faced with a wave of digital attacks, sparked by – oh – an oil spill, labour unrest or a terrorist threat. What do you do? What ever it is, do it fast. You’ve got four to six hours to respond. Anything later than that will damage the brand.
This advice, from US crisis management of other hues.
Gavin Krenski, marketing and innovation director of Brandhouse Beverages, has spearheaded t wo Drive Dry campaigns to promote moderation in alcohol consumption. Both have had an enormous impact by playing on the fear of abuse in jail, which is where drunk drivers could easily find themselves spending a night.
They were campaigns that pulled no punches. Brandhouse’s strategy is to remain the leader in developing groundbreaking campaigns to communicate the real consequences of drinking and driving and set the standard for others to follow.
It’s had a huge impact on the people who believed “it won’t happen to me”, and has won numerous awards locally and internationally (at Cannes, D& AD and others), and was the most-awarded campaign at the 2011 Loeries. The ad agency is FoxP2.
Claudia Walters has been with Daimler-Benz since she graduated from university, moving to South Africa in 2000 and making this her home. She became marketing communications manager in 2010, and since then Mercedes-Benz has won numerous awards, the highlight being a Grand Prix at Cannes in 2011. Merc has taken 18 Loeries (two of them Grands Prix), t wo Ads of the Year and a rare D& AD pencil.
Within the global network, the South African operations is seen as one of the creative leaders of the worldwide marketing effort.
Walters is a fearless champion of great creative work that is right for the South African market. Her agency, Net# work BBDO has won more awards for Mercedes-Benz than Jung Von Matt, Merc’s global agency based in Hamburg.