USE CASE — AGENCIES
Reach companies before the brief goes out.
Agency and event budgets are decided around triggers: an anniversary, a rebrand, new marketing leadership, a trade fair. Those triggers are publicly visible.
01 — STARTING POINT
After the brief it is too late.
Once a pitch is running you compete on price and luck. The better moment is before that: when the trigger is set but nobody has been selected.
- A dated trigger instead of a general assumption of demand
- Marketing responsibility as the door opener
- Months of lead time instead of days
02 — SIGNALS
The triggers we monitor.
Date-bound triggers with clear lead time are the strongest signals here.
Company anniversary or milestone
A round founding year, an opening, a plant anniversary — with predictable lead time and its own budget.
New marketing or communications lead
New owners review agencies, brand presence and channels within their first months.
Trade fair appearance or event series
Announced participation in leading trade fairs or their own event formats requiring delivery.
Rebranding, relaunch, merger
Name or brand change, website relaunch, two brands merging.
03 — ROLES
Who you address.
We name the role that actually owns the trigger.
- Head of marketing
- Corporate communications, press office
- Event and trade fair ownership
- Managing director in mid-sized companies
04 — EXAMPLE
Excerpt from an Opportunity Brief.
Sample Family Business Ltd
Consumer goods · 340 employees · Northern region
- Signal
- Publicly communicated 50th anniversary next year, alongside a newly filled head of corporate communications role.
- Source and strength of evidence
- Company website and trade press · verified · budget situation inferred
- Likely consequence
- A dated anniversary plus new communications ownership means concept, event and brand presence will be awarded in the coming months.
- Responsible role
- Head of corporate communications, secondary managing director
Conversation opener
“An anniversary next year and a freshly filled communications lead is typically the moment when concept and delivery get separated. How far along is your planning?”
Anonymised, illustrative preview. No real company or personal data.
05 — IS IT A FIT?
Who this use case works for.
Good fit
- Event, communications and creative agencies
- Project values from roughly €15,000
- Sales teams that turn a trigger into a concept conversation
Not a fit
- Small individual services without a consulting share
- Purely digital performance offers competing on price
- Expecting live tenders
06 — FAQ
Common questions.
Known, yes — systematically used, rarely. We combine the date with ownership, a budget indicator and lead time so it becomes a trigger with timing.
A free opportunity with a real trigger.
Tell us which triggers match your services — we research an example from your target market.