Bester Burke goes Underground

"While we have broadened our offering to encompass below-the-line disciplines, we felt we needed additional skills, especially in the increasingly sophisticated CRM arena" says Dave Bester, Managing Director of Bester Burke.

In many instances, what is becoming known as 'dark' marketing (targeted communication which is not broadly exposed) has become a powerful tool in creating brand advantage by talking to consumers on their own terms, in an environment where they feel comfortable and receptive to brand messages.

It is with this reality in mind that Bester Burke Underground was launched. It also provided the inspiration for the new agency's name.

The new agency will be headed up by David Ross, previously Creative Director of Tequila in Cape Town. Apart from being a well respected leader in his field, David brings a wealth of experience to the new company, especially in the disciplines of graphic design, sales promotion and CRM.

According to Ross, Bester Burke Underground will follow the same entrepreneurial approach to communication which built the Bester Burke brand name. "I've worked with these guys before and we not only share a common philosophy, we have a proven record of gelling as a team".

The new agency will operate from the same premises as Bester Burke, in order to ensure brand cohesion across all communication programmes.