Case Studies
Glanbia – A Sports Brand in Need of a Boost
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Glanbia, a leading sports nutrition brand had grown almost despite itself. As the exercise industry grew, Glanbia grew right along with it. As competition grew, Glanbia realized they needed to dial up their digital marketing efforts to grab an even greater share of the sports nutrition marketplace.
Situation/Background
Glanbia Performance Nutrition owned two brands in the fast growing sports nutrition category and were looking to build distribution and sales for both of these brands. They were also attempting to attract new users and increase household penetration of its products. They were looking for a new agency that could carry them to this next level.
Search Requirements
Glanbia was looking for an agency that was located in the Midwest, had sports, or sports nutrition experience – as well as beverage experience – and had experience activating a brand via an integrated marketing/advertising program. In addition they wanted an agency that had PR, experiential, and shopper marketing experience. Quite the tall order!
Agency Selection
RSW/AgencySearch started by looking at their database of well over 5,000 agencies (of various types/sizes/geographies). After a careful review of nearly 200 agency websites of agencies that appeared to have the experience desired, they narrowed their list down to 30 high potential agencies. Pre-qualifying questions were sent to all 30 agencies. The list was narrowed to 15. All 15 agencies were interviewed and a final group of 7 agencies were selected. An RSW/AgencySearch RFI was presented to the client for review approval. This RFI was pushed out to the 7 agencies. 3 were selected for a final pitch presentation in Chicago and in the end, Tombras, from Tennessee, won Glanbia’s business. It’s been 2 years and the relationship is still going strong.
