Geared

Finweek English Edition - - ADVERTISING & MARKETING -

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.

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