2019 Financial Mail AdFocus Profile

FCB Joburg, SA’s first creative agency, an agency that has always led the industry and has been at the forefront of change, is set to shift the paradigm ... again.

Having created the local industry when it opened its doors for business in 1926, FCB Joburg has long been acknowledged as an agency that’s building the country’s most loved brands.

It is a regular frontrunner on Millward Brown AdTrack’s Most Loved TVC lists, and 94% of its brands are #1 or #2 in their markets. More recently, it’s been winning kudos from its peers as the agency on top of digital integration, and was recently voted by the industry as the Most Digitally Integrated Agency in the marklives.com survey.

Today, FCB Joburg continues to evolve ahead of the curve to deliver sophisticated creative solutions in an ever more complex marketing landscape that is driven by technology and data. MD Thabang Skwambane says: “Today’s clients have a myriad requirements. They require specialist business partners to navigate an ever more complex marketing landscape; creative solutions to business problems; use of technology to improve efficiency, data-driven market and consumer intelligence; measurable return on investment (ROI) for marketing spend; rapid content production, and transparency.”

Through its tight integration with its marketing technology sister agency, Hellocomputer, FCB Joburg is able to elegantly overlap creativity with data and technology with the aim of providing unexpected, evocative and contagious solutions to clients’ business problems.

Importantly, these solutions are channel-agnostic, with Hellocomputer delivering performance and marketing technology geared towards leveraging technology to deliver personalisation at scale, maximise efficiencies through intelligent automation and deliver measurable ROI.

As part of the Nahana Communications Group, formerly IPG SA, FCB Joburg gives its clients access to a broad spectrum of specialisations including rapid content production, PR, media and data and analytics services. This is achieved through Nahana’s open architecture model, which encourages all group-owned speciality agencies to collaborate more effectively and efficiently to solve its clients’ business problems creatively.

The aim of the open architecture model, very simply, is to connect and integrate the best resources for a client regardless of where those resources reside within the group. Critical to the success of the new paradigm is a representative, diverse and inclusive team that reflects the demographics of the consumer. And here, too, FCB Joburg leads. 69% of the staff at FCB are black and 71% of senior and executive staff are women. More than 43% of its procurement is from majority black-owned companies and 15% from black women-owned companies. “We’ve been at the forefront of the industry for more than 90 years by being brave: creatively, technologically and socially.

Looking ahead, we believe that we will connect our clients to their consumers in more ways by leveraging data and technology and building partnerships to last so that we can build SA together,” Skwambane says.