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LEO BURNETT Powered By Docstoc
					              This feature is supported by agency and client advertising          AGENCY FOCUS

S          ince taking over as Group CEO at Leo Burnett SA 18
           months ago, Andrew Fasedemi has set his sights
           on building a cohesive group with a multibrand
           strategy. Now the focus has shifted. “Previously our
aim was to deliver SA to the global network,” he says. “Now
we need to deliver sub-Saharan Africa.”
  The African operations absorb about 20% of his time, a
                                                                                             Delivering the
                                                                                                  goods —
measure of the priority attached to the continental expansion
by Leo Burnett Global. Half South African and half Nigerian,
Fasedemi sits on the boards of the Zimbabwean and Kenyan
agencies, and is soon to take up a seat in the Nigerian
agency once equity arrangements are settled.
  “Apart from growing the network, our focus will be to
substantially raise the level of interaction with the African
agencies, improve creativity in line with international stan-
dards, and introduce training programmes,” says Fasedemi.
There are some jewels in the network, notably the agencies in
Nigeria (that won the Cadbury and Nigeria Airways accounts)
and Zimbabwe, which is growing rapidly and winning awards
despite political upheaval.
  Leo Burnett SA is restructuring to integrate its various
activities under five broad divisions: media (Starcom); com-
munications (Sonnenberg Murphy Leo Burnett, Leo Xpress,
Leo Design and LB Interactive, soon to be rebranded Leo
Burnett Communications); and public relations (Fasedemi
Newman Leo Burnett, rebranded as Manning Selvage & Lee)                                                      Andrew Fasedemi

and Red Nail.                                                         (MS&L), and will allow Leo Burnett to offer clients a better-
   There are also plans to increase the empowerment share-            integrated communications service. The glue that binds these
holding from its current 20% to more than 50%, with staff and         units together is a common vision, enunciated in the slogan,
management likely to pick up a respectable slice of the equity. The   “There’s power in the diversity of our people and our brands.”
new-look Leo Burnett SA will retain its multibranding approach           SMLB, headed by MD Pat Goggin, who worked for seven years
believing that this creates focus and dynamic tension between the     at LB Worldwide in Chicago before transferring to SA, and
business units. Red Nail, for example, will retain its branding and   executive creative director Cal Bruns remains the backbone of the
continue to operate as a second agency brand in line with practice    SA operation. It accounts for half of the group’s staff and most of
elsewhere in the LB Global network. Over the past year, it won        its revenue. Business gains over the past year include four new
accounts from Incredible Connection, Revlon and Gauteng provin-       brands for Kellogg’s, Ananzi, Johnnic e-Ventures, Johnnic Com-
cial government’s Shared Services Centre (SSC). Though owned          munications and Levis. This is in addition to its ongoing work for
by Leo Burnett and sharing                                                        multinational brands such as Coca-Cola Light, Fanta,
the same premises, it                                                               McDonald’s, Procter & Gamble, Mercedes-Benz, SA
has a distinctive culture                                                             Breweries and Liberty. “The benefits of the LB
and approach. Red Nail                                                                Worldwide network should not be underestimated.
clients include Alcatel,                                                              The ability to tap into the network’s well of in-
5fm, Action Stations,                                                                 tellectual capital and global expertise delivers a
Mercantile Bank and E-                                                                better product to our clients,” says Fasedemi. “No-
Trade. There is scope                                                                 one understands the emerging market better than
for a second agency                                                                   SMLB,” he adds, citing creative triumphs such as its
brand in the SA group,                                                                highly acclaimed “first kiss” advertisement for Coca-
according to Fasedemi.                                                                Cola, shot in Morocco but flighted internationally,
   Digital design com-                                                                and the spot-on “Diski” township soccer adver-
pany Shape, which is                                                                  tisement for MTN. Technology and training has
not part of Leo Burnett                                                               already delivered substantial productivity gains. “We
SA, will remain indepen-       Levis store opening                                    are producing more today, with fewer staff, than we
dent but maintain close                                                               did four years ago,” says Fasedemi. Finding quality
ties with the group. Re-                                                             staff is a perennial problem given the continued
lationship marketing com-                                                          exodus of skills. Leo Burnett SA expects to arrest this
pany LB Interactive hit a rocky patch three years ago when former     seepage through a staff package that will give key staff a bigger
MD Clive McClean emigrated to the US, but has been reversed           stake in the local operation. But “our biggest problem is our
under Lizanne Jones and Janine Wilson. The public relations unit      inability to charge proper value for the work we do. SA ranks fifth
has become part of the global brand, Manning Salvage & Lee            in the world creatively, but our fees don’t reflect this.”          s

                                                                           AdFocus/Supplement to the Financial Mail/May 18 2001               149
    LEO BURNETT                                                                     AGENCY FOCUS

