Tie a yel­low rib­bon

Finweek English Edition - - AD­VER­TIS­ING & MAR­KET­ING -

ANDY RICE’S dis­en­gage­ment from Yel­low­wood Future Ar­chi­tects – 14 years af­ter he founded the Yel­low­wood half – has proved the trig­ger for a rad­i­cal re-ex­am­i­na­tion of the con­sul­tancy’s busi­ness model and a repo­si­tion­ing for con­tin­ued growth. The process has three driv­ers: A for­mal align­ment with Hall & Part­ners, a Lon­don-based in­sight and re­search bou­tique armed with man­age­ment tools such as En­gager, a method­ol­ogy to as­sess how well a brand en­gages with cus­tomers. A thrust into the African hin­ter­land, where six of the world’s 10 fastest-grow­ing economies are lo­cated. Po­si­tion­ing for the tech­no­log­i­cal rev­o­lu­tion. “We’re re­vi­tal­is­ing our of­fer­ing,” says CEO Kay Nash. “So­cial me­dia and cus­tomerled brand­ing re­quire new ap­proaches, new think­ing and new tools.” Founded in 1997, Yel­low­wood merged with Nash’s Cape-based Future Ar­chi­tects in 2005, build­ing a rep­u­ta­tion as one of the most re­spected com­mu­ni­ca­tions con­sul­tan­cies in the coun­try, vir­tu­ally defin­ing the


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