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Ad Talent // Newsletter September 2010 |
| Brewster Goes Native |
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Digital Agency Merger Uses PR To Message To Market Native, the continent's largest and first truly full-service digital agency, has contracted with the Cape Town office of Marcus Brewster to handle ICT and business-to-business publicity and media liaison around its October launch announcement. The merger of Cambrient, Stonewall+ and Brandsh, Native is "a focused digital-through-the-line agency," says CEO Jason Xenopoulos. The new agency will launch at a cutting-edge Long Street venue during the Loeries weekend in Cape Town. "The pooling of three leading agencies operating in the digital space heralds a shake-up for the South African advertising industry" says Brewster. "Native's combined skill set brings under one roof digital marketing strategy, creative conceptualization and design, web and mobile technology, online and mobile media, social media including community management and online content development as well as research and analytics. It is extremely exciting to be partnering with such a powerhouse organisation at the tipping point of marketing change". "By combining the skills and resources of three of the country's leading digital specialists, we have harnessed the opportunity to build Native into a clear and unassailable market-leader," Xenopoulos says. "The Internet is revolutionising the advertising and marketing industry and moving a bigger percentage of media spend online. As a result the focus is shifting away from traditional agencies towards their digital counterparts and this has created a definite gap in the market." Native's pooled client list will include SA Tourism, General Motors, Standard Bank, Vodacom, Distell, Nestle, SEACOM and DStv. "Digital marketing and media offers unprecedented opportunities for marketers to track campaigns across multiple platforms using a suite of interactive tools, many of which will be developed by Native." says Xenopolous. When Native starts operations in October they will have offices in Cape Town and Johannesburg and a head count of more than 120 staff, positioning them as the largest digital agency in the country. The winner of the 2010 FinWeek AdReview PR consultancy of the Year, the firm of MarcusBrewster has offices in Cape Town and Johannesburg servicing a variety of blue-chip corporate and commercial clients, including Absa, Total and Mango. |
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