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DIRECTV RETAIL MARKETING CASE STUDY

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Full Story:

In late 2006, DIRECTV’s retail marketing was in a state of chaos. Local dealers, unhappy with the scope and quality of marketing materials being provided, had been creating their own random promotional materials to advertise at the local level. There was a lack of consistency and DIRECTV had no clear brand presence at the local level. These rogue dealers needed better work in order to be reined in. That’s when key operatives from the Covert Agency were retained by DIRECTV Retail Marketing to step in and revamp the existing dealer ad materials. What started out as a small tactical group of four hit the ground running and never looked back. After the first of many impressive creative presentations, a mutual bond of respect was formed and the client quickly realized the potential ROI of working with their new elite team. Soon additional projects were being assigned from a wide range of internal DIRECTV departments. The initial team of four soon burgeoned to almost thirty, and assignments were pouring in from Merchandising, Promotions, Sales Training, Dealer Incentive, Commercial Sales and other departments. None of this early success came as that much of a surprise though, thanks to a wonderful working relationship with the client and the strong leadership provided by our own Creative Director (Joe Bui) and two more members of the CORE Covert Team (William Valencia and Ara Keoshkerian). With the help and support of the highly-motivated and well-inspired creative team, their contributions combined to save DIRECTV over $3MM in one year alone. But the most amazing facet of this story is not simply the tremendous savings DIRECTV was able to realize. Rather, it was the fact that the work never suffered creatively, even with the shortened timelines or reduced budgets. Sure, the work won over two dozen creative awards over three years. But what’s even more rewarding is the fact that a room full of over 2500 dealers stood up and applauded when they were shown their newly upgraded ad kit at the 2007 Dealer Convention.

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