NEO360 cuts proposal prep from three people to one account manager
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 builds the same pitch alone, cutting turnaround from 4 hours to 2.5 and cost per proposal by 30%.
NEO360, a 30-person performance marketing agency in Singapore
NEO360, a Singapore digital marketing agency of about 30 people, runs performance marketing across paid search, paid social and programmatic. It has used SOMIN since April 2024.
Every new proposal pulled three billable people off client work
Each NEO360 proposal needed a media buyer, an analyst and an account manager, moving billable hours to unbilled prep. Growth depended on how many proposals the agency could afford.
- ✓ Three billable people per proposal.
- ✓ Specialists left client work to research and assemble each pitch.
- ✓ Growth capped by proposal capacity, not client demand.
SOMIN as NEO360's always-on competitive monitoring layer
SOMIN monitors competitor organic and paid posts for every brand NEO360 engages with, replacing manual benchmarking by media buyers and analysts.
Always-On Monitoring
Continuous tracking of competitor organic and paid posts.
Three Modules
Brand Tracker, Expressions and SODA feed the proposal workflow.
Baseline, Not Blank Page
Competitive context is in place before a proposal is requested.
AM Pulls the Angles
Account managers take proposal-ready angles from SOMIN's output.
No Specialist Hand-Off
The media buyer and analyst stay on client work.
Proposal turnaround from 4 hours to 2.5, cost down 30%
The account manager now prepares proposals alone; media buyer and analyst time goes back to billable work.
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
What NEO360's results say about proposal-heavy agency work
Proposal prep was a margin problem, not a staffing one: billable hours spent on pitches, not client demand, limited growth.
Always-on beats one-off: with continuous monitoring, prep starts from a current baseline, not a blank page.
Consolidation, not headcount cuts, drove the result: specialists returned to billable work, raising output without new hires.
NEO360 case study FAQ
What challenge did NEO360 face before SOMIN?
How did SOMIN change NEO360's proposal process?
What results did NEO360 see?
What SOMIN modules were used?
Is this typical of SOMIN agency clients?
SOMIN is a Singapore deep-tech platform that turns real-time competitor and audience intelligence into market-ready creative ideas, typically 13× faster than manual research. Clients include P&G, Audi, Ferrari, Gojek, Abbott, Citi, KFC, Nestlé and McDonald's in 11+ markets; agency partners include Dentsu, OMG, GroupM, Havas and Publicis.
Built by seasoned marketers and an AI professor: the methods behind this study are peer-reviewed at AAAI, ACM Multimedia, SIGIR, WSDM and in ACM TOIS. See the research and talks.
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