54-68 Lions 06 South Africa Featurez:25•01 front 24/06/09 17:13 Page64
64 FOCUS ON SOUTH AFRICA
— a commercial for Tampax — has been noticed by some Recent TJDR work included coverage and thus sponsor- and the reality of top-level in-
— was shot at Cape Island Stu- of the biggest players in the Sasol’s integrated branding ship from TV to other media. ternational production.”
dios, where three stages were world. campaign Chairs Versus But staying ahead of the game Velocity’s response has been
used. The US campaign, which WPP’s acquisition in Janu- Champs, which ran from print is as tough in South Africa as to set up a new offshoot, Tenac-
came through Hungryman, ary of a 49% stake in TJDR and TV to web and mobile. anywhere else, according to ity New Media. “The major-
saw Steve Pearson directing demonstrates how South “Sasol sponsors the South Barry Munchick, chief strate- ity of our work is still 35mm,
for Leo Burnett Chicago. “Even African creativity is being val- African Olympic team, so we gist and managing director of but that will change,” Munchick
though the commercial was ued on the world stage. The staged a basketball game against Velocity Films. “What it has adds. “Tenacity has already
all studio with no exteriors, deal gives WPP stakes in TJDR the South African Paralympic come down to is that we are had several jobs, including vi-
they came to us anyway be- (South Africa) & Partners, basketball team and the cur- now more of a solutions com- rals and two big contractsfor
cause we could supply three TJDR in Johannesburg and rent rugby world champions, pany than a film or video pro- mobile content. We have been
stages with extensive set builds Cape Town, and subsidiaries the Springboks [which Sasol duction company,” he says. pushing pretty hard on the new-
for a good price,” Beukes adds. Black River FC and Metro- also sponsors].” The brief called “We have to find clever ways media front because we be-
“For us, it was a coup. We don’t politanRepublic. TJDR (South for TJDR and the online and of solving the conundrum of lieve it will eventually become
often pick up studio jobs un- Africa) & Partners’ roster of mobile marketing agency Shake what clients are willing to spend, a good market.”
less there are exteriors involved blue-chip clients includes Interactive to extend brand what agency creatives expect Among Tenacity’s recent jobs
as well, because exteriors are MTN, energy company Sasol
one of the main reasons peo- and Hyundai.
Navigator’s
ple come to Cape Town in our It was a “dream deal”, says
shoot for the
Bridgestone
summer. It took us a while to TJDR’s Warsop, in that it al- Tire campaign
convince the Americans that lows TJDR and its agencies
at Sishen mines
there is a big enough talent to remain independent while
pool here in South Africa, so giving it significant presence
it was great that they trusted on the world stage. “We have
us with huge set constructions the world’s largest media and
as well.” communications group as our
partner, yet we still retain 51%
THE DIRECTOR’S CUT of the equity,” Warsop adds.
THAT SOUTH AFRICA regularly “An important part of the deal
has some of its best talent is that TJDR will not form part
poached by international net- of any existing agency or net-
works and agencies is no sur- work. This leaves the door open
prise. The country’s habit of for us to build The Jupiter
bringing home more than its Drawing Room brand as a mi-
fair share of awards — many cro-network in markets be-
for projects of modest budget yond Africa.”
THURSDAY 25
TH
JUNE 2009
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