MetropolitanRepublic has room to move

Deeb, who will become group CEO of MetropolitanRepublic on 1 October, was Jupiter's MD from 2005 then CEO from March last year after the resignation of Renee Silverstone, who had been with the agency for over 20 years.

Since then, Deeb seems to have spent much of the time keeping Jupiter's head above water. This year the agency lost its key Edcon account. Various parts of the Edcon business had been with the agency for over a decade.

Jerry Mpufane, who has built a sound reputation as MD of Draftfcb Johannesburg, will replace Deeb. "The past few months have been quite tough and I think Jupiter is good for a change," says Deeb. "With Jerry taking my place, the team there is a lot more settled."

She fills a Metropolitan gap left by former MD Dawn Klatzko. Deeb has shared a long-term relationship with agency founder and chief creative strategist Paul Warner. She says: "Paul and I have spoken for many years about working together but the time wasn't right. Now is the perfect time. I'm hugely excited."

Renewed growth

Her appointment comes at a time of renewed growth in Metropolitan's business. Warner says the agency has grown from 70 staff to 125 since last year. Besides SA, it has business in Ghana, Uganda, Swaziland, Zambia and Rwanda.

The agency opened its first African office in Uganda, where it followed SA client MTN. Warner says: "We have an office there but it's just a place where people sit. We move people around between our various locations."

SA remains the agency's dominant market but Africa will become increasingly important, he says.

Metropolitan is a relatively young agency but is considered a significant player in the industry. "What we've done in the five-and-a-half years since we launched has taken other agencies 15-20 years to achieve," says Warner.

Account wins

Besides MTN, clients include FNB and SA Breweries. Account wins in recent months include Nando's Grocery International, the business which produces the fast-food brand's condiments for retail distribution. There have also been Kinder Chocolate, Scooters Pizza and Environ Skincare. In Uganda, Metropolitan won the accounts for Google and the Uganda Health Marketing Group.

Warner says the agency won't be looking immediately for more SA accounts. It will rather spend time getting to know new clients and expanding its work for existing ones.

"A lot of agencies have a habit of fishing," he says. "They get a big fish, put it in the boat and start looking for the next one. Whenever we win a piece of business, we like to close our doors and settle the brand down. We're not hunting for pitches."

He adds: "You have to find the right client, someone you get along with. For instance, the SABC account has been out to pitch for a while now but we're not interested. We don't believe they have the capacity to change what they need to."

Source: Financial Mail via I-Net Bridge