by Herman Manson (@marklives)Draftfcb acquired award-winning independent digital agency Hellocomputer earlier today. MarkLives talks to David Moffat, Managing Director at Hellocomputer, about the future of his agency within the Draftfcb South Africa Group (also see our interview with Draftfcb CEO John Dixon).
MarkLives: Why did you choose Draftfcb as a new corporate parent?
Moffat: Hellocomputer has been approached by most of the leading advertising networks. This possibility resonated with for a number of 
reasons: it’s an esteemed group with an impressive track record creatively and in terms of business performance, a culture and value structure we subscribe to, enviable clients and a management team we admire. Draftfcb has also demonstrated its belief in digital by investing in its own digital agency Mesh Interactive. We look forward to being part of a group that has built many of South Africa’s most loved brands.
MarkLives: How will this deal affect Hellocomputer clients and staff?
Moffat: We already share common clients (for example Vodacom) who will benefit immediately from a truly integrated way of working. Our broader client base has the benefit of a digital agency with greater scale in terms of infrastructure and staff complement, a broader technology offering and a deeper skill set. We are a step closer to realizing our ambition to become a world-class interactive agency, which will benefit our clients in terms of strategy, creative production, technical acumen, social and emerging media prowess.
A key feature of the deal for us was that we will continue to trade as a specialist digital agency and that our identity, culture and values will be retained. Our business has always been driven by the talented people in our organisation. While we are destined to be a bigger agency our drive remains to be the best. The spirit of entrepreneurism, the pursuit of excellence and the exploration of what is possible where creativity meets technology remains our core mission. Our team will continue to participate in the success that we collectively achieve at Hellocomputer.
MarkLives: You have been critical of legacy structural issues at ‘traditional’ ad agencies. How will this impact on how Hellocomputer does business now that it is part of just such an agency?
Moffat: This acquisition is a clear statement of intent by Draftfcb that their future features truly integrated communication. From our side we’ll continue to fight the fight from the inside to ensure that the marketing mix harnesses the possibilities inherent in digital!
MarkLives: What do you believe made Hellocomputer an attractive fit for Draftfcb?
Moffat: Hellocomputer has consistently affirmed its ability to create forward thinking solutions that are sublimely crafted and results orientated. We have sustained our position as a top ranked agency for several years. We hold a similar creative and cultural ethos and subscribe to a common value set.
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