Kartrionae Madondo-Ossai: Digital & Strategy Director
What is agency life without the buzz and thrill of deadlines? We live for this, it’s part of our DNA (Pah! we signed for this, we really don’t have much of a choice) but… there is something about ‘Pitching’ that puts us in ‘beast mode’. For the strategist, this is where the fun really begins. (Yes, late nights, hair loss, tantrums – alles!) Let’s have a chat with Kat on pitching.
What was your creative approach throughout the Nampost strategy?
It really was just a matter of juxtaposition, where we took Post in general and its connotation of being ‘old and out of fashion’ and paired it with a more modern solution, added with an authentic Namibian cultural flair, to creating an idealized brand that fits the present-day context and addresses present-day needs
Describe your conceptualization process throughout the pitch and outline any difficulties you and your team faced?
The team was a big part of the conceptual process. I find that people host amazing ideas and solutions, and until they meet a strategic moderator to help unleash them, those ideas end up locked as figments of their imagination. So the team was very helpful and we worked day in and out to crack what was for me, one of the best Big IdeaLs to date… Do you know when the goosebumps hit you when you crack the brief? It was at that moment that I knew we had a compelling case to present.
– Eventually, I burned the midnight oil, writing three concept ideas and copy, and putting together the strat. It was exhausting but rewarding. For a Strategist the challenge just comes in aligning the team to the game plan – it’s difficult to articulate the strat (especially in its infancy) You have a roadmap, but can’t show it, therefore, explaining an imperceptible solution and aligning everyone to it as the ‘way forward’ can be challenging. But it’s always worth it.
What is the most difficult part when linking your theoretical strategy with the creative aspects of the pitch?
I think the whole process to be honest. Strategy is usually an alien lingo to creatives lol! But working through it step by step and brainstorming and aligning everyone at every stage of the strategy process really helps. Getting the creatives to align with the Big IdeaL is the hardest, to be honest. It’s almost that part where the creative takes over and begins the ideation process bringing the plan to life. The strategist always has to re-align the team back to the core, while allowing them a degree of creative expression – Everything has to, of course, make business sense and ROI.
When dealing with a brand that has an abundance of historical background does it become challenging to maintain the brand pillars without diverting from the brand persona?
Not at all! in fact, this is the kind of brand you wanna work on when doing strategy. The foundation is already set, so there is so much room to restrategize, reinvent and repurpose the brand, and that’s so exciting! It’s like pioneering the past into the future.
How important was it to make use of a tactical and analytical approach in providing value not only to the business but for its customers a like within your pitch? Oh, that’s the strategy part of the strategy, Crucial!. You have to look at the audience that forms the client’s business. When you know who you want to talk to, everything else falls into place. Because each generation of the audience presents a unique set of needs, and through that, you find the solution and ultimately your client’s business opportunity.
What was the thought process catering to the forward-thinking and tech-heavy demand within the world today? One has to understand the context in as much as everything is forward moving and tech-inclined. It’s very important to still remain relevant and applicable. For me, its all about providing solutions to the brand’s everyday challenges and solutions do not always have to be extreme and too far-fetched. So that was crucial for me while strategizing the pitch.
How important was it to take the youth of our country into consideration for the implementation of this proposal? Over 60% of the Namibian population is considered ‘youth’ therefore using this demographic cohort as the basis of our ideal audience, not only addressed the brief but also showed how Nampost would remain relevant in the future. What made me and the team proud was finding ‘win-win’ solutions that would add value to the audience in terms of making their lives better, not just from a usage point of view, but in being part of the future Nampost network thereby partaking of it’s net wealth.