Cos­mic move

Finweek English Edition - - ADVERTISING&MARKETING -

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.

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