ESN Brand Campaign ‘25: Anything But Normal. Redefining quality perceptions in the sports supplement market.
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Because ESN didn’t just say they had the best products, they could prove it. The campaign was ambitious, moving them away from traditional gratuitous body shots, and into an uncomfortable scientific territory where they could actually pull away from the competition.
As the Brand Lead on a new client, it was my role to guide them on this unfamiliar journey and to work they could be proud of.
My Role:
Total Oversight: As Brand Lead, I was the key point of contact for all stakeholders. From the ESN General Manager & Vice President, the internal agency directors, down to the media suppliers, it all fell under my responsibility. ESN had not worked with a full service agency before, and were critical at all stages of the process, which required me to be able to represent the agencies interest at all times.
Strategic & Creative Guardian: The strategy of Anything But Normal (which ended up being the campaign line), was a bold new territory for ESN who’d previously opted for traditional performance marketing ambitions. It required high levels of trust from the client, and buy in from the teams I managed to deliver on this trust.
Financial Control: ESN approached us with a refreshing approach to budgeting, offering a multi-million sum, and instructing us to tell them how to spend it. I was responsible for scoping workstreams ranging from strategic positioning, visual refreshes, and tiered campaign approaches. I was then responsible for maintaining those budget pools, and providing live reconciliations to client advising them on how to distribute the finances where needed.
Shoot Management: Being new to the agency process, a high budget shoot was also foreign to them, walking them through the pre-production, shoot, and post-production process required me to be knowledgeable and communicative at all times.