THE JUPITER DRAWING ROOM brand holding company has changed its name to Lionheart, a move designed to remove obstacles hindering competition between member companies in the group. The problem has been that the holding company and two of its agencies share the Jupiter name. For example, when group member MetropolitanRepublic competes for business against an agency called The Jupiter Drawing Room Johannesburg (or Cape Town), they’re seen to be the same company.
To further underscore their independence, MetropolitanRepublic and the third agency brand – Black River FC – won’t report performance to AdReview next month as part of the Lionheart group. Jupiter will report as a group comprising its Johannesburg and Cape Town agencies, while the other two will report independently.
“Our three agency brands have reached a level of maturity,” says group chairman Graham Warsop. “They’re strong, operationally independent and actively compete against each other for business every day. It makes sense for them to report separately and not be brought together once a year for the purposes of the AdReview survey. Now each agency brand will be measured on its own success rather than their collective performance.”
Warsop says it’s similar to the reporting styles of the global holding companies. The agencies in WPP, Omnicom and others operate separately in SA.
Lionheart will continue the Jupiter strategy of seeking out talent and pursuing entrepreneurial opportunities, as it did in backing Paul Warner’s establishment of MetropolitanRepublic. The name Lionheart suggests the global acceptance of an African symbol of courage, the lion. “Our goal is to build brands from Africa inspirational enough to be embraced at the highest level internationally,” says Warsop.