Agency Case Study · Digital Marketing
One person doing the work of three.
NEO360, a 30-person Singapore digital marketing agency, used to pull a media buyer, an analyst, and an account manager off client work for every new proposal. Since going live on SOMIN in April 2024, one account manager now builds the same pitch alone — cutting turnaround from 4 hours to 2.5 and cost per proposal by 30%.
A SOMIN customer case study · Singapore · ~30-person digital marketing agency · Live on SOMIN since April 2024
4h → 2.5h
Turnaround per proposal
30%
Lower cost per proposal
The Client
A 30-person performance marketing agency in Singapore.
NEO360 is a Singapore-based digital marketing agency with approximately 30 employees, focused on performance marketing across paid search, paid social, and programmatic media. The agency has been operating on the SOMIN platform since April 2024.
The Challenge
Every new proposal pulled three billable people off client work.
NEO360's day-to-day involves preparing pitches and proposals across multiple performance accounts. Each proposal historically required three people — a media buyer, an analytics team member, and an account manager — to brainstorm angles, pull benchmarks, and assemble the pitch.
The model worked, but it didn't scale. Every new prospect that came through the door meant reallocating billable team hours to non-billable proposal prep. The agency's growth ceiling was set by how many proposals it could afford to write, not by how many it wanted to.
- ✓ Every proposal needed three billable people: a media buyer, an analyst, and an account manager.
- ✓ Preparing each pitch meant pulling specialists off client work to brainstorm angles, pull benchmarks, and assemble the proposal.
- ✓ Growth was capped by proposal-writing capacity, not by client demand.
How It Was Built
SOMIN as NEO360's always-on competitive monitoring layer.
NEO360 uses SOMIN to monitor competitor activity across both organic and paid posts for any brand the agency engages with. The platform replaces the manual benchmarking work that media buyers and analysts used to do for proposal preparation.
01
Always-On Monitoring
SOMIN tracks competitor activity across organic and paid posts, continuously, for every brand NEO360 engages with.
02
Three Modules
Brand Tracker (organic + paid monitoring), Expressions, and SODA feed directly into the proposal workflow.
03
Baseline, Not Blank Page
Because monitoring never stops, competitive context is already in place before a proposal is even requested.
04
AM Pulls the Angles
Account managers generate proposal-ready strategic angles directly from SOMIN's output.
05
No Specialist Hand-Off
The media buyer and analyst are no longer pulled in to prepare the pitch.
The Outcome
A three-person task, consolidated to one.
Proposal preparation has consolidated from a three-person task — media buyer, analyst, and account manager — to a one-person task handled by the AM alone. The freed-up media buyer and analyst capacity returns directly to billable client work, lifting the agency's effective output without raising headcount.
As part of our daily work in the performance marketing sphere, we usually have to do a lot of reporting and generate a lot of analysis for our clients. It used to take a lot of time. Now thanks to SOMIN, we are able to do all that research in just one to two hours.
— Hendry, NEO360
Proposal Team
1
Down from 3 people — media buyer, analyst, and account manager — to the AM alone.
Turnaround
2.5h
Down from 4 hours of prep per proposal.
Cost / Proposal
$700
Down from $1,000 — a 30% reduction.
SOMIN Modules
3
Brand Tracker, Expressions, and SODA power the workflow.
Key Takeaways
What these results say about proposal-heavy agency work.
01
Proposal prep was a margin problem, not a staffing problem. NEO360's growth ceiling wasn't client demand — it was how many billable hours the agency could afford to spend writing pitches instead of doing client work.
02
Always-on beats one-off. Because SOMIN monitors continuously, competitive context is already current when a proposal opportunity arrives, so prep starts from an established baseline instead of a blank page.
03
Consolidation, not headcount cuts, drove the result. NEO360 didn't shrink its team — it freed the media buyer and analyst back onto billable client work, raising output without raising headcount.
Questions
About this case study.
What challenge did NEO360 face before SOMIN?
Every new proposal required three billable people — a media buyer, an analyst, and an account manager — to research competitors, pull benchmarks, and assemble the pitch. That capped NEO360's growth at how many proposals the agency could afford to write, not how many it wanted to.
How did SOMIN change NEO360's proposal process?
SOMIN runs as an always-on competitive monitoring layer across organic and paid posts, so the competitive context for any account is already in place before a proposal is even requested. NEO360's account managers now pull proposal-ready strategic angles directly from SOMIN's output without pulling a media buyer or analyst off client work.
What results did NEO360 see?
Proposal preparation consolidated from three people to one — the account manager alone. Turnaround fell from 4 hours to 2.5 hours per proposal, and cost per proposal fell from $1,000 to $700, a 30% reduction. NEO360 has been live on SOMIN since April 2024.
What SOMIN modules were used?
NEO360 uses three SOMIN modules: Brand Tracker for organic and paid competitor monitoring, Expressions, and SODA.
Is this typical of SOMIN agency clients?
NEO360's results reflect a pattern SOMIN sees across agency clients: replacing manual competitive research with an always-on monitoring layer is typically 13x faster than manual research workflows, freeing billable specialists for client work instead of proposal prep.
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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See the full NEO360 case study — the client profile, the challenge, and every module.
This page covers the headline results. The full PDF includes NEO360's complete client profile, the proposal challenge in detail, how each SOMIN module fits into the workflow, and the full outcome breakdown.
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