How PR firm Golin used Stickybeak to test creative pitches, and win

Golin, one of the world’s top PR firms, used Stickybeak to test creative campaign ideas with niche audiences, fast. With real consumer feedback in hand, they sharpened their pitches and secured three new client wins. Proof that when you pair bold ideas with smart data, great things happen.

The client

Golin is one of the world’s most awarded PR firms and part of the Interpublic Group (IPG). Known for bold creativity and data-driven strategy, Golin helps global brands earn attention through insight-led campaigns. With a strong Research & Insights team, they pride themselves on bringing not just big ideas - but proof they’ll work.

The challenge

Pitching in the agency world is high-stakes. Golin likes to approach briefs with two or three different campaign ideas, sparking intelligent debate and giving clients options. But validating those ideas is tough when:

• The target audience is niche and hard to find
• Timelines are razor-thin
• Budgets are tight (especially when the agency is footing the bill)

It’s a challenge many creative agencies face - how do you bring credible consumer feedback into the pitch room, fast and affordably?

The approach

Golin turned to Stickybeak to help test their campaign ideas before they ever made it into a pitch deck. 

Using Stickybeak’s self-service platform, they tested creative visuals and campaign messaging with 200 people in each of their hard-to-reach niche target audiences. Recruitment happened via targeted Facebook and Instagram ads, honed by age, location and gender.

“Stickybeak is particularly good for pitches or when we need to talk through a big idea with a client,” says Jonny Bentwood, Golin’s Global Head of Data and Analytics. “We go in not just with cool ideas, but data to have an informed conversation about the merits of those ideas.”

Stickybeak's unique approach - sourcing fresh respondents for every survey, typically responding on their phones in real-world environments - means responses are unfiltered and grounded in reality.

The result

The results speak for themselves: Golin used Stickybeak to support three major pitches, and won all three. 

With data in hand, client conversations became less subjective and more collaborative. Instead of debating creative on personal preference, they could focus on what resonated with real consumers.

This combination of bold ideas + credible evidence gave Golin the edge.

‍“Pitching creative is risky - reactions are emotional and can be binary. Having feedback from real consumers makes the conversation richer, more nuanced, and ultimately, more productive,” says Bentwood.

Stickybeak didn’t just help Golin win pitches - it helped them win smarter, with confidence.

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