Brand South Africa recently announced the appointment of McCann Worldgroup as its through-the-line advertising agency following a rigorous selection process during which proposals were considered from five short-listed companies.
The selection process was in line with Brand South Africa’s tender processes. The tender process was facilitated by Yardstick, an independent search agency.
Agencies were asked to submit proposals in April 2013 and were assessed on their familiarity with nation brand development and the role of reputation management in enhancing competitive identity. They were further assessed on their ability to deliver on Brand South Africa’s strategic priorities. Their compliance with BEE legislation, corporate governance and overall reputation were also factored into the selection process.
McCann Worldgroup will be responsible for conceptualising and developing brand strategies and campaigns that will enhance the nation’s reputation. Additionally, the agency will be responsible for media planning and buying. All campaigns will be aimed at positioning South Africa among the top 20 global nations.
“We congratulate McCann on their successful pitch and we look forward to a rewarding relationship with them as we build our nation brand both domestically and internationally,” said Brand South Africa CEO, Miller Matola.
Speaking about the appointment, managing director of McCann Johannesburg, Karabo Denalane, said, “We could not be more delighted with this appointment. On the dawn of 20 years of democracy, we have been given an opportunity to increase awareness of our nation brand in key international markets, to shape the reputation of our country, and to build pride and patriotism within each and every South African. What an honour and a privilege.”