Draftfcb acquires Hellocomputer

With immediate effect, the agency group's own digital arm, Mesh Interactive, will be rebranded as Hellocomputer and incorporated into the acquired concern to boost the merged entity's total staff complement to more than 80 working out of Johannesburg and Cape Town.

It is believed the new Hellocomputer will immediately rank as one of the top five digital agencies by size in the country.

Draftfcb aims to build South Africa's favourite brands using integrated advertising solutions that are designed to resonate with the man-in-the-street to win his heart and mind and it is believed this deal provides a formidable boost to this offering.

Hellocomputer emerged as a creative leader in the digital arena at the 2011 Loerie Awards, winning the Grand Prix for its work in the Interactive Tools and Applications category.

A number of awards

It was also awarded the lion's share of the 2011 Bookmarks, with a grand total of 14 demonstrating its ability to deliver results-orientated creativity across a broad spectrum of categories including microsite, technical innovation, display advertising, integrated digital media, social media, games, digital mixed media and design.

Internationally, it recently received its third FWA, a second Webby Honouree and was named as the first South African digital agency to feature on 'The Agency List'.

The acquisition can be regarded as a coup for both parties - Draftfcb South Africa has acquired the skills and expertise of what is arguably one of the country's most creative agencies in the digital arena; whereas for Hellocomputer the deal provides an opportunity to produce truly integrated campaigns with some of the biggest brands in the country.

Draftfcb in South Africa is one of the flagship subsidiaries of the NYSE-listed Interpublic Group (IPG). The deal bolsters IPG's roster of digital agencies, notably RG/A, which recently won the Titanium Cyber Lion at Cannes for Nike.

A good set of skills

Commenting on the acquisition, Draftfcb CEO John Dixon said that in a communications landscape where outstanding creative that delivers clear results is increasingly demanded, Hellocomputer was a perfect fit.

"Apart from its undoubted creative pedigree, Hellocomputer possesses comprehensive strategic skills and development capabilities in web and mobile, measurement and analytical skills, and social and emerging media prowess. It also happens to be composed of really nice people, which is critical to us."

Managing director of Hellocomputer, David Moffatt, added: "Hellocomputer has always subscribed to the principle of integrated communications. The timing, opportunity and cultural resonance with Draftfcb make this deal the optimal next step in our history.

"While we will continue to be defined by creatively inimitable, sublimely crafted solutions that achieve compelling results, our ambition has expanded to one of becoming a world-class interactive agency. We know working with Draftfcb's integrated agencies will help us achieve that goal," he said.