Supporting a leading research agency to change perspectives and allow brands to think differently

Client Profile

• Global market research agency based in London and Amsterdam
• Specialising in behavioural insight
• Campaign – since 2019

Challenge & Activity

Irrational had a ‘lag’ in their pipeline and needed to get introductions into their key target verticals – pharmaceuticals, finance and FMCG, as well as drinks and personal care brands.

The agency had tried other routes for new business in-house, but with limited success and as a time poor business as most agencies are, the directors were unable to sustain business development activity.

Irrational selected Alchemis as they felt confident that we understood insight and research, their complex offer and had the expertise in all their key verticals – pharmaceutical, finance, FMCG, drinks and personal care.

Irrational initially started off with a focus on their three key verticals and signed their first ongoing client, the UK arm of a Pan-European white goods manufacturer in line with expectations within 6 months.

The pandemic hit as the campaign was just taking off – and Alchemis supported Irrational Agency by quickly pivoting the meeting medium from face to face to online meetings – even before lockdown was officially announced in the UK.

To keep the activity and communication fresh, we ran a messaging workshop which helped reposition Irrational Agency’s key introductory approach away from innovative research to one that highlighted their focus on answering business challenges and providing tangible commercial success. This changed the emphasis of subsequent meetings from one about showing new research methods to one that demonstrates to prospective clients how Irrational can specifically help them and makes it easier for prospects to buy their services. This has enabled the acceleration of the client journey from ‘pitch’ to brief with demonstrable results.