A first in South Africa's sponsorship and experiential marketing industry

After months of planning and discussions, an exciting development has been revealed to the industry with four competing market-leading sponsorship and experiential agencies in South Africa merging to form a new entity, which will be known as the Openfield Group.
A first in South Africa's sponsorship and experiential marketing industry
The four competitors - Matchworld, RE Experience Architects, Openfield Cape Town and Trinergy - will now operate as one agency named Openfield. Openfield will consolidate the best aspects and practices of the four agencies to offer marketing solutions to its clients. Openfield specialises in building emotional bonds between brands and people in the environments of sponsorship, brand experiences and corporate social investment.

Group MD, Franco Barocas, says: "Forget all the fancy jargon and marketing speak, what I can say is that this group brings together some of the finest practitioners in this industry, together with many young, new age thinkers that are our future. It is really exciting to be involved in this unique venture that will define and implement some paradigm shifts in this market. Change is coming and everyone, especially our clients, will reap the benefits."

Openfield has offices in Johannesburg and Cape Town with a staff complement of 50 passionate and energetic people and an affiliate office in Durban, along with access to an African network in 15 countries. The experience, pedigree and expertise of the team spans across many blue chip brands on a local and global stage. Openfield's clients include Vodacom, Engen, SABMiller, Nedbank, AFGRI, Distell, Black Knight International and J.P. Morgan.

Managing Director Cape Town, Marc Tudhope commented: "It's fantastic to be a part of a Group that is privately owned but has the financial muscle and size to give it critical mass; big enough to handle anything but structured to be nimble, flexible and responsive to clients' needs. I'm proud of our experience and expertise and excited about our youth and new age thinkers. The energy is good, the thinking is new and the determination palpable. Exciting stuff and most importantly we are going to make sure it's good for clients."

Openfield's core focus area is to build emotional bonds between people and brands in the environments of sponsorship, brand experience and corporate social investment.

20 Jan 2015 09:22

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