Battle of the Agencies

The Client: Pink Gellac

Pink Gellac is on a mission to bring salon-quality manicures into every home. Based in the Netherlands, the fast-growing beauty brand offers a premium range of gel nail polish, tools and inspiration that empower customers to express their unique style. With over 250 colors and a simple DIY system, beauty lovers of all ages can enjoy a flawless, long-lasting manicure from the comfort of their home. Pink Gellac’s successful direct-to-consumer model combines a strong digital presence with a rapidly growing retail footprint, including 12 stores across the Netherlands, Belgium and France.

But Pink Gellac stands for more than just beauty. As a certified B Corp, the brand is committed to creating positive impact for both people and planet. Their Social Impact Strategy and sustainability roadmap guide the business forward, from product innovation to responsible operations. With recent Retailer of the Year awards for both their webshop and retail chain, Pink Gellac continues to prove that empowering self-expression and doing good can go hand in hand.

Agency selection

Among all submissions, three agencies will be selected based on the pitch:

Step 1: Register your agency with a concise, impactful motivation. Clearly articulate why you believe your agency can achieve the best outcome for Pinc Gellac. Please note that the deadline for submitting motivations is March 16, 2026, before 5 PM.

Step 2: The motivations will be assessed by the Pinc Gellac’s email marketing team. The top three pitches will proceed to the battle. Note: motivations will be evaluated anonymously!

Please note that all entries must be anonymized, with no mention of agency names, to ensure that motivations are evaluated purely on their content. Any agency names included will be removed or blacked out before Pinc Gellac reviews the motivation.

Process and rules after nomination

The nominated agencies will undergo the following process:

1. Case Briefing: The selected agencies will receive the case details from Pinc Gellac.
2. Campaign Design: Agencies will create an email design based on briefing.
3. HTML Submission: The nominated agencies must submit one HTML email to Pinc Gellac, based on the approved design. The email may include dynamic content as specified in the briefing.
4. Target Audience: The target audience for all emails is uniform and will be selected by Pinc Gellac.
5. Email Dispatch: Pinc Gellac will handle the dispatch using its own systems.
6. Simultaneous Communication: All communications will be sent simultaneously by Pinc Gellac.
7. Results and Announcement: Pinc Gellac will analyze the results and announce the winner at the EMAS on June 11.

*If the provided email does not comply with the rules, Pinc Gellac reserves the right to refrain from sending the email at any time.

Judging Criteria

Important dates

March 16 before 5 p.m. 2026
DEADLINE motivation submission

April 2, 2026
Announcement of nominated agencies

June 11, 2026
Announcement of the winner during EMAS 2026 in Circa Amsterdam