Situation: A media buying agency wants to establish an ‘Alcohol Beverage’ vertical but does not know how to approach potential clients.

Key Challenge: The agency offers clients a ‘trading’ approach to buying media, that necessitates aligning functional teams within an organization (Finance, Marketing, Operations).

The Ask: Develop the business rationale that will prompt C-Suite conversations among organizations in the alcohol beverage sector.

The Solution: Identify the core areas of overlap between the Finance function (the CFO) and the Marketing function (the CMO) as a foundation for outreach content, while identifying potential areas of conflict in parallel in order to address objections in a consistent way.