• Submit news
  • Advertise & rates
  • Contact us

Subscribe to industry newsletters


Press offices

Enquire about a press office
Bizcommunity has over 400 industry contributors and we always welcome further contributions and contributors.
Advertise with us
Advertise & RatesMy Account
Company press officeList company
Recruitment packagesSubmit job ad
Download ratecard
Advertising news

Why Quirk was voted The Agency To Watch ...

17 Feb 2014 09:05
Quirk CEO Justin Spratt gives some views on what has led to the agency being voted 'The Agency to Watch'.
Adlip: What makes your peers believe that Quirk is the agency to watch?

Justin Spratt: I think it's because we have realized that there is huge value in what the Classical agencies bring - and that is the understanding of a Big Idea and how the big idea can live every where. What's been missing I think, is an ability to put digital into that and I think the reason we're an agency to watch is because we bake-in digital right from the start. Digital informs everything that we do - we don't just see digital as a channel. Our kids (youngsters) here are digital natives and so the guys that would traditionally have gone into your Classical agency and thought of Big Ideas for 30-second TV spot and 30-second radio spots are now thinking about it from a digital platform point of view.



Adlip: What's changed at Quirk in the past 12 months?

Justin Spratt: In the last 12 months we have made some significant investments in classical advertising competence. We have hired Con Bertish in Cape Town, and we have hired Fran Luckin in Johannesburg. Con was the ECD at at JWT Cape Town, and Fran is the former ECD of Ogilvy Johannesburg. These are significant investments, because it takes time to build this level of competence - you don't hire one of these guys, and then all of a sudden start winning awards. It's a DNA thing, you need to start baking-in this different way of thinking about an idea, try to pull yourself away from production mentality and great tactical ideas. You move away from that and try and think about a core big idea that can really live across multiple channels and in multiple formats. We are also starting to think very much about brand narratives - there is this like 12 month content plan story that needs to be told, and whilst you need to have the tactical stuff in there, you really need to carry the brand with the content that is being generated.

It's not about the short campaigns where you spend a lot of money, you get a lot of fireworks and then it goes away...

Read the more here.



SOURCE

Adlip
adlip.com is a comprehensive, Industry Insider, online repository of local and international knowledge & knowledge sharing – for South Africa’s Communication Industry including Continental Africa: covering Advertising, Creativity in advertising, Research, Marketing, Strategy, Media, Design, Creative, Digital, Mobile and Social Media disciplines, as well as Education in these sectors.
Go to: www.adlip.com
    
 
LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. defamation, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. Bizcommunity.com will disclose authors' IP addresses to authorities if compelled to do so by a court of law.
Read more: Quirk, Justin Spratt

Related news