South African sport and outdoor retail company, Mr Price Sport, has appointed multidisciplinary agency, The Hardy Boys, as its communications agency.
With 6% of group turnover coming from the sports division and sister operations in home decor and general apparel, holding company Mr Price, has built up an enviable reputation as one of South Africa’s fastest growing retailers, becoming synonymous with offering fashionable merchandise and excellent value for money.
“The Hardy Boys came with an excellent set of credentials, which demonstrated their strength in brand positioning and delivering an integrated communications strategy,” says Nikki Viljoen, Mr Price Sport Marketing Executive.
Bypassing the traditional means of issuing a tender and opening it to a number of agencies to pitch, the appointment was made after directly consulting with the agency and evaluating a creative proposal presented by agency head, Dale Tomlinson, CSD Alan Bell and ECD Geoff Paton.
“We are thrilled that a brand with such great global aspirations, that has already proven its success locally, has chosen to work with us – I know they will benefit from the many key learnings the agency has been able to amass from our work in FMCG, consumer electronics and financial services,” says Dale Tomlinson, The Hardy Boys CEO.
The appointment comes into effect from 1 November 2013, with a full dedicated team within the agency being allocated to Mr Price Sport.