       The scramble is on for Africa’s markets
                                                                        plans to increase ownership after the customary courtship. All are
                                                                        ranked among the top five agencies in their respective markets in
                                                                        billings. Despite the country’s well-documented political and eco-
                                                                        nomic chaos, Leo Burnett’s Zimbabwe agency had its best year
                                                                        yet, gaining several new clients and walking away with a clutch of
                                                                        creative awards.
                                                                           This year Leo Burnett will expand its African network to
                                                                        Mauritius, Mozambique, Ethiopia, Tanzania, Cameroon and
                                                                        Gabon. “There’s a race on for the best agencies,” says Andrew
                                                                        Fasedemi, CEO of Leo Burnett SA. “I see it as a business and a
                                                                        social imperative to develop a strong African network for LB. This
                                                                        year we will focus on raising the levels of creativity in the African
                                                                        agencies, integrating them into the network and embarking on
                                                                        extensive training.”
                                                                           Cohen says clients such as Dutch telecommunications service
                                                                        provider Celtel and Johnnie Walker whisky are behind this push
                                                                        into Africa. Celtel has been successful in some of the most difficult
                                                                        markets in the world, offering pre-paid cellular telephone services
                                                                        where landlines are non-existent or unreliable.
                                                                           The speed, not to mention audacity, with which it has moved
                                                                        into Africa has made it something of a telecommunications
                                                                        phenomenon. It launched its African service five years ago in
                                                                        Uganda, and quickly spread to other East African and later West
                                                                        African markets. In Kinshasa alone it now has more than 30 000
                              Jonny Cohen                               subscribers — proof of the consumer power waiting to be tapped

                                                                        in supposedly dirt-poor countries.
                                                                           Leo Burnett handles Celtel’s advertising account in Sierra Leone
               frica is the final frontier. And global communications   through its Nigerian office, which has gained a number of major
               groups are in search of new markets. Having con-         accounts in recent months. Cadbury Nigeria recently moved its
               quered China, Eastern Europe and Latin America over      US$2m Bournvita account to Leo Burnett Rosabel, the Nigerian
               the past 10 years, advertisers are engaged in a          agency. No pitch was required, Cadbury citing the agency’s
scramble for Africa — at least the parts of it that matter.             superlative performance on another Cadbury brand. The agency
   A new consumerism has seized countries once written off as           was also recently awarded the account for a radio campaign on
economic basket cases. Tanzania staged an extraordinary revival         behalf of Nigeria Airways after a tough five-way review involving
in the past five years, while Uganda, having survived the                                   Nigeria’s other top agencies.
predations of despots and warlords, is regarded as an                                           The “Keep Walking” campaign for Johnnie
African economic miracle. Nigeria, recently returned to                                       Walker is an adaptation of a global theme,
democratic rule, is battling to eradicate corruption, and           Johnnie Walker            using inspiring quotes from famous historical
there is hope that peace may at last settle on the                                            figures. African proverbs — such as “Keep
Democratic Republic of Congo (DRC). Tanzania and                                              your eye on the destination and not on where
Mozambique are now among the fastest growing coun-                                            you have stumbled” — are substituted for the
tries in the world, admittedly off a near zero base.                                          wisdom of Abraham Lincoln and others.
   Zimbabwe, however, is a notable exception to this tale                                        “African consumers are known to be brand
of success, though democracy and rule of law have not                                         loyal. In poorer communities particularly,
entirely perished thanks to a vigorous and noisy op-                                          sticking to the brands you know and trust is a
position. Last year coup leaders were sent packing in                                         low-risk option,” says Cohen. This means
Ivory Coast, a resounding reversal of West Africa’s                                           brand investment yields a handsome return.
traditional acquiescence to military rule.                                                       After some initial hesitancy, SA companies
   Advertisers were pressured by clients to accompany                                         kicked off their push into Africa in the mid-
them into these new markets, triggering a scramble for                                        Nineties, with SA mining companies eager to
the biggest and best local agencies. “There’s no substitute                                   replenish declining ore reserves at home.
for local knowledge,” says Cohen. “You need people on the                                    They were followed by retailers and consumer
ground who are familiar with the local scene, and who can add                           companies such as Pepkor, Profurn and SA Brew-
value in strategy and understanding of the media.                       eries, and later service companies. Outdoor advertising com-
   “SA agencies often make the mistake of trying to deploy SA           panies Corpcom and Primedia Outdoor ventured north into Africa
idioms in Africa. We are careful to use the local idiom.”               to service the growing demand from SA and multinational com-
   Leo Burnett moved into Africa in 1997, building a network of         panies for outdoor exposure. But many African cities have now
affiliated offices in Nigeria, Ghana, Ivory Coast, Kenya, Zimbabwe,     reached billboard saturation point, says Cohen, and there is more
Morocco and Egypt.                                                      opportunity for marketers to make a difference in broadcast
   LB does not have offices in the DRC, Congo-Brazzaville, Chad,        media, and through interactive activities such as events. “Africa is
Sierra Leone and Uganda. They do, however, have a highly mobile         an exciting market,” says Cohen. “People tend to look at the
African “swat” team, lead by Jonny Cohen, and supported by              dismal per capita income figures and write it off on this basis.
regional offices. The team travels and works with local clients and     What they miss is that more than half the African economy is
media partners in countries where they have no offices.                 informal, which makes the official figures unreliable as a guide to
   Leo Burnett has equity in some of these African agencies, but        the potential size of markets.”                                     s

