Winning the review
The Consumer Cellular team managed the review process internally, foregoing the use of a pitch consultant. Lister sought a firm with expertise in search and the ability to scale.
“We were looking for groups that were performance-marketing oriented, extremely data-driven and could scale very gracefully into other types of programmatic media,” Lister said.
Earlier this year, the agency acquired the influencer agency Fanbytes, growing its capabilities across social media platforms.
During the review, the agency evaluated Consumer Cellular’s account data and shared optimization recommendations, impressing the brand team. It also created its own method for managing paid media accounts, which hinges on constant campaign testing and optimization,and coined it d’Artagnan.
Most important to the Consumer Cellular team, though, was Brainlabs’ willingness to collaborate with a diverse agency roster.
“We all know the consumer journey is very nonlinear at this point, and so we need all of our agencies to work together. We need them all to understand the business objectives that we have,” Litfin said.
