Lets get creative
Russian Standard Vodka
August 15 2008. While Europe is on holiday, a team from leading US ad agency Berlin Cameron is pacing the deck of Russian billionaire Roustam Tariko's yacht.
Down below, the minnow-sized My Agency from London is pitching for Tariko's Russian Standard Vodka - a creative contract worth unspecified millions of dollars. A few hours later, boats carry the competing teams to shore on the Sardinian coast for champagne, vodka and caviar. MyAgency has won the account.
"It is unusual for a 20-person agency to win an account like this," says My Agency's managing partner Nick Wright, who has a knack for understatement.
But talent isn't much use if nobody knows about you. Which is where London's creativebrief comes in.
"My Agency only started 18 months before this pitch. They barely had their own website," says creativebrief's director of agency management, Charlie Carpenter. "If Russian Standard Vodka had Googled British agencies they would only have had a handful of relevant matches - none of them with a kite mark." Creativebrief's mission is to connect buyers and sellers of media services. And in this instance, it worked.
It was an interesting match. Russian Standard Vodka, the first luxury brand with a Russian, as opposed to a Soviet, identity, was the engine that transformed Tariko from an importer of candy to a billionaire banker. Russian Standard Vodka's creative director Payam Sharifi says: "My Agency was in every way the wild card. I like to be proven wrong. We want to make the brand a flag-bearer for Russia, like Virgin with anti-establishment, punk Britain."