"I was keen to get back into the agency world and away from a corporate environment after eight great years in two challenging roles client-side. I realise I'm bucking the trend as more agency people are heading client-side than the other way around - but 34 truly understands and is leading the shopper space in SA. It was therefore an irresistible challenge to drive their insights and strategy even further in order to help grow 34 to the next level," stated Kristel van der Vliet.
"We hunted for the right person across the agency world and there was little depth in a true understanding of shopper marketing and precise strategic thinking at key points of influence. Add Kristel's ATL background and brand consumer insights and strategy expertise into the mix, you then have a powerful, holistic and integrated combination," says Andy Sutcliffe, 34's CEO. "It was synchronicity at work with the timing of the opportunity and Kristel wanting to move back into a creative environment. She will add immense value to our own culture and problem-solving capabilities through-the-line that our clients will undoubtedly love."
34 is currently developing campaigns that sell more smartly in SA for Carling, Castle, Coke, Lindt, Campworld, Bos, Kellogg's, Makro, Beame, Matrix, Viva Gym, Purple Group and Huggies, Unilever and Safaricom in Kenya.