by Herman Manson (@marklives) M&C Saatchi Abel has won the Sun International advertising account. The business was previously held by two Ogilvy divisions: RedWorks and Geometry Global.
M&C Saatchi Abel founding partner: group executive, Jacques Burger, says the wealth of retail experience inside the agency served it well during the pitch process. The agency will work across the full scope of communication requirements and will take a media-agnostic approach to the work. It will aim to both protect the equity that the Sun International brand has built up over the years and help future-fit the brand.
In recent months, M&C Saatchi Abel has won Nando’s, Twinsaver, additional work from Heineken and now Sun International. It’s helped offset the loss of Edgars, says Burger, and most of the staff working on that account was successfully placed elsewhere in the agency. Only two or three people — all with specialist skills — have been directly affected by the Edcon account loss as a result. Between 10 and 15 people will work directly on the Sun International business, along with numerous support staff.
Burger says the agency is excited to work on a truly iconic brand, and that Sun International has extensive plans for both the business and the brand in the works.
Herman Manson (@marklives) is the founder and editor of MarkLives.com. He was the inaugural Vodacom Social Media Journalist of the Year in 2011 and has, over his 20-year-plus career, contributed to numerous journals and websites in South Africa and abroad, including AdVantage magazine, Men’s Health, Computer World and African Communications.