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Thomas Taylor-Benson

A culturally inquisitive person by nature and a truly integrated global advertising man. Loves the challenge of developing iconic and indelibly branded client work .... that works. An ardent believer in 'visual narrative' and a delighful racontuer.
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Thomas Taylor-Benson commented on Is marketing moving with the times?
Superb Article Chris. I could not agree more.

Agencies and marketing folk seem to have missed the point that in todays world, communicating with their audience requires a real value exchange -the real or perceived value to the consumer engaging with the brand being greater than the value to the advertiser.

I think some of the problem is that agencies and marketers are to concerned about developing a singular big idea that is then splashed across every possible medium for consistency.
And to win the next award

I call it blanding - I would rather see agencies develop lots of big ideas that are then applied cohesively across the the different channels with relevant and appropriate content for that channel. Done properly , it provides a far more engaging dialogue with the consumer.
Posted 1 month ago | Like
Thomas Taylor-Benson commented on Can Brand SA survive these stupid stunts?
top class. - perhaps the govt would be better off using the 50 million earmarked for the toll offices on chapmans peak to further improve the berthing facilities and customer service at the current docking point, instead of more expense moving to a tatty part of the harbor and building a toll station no-one wants OR needs
Posted 4 months ago | Like
Thomas Taylor-Benson commented on Time to own and hone the advertising industry
Great article Wayne and I couldnt agree more.

And as a returning SA with 20 years advertising and marketing experience (mostly abroad) I'm finding it very frustrating getting back into the industry here. On one hand they find the international experince, innovations and skills I bring to the industry very appealing. On they other they claim I lack the local knowledge. A catch 22. Either the SA industry want people with broader more advanced skills or they dont. And remuneration is always a problem.
Posted 4 months ago | Like
Thomas Taylor-Benson commented on Remember all those wonderful TV commercials?
Great Articel Mike.

I have to agree wholeheartedly. Not to many SA ads make me sit up and take notice , which is a shame as not so long ago the creativity and innovation in the SA ad scene was fantastic.
Posted 7 months ago | Like
Thomas Taylor-Benson commented on What does the future agency look like? (part II)
Great Article Abey.

My only Question is why has it taken the SA advertising industry so long to start thinking like this. Having just returned to SA I was quite shocked that many agencies still seem to adopt a campaing or media specific approach with little or limited strategic insight into brand reputation. Having spent the last 12 years working with an agency in the UK whos methodology and approach is almost exactly as you describe , its worrying to note that agencies here are still behind. However, the fact that the opportunity exists for a brave agency /ies to re think their model makes me more optomistic.

Now I just need one brave enough to employ me.

Brehndan I hate to say it but unless creative work is intergerally related to the strategy thereby creating an inconinc and indelably branded visual narrative - it should not be considered. That doesnt mean agencies cant be develop beautiful creative work . Far from it. I had the good fortune to work on extremly creative briefs for 02, comparethemarket.com. Qatar Financail Centre Coke Zero et al, BUT if it doesnt deliver results against the business objectives then its ineffective.

Tom
Posted 8 months ago | Like
Thomas Taylor-Benson commented on Marketing approach requires radical rethink to align with market realities
Fantastic Article Melanie.

I have long espoused the idea of a new agency model for SA , even more so now that I have returned to South Africa. I've also been fortunate enough to have worked for an Agency in the UK that adopted a very similar approach described above. In fact we started the agency with this methodolgy in 2002 and continued to refine and adapt it ensuring that the brand always remains at the heart. It is a methodology that works and pays rich dividens to both client and agency alike. One just needs to look at our case studies on O2, comparethemeerkat.com. ING, Coke Zero , Qatar Financial Centre et al , to realise how effective it can be.

I would also go further and say that a new agancy model needs to fuse together the strategic principles of advertising and brand building, the interactivity of digital and the real-time responsiveness of PR.

Creative work should, I believe, be judged on how it answers the above which will allow for a much more open-ended creative ambition.
Posted 8 months ago | Like
Thomas Taylor-Benson
Looking forward to arriving back in Cape Town after 12 long years away. After 3 1/2 years in Qatar first thing I'll be doing is ordering a bacon sandwich.
Posted 11 months ago | Like

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