Point buys into Iconic Media Group as agency rebrands
Strategic marketing services group, Point, has acquired a 50% stake in Iconic Media Group, which will rebrand to the Iconic Collective, an integrated agency with specialist skills in digital, shopper marketing, animation and post-production, technology and activations. It will service clients from three offices in South Africa, together with offices across Africa, and the Middle East (including Kenya, Egypt and Dubai) and in London.
“The Iconic Media Group is five years old and offers specialised skills across the full spectrum of creative services,” says Dermot Latimer, Iconic Media Group CEO. “We have always held the vision of developing our business into not only a truly integrated agency but to also provide our clients with on-site hybrid offerings that further deliver better efficiency and effectiveness. The partnership with Point achieves that.
“We believe that there are better ways to work with our clients. We are able to place insight-driven consumer-experience strategies at the heart of everything we do. To take a creative campaign and roll it out at any stage of the shopper experience with production know-how positions our business to make a real difference to our clients. This partnership will enable us to strategically develop, conceptualise, and create a final product that can be implemented at any point of the consumer’s journey. We believe this will separate us from the rest of the competition.”
Merging of creative & production
According to Gary Davies, Point group CEO, Point sees a need in the FMCG space for an agency that can provide strategic production advice in conjunction with relevant consumer-experience strategies and a full-service creative offering: “Creative and production used to be done in one house but there was no transparency between the two and hence they were separated,” says , “This then forced agencies to move their specialist skills into completely different companies. In line with international trends, the two skills are merging once again and we strongly believe this relationship will work. We will continue to provide the transparency clients have always wanted, with strong creative skills the Iconic Media Group bring[s].
“The world is changing. The reality is that agency creatives aren’t exposed to the skills needed to fulfil a production brief. The same is true vice-versa, where creativity can be lacking when working within the usual parameters of point of sale design and production. We believe that by bringing our strengths together and creating an environment of transparency between the two worlds, our work will not only become even more efficient but vastly more creative and therefore effective,” he ends.