Johannesburg, 30 August 2013 – Brand South Africa is pleased to announce that McCann Worldgroup has been appointed as its through-the-line advertising agency following a rigorous selection process during which proposals were considered from five short-listed companies.
The selection process conformed to Brand South Africa’s tender processes, which was facilitated by Yardstick.
Agencies were asked to submit proposals in April 2013 and were assessed on their familiarity with nation brand development and the role of reputation management in enhancing competitive identity. They were further assessed on their ability to deliver on Brand South Africa’s strategic priorities. Their compliance with BEE legislation, corporate governance and overall reputation were also factored into the selection process.
McCann Worldgroup will be responsible for conceptualising and developing brand strategies and campaigns that will enhance the nation’s reputation. Additionally, the agency will be responsible for media planning and buying. All campaigns will be aimed at positioning South Africa among the top 20 global nations.
“We congratulate McCann on their successful pitch and we look forward to a rewarding relationship with them as we build our nation brand both domestically and internationally,” said Brand South Africa CEO, Miller Matola.
Speaking about the appointment of McCann by Brand South Africa, Managing director, Karabo Denalane said, “McCann could not be more delighted with this appointment. On the dawn of 20 years of democracy, we have been given an opportunity to increase awareness of our nation brand in key international markets, to shape the reputation of our country, and to build pride and patriotism within each and every South African. What an honour and a privilege!”
McCann Worldgroup will take over from the current agency, Publicis, effective 1 September 2013.
Brand South Africa appoints Wendy Tlou as Director: Strategic Marketing and Communication
Brand South Africa is also delighted to announce the appointment of its new Director: Strategic Marketing and Communication, Ms Wendy Tlou, effective 1 October 2013.
Ms Tlou has a wealth of experience in communications and marketing, gained over 20 years in the industry. She has most recently worked at the Ekurhuleni Metro Municipality as Head of Communications and Brand Management. She has also, in the last few years, provided strategic communication support to the South African Reserve Bank, managed South African Tourism’s Global Communications, and was the Managing Director for The Communications Firm.
Ms Tlou holds a Bachelor of Arts degree in Communication Science, a Certificate in Public Relations and has completed a Programme in Management Development from GIBS.
“I am extremely excited to be part of the team at Brand SA and to drive the strategic reputation management and brand building of South Africa to ensure that we remain a competitive destination for inward investment and tourism receipts, among others,” said Tlou.
Brand South Africa’s mandate and strategic objectives
• Brand South Africa’s international mandate is to build the country’s reputation in order to improve its global competitiveness, reflecting a great focus on driving international investment and trade. Our reputation as a country is important as it impacts on investment – jobs, economic growth, our national sense of pride and social cohesion.
• Reputation is a key driver of our international mandate. Domestically, Brand South Africa’s mandate is to build pride and patriotism amongst South Africans and contribute to social cohesion and nation brand ambassadorship, giving our country a consolidated and clear brand image. This involves the creation of a unified message and promise that becomes identifiable with South Africa, thereby building credibility, conviction and committed patronage.
• Brand South Africa is also the central hub of national reputation and competitiveness intelligence. This intelligence is vital for articulating, aligning and mobilising key messages about the nation for the use and benefit of all stakeholders and strategic partners.
About Brand South Africa
Brand South Africa is the official marketing agency of South Africa, with a mandate to build the country’s brand reputation, in order to improve its global competitiveness abroad. Its aim is also to build pride and patriotism among South Africans, in order to contribute to social cohesion and nation brand ambassadorship.
About McCann Worldgroup South Africa
McCann Worldgroup delivers marketing solutions that transform brands and grow businesses. The company is comprised of a collaborative roster of best-in-class agencies that emphasise creativity, innovation, and performance, including McCann Johannesburg.
Requests for further information and interviews can be directed to:
Public Relations Domestic
Tel: +27 11 712 5007 Mobile: +27 (0)72 777 9399