The Challenge: Moving beyond standard media planning
A long-standing agency partner saw the RFP as an opportunity to offer something more strategic. The original brief outlined three budget tiers—$5 million, $10 million, or $15 million—but lacked the insight needed to understand which option would drive the most impact.
To stand out, the agency needed a new approach. One that would show not just tactical recommendations, but real business foresight rooted in data and predictive planning.
The Solution: Predictive planning with Keen and Tracksuit
To shift the narrative, the agency collaborated with Keen Decision Systems. Using real performance data and brand awareness signals from Tracksuit, Keen developed multi-year, channel-constrained investment models.
These models gave the client a clear view of how each scenario would affect revenue and profit. They went beyond media KPIs and created a roadmap tied to business outcomes. Instead of simply picking a tier, the client began to explore what larger opportunities might exist.
The top scenario projected a $35 million marketing investment strategy. It demonstrated the potential upside of thinking bigger, with strong evidence validated against third-party benchmarks. The client responded with confidence, recognizing the agency as a true strategic partner.
The Results: A stronger pitch and strategic advantage
With Keen’s help, the agency redefined its role and expanded the conversation from tactical execution to long-term growth planning. The pitch framework created for this RFP is now being applied to future enterprise opportunities.
Looking Ahead
This case proves the value of leading with insight instead of assumptions. With Keen, the agency now builds proposals around data, clarity, and business impact. The result is not just a stronger pitch, but a repeatable approach to enterprise growth.
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