BBDO BROADENS SA OFFERING
BBDO CONSULTING, the strategic marketing company associated with BBDO Worldwide, possibly the world’s finest creative ad agency, has opened an office in South Africa. BBDO Consulting was started in Germany seven years ago and has since applied its methodology through offices in Europe, Israel, China, Russia and now SA.
The operation in SA is headed by Ingrid Veysie, a former divisional manager at the SA Foreign Trade Organisation and founder in 1997 of a brand development consultancy, Callisto Junction. Net#work BBDO creative head Mike Schalit will be working with her.
“We’re a management consultancy focused on strategic marketing,” says Veysie. “We aim to build brand equity for our clients through relevant and sustainable solutions.”
The company broadens the offering of the BBDO group in SA, which comprises Net#work, BBDO Cape Town (formerly Berry Bush), direct marketing specialist Proximity#ttp and digital agency Gloo.
Why has BBDO Consulting come to SA? “There’s a burning need that’s not being met,” says Veysie. “Ad agencies are being asked very specific marketing questions that aren’t within their area of specialisation. And there’s a shortage of skills. Unlike management consultancies, we’ll work through implementation of our recommendations with our clients for up to two years. We deal direct with clients, developing the strategy and then applying an agency-neutral approach – working with their existing agencies.”
A hot topic is identifying new market segments and structuring brand architecture around that. “Marketers haven’t catered at all to the emergence of the black diamonds – an important new segment.”
Two pivotal areas are the way research is gathered and used and the merging of marketing with creativity, says Veysie. “Creativity is vital to break through the clutter of noisy markets but it’s often misdirected. Branding has become big business. Everybody is talking about brand equity.”
Will it go out of fashion? “It’s here to stay for a few years yet.”