Turning strategic thinking into something ART could see

Cureative's role was to take EssenceMediaCom's strategic and planning thinking and give it concrete visual form. The deliverables were two: a set of high-fidelity campaign mockups and a short-form pitch video.

The mockups were built to do something specific. Strategy documents make arguments. Mockups make those arguments visible. The set Cureative produced was designed to help the ART decision-makers see how the proposed media approach would translate into actual campaign work across platforms and life stages -- not what the strategy said, but what it would look like when it ran.

A pitch video built for the room

The pitch video served a different purpose. It distilled the core campaign idea into a format that carried tone, storytelling, and creative intent in a way that a deck cannot. Played in the room, it added a dimension to the written and spoken elements of the submission that is difficult to achieve through slides alone. Both pieces were developed under tight timelines, working in close alignment with EssenceMediaCom's strategy and planning leads throughout.

The result: reappointed as agency of record

EssenceMediaCom was reappointed as agency of record. The agency's digital expertise and their longstanding understanding of the superannuation sector were reported as key factors in the outcome.