand.
A fast-track search was undertaken followed by a robust and intensive selection phase from briefing to final decision.
The selection meetings process and formats were undertaken via a virtual approach in recognition of Covid-19 restrictions and the multi-country location of the White Claw team.
At the conclusion of the pitch process the account was awarded to VCCP.
Gisela Rule, the Global Brand Director for White Claw commenting on The Observatory International’s role in the process said: “Consummate professionals. Your expertise and industry knowledge have been invaluable. You helped us get the best from our own people and our potential partners. We’re the delighted with the result.”
Press coverage of the pitch process can be found here.