Finweek English Edition - - Advertising & marketing -

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.”

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