Agency Case Study · Performance Marketing
From a one-week pitch grind to a two-day turnaround.
KPI Media, a Singapore-headquartered performance marketing agency, put SOMIN’s Brand Tracker, Perspective Studies, Expressions and SODA at the front of its pitch process — replacing a three-person, week-long research grind with a two-day, one-person workflow, cutting prep cost 75% and closing a new $5,000/month retainer.
A SOMIN client case study · Performance marketing agency · Singapore · Deployed in 1–3 days
1 week → 2 days
Pitch prep time, per cycle
$4K → $1K
Prep cost — a 75% cut
+$5K/mo
New retainer revenue closed
The Client
A Singapore-based performance marketing agency.
KPI Media is a Singapore-headquartered performance marketing agency, working with regional and international brands across paid search, paid social, and programmatic channels. The agency was up and running on the SOMIN platform within three days of deployment, and rates SOMIN 5/5 on vendor satisfaction.
The Challenge
Pitch preparation was eating into billable capacity.
Pitching new business in performance media is a margin game. Every hour a planner spends manually pulling competitor benchmarks, building category landscapes, and writing pitch narratives is an hour that doesn’t produce billable work.
- ✓ KPI Media had a clear pattern: pitch preparation was running into a one-week sprint per opportunity, with three people pulled into competitor analysis every cycle.
- ✓ That work was hand-built from scratch each time — three team members duplicating research in parallel for every pitch.
- ✓ Faster pitch prep wouldn’t just save cost — it would let the team take on more pitches in the same window, and bring more depth to each one.
- ✓ The agency needed a way to compress the front-end of the pitch process without thinning the strategic substance of the deck.
The Approach
SOMIN as the front-end of the pitch process.
KPI Media adopted SOMIN as the foundation of its pitch process. Brand Tracker generates the category audit on demand. Perspective Studies surfaces where the prospect’s competitors are crowded versus where there’s a real opening to own. The strategic conclusion is then translated into Expressions — campaign concepts anchored to that specific opening — which are dropped directly into the pitch deck.
The result: what used to be three different team members hand-building artefacts in parallel became a single workflow run by one team member, with strategic depth preserved.
01
Brand Tracker
Generates the category competitive audit on demand.
02
Perspective Studies
Surfaces where competitors are crowded versus where there’s a real opening to own.
03
Expressions
Turns the strategic opening into campaign concepts, dropped directly into the pitch deck.
04
SODA
SOMIN’s analytics assistant, used throughout the pitch workflow.
The Outcome
Faster pitches, lower prep cost, real revenue closed.
Pitch preparation collapsed from a one-week sprint to a two-day turnaround. Competitor analysis dropped from a three-person task to one person. Per-pitch prep cost fell from $4,000 to $1,000 — a 75% reduction. The agency now has the capacity to pursue more pitches in the same window, with sharper category POVs in each deck.
Most importantly, KPI Media has closed at least one new client off the back of the upgraded pitch process — adding $5,000/month in retainer revenue. The agency rates SOMIN’s vendor team 5/5 on technical competency, project management, training, and communication, and 5/5 on overall vendor satisfaction.
The GenAI solution SOMIN has provided helps us reduce time, manpower cost, and provides more detailed content and analysis in our pitches to clients. The solution is simply something we needed as a business to help propel our topline.
— KPI Media
Pitch Preparation Time
2 Days
Down from a one-week sprint per pitch cycle
Pitch Preparation Cost
$1,000
Down from $4,000 — a 75% reduction
Competitor-Analysis Headcount
1 Person
Down from a 3-person team per cycle
New Revenue Closed
+$5,000/mo
Retainer revenue from one new client
Vendor Satisfaction
5 / 5
Rated by KPI Media across all vendor criteria
Deployment Time
1–3 Days
Live on SOMIN with no IT integration required
Key Takeaways
What KPI Media’s numbers actually show.
01
Pitch prep is a margin problem before it’s a time problem. Every hour spent manually pulling competitor benchmarks is an hour that isn’t billable — which is why KPI Media measured the fix in cost (75% down) as much as speed.
02
Compressing the research didn’t thin the strategy. Moving from three people hand-building artefacts in parallel to one person running a single SOMIN workflow kept the strategic depth of the deck intact.
03
Faster, cheaper pitch prep converts directly to revenue. The freed-up capacity let KPI Media pursue more pitches in the same window and close a new $5,000/month retainer client.
Questions
About this case study.
What challenge did KPI Media face before SOMIN?
Pitch preparation was eating into billable capacity. Every pitch cycle pulled three people into manually building competitor benchmarks and category landscapes — a one-week sprint per opportunity that limited how many pitches the agency could run at once.
How did SOMIN change KPI Media’s pitch process?
SOMIN became the front-end of the pitch process. Brand Tracker generates the category audit on demand, Perspective Studies surfaces where competitors are crowded versus where there’s a real opening to own, and the strategic conclusion is translated into Expressions dropped directly into the deck — turning three people’s parallel work into a single one-person workflow.
What results did KPI Media see?
Pitch preparation time fell from one week to two days, prep cost fell from $4,000 to $1,000 (a 75% reduction), and competitor-analysis headcount fell from three people to one. KPI Media also closed a new client worth $5,000/month in retainer revenue off the back of the upgraded process.
What SOMIN modules were used?
KPI Media’s pitch workflow runs on four SOMIN modules: Brand Tracker, Perspective Studies, Expressions, and SODA — SOMIN’s analytics assistant.
Is this typical of SOMIN agency clients?
Directionally, yes. SOMIN’s platform is typically 13x faster than manual research workflows, and KPI Media was live on the platform within 1–3 days with no IT integration required. Exact figures vary by agency and pitch scope.
About SOMIN
SOMIN is a Singapore-based deep-tech platform that turns real-time competitor and audience intelligence into market-ready creative ideas — typically 13× faster than manual research workflows. SOMIN serves clients including P&G, Audi, Ferrari, Gojek, Abbott, Citi, KFC, Nestlé and McDonald’s across 11+ markets, through agency partners including Dentsu, OMG, GroupM, Havas and Publicis.
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