Strategem 'You had me at hello' case study

How can an agency ensure its pitch stands out from the crowd to reach information-overloaded marketing directors? Irish integrated agency Strategem thought the answer was to prove it knew the value of client relationships when it targeted 15 new business prospects.

To demonstrate its commitment to clients, and its sense of humour, Strategem reworked the legendary 'You had me at hello' scene from Jerry Maguire.

Managing director Keith Lee stepped up for Tom Cruise's role, declaring to Renee Zelwegger that Strategem's recent nomination for Agency of the Year means nothing without being able to share it with clients.

The witty spoof DVD managed to convert to 13 meetings and seven briefs (40% over target) in just six months, and showed that the agency also understood the value of good script-writing as well as integrated marketing.