The New Truth® has proven itself a powerful methodology for successfully delivering large Caterpillar campaigns involving many stakeholders.
The latest New Truth workshop, involving the ANZ CI Retail Caterpillar and dealer teams, recently took place in Melbourne, Australia. The DPR&Co team guided the conversation which involved dealer representatives from Terra Cat, William Adams, Hastings Deering, Cavpower and WesTrac. Along with the Caterpillar folks, a record total of 32 people were involved in the New Truth workshop.
Bringing a group of this size on the journey of creative development calls for a rigorous stakeholder management process. It’s vital for gaining broad support for a campaign direction. Just as vital (and too easily forgotten in the pursuit of consensus) is to ensure the creative outcome has the teeth to cut through to the consumer.
To do that, it has to deliver on two key attributes: It has to be new. And it has to be true. Hence the New Truth.
Please email [email protected] to see if the New Truth is right for your next major campaign.