As the second employee of the EGC Group's Craft Beverage Division, I worked alongside ECD Jim McCune to strategize and execute creative for specialized beverage clients and build agency relationships. In addition to creative work across a number of our clients' social channels, I contributed to our proprietary research programs and helped win new business like Captain Lawrence Brewing and 3Water.
Overwhelmingly. I helped win the business of Captain Lawrence Brewing, 3Water, and Hopsteiner, and produced social content for other brands under the division’s umbrella. Today, more than 5 years later, Hopsteiner is still a client and the division’s portfolio has taken off, including the creation of the new Craft Beer Marketing Awards. Obviously, I can’t take credit for the fact that they’ve been absolutely crushing it in the time since I’ve been gone, but I do feel like I was a big part of laying the groundwork. (And since I’m having colleagues from there critique this site before I send it out, I’m sure they’ll tell me if anything needs to be corrected.)
Working on craft beer there was the first time I’d been heavily involved in the new business side of things, and I learned a lot about the pitch process and what it takes to form relationships with new clients. It was an experience that served me well when I became a project manager and began leading accounts. The biggest thing I learned through that process was that, to get any work produced in the first place, no matter how good you think the idea is, you have you be able to sell the idea first. That means doing your homework. It doesn’t start with copy, it starts with an audience, a strategy, and a budget. A goal. Have a clear idea of what you want to do -- and be able to articulate it -- and you might get a chance to actually write it, which is the fun part.
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