Beagle Street were the first to recognise that, for the past few years, their advertising had been hard core direct response, building very little brand equity, but cost efficiently filling the funnel. However, they recognised that this rich seam of cost effective respondents was not going to last and, against a background of some heavyweight spend from the market leaders, Beagle Street would need to invest in its brand to ensure a long term successful future. And on top of this, there was a time pressure to deliver a creative idea that could be launched over the key, turn of year, sales period.

The pitching agencies all demonstrated what a high calibre market they operate in, but it was Above & Beyond that won out, delivering a creative platform that will stand the test of time without fear of wear-out.

Look out for the campaign over Christmas and new year.