Rob Berry, one of the founding partners recalls the early days with some amusement: "We started our business in June 1983. We had no clients, no business and no money," he says. "We were four guys from J Walter Thompson wanting to start their own business. So we borrowed all we could from friends, family and the bank and then went out there and knocked on doors. The "we" he is referring to are the other partners John Bush, Lewin de Villiers and Martin de Bella. Six months later Brian Bellamy joined them.
In those early years, advertising was not an easy business to be in or to get into - not that it is any easier today. But the big ad houses held the monopoly and there was not much hope for a fledgling company still wet behind the ears. "But we were very determined," says Berry.
And the years have been kind to Berry Bush BBDO. Since their doors opened they have grown from strength to strength. The Jo'burg branch was opened in 1993 under Mike Ellman Brown and in 1999 the Johannesburg agency merged with Network. In 1996, when BBDO came back into South Africa, Berry Bush were the 13th biggest in the country and now, adding both the Joburg and the Cape Town offices together they are the 5th biggest agency in South Africa and more importantly the 3rd strongest on creativity. They also boast the best track record in Apex for effective advertising.
Clients are vital to any business and Berry Bush is not short on big names. Stuttaford Van Lines have been a loyal client since 1983 and are still with the company - something worth shouting about if you take into account the competitive and fickle world of advertising. SFW, now Distell, has been with the company since March '85, BP were with the agency for 12 years, Bromor Foods for 14 years, Cadbury for eight years and Colman Foods for 14 years. Triumph have been with the agency on and off and are back again for a total eight years. Shoprite have been onboard since 1991.
Of course no business can function without a top team of employees and there is no shortage of talent and dedication at Berry Bush. Thirteen current staff members have been with BBDO for between 10 and 21 years. In today's climate, where an employer is lucky if they see the face of an employee for longer than six months, this must mean that Berry Bush are doing something right. Rob Berry confirms that happy staff can contribute greatly to the success of an organisation "If you have good staff and they stay for a lengthy period of time it adds continuity to a business," he says.
But far from resting on its laurels BBDO are already looking ahead. "As an agency we have evolved according to market needs. We've come a very long way and we need to continue this. From a one-dimensional operation at the start we now offer a fully integrated service. "In the next ten years if we are to continue to grow and change we need to keep up with the times. Direct marketing will get bigger and more business will be done via cell phones - it's a sign of the times."
"The agency has a young and strong management team, under MD Martin Neethling to lead them into the future. In this respect, the agency is currently negotiating with a BEE partner and will hopefully be making an announcement soon."
It's been a fantastic 21 years - here's looking at the next 21...
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