Says Group CMO, Desere' Orrill: "HoneyKome has grown out of our mobile marketing division, MobiMedia, which specialises in mobile communication and helps brands engage with mobile consumers. As a natural progression, and to meet our clients' requirements, our services have expanded across all digital and social media channels. The formation of HoneyKome is the embodiment of this expansion. "
In choosing the name HoneyKome, the company sought to emphasise the element of engagement which is so central to any marketing campaign. The parallel is drawn between bees pollinating (and thus activating) a garden, and the pivotal role which digital has come to play as the active ingredient in marketing today. With a service offering that promises "digital pollination for brands", HoneyKome will concentrate on growing customer engagement through 'sticky' strategic solutions.
Heading up HoneyKome as agency director is Dylan Kruger, formerly head of strategy at HelloComputer. "Because we believe that concept and strategy are the key elements in getting digital right, we specifically recruited a creative digital strategist," said Orrill, who has been instrumental in establishing HoneyKome. With 15 years' experience as a marketer and strategist, Kruger has written and implemented digital strategies for major brands such as Coca-Cola, Cadbury, Nivea, Ford, Toyota, Lexus, Samsung, FNB, Standard Bank, as well as various brands in the Pernod Ricard group.
Having worked as a corporate marketer before crossing the agency line, Kruger understands client requirements and business realities. In this he shares the group philosophy that digital should be an integral part of the overall marketing strategy and always serve business objectives and ROI. Said Kruger: "I've been on both sides of the table - client and agency - and I have a good insight into client requirements, as well as understanding agency structures. I'm at a stage in my career where I am ready for change, and the opportunity to head up HoneyKome within the Ole! Media Group is a challenge I savour."
Kruger will add his personal stamp to the HoneyKome team, whose skills include a comprehensive shopping list for brands looking for a winning digital recipe. They include: creative concept and strategy, design and development, content creation and distribution - including in-house copywriting, photography and videography teams, social media management and community building, experiential marketing and the implementation of related technology requirements. The company's strength as a 'mobile first' agency places it in prime position to address an African digital audience, from a simple USSD or SMS engagement campaign to a fully integrated digital and social campaign with multiple touch points and elaborate implementation.