                                                                           AdFocus/Supplement to the Financial Mail/May 18 2001                 151
AGENCY FOCUS                                                                                                                                                                                                                                                        LEO BURNETT

          Leo Xpress — let’s
             get it done fast                                                      Wachenheimer

                 eo Xpress is a high speed, below-the-line agency that
                 concentrates on retail, promotion and design. In the
                 past couple of months they produced promotional work
                 for McDonald’s, Vicks, Tampax, Coca-Cola and Kel-

         Leo Xpress MD Marc Wachenheimer says they have a small
      team with a “let’s get it done” attitude. “We are flexible in planning
      and meeting our clients’ needs.”
                                                                               stays the same, as part of the brand building integration.
                                                                                  “The result of these guidelines has been a marked improvement

                                                                                                                                                       a sampling campaign for Kellogg’s Nutri-K, thus creating early
                                                                                                                                                       market presence for their product. Their packaging design for
                                                                                                                                                       Pillsbury Bran Muffins helped to further extend the range in line
         Though Sonnenberg Murphy Leo Burnett is the brand custodian           in the effectiveness of print advertisements, which in turn trans-      with consumer demand. More recent Heinz SA work brought the
      on most of the multinational brands, Leo Xpress has produced a           lates into enhanced business success,” says creative director           brand’s packaging in line with the rest of the world.
      lot of POS (point of sale) work for DaimlerChrysler SA. Recently,        Alan Edgar.                                                                Leo Xpress recently signed up MapStudio to redesign the
      Leo Xpress translated an “above-the-line” concept into a below-             Leo Xpress handles all design and execution of all in-store          packaging and branding of their map range to be in line with
      the-line application, merging the two effectively. His team also         materials as well as promotional activity for McDonald’s.               overseas trends. Other clients include United International Pic-
      designed point of purchase hardware that excites and guides                 Loads of Linen and Living is another stalwart client with growing    tures, Plain Business Writing, Procter & Gamble, Minute Maid,
      consumers to purchase at dealerships.                                    visibility. “We started doing the sales advertisements for them         Celtel (MSI), Columbus Steel and Johnnie Walker.                s
         They have also designed a complete dealer advertising solution        when they were operating as a stand-alone store in Emmarentia.
      for the Mercedes-Benz dealer network to drive consistency in             We have recently repositioned them under their new brand name,
      terms of their offering. These will be updated regularly as models
      of vehicles change, which means that the corporate look and feel
                                                                               as a specific lifestyle store nationwide.”
                                                                                  Wachenheimer’s agency played a pivotal role in masterminding
                                                                                                                                                                                      Getting to know you one-on-one
            Work is taking
              good shape
                                                                                                                        The Shape team . . .
                                                                                                                        Joanne Isemonger,
                                                                                                                        Ryan White, Dave
                                                                                                                        Hillier, Gareth Paul,
                                                                                                                        Justin Cloete
                                                                                                                                                       I       n an ideal world companies would be able to develop
                                                                                                                                                               personal marketing campaigns on a mass scale. “Mass
                                                                                                                                                               customisation” was the promise of the Internet, but it fell
                                                                                                                                                               short of expectations for several reasons, among them the
                                                                                                                                                       fact that the medium is not yet fully trusted. Customer Re-
                                                                                                                                                       lationship Management software brought mass customisation
                                                                                                                                                                                                                               relationship with both clients and brokers. Liberty clients receive a
                                                                                                                                                                                                                               monthly portfolio statement, including details on investment op-
                                                                                                                                                                                                                               portunities and advice on how to manage their financial affairs.
                                                                                                                                                                                                                                 “The mailing of the monthly portfolio statement is an opportunity
                                                                                                                                                                                                                               to communicate different things to different customers,” says

