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Merger sees three key digital agencies combine for scale

  •   2 Sep 2010
  •   4
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Three important digital and mobile agencies are merging to create what they hope will be a major new player in the South African advertising world. Cambrient, Stonewall+ and Brandsh will merge under the leadership of new CEO Jason Xenopoulos to create what they term a “full service digital agency” called Native.

Brandsh is a specialist in the mobile and social media field, Stonewall+ is one of the oldest and most respected digital agencies in the country and Cambrient is known for its content management solution (positioned as a marketing rather than CMS platform). The new combined agency will employ over 120 staff members and work with clients ranging from General Motors and Standard Bank to Seacom and DStv. No retrenchments are expected.

Xenopoulos (@JasonXenopoulos) says digital agencies have had to see strategy and brand leadership driven by traditional ad agencies while they were looked upon as little more than production houses.

Internationally, however, the trend has been increasingly for strategy to be lead by a digital perspective. According to Xenopoulos, the scale and skill sets that come with the merger will allow Native to take up that strategic role in partnership with brands and traditional agencies.

Xenopoulos says previously specialist backgrounds did not allow digital agencies to fully participate in brand custodianship and that a full service offering will remove a major hurdle in getting digital represented at a strategic business and brand development level.

According to Xenopoulos, the commonality of culture, positive chemistry between the different management teams and limited overlap in skills and strengths facilitated the creation of Native. The shareholders of the existing businesses, plus Xenopoulos, will be the shareholders in the combined company.

Read the full story on BizCommunity.com.

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    Curiosity – Marguerite Coetzee
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    Dear Radio – Paulo Dias
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    Fair Exchange – Erna George
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    Hard Relate – David Alves
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    Herding Words – Wendy Shepherd
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    Hermaneutics – Herman Manson
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    Masterclass Notes – Johanna McDowell
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    Media Redefined – Martin MacGregor
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    Mission – Tom Fels
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    Watched – Richard Lord
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    WTF?! – Leigh Tayler
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    Trackbacks/Pingbacks

    1. #WaterWise: CT agencies focused on changing behaviour — part 2 | Marklives.com - 20 Mar 2018

      […] the CEO of Stonewall+ Digital Marketing, which merged to form NATIVE following the amalgamation of Cambrient, Brandsh and Stonewall+, Ben Wagner grew the agency into a […]

    2. BREAKING: Y&R brand falls away in SA as VML takes over | Marklives.com - 16 Apr 2018

      […] in its various incarnations had been building a digital reputation for the past 20 years, says Cinman, but the integration of […]

    3. #CoronavirusSA: WTH just happened — and how does adland survive? • MarkLives.com - 3 Apr 2020

      […] the web development industry during the late 1990s. In 2010, Jarred was part of the team that merged Cambrient into NATIVE, which became NATIVE VML in 2013 and VMLY&R in 2018. Jarred was IAB South […]

    4. Clover, your advertising is misguided • MarkLives.com - 8 Jul 2020

      […] the web development industry during the late 1990s. In 2010, Jarred was part of the team that merged Cambrient into NATIVE, which became NATIVE VML in 2013 and VMLY&R in 2018. Jarred was IAB South […]

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