CHALLENGE: Pitch to win Hitachi’s multi-million EU business.

IDEA: The strats spent a while talking about how procurement people are “heroes of hidden wonder”. I left the room and thought “no they’re not - they just want to get shit done.” Which I edited slightly and turned into a platform.

RESULTS: It won the pitch. Well, that’s what Hitachi’s CD told me as he shook my hand immediately afterwards.