                                                                                                                                                       closer. Each financial transaction and contact with a customer is         The success of this venture has opened doors to other divisions
                                                                                                                                                       dutifully logged, furnishing a detailed profile of each customer,       within the Liberty group. LB Interactive has a long-established
                    areth Paul and David Hillier started a new media                                                                                   their buying preferences and their complaints. Some companies           relationship with DaimlerChrysler and debis Fleet Management,
                    company, Shape, two years ago while studying digital                                                                               have refined this to the point where complaints can be anticipated      helping them put together tender documents for government’s
                    media communications at Vega School of Brand                                                                                       and handled proactively.                                                Taxi Recapitalisation Programme and with Telkom’s fleet man-
                    Advertising Communications. This was at a time                                                                                        This is great for customers already on board. But how can you        agement, which they won.
      when agencies were desperate to ride the new media wave, and                                                                                     make that initial contact and, better still, turn it into a sale?         “There are certain parts of a tender document that must be
      the job offers started rolling in. The pair decided to press on                                                                                     Advertisers recognise that nothing beats the power of one-to-        presented in a standard way, but other parts are highly personal,”
      alone, moving their embryonic company into vacated office                                                                                        one marketing, either business-to-business or business-to-con-          explains Jones. “So there is an opportunity here for one-to-one
      premises. “We ended up squatting in a corner of an office park for                                                                               sumer. At business-to-business it is often the most cost-effective      marketing.”
      a few months,” says Paul.                                                                                                                        way to prospect for new clients, or increase                                                   To help Honda build customer loyalty, LB
        Its creative flair eventually brought it to the attention of Leo                                                                               business from clients where there is a choice                                               Interactive mailed Honda owners an offer of a
      Burnett, and a partnership was struck. Though no equity was                                                                                      of two or three competitors. This prospecting                                               free magazine subscription that elicited a 27%
      exchanged, Shape now shares an office with Leo Burnett in                centralise certain noncore-government services. Red Nail is             is the job of Leo Burnett Interactive, the                        Lizanne Jones and         response, says Jones.
      Sunninghill and collaborates on certain projects. “Much of our           creating the advertising campaign, Shape is responsible for new         relationship-marketing arm.                                       Janine Wilson                Other clients include FedEx, executive search
      work now comes from Leo Burnett,” says Paul. The company has             media, including multimedia and Internet projects.                         Relationship marketing is about getting up                                               company TranSearch and I-Net Bridge, which
      grown from two to 10 staff, with an average age of 23.                       New media has had a bad rap, with dot-coms folding left and         close and personal with potential customers                                                 repositioned itself as a business-to-business
        Shape’s first client was sweet company Cosmic Candy, a young           right and thousands of staff being retrenched. Paul is anxious to       and business prospects, discovering their hob-                                              electronic hub, broadening its offerings of busi-
      business now headquartered in Greece. Rather than do the                 distance Shape from the e-commerce wave. “We’re not an IT or e-         bies and getting their attention. In one case,                                              ness and financial information. “We helped with
      standard packaging design, Paul and Hillier invented cartoon             commerce company. There are plenty of people out there able to          Leo Burnett Interactive discovered that the                                                 the development of I-Net Bridge’s repositioning
      characters and imbued them with mischievous personalities to             develop Websites. We develop marketing and promotion solutions          CEO of a large mining group it was targeting on                                             and spearheaded the activity, which we co-
      help Cosmic Candy sell its sweets. It worked like a charm, and the       using the electronic media. Clients often come to us with               behalf of a client was a bonsai fundi. It pur-                                              ordinated with other business units in Leo
      sweets are now sold throughout Europe, and SA.                           proposals for an electronic brochure. We show them what can be          chased a bonsai tree in Taiwan, had it pho-                                                 Burnett,” says Jones.
        “We got so close to Cosmic Candy that we were on the point of          done. Companies often don’t know what to spend on online                tographed alongside a woman holding a news-                                                    TranSearch is based in SA and Paris, with
      moving to Greece to help the company expand,” says Paul. They            ventures. They may put money aside for building a Website, but          paper with the date clearly displayed, and                                                  operations in 58 countries. Jones says the
      didn’t move, but the relationship with Cosmic Candy has grown            little if anything to market it.”                                       delivered the bonsai to the CEO the following                                               brief involved developing a brand essence for
      from strength to strength. “We’re like family,” he says.                     One of Shape’s earliest creations was the Website for local rock    day. “We got the attention of the CEO and the                                               the group, and a relaunch of the brand in-
        The original cartoon concept is about to be developed into a 12-       band Boo! (www.boo.co.za), which was recognised by Johnnic              client got the business,” says Lizanne Jones of                                             ternationally.
      part television series and a full-length movie, according to Paul.       e-Ventures as one of the 10 most visited sites in its category in SA.   LB Interactive.                                                                                Relationship marketing is a fast growing part
      The packaging designed by Shape for Cosmic Candy has had other               Some of its most visible pieces of work have been a TV and             FedEx uses relationship marketing to great                                               of the agency business, evidence of its ef-
      spin-offs: “Cosmic Candy claims to have received orders from             cinema advertisement for Kellogg's Krispies Treats, low-budget          effect, sending boxes of coffee or wine glasses                                             fectiveness in winning new business. “It allows
      people based on the package design.”                                     animated TV advertisements to accompany the launch of the               to decision makers to get their attention, as                                               you to get a specific message across to a
        Shape is a new media company providing broadcast animation,            Mercedes-Benz A class and a 30-second animated TV ad-                   part of a loyalty building campaign. LB In-                                                 specific person,” says Jones. “Companies are
      digital design and online promotion. With Leo Burnett advertising        vertisement for MTN produced in 24 hours.                               teractive has used personal direct mailings to                                              recognising it as a direct and cost-effective way
      subsidiary Red Nail, it recently won an account from the Gauteng             Why has Shape succeeded where so may others have failed?            help Mercedes-Benz sell more trucks and to                                                  to win new business or increase business from
      provincial government’s Shared Service Centre (SSC) which will               “Because we make sure that it remains fun,” says Paul.          s   Liberty portfolio clients, helping reinforce its                                            clients.”                                      s

