As it transitioned away from an agency relationship of more than 20 years, 3M enlisted our help to execute traditional media plans and placements. It would have been easy for us to sit back and just carry out those plans, but that’s not how we roll. We saw an opportunity to produce creative, effective and innovative thinking through greater collaboration.
We started by putting business and human insights at the center of everything. Using our unique connection brief process, we created channel-agnostic plans from the ground up. We avoided simply repeating the status quo, often eschewing traditional media altogether. Beyond overseeing 3M’s holistic media strategy and the majority of its investment, we expanded this relationship to include strategy and creative agency of record responsibilities on one of its largest consumer brands.