Sasani Communications becomes Magna Carta

Says Michele Anderson, managing director, Magna Carta: "The new shareholding agreement will cement the already strong relationship we have with TBWA Hunt Lascaris in South Africa, while also providing access to the global TBWA network, one of the most creative in the world. As we no longer are connected to the Sasani Limited group, we decided to change our name, but it's business as usual from the point of view of our clients and employees."

One of the added benefits of the deal is the benefit of the transferred empowerment through Cyril Ramaphosa's Millennium Consolidated Investments (MCI). Two new directors have been appointed to the board, namely Nola Malan (financial director) and Sylvia Schutte.

Explaining the rationale behind the name, Anderson commented: "Magna Carta was one of the most important documents ever signed in history. It literally changed the laws of the time and challenged the status quo, forming a basis for the British and American Constitutions. The spirit of the Magna Carta is inherent in our group, TBWA, and in our company - it captures the essence of our 'change the rules' philosophy.

"Our Magna Carta is to be the 'number 1 PR brand in South Africa' by redefining PR, continually raising the bar, and delivering a world-class service to our clients. Magna, literally translated means, 'great', captured in our internal war cry, 'great work. working great.'"

The name change comes closely on the heels of two recently awarded accolades, Professional Marketing Review's 'Best Large PR Agency of the Year Award for 2002' and Financial Mail's third largest PR Agency ranking in the country, after only six years of operation.

The agency is well known for its blue-chip list of clients and for its 'fused' philosophy to communication. Says Annemarie McKay, deputy managing director: "It has never been our contention that PR is the only solution to marketing briefs, but is one of many disciplines, which when combined with above-the-line; below-the-line; CRM and digital components, offers clients a solution which is seamless and more impactful. As one of the first PR consultancy's to formally link to an advertising agency, McKay believes the agency has 'cut its teeth' and developed a model for 'fusion' which delivers a better creative product while offering a full spectrum of group resources,

"As Magna Carta, we will continue to offer a strategic communications service across brand; corporate and financial communications. The agency offers a variety of services including, reputation management; profiling; internal communications; brand amplification; and relationship building."

Some of the agency's more high profile campaigns include, the ANC election campaign; the launch of bluebean.com; the launch of SAA's brand anthem campaign; Standard Corporate and Merchant Bank's (SMCB) Annual Management Conference (2000 and 2001); the launch of the Nissan Almera; the South African Revenue Service's (SARS) Tax Amnesty campaign; the launch of the Welcome campaign; and the Tourism Month campaign for SA Tourism. Another coup for the agency was beating seven other PR agencies to win the SA Rugby account last year.

In closing, Anderson comments that worldwide research shows PR to be a growth industry, both locally and internationally: "Our experience has strong growth in the local context and a growing need for strategic PR interventions. As Sasani Communications, we have been incredibly fortunate - we are optimistic that the curve will continue upwards as Magna Carta."