152       AdFocus/Supplement to the Financial Mail/May 18 2001                                                                                                                                                                    AdFocus/Supplement to the Financial Mail/May 18 2001                 153
AGENCY FOCUS                                                                                                  LEO BURNETT

               New star on the block has meteoric rise
      I      t took a year from its international launch in 1997 for
             media agency Starcom to capture Media Agency of the
             Year in both the US and the UK. And its growth in SA since
             its launch in April 2000 has been no less meteoric.
      Annualised billings have grown to R284m from R209m a year
      ago. When it started, 75% of its business came from Sonnenberg
      Murphy Leo Burnett (SMLB), now the figure is 30%.
         Media agencies like Starcom have moved a long haul from the
                                                                                The media mix demonstrated this positioning in a fresh and
                                                                                unexpected way,” says Patterson.
                                                                                   The campaign for the Mercedes-
                                                                                Benz C class took a different tack
                                                                                by appealing to competitors’ target
                                                                                market rather than the traditional
                                                                                Mercedes-Benz buyer. “We did an
                                                                                analysis of competitors and their
      rudimentary services offered by media independents of 15 years            media strategy and targeted their
      ago, when clients were offered little more than media schedules           customers.”
      and simple media plans.“The days of leveraging purchasing power              Starcom seeks to differentiate
      to buy cheap media are gone,” says managing director Gordon               itself from the competition by
      Patterson. “It’s never been easier to get cheap media. Today,             blending best international practice
      media independents have to offer insight as well as buying power.         with local insights, a diversity of
      We work with the brands agency in developing a seamless brand             skills, and a culture of learning. Its
      and media strategy, and that is where we are able to add most             executive team includes James
      value. There’s a growing demand for accountability, which we              Hier and Melanie Walter, both me-
      welcome.”                                                                 dia directors.
         Patterson presented the Starcom SA business plan in October               “James Hier brings a global per-
      1999 and in the following months a market position for the new            spective to the team, Melanie Wal-
      company was crafted. This involved a critical analysis of the             ter brings a human touch and her
      industry and its shortcomings. Starcom presented Patterson and            experience in media planning. I’m
      his team with a clean slate on which to create a new type of media        analytical and have a passion for
      company, devoid of the legacies that hobbled other independents.          innovation,” says Patterson.
      The result was a fresh and contrary approach to media strategy               “We encourage staff to get in
      that yielded several early successes. Though agencies play up             touch with the media, be it by           Gordon Patterson,
      their ability to customise media strategies to the needs of different     consumer observation or direct in-       James Hier and
      clients, these strategies are often indistinguishable. “You can take      volvement,” he says.                     Melanie Walter
      a media plan and Tippex out one client’s name and replace it with            Major business gains for the
      a new name,” says Patterson.                                              past year include media planning
         Starcom deviated from script by weaving alternative media into         for all Procter & Gamble brands,
      its plans to deepen the impact of its campaigns. It broke new             worth more than R70m a year, the Mitsubishi account, valued at
      ground by promoting the new Mercedes A class on forecourt TV,             about R20m, MTN and Levis. Starcom’s initial drawcard was its
      plasma TV in shopping centres, through the Internet, and — a              media planning strength, but it is establishing a reputation for
      new outlet — in magazine margins. In a further break with                 media buying. Shrewd negotiator Melissa Read has augmented
      convention, television advertisements were scheduled to match             the buying team. It now handles media buying assignments for
      programme content. “The message was that the Mercedes A                   several creative shops including Bester Burke D’Arcy, KingJames
      class is a vehicle for vibrant aspiring people who are going places.      and Dare Media.                                               s

