Ep 3. Clockwork: The Hive & FKM

In season 1, episode 3 of the show The Pitch(2012), titled "Clockwork: The Hive & FKM," two advertising agencies compete to impress and win over a new client, Clockwork Home Services. The client is a large home service provider that requires marketing campaigns to target their potential customers, who are homeowners.

The two agencies in the competition are The Hive and FKM. The Hive is a New York City-based agency with impressive clientele, including Adobe, Ad Council, and Google. They specialize in creating campaigns that make people naturally engage with the brand. On the other hand, FKM is a Houston-based agency, with an emphasis on strategy and creating innovative campaigns. They have a long-standing presence in the local market, having worked with companies such as BMW, Coca-Cola, and Popeye's.

Each agency presents its unique marketing approach to Clockwork Home Services. The Hive presents a campaign that appeals to women, focusing on the idea of 'home' as a sanctuary. They create an emotional connection between family and home, using the tagline "Our house is a home." They use testimonials from real homeowners and social media influencers to build trust and establish their credibility.

FKM presents a strategy that targets men, who tend to be the primary decision-makers in home services. They create a more rational campaign, showcasing Clockwork's exceptional services such as plumbing, heating, and cooling. They use taglines such as 'Your home is our priority,' and innovative video advertisements to showcase the precision and professionalism of Clockwork Home Services.

After the presentations, Clockwork Home Services management decides that they were impressed by both the ideas presented by The Hive and FKM. However, they decide to go with FKM, citing that their technological approach is more suited to their company's needs.

Overall, season 1, episode 3 of The Pitch highlights the competitive nature of the advertising industry and the different approaches that advertising agencies use to win over clients. The episode shows how important market research, strategy, and creativity are when it comes to launching successful advertising campaigns. Furthermore, the episode illustrates the significance of understanding the target audience, as agencies make sure to tailor their campaigns to appeal to specific demographics.