According to Net#work, there are a number of sound business reasons why Cell C has moved its retail and CRM accounts to the BBDO stable which will come into full effect on 1 June 2007. Both financially and creatively this latest move has benefits for the monolithic brand.
Cell C executive head: marketing Simon Camerer says their decision to consolidate its advertising was swayed by the display of impressive retail advertising produced by BBDO Cape Town for its clients Shoprite and Ackermans. “The existence of a talented, specialized CRM company, Proximity#ttp, within the BBDO Group, helped seal the deal.”
There may be arguments against putting all ones creative eggs in one basket, adds Camera, but the advantages far outweigh the disadvantages. “Weaving a creative thread through all our marketing efforts seems like best practice at this stage of our maturity. Whether it is direct marketing, a billboard or a retail television commercial, consumers will see a synergistic message.”
“Financially, it makes sense. I'll be honest, using one agency gets us more ‘bang for our buck' and we are looking to make sure we utilise our resources as efficiently as possible. I am a believer that good sound partnerships are ones that produce great results. Our long standing relationship with Net#work has positioned Cell C as a nationally recognised and respected brand.”
No one knows that better than Net#work MD Abdulla Miya, who says they pride themselves on the longevity of the client partnerships they foster. “We still have many clients from the agency's inception 13 years ago.”
Comments chief creative Julian Watt, “Cell C has been one of our most recognised pieces of business and now we have a greater canvas to play on.”