                                                People power is back in vogue
                                C             reativity in advertising is un-
                                              dergoing a quiet revolution.
                                              Humans, rather than prod-
                                              ucts, are being given star
                                billing. “Advertisers like Kellogg’s, Camp-
                                bell and Kraft are running TV campaigns
                                rooted in humanity. They are brimming
                                with behavioural insights that connect
                                                                                the US was the decision by Procter & Gamble and General
                                                                                Motors, two of the world’s largest advertisers, to replace flat
                                                                                compensation rates with fee-based formulas that reward agen-
                                                                                cies whose work produces higher sales. This risk-based approach
                                                                                to advertising generated some astonishingly effective creative
                                                                                campaigns and forced the agencies to experiment with al-
                                                                                ternatives to the lucrative TV commercial. Not surprisingly, the
                                                                                human element featured strongly.
                                their products to the vicissitudes of real        Leo Burnett pioneered this drive to restore the human touch to
                                life,” writes Paul Kemp Robertson,              advertising. “In this way we try to differentiate ourselves from the
                                worldwide director of creative resources        competition,” says Pat Goggin, MD of Sonnenberg Murphy Leo
                                at Leo Burnett in Chicago, in Power to          Burnett (SMLB). “Our advertising seeks to excite deep-seated
                                the People.                                     human emotions and connect people with brands through pow-
                                   “Consumers are no longer seen as             erful story-telling.”
                                demographics with a wallet but indi-              Leo Burnett calls it their brand belief system.
                                viduals whose attitudes and motivations           “The brand belief system converts buyers to believers by
                                cannot be conveniently pre-judged by            creating the most compelling brand stories,” adds Goggin. “The
                                markers such as gender, salary and              stories are based on a promise between the brand and its current
                                education.”                                     or potential believers, which is kept alive, whatever the challenge.”
             Pat Goggin            One of the most dramatic changes in            Fancy verbiage has no place in the brand belief system. “A

154       AdFocus/Supplement to the Financial Mail/May 18 2001
AGENCY FOCUS                                                                                             LEO BURNETT

      believer is a person for whom the brand promise resonates, a
      person who believes that the brand lives up to its promise. Think
      Harley Davidson, Ferrari or Levi-Strauss.
        “The brand story is just that, the story of the brand. From                                 values with human values, adds Goggin.
      discovery to fulfilling and evolving the brand promise. This is not                           Examples include Microsoft, Oracle, Nike
      really a system, more a philosophy. An underlying belief in the                               and Starbucks, all of which have huge
      power of a brand story to exist, resonate and eventually become a                             social investment budgets and are seen
      member of the community.”                                                                     as “people-friendly”.
        The world’s most successful companies align their corporate                                   “It’s up to us to tell these stories, and
                                                                                                    help the companies sell their products at
                                                                                                    the same time,” he concludes.             s

                                                                                      Telling it like it is
                                                                                   vertisement for MTN was that Vodacom has snapped up
                                                                                   rights to SA’s top teams. Leo Burnett’s answer was to
                                   Liberty “dreams” campaign                     showcase diski, the name used to describe township

                                                                              soccer where personal style and flair are valued above
                                                                           teamwork. “Our guys dug into the soul of the game and our
                    part from being the world’s most recognised brand,     adverts struck a nerve for MTN with their insight and flair,” says
                    or perhaps because of it, Coca-Cola has produced       Mina. Informal feedback suggests the campaign was well loved by
                    some of the most memorable advertisements of all       soccer fans.
                    time.                                                      Sometimes great adverts are out there just waiting to be
         Last year, Sonnenberg Murphy Leo                                        made. When Bruns heard that 28 South Africans planned
      Burnett (SMLB) produced First Kiss,                                          to hire Wembley Stadium for an afternoon to live out their
      about a Moroccan boy who likens a                                             dream by “worshipping at the altar of football”, he iden-
      sip of Coke to kissing a girl — only                                          tified this as a perfect example of people “at Liberty” to
      better. This highly acclaimed com-                                            write their own life stories. “While the game was played in
      mercial was created by SA but                                                 an empty stadium and only a Queen lookalike handed out a
      flighted internationally. To add to the                                       cup to the winning team, this dream come true made a
      authenticity, a local boy who had                                             compelling example of what Liberty’s financial planning
      never tasted Coke was found and                                               can do. Campaigns are most effective when they reflect
      his first sip captured on film.                                               truth in surprising ways.”
         Another locally produced home                                                 The message accompanying the launch of the quirky
      run was the story of a township                                             Mercedes-Benz A class was “odd is in”. Rather than the
      entrepreneur who grows up with                                               usual presentation of a shiny car going through its paces
      Coca-Cola: first drinking it, then sell-                                      on the open road, SMLB’s “Jealousy makes you nasty”
      ing it from a pushbike, and later                                             advertisement probed non-owner’s reactions to the new
      from a truck. ‘When the Sun Rises’                                            design by depicting a young man in
      reveals how Coca-Cola puts money                                              a suit splashing mud on a new C
      back into communities by creating                                             class Mercedes-Benz. “The risk of
      jobs. The visual effect of a painting,                                        not showing the car in its shiny,            Cal Bruns
      in which characters appear to come                                            pristine form was overshadowed
      to life, deepens the impact of the                                            by the pure, honest truth of the
      message.                                                                      message,” says Bruns.
         Basil Mina, deputy executive cre-                                             The campaign worked, with the C
      ative director of the agency and re-                                         class back-ordered until 2002.
      sponsible for the Coke adverts says:                                             An even greater challenge was
      “The visual effect created by super-                                         developing a workable campaign
      imposing shots of painted walls and                                          for Ananzi, the Internet portal,
      sky over the scenes gives the com-                                           which had little brand loyalty two
      mercial a painterly effect with a                                            years ago. “We researched all the
      uniquely township flavour. Its artful-                                       things Ananzi can do and found it
      ness creates an air of dignity that’s                                        was exceptionally fast,” says
      well deserved.”                                                              Bruns. “This led us to the ‘Find it
         “We believe in making adverts that                                        fast’ campaign line, which we ex-
      get under people’s skin,” says Cal                                           ecuted in absolutely outrageous
      Bruns, executive creative director at                                       ways, to great success. Ananzi’s
      SMLB. “The truth is, when you touch                                           page impressions have gone from
      a nerve, you make a real connection.                                          1,5m to 4m a month since the
      We believe it’s at this level that                                            campaign was launched.”
      brands are built. There’s no award                                                Though creative awards are wel-
      better than being at a restaurant                                             come, client longevity is the great-
      and hearing people talk about one of                                          est reward for creative excellence,
      our advertisements. It shows we                       Coke, Lion, MTN         adds Goggin. SMLB’s relationship
      created real impact.”                                                         with Mercedes-Benz goes back 36
         Mina says the challenge in coming                                          years, Liberty 11 years, and SA
      up with a soccer sponsorship ad-                                              Breweries 15 years.                s

