:: Ad Talent ::

Ad Talent // Newsletter October/November 2007

HKLM appoints Senior Executive to start New Advetising Agency

Senior advertising executive, Tracy Nethersole, has been appointed to head up a new above-the-line advertising division at leading brand company, HKLM.

An acknowledged client service specialist, Nethersole brings with her 17 years' of industry experience, including agencies such as Grey, Hunt Lascaris, Gitam and a return to what is now Young and Rubicam as managing director. Her brand building expertise covers the likes of Edgars, Standard Bank, ABSA, MTN, Coca Cola, JD Group, Sun International, SABC and Motorola; with experience in branding and design, digital and traditional above-the-line.

The establishment of an ATL division, HKLM Connect, completes HKLM's strategic objective of providing clients with a 3600 branding and communication service. HKLM group MD, Sean McCoy, said that the formation of a fully-fledged advertising agency had been on the cards for some time. "We believed that the advertising component was missing from our service offering, and we were increasingly being asked by clients to do ATL work. However, it was important that we found someone with the right balance of skills, experience, passion and commitment to make it happen."

Nethersole is convinced that HKLM Connect will have the opportunity to do it differently. "I know it's a familiar cry, but I absolutely believe that we are in the right space to be able to achieve this. HKLM isn't constrained by traditional operating systems or multi-national ownership - our independence enables flexibility. HKLM specialises in building reputations and HKLM Connect will now complete the 360º of brand thinking by producing solid brand communication in support of compelling ideas, that talk directly to the consumer.

"The opportunity is to develop long-term relationships with clients with a seamless offering from strategy, 2D design through to behavioural and 3D communication through to above-the-line. My challenge is to take what HKLM does so successfully in the branding arena and translate that same environment and approach into the above-the-line delivery."

Nethersole predicts rapid growth for the new division as it fills what she sees as a big gap in the advertising market. "Clients are keen for change too," she said.

"Tracy will be an asset to the HKLM team and we are looking forward to exciting times as she builds the division into a serious Afroglobal advertising agency," says McCoy.

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