B2B marketing agency Green Hat has been appointed full service agency to telco challenger Superloop after winning a pitch run by Trinity P3.
Ben Colman, CMO at Superloop, credits Green Hat's success to its fully integrated and considered three-tier approach of insight, data and creative.
"What Green Hat pitched to Superloop was a full, holistic solution," says Colman.
"It impressed us because it was a very sound strategy that came from real, data-led insight that they were then able to execute creatively. We were very clear that we wanted big ideas, and Green Hat delivered that in a way that made us sit up and take notice."
Stuart Jaffray, MD at Green Hat, confirms the agency adopted a "strategically led creative approach" to meet Superloop's requirements.
"By doing this, I believe we showed them we understood their business," says Jaffray.
"And feeling confident in our knowledge of their company, as well as their market, inspired big creative ideas. Superloop exists in a very cluttered telecommunications space, so there's a critical need for ideas that can cut-through."
Green Hat's Superloop win comes at a time when the specialised needs of the B2B sector are gaining greater acknowledgement, including the first Creative B2B Lions awards at Cannes Lions 2022.
Ben Colman: "B2B and B2C are not the same. This isn't a nuanced argument – they're worlds apart and the simplest evidence of that is the average B2C transaction is five minutes versus five months for B2B. Bearing that in mind, we wanted an agency that had a breadth of marketing expertise but really knew the B2B market."
Stuart Jaffray: "As a B2B agency, we understand the need for a big, long idea that extends all the way through the funnel," Jaffray confirms. "We're handling all Superloop's channels – from brand to demand generation to content to media – and the funnel could extend anywhere from three months to 12 months. It's a long journey to consider."
Green Hat has been significantly building out its talent pool with new senior account directors – Anoop Jose (from Merkle B2B), Ali Corbett (from Bohemia Group), Jo Zaccaria (from BlueMelon Design) – and two new digital specialists – Vrunda Patel (from MONEY3) and Payal Davda (from Crucial Dimensions).
"It's a big call but I feel we're the best B2B agency in Australia at the moment," Jaffray says. "The quality of our hires at such a competitive time for recruitment, coupled with the calibre of our contracts, like this one with Superloop, show that Green Hat is really prospering."
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