by Herman Manson (@marklives) The merger between Publicis and Machine is paying dividends for the new combined agency. Shortly after winning the below-the-line (BTL) communications account for the Barclays Africa Corporate and Investment Banking business, it has announced that it has been appointed as the new agency for PSG.
PSG is a financial services company with over 200 offices around the country and three operating divisions: PSG Wealth, PSG Asset Management and PSG Insure. Publicis Machine won the account following its successful revamp of the PSG website.
Brand and communication strategy
Publicis Machine will be responsible for the creation of PSG’s brand and communication strategy, as well as all above-the-line (ATL) work and digital communications.
Publicis Machine Group MD Tom Fels says the agency was working on the digital business when a broader brand conversation started. The win was relationship-based — the business did not go out to a competitive pitch.
Publicis Machine was formed in 2014, following a buy-out by Publicis Groupe of independent agency, Machine, and its merger with Publicis World Wide in South Africa.
2014 new business wins
The agency employs 170 staff in Johannesburg and Cape Town. New business wins in 2014 included Auto & General, Jaguar/Land Rover and Peermont hotels.
According to Fels, recent business wins point to a coming of age for the agency and proves it can step up and win business from formidable client brands. For Fels, this shows progression out of start-up mode and into a more mature space.
Publicis Machine was recently named the agency to watch in a poll of its peers on MarkLives.com.
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