Wrigley's Airwaves goes to DDB SA

Wrigley's success in South Africa pretty much parallels that of DDB SA, which although present in the market for a number of years, has seen exponential growth in the last three years.

According to Glen Lomas, CEO of DDB SA, “this is an absolute bonus on top of an already great year.” He estimates that DDB SA's income and turnover has already increased significantly in 2007, and he says that the agency is on a roll, attributing this to DDB SA's dedication to excellence in every part of the process, from marketing and strategy through to creative. “It will give our brilliant, revitalised creative department yet another great new brand to write for.”

Gareth Lessing

In July 2007, Gareth Lessing, formerly of Lowe Bull and Hunt\Lascaris, joined the DDB SA team as executive creative director, followed by colleagues Stuart Turner and Darren Borrino (copywriter and art director respectively). Lessing is a highly regarded figure in the South African advertising industry and has extensive experience in all aspects of the marketing mix. He has won a multitude of awards, including Cannes Lions, One Shows, D&ADs, Clios and Loeries, among others.

“I have been fortunate enough to work at great agencies and to have learnt from the best. But there was always a nagging voice in my ear which asked, ‘Can an agency honestly do both outstanding creative work and still give staff a bonus because their client's products are flying off the shelf?' I am now at an agency where I do believe the impossible can be achieved. Far too many agencies only have the capacity and will to focus on one of two things: bottom line or creative.

“In truth, they are as important. In fact, one without the other is disastrous. An agency that is only concerned about the bottom line and pleasing the client without any healthy debate, runs the risk of their client's brands becoming average to the consumer with no stand out, and hence no loyalty. Of course the flip side is that if an agency's only concern is awards, the client's brands will once again suffer as the agency loses focus of true business objectives, namely moving product through loyalty to that brand. It takes real talent and passion to achieve the perfect magical balance. I believe that DDB now has the force to bring balance to the universe.”

Turner and Borrino

Turner and Borrino both studied at the AAA School of Advertising, although they first met a few years later at TBWA\Hunt\Lascaris. After working well together on numerous projects, they were each offered a job at Lowe Bull, working under one of their ‘creative heroes', Gareth Lessing, whom they followed to DDB.

Julie Maunder is another new addition to DDB SA's fast-growing pool of creative talent, and has also stepped on board as a creative director.

With the new creative talent having just joined the agency, DDB's attitude seems to be ‘watch this space'. Having addressed the challenge in 2007 that DDB had previously faced in the form of a lack of creative muscle, according to the management team, 2008 will be the year that these efforts bear fruit. “We have every faith in our new creative partners,” Lomas says confidently.

The agency has added numerous other new clients to its basket this year, ranging from brands under the Unilever banner, such as Robertsons Spices and Mrs HS Ball's Chutney, to being tasked with uniting the MTN brand across Africa, globally re-aligning the Lipton brand, and providing advertising for Holiday Holdings, University of the Wits Business School and Life Healthcare.