How to Win Pitches and Inspire Projects with Data-Driven Personas

Using personas as target audience descriptors helps inspire clients, creatives, and internal marketing stakeholders, but if you want to win pitches or get marketing projects approved, inspiration is no longer enough. Clients and managers demand more and more that target audiences be based on facts and figures – and rightfully so.

Enjoy a detailed, hour-long discussion on:

  • Gathering credible and high-quality data;
  • Convincing stakeholders using personas;
  • Building a fact-based foundation for competitive advantage;
  • and more

Glocalities’ Martin Schiere and KesselsKramer’s Diederik Sjardijn delve into a real-life Timberland case study to show how they use data and insights to build the fact-based personas necessary for a comprehensive strategy. Their thinking? “We spend an average of 150 hours on each pitch, so we better make sure they count.”

The fine line between winning and losing pitches lies in having the right data and understanding what it means for the brand.

Case study: Timberland 10061™ Story

Iconic shoe brand, Timberland, managed to successfully reach Gen Zs by changing the brand’s design language and aesthetics, backed by relevant mountains of data. The agency responsible for the strategic approach is KesselsKramer (the Dutch agency also responsible for the successful “I AMsterdam” campaign), and thanks to its strategist – now Managing Director – Diederik Sjardijn, you can now find out more in-depth insights to inspire your own tactics. Along with him, Jay Steere, former senior director innovation brand lead at Timberland shares the valuable client-side perspective.

The expert panelists:

Here’s a sneak peek of what our guests had to say:


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