76 Motherrus­sia

Finweek English Edition - - ADVERTISING & MARKETING -

Fol­low­ing the res­ig­na­tion of Mor­risJones found­ing part­ner An­gel Jones, black-owned 76 MotherRus­sia has ac­quired a 60% stake in the agency, which has been re­named Mo­joMotherRus­sia. Jones has de­cided to de­vote her­self to the Home­com­ing Rev­o­lu­tion, a skills-repa­tri­a­tion or­gan­i­sa­tion that she started in 2003, but has op­er­ated un­der the aus­pices of Mor­risJones.

Nina Mor­ris, who re­mains at the agency as CEO, says that Jones’s de­par­ture made it nec­es­sary to re­de­fine the agency while find­ing the right part­ners to help move it for­ward. “The 76 MotherRus­sia team ticks all the boxes re­quired of an ideal part­ner­ship,” she says. “They have a unique un­der­stand­ing of the in­dus­try and in­cred­i­ble busi­ness acu­men.”

The ex­ec­u­tive team now in­cludes Thando Din­gaan as MD, Fes­tus Masek­wa­meng and Melusi Tsha­bal­ala as s ex­ec­u­tive cre­ative direc­tors, and Kholiwe Sinuma as head of de­sign es­ign and art di­rec­tion.

The en­larged unit, com­pris­ing 38 staff with h com­bined billings of R45m-R50m, is one of the big­gest in­de­pen­dent black-owned agen­cies in the coun­try. 76 MotherRus­sia’s therRus­sia’s client port­fo­lio of Se­lati Sugar, Rand Re­fin­ery, y, SABC, GEPF (Government Em­ployee Pen­sion Fund) nd) and Pernod Ri­card pro­vides an in­ter­est­ing coun­ter­point rpoint to Mor­risJones clients such as De­bonairs Pizza, za, Ap­ple­tiser, Mugg & Bean and Nestlé.

“We have all ac­knowl­edged our his­to­ries,” says ays Din­gaan. “Putting two agen­cies to­gether that come from very dif­fer­ent places, and try­ing to find the right cul­tural fit is not easy. We won’t try to mas­sage the ex­ist­ing cul­ture into a dif­fer­ent form, but will find our own cul­ture. We are fo­cused on build­ing brands and de­liv­er­ing re­sults.”

A be­lief they share is the im­por­tance of “em­ployee brand en­gage­ment” – the full involvement of all staff in en­sur­ing the success of the busi­ness. “Mar­keters need the whole package of in­ter­nal and ex­ter­nal mar­ket­ing,” says Masek­wa­meng. This un­der­pins a phi­los­o­phy that the part­ners hope to take into other African coun­tries to es­tab­lish a con­ti­nen­tal foot­print. 76 MotherRus­sia is a merger of two pre­vi­ous agen­cies that started on the same day three years ago. Mor­risJones opened its doors as M&CSaatchi South Africa in 2001.

The team

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