156       AdFocus/Supplement to the Financial Mail/May 18 2001
AGENCY FOCUS                                                                                                 LEO BURNETT                                This feature is supported by agency and client advertising                          AGENCY FOCUS

      Hammering home
        the credentials
                                                                                  Kevin Kleynhans, James Daniels
                                                                                                                                                              Durban agency is on the crest of a wave

      R                                                                                                                                                B
                    Sexy guys are ‘fluid and dynamic’
                    ed Nail, 100% owned by Leo Burnett Holdings, tripled                                                                                           rowsing through the boardroom of Durban-based Flag-
                    its business in the five months to March, picking up                                                                                           ship Communications tells you a lot about what puts
                    the Incredible Connection, Revlon, Colemer and the                                                                                             wind in their sails. First sight of the solid, functional,
                    Gauteng Shared Services Centre, lifting its billings to a                                                                                      rather than ostentatious, hardwood furniture and
      projected R100m. “We’ve started to apply the brakes,” says MD                                                                                    meticulously displayed naval memorabilia gives one the feeling of
      Grant Baker. “We don’t want to overstretch                                                                                                       being in the Captain’s cabin. But that’s hardly surprising and totally
      ourselves.” Other clients include 5fm, I Fusion,                                                                                                 in keeping with the organisation’s name. The feel-good vibe is
      Global Technologies, E*Trade, Mobil, Action                                                                                                      further enhanced by the fact that Flagship’s Berea offices just
      Stations, e.tv and Mercantile Bank.                                                                                                              happen to overlook the country’s largest port.
         Now 12 years young, Red Nail was better                                                                                                         But there is more to it than that. Scratch below the surface and
      known as a below-the-line agency until pressed                                                                                                   one discovers that far from simply being an attractive display, the
      by clients to take on advertising assignments as                                                                                                 theme closely reflects many of the values to which the or-
                                                                                                                                 Grant Baker
      a way of ensuring creative consistency. In                                                                                                       ganisation aspires.
      1995 it won two Loerie Grands Prix and 11                                                                                                          MD, founder, and creative director Craig Clay-Smith puts it this
      Golds for below-the-line work. Then it moved                                                                            line, “Where others      way: “Though we have no direct maritime connections, we identify
      above the line and grabbed attention with                                                                               see recession, we see    closely with the ethos of the sea and along with the strong
      arresting campaigns for clients such as 5fm,                                                                            growth”, for Alliance    characteristics the nautical environment brings out in people.
      SAA and Cadbury’s. Baker ascribes much of the                                                                           Capital. “The client     Things like: Boldly navigating previously uncharted waters and
      agency’s success to the creative team —                                                                                 liked the idea, but it   discovering new worlds; adventure; teamwork and rowing to-
      headed by Kevin Kleynhans and James Daniels                                                                             took us five months to   gether; self reliance, coupled with hard work in having to tackle
      — and an aggressive expansion programme. It                               Nutriphase,                                   pluck up the courage     challenges as they arise; and staying on an even keel in an
      ditched much of the small-scale project work                              Alliance                                      to ask Manuel’s per-     environment (the ocean) which changes every millisecond.”
      that had been its bread and butter and styled                             Odyssey                                       mission,”         says     One could probably add to that a few other characteristics like
      itself a “through-the-line” agency, handling ev-                                            Daniels. “He agreed right away.” Timed to co-        self-confidence rather than boastfulness, making actions mean-
      erything from in-store promotions to TV ads.                                  incide with the Budget, it became a talking point. “The ad put     ingful (read giving value for money) and sinking or swimming with            Clockwise. . . Donovan Kennedy, Jon Ivins, Grant Walker,
         It was helped by some particularly successful                              Alliance on the map, which is what they wanted,” says              your crewmates (read colleagues and clients).                                Daryl Harris and Craig Clay-Smith
      creative coups. One was SAA’s Olympic plane                                   Daniels. “It was cheeky, yes, but effective — and it brought us      That said, what is Flagship? Some might describe it as a
      (Ndizani) painted in stark African colours and                                new business.” Kleynhans cites other creative successes for        through-the-line agency, but Clay-Smith strongly rejects this per-
      seen around the world. One of the cheekiest                                   Nutriphase dog food, and Cadbury’s “milk moustache” cam-
      framed Finance Minister Trevor Manuel’s nor-                                  paign, borrowing a US idea, and playing on the “glass and a
      mally bald head in an Afro hairstyle with the                                 half in every bar” platform. Market share rose nearly 7%. s

                                   Helping PR
                                  come of age
                                                                                with    the    advertising
                                                                                agency. This is in line
                                                                                with MS&L’s strategy. In
                                                                                the past, PR supported
                                                                                advertising,    but    the
                                                                                MS&L philosophy is that
                                                                                PR builds brands, and
                 asedemi Newman Leo Burnett (FNLB), the public re-              advertising       defends
                 lations arm of Leo Burnett SA, has been rebranded              brands.” Companies, it                                                                                                                          ception: “We are a communications group that owns specialist
                 Manning Selvage & Lee (SA), the global PR network              seems, are starting to                                                                                                                          divisions — 10 in all with the latest addition, a PR company at the
                 owned by Leo Burnett Worldwide’s parent company,               appreciate the value of                                                                                                                         beginning of the year — each addressing its market sector, but
      BCom3. MS&L is the world’s tenth largest public relations firm            PR. Many advertising                                                                                                                            working closely with its in-house partners to provide clients with
      and is renowned for its counsel, supported by proprietary re-             budgets are shrinking,                                                                                                                          broadly based solutions. The divisions include above- and below-
      search and brand-building tools. “The network will be a huge              but PR budgets in-                                                                                                                              the-line expertise, but also encompass a wide variety of other skills
      advantage for clients building a global presence, or research into        creased by 30% last                                                                                                                             from PR to change management."
      their markets,” says FNLB vice-chairman Jenni Newman. “We will            year according to a                                                                                                                                In short, he adds, Flagship’s aim is to be a group of specialists
      be able to plan global PR campaigns for clients and give them             study by the Public Relations In-                                                                                                               who operate autonomously while working the synergies with
      access to international media, which is virtually impossible for a        stitute of SA. Using a variety of                                                                                                               clients covering the broad communications spectrum.
      PR agency with no global network.” Traditional PR firms tend to be        proprietary research and brand-                                                                                                                    The concepts of change management “pushing the paradigm”
      press release factories, measuring their success in terms of              building tools, MS&L has been        Jenni                                                                                                      crop up repeatedly in any conversation with Clay-Smith and his
      column centimetres of press coverage. They serve a vital function         able to raise the effectiveness of   Newman                                                                                                     fellow directors Daryl Harris (group planning) and Donovan
      by feeding news stories to the bureaus, but they remain, by and           its marketing campaigns. Suc-                                                                                                                   Kennedy (account director). They see Flagship as being about
      large, on the periphery of the businesses they serve. MS&L has            cess is no longer measured in                                                                                                                   change and change management. “If clients want an ad agency to
      turned this around by placing itself at the centre of the brand-          centimetre columns of press cov-                                                         Top left to right . . . Sam September,                 create communications without challenging the paradigm, then
      building process.                                                         erage. “PR has gone way beyond                                                           Beverley Theron,Craig Clay-Smith,Tanya                 Flagship isn’t for them.
        “We want to differentiate ourselves through our input,” says            that. Companies want PR cam-                                                             Altshuler, Lesley Wright, AJ Brindley, Holly-             “If, however, they want us to challenge the paradigm and
      FNLB MD Nick Motsatse. “With many of our newer clients, we                paigns to focus on their brands,”                                                        Anne Ford, Daryl Harris, Clarke Balie,                 challenge them to think differently, that is what we are about,”
      take over the marketing communications and then work closely              says Newman.                    s                                                        Bottom . . . Jon Ivins, Russel Watson, Grant           explains Kennedy.
                                                                                                                                                                         Walker, Grant Walker, Aradhna Padayachee,
158       AdFocus/Supplement to the Financial Mail/May 18 2001                                                                                                           Donovan Kennedy                                          AdFocus/Supplement to the Financial Mail/May 18 2001                  159