
Agency	Madison Communications Agency
Creative head	Denys Keleberdenko
Author of idea	Denys Keleberdenko
Product	Whatever Agency
Description	The challenge/objectives. How to launch an advertising agency in a saturated market? With 0 budget and 0 clients – but being a team of people loving what they do? We had to find the most effective and free way to appeal to our Target Audience - brand managers and marketing directors of local and international brands and companies. And pay their attention to problems in advertising industry and relations both inside agencies and between agencies and clients. In ideal, to turn them into clients willing to work with the new agency even before its launch. If it’s only possible.? The insight. There are dozens of advertising agencies in Ukraine: network and local, large and “boutique” ones, full-service and highly specialized, but none have yet to receive a Cannes Lion. Creativity is stagnating in the country. Agencies provide clients with service, adaptations and comments on implementing instead of creating ideas. Working in advertising ceased to be fun. The idea/execution. We created the world's first client service agency – Whatever Agency. A virtual one, on facebook. We posted 100% self-generated sad but true moments about agencies work and their relationship with clients. The core campaign message was based on a “client-oriented approach”, when the core mission of advertising is neglected. The world’s first agency where making logo bigger, forwarding e-mails and making money with not good work, but good service – are the highest priorities. Insight which appeals both to clients and agencies. Outcome. This way with $0 promotion budget, but creating each post extremly engaging and viral, we achieved the following: - Whatever Agency became the #1 advertising agency by Facebook fans in Europe; - Whatever Agency became the #1 agency, which clients would like to work with (by poll of Ukrainian ad portal ADME.UA); - Whatever Agency became a case study for students of IKRa school (Interactive Communication in Advertising); - “Was it done by Whatever Agency?” became a Meme in the comments on low-level advertising projects on ad portals. No one wants to be taken as a “hero-client" of Whatever Agency’s posts; - Free press-releases in TOP Ukrainian ad and news web-portals; - 100% earned web-PR coverage more than 100,000 during launch week. (It is more than weekly coverage of TOP-5 ad portals in Ukraine); - 20 real briefs and 50 real CVs in first two weeks after real agency launch in March 2013. And we still strive not only for the new agency business success, but for creative work quality. Whatever we do.
Team members	Denys Keleberdenko, Creative Director Kseniya Zagray, Client service team Kateryna Magon, Client service team Olexiy Gontcharouck, Antistatic pictures (video production)

http://selectedcases.com/kiaf/

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