When Lexmark approached Synchromesh to pitch for their account, we put our experience into creating a communications strategy that would achieve their objectives on many different levels.

Creative strategy takes many forms and our creative for Lexmark addressed formal concept development as well as engagement strategies designed to reach, touch and interact with specific market segments. To achieve this we introduced a consolidation of off line and on-line marketing activities, demonstrating much deeper strategic thinking than other agencies in the pitch.

Our presentation addressed the (left field) creative application of a magazine style product brochure to present the high quality nature of the Lexmark solution. Customer testimonials supported broader Lexmark PR strategies, which retained continuity of voice across print and on-line media. Blogs and Wikis and even domain name strategies were recommended as a means of providing all market segments a clear and concise path to sale (be it in sourcing the right product or finding the right information). We complimented this with more targeted marketing initiatives as a means of generating brand recognition. As well as facilitating segmented digital strategies, these included opportunities for search engine marketing and optimisation.


One key part of our proposal was to engage Balance Interactive’s expertise in delivering a consolidated, future-proof digital strategy. Part of Lexmark’s digital brief entailed working with the internal Lexmark digital team to integrate global site development into the Australian marketplace. Having performed the same exercise with other clients, the Balance Interactive team were able to demonstrate a clear understanding of the requirements of such a project.


In awarding Synchromesh the account, Lexmark said that one of the primary reasons we were chosen was our ability to deliver creatively fresh thinking and respond to any brief with an answer that was not only right, but also challenged their expectations. Synchromesh had proven in past work with Lexmark that we could introduce creative thinking, which took Lexmark in a new and positive direction – this was evident in our presentation and placed us ahead of the pack when decision time came.