A Pitch To Remember - MMHK December 2008

Michelle Turchini

Group Creative Director

JWT Hong Kong


Who was the client?
Coca-Cola Australia


What was the brief?
To revamp the Coca-Cola Australia website and turn it into a cool,
exciting talking point for teenagers.


What made the pitch so interesting?
It was my first big pitch, and as such the process really taught me a lot.


How did you pull off the event/process?
As there was only a skeleton creative team consisting of the creative
director and myself, we brought in some high profile creatives in order to
have the most innovative and cool ideas. It was great fun working with high
calibre people and brainstorming crazy innovations, and I was really happy
with the directions we presented. As a junior, I was quite in awe of the
team at first, but over the course of the pitch I realised that great ideas
could come from anywhere - including myself!


Who was there?
Not I! As I was still a junior creative I wasn't in the pitch
presentation.


What made the pitch succeed?
I think the client was impressed with the level of effort that we'd put
in, giving them the best innovative creative ideas at the time.


What were the results?
We won the account and developed a lasting relationship with the client.
The website became the number 1 site in it's category with hundreds of
thousands of visitors every month. And we created great creative.


Is there anything you could have done better?
In hindsight, I shouldn't have been so intimidated by senior creatives, and
believed in my own ideas a little more.


Why was this a pitch to remember?
Because I learnt what I was capable of doing, and why I loved my job.