Edward Snell & Co appoints two lead agencies
Following a five-way pitch, Edward Snell & Co, South Africa’s largest privately-owned wine and spirits merchant, has appointed MullenLowe South Africa and House of Brave (HOB) as lead agencies on a selection of high-end brands to provide integrated communications services including traditional and digital advertising, promotion and social media, web management and PR.
Russian Bear, Stretton’s, Rémy Martin, Firstwatch, Single Batch, The Botanist, Cointreau, Bruichladdich and Mount Gay go to MullenLowe. Glenfiddich, Grants, Balvenie, Jose Cuervo, Stroh, Bushmills, 100 Reserve and Wellington VO go to HOB.
According to Sarah Dexter, head of MullenLowe South Africa, the latest appointment rings true to the MullenLowe hyperbundled approach with regards to its key competitive advantage — that of providing the best creative ideas across a range of touchpoints, from traditional through to digital and PR, all delivered with a challenger attitude.
In January 2018, the Brave Group — comprising HOB, Rogue and Whippet — also added 10 South African brands to its existing Tiger Brands account (including Halls, Rose’s, Jeyes Fluid, Gill, Perfect Touch and Aunt Caroline Rice), closely followed by the 32 brands in the Ascendis Health account (including Solal, Evox, Vitaforce, Marltons, Wonder and Efekto). As lead agency on the new brands from Tiger Brands, HOB will develop through-the-line creative across multiple communication channels.
Karabo Songo, new Brave group CEO, says the group’s innovative, and brave, approach to marketing always plays a crucial role in business wins: “This influx of new business can be attributed to positive sentiment in the country at large but also specifically within Brave. This follows the announcement of our recent empowerment deal and our commitment to solidify the agency’s presence in the market by remaining at the forefront of diversification within the South African marketing sector.”