The Agency

Today I attended the much-anticipated (at least on my part!) agency meeting with Boondoggle, VECO's lead agency, to discuss the 2015 marketing message.  The challenge was that the campaign that had already been created was too narrow for use outside of one audience, the general public.  It was specifically focused on the scarcity of chocolate but this message does not translate to my task of mobilizing the food manufacturers towards VECO's cause as ~5% of them work in the chocolate sector.  My ask was for a higher level communication message that could address the bigger issue on the whole (resource scarcity) and point to VECO as the solution, without having to focus exclusively on one commodity.  Not an easy ask this late in the game!  To their credit, they were gracious and understanding and after a really good discussion, agreed it was a necessary request and are shooting to have something by Friday!!  I have high hopes for the creative... Stay tuned!