TBWA Gavin Reddy and Saatchi and Saatchi will jointly work on the Proudly South African contract. Proudly South African CEO, Martin Feinstein, said the agencies had shown in their pitches that they had specific areas of expertise, and the campaign wanted to use the best creative and strategic skills to achieve different objectives in different markets.
TBWA Gavin Reddy will handle retail, promotional and product-related advertising, as well as CRM activities, while Saatchi and Saatchi will handle membership-related campaigns, priority industry sectors and communication relating to the campaign's strategic partners in the trade unions, organised business and government. "Both agencies have shown us in their presentations and in our discussions that they are passionate about making South Africa work, that they are serious about transformation issues in their own industry and in the country, and that they believe in the campaign," said Feinstein.
Feinstein said that over the next 18 months, Proudly South African would focus on getting consumers to consciously choose Proudly South African products and services by educating them on the social and economic benefits - job creation, crime reduction and growth - of supporting local products. The campaign would also aim to support and differentiate members' products at the retail level through promotions and point of sale branding.
"We need to drive a culture of conscious shopping and conscious business procurement in South Africa to fight unemployment," said Feinstein, "and we need compelling advertising and promotions to do that." Feinstein said the agencies would also help to ensure that the campaign's stakeholders, including trade unions, sponsors, members and government, would derive value from the brand.
Campaign Chairman Tim Modise said he was delighted at the appointments and the fresh insight and creative work that they would bring to advance the campaign. "We also believe that the top executives of these agencies will help top educate the country's marketers and advertisers on the importance of the campaign," he said.
Proudly South African is an "endorsement brand" which signifies that the company or product contains at least 50% local content, is of high quality, practices fair labour standards and is environmentally responsible.
Proudly South African is an initiative of the National Economic Development and Labour Council (Nedlac), and is supported by the Department of Trade and Industry, leading trade unions and organised business. More than 900 South African companies, educational institutions and other organisations are members of the campaign.
