Exp signs major new business

Sponsorship and brand activation agency, Exp has experienced a major revenue spurt over the past few months, having grown the business by 26% for the year to date, after securing multiple pieces of new business.
Earlier this year Exp was awarded the full account to manage all sponsorship properties for MTN South Africa across their sport and lifestyle portfolios. These include their football portfolio, lifestyle sponsorships such as the MTN SAMA Awards, MTN Joyous Celebration gospel show, MTN SuperSport Shootout golf tournament and MTN's entire cycling portfolio of events.

Exp's Brand Activation division in particular has seen major growth after pitching on, and being awarded five new accounts. These include business by SC Johnson to handle a brand activation campaign for their Raid Multi Insect Killer product, to create top of mind awareness of Raid amongst the target market. The agency developed a multi-tiered campaign, which included door to door sampling, key opinion leader swapping and sampling and mall activations.

Toyota SA awarded Exp the business for the launch of their new IMV vehicles, for the Fortuner and Hilux models, to manage and implement launch events in Cape Town, Johannesburg and Durban. "The Toyota Great Escape" launch concept was developed to attract the target market for these vehicles, which are family-oriented men that lead adventure lifestyles, by putting on an event where they literally experience 'escaping' the city.

Exp also picked up new business from Samsung TV, managing their supplier sponsorship to the Blue Bulls during the Absa Currie Cup season and Samsung Business' involvement in the MTN8 football tournament recently.

SAB Miller Africa commissioned Exp to produce trade tool kits for Genuine Draft Miller and Castle Lager for their African operations in seven countries. In addition Exp managed Castle Lager's Trade Incentive Tour for 75 sales staff and trade retailers during the Pirates vs Tottenham Hotspur match.

One of South Africa's leading producers of culinary oils, Continental Oils (Pty) Limited awarded Exp the business to manage the announcement of their joint venture with Wilmar International Limited, to form Wilmar Continental.

Exp's public relations division, Exp PR, was awarded the account to manage the PR for the National Basketball Association (NBA) Africa, across their key African markets in Kenya, Nigeria, Senegal and South Africa. Since the NBA set up office in South Africa, Exp PR handled the PR for the launch of a basketball development programme with the Royal Bafokeng Nation in which 8000 school children will be trained in the sport, maximised the publicity around NBA's involvement with Sprite Slam in DRC, Kenya and Uganda, and recently handled the PR for the NBA's Basketball without Borders Africa 2011 camp, a youth basketball and life skills camp, which took place in Johannesburg from 1-4 September.

Exp PR was also awarded the account by conceptualisation agency, Stimulii, to manage the PR for Tropika Island of Treasure 4 - the fourth season of the "fun in the sun" reality TV series, on their behalf. Exp PR's role was to create hype around the entry phase of the consumer competition, by profiling the participating celebrities, and enticing the public to enter, where they stand a chance to win a trip to be on the reality TV show and a chance to win R1 million in cash.

"It has been a really exciting time for us at Exp, having pitched some cutting-edge creative concepts to clients and securing the work for these ideas, particularly in the Brand Activation and PR space," says Exp SA CEO, Sandile Ndzekeli.

Apart from all the new business secured, in the same period, Exp continued to activate numerous sponsorships for long standing clients Absa, Sasol and MTN. These included the launch and start of the Absa Premiership football season and Bafana Bafana's qualifier campaign for the African Cup of Nations, the MTN Lions campaign in Super Rugby and now the Absa Currie Cup and Banyana Banyana's qualification for the 2012 London Olympics for client Sasol, amongst others.

"Having won the 'Sport Agency of the Year' at this year's Virgin Active Sport Industry Awards and the prize for 'Best PR of a Sport Campaign', we tend to get pigeonholed as a sports marketing agency. Whereas in truth, we are actually a full-service below-the-line agency, doing sponsorship consulting, brand activation and PR. Winning these new pieces of business does well to change the mindset that we are just a 'sports' agency," added Clint Paterson, Sponsorship and Brand Activation Director.

In addition, Exp recently bagged their first ever Loerie at the 33rd Annual Loerie Awards held in Cape Town - a Bronze Award for their PR work on the MTN8 Last Fan Standing campaign.

28 Sep 2011 10